Connecting with potential customers through your website copy and marketing materials is crucial for converting visitors into paying clients or customers. However, writing copy that truly resonates with your target audience can be challenging.
Emma Griffin is a copywriter for coaches, creatives and consultants, providing copy for big brands like Monica Vinander, Harrods and Bloom & Wild. Emma joined me on Podcast Episode 52 to share actionable tips on how to write compelling copy for your business, using examples and recommendations
Know Your Customer
The first and most important tip is to make your copy about your customers, not about you or your product/service. As Emma explains, “We’re intrinsically selfish — we need to know what’s in it for us.” When crafting your copy, always think about what your customer cares about and how your offering will benefit them.
For example, instead of focusing on why you’re qualified or the features of your service, frame things around addressing your customer’s problems. As Emma suggested, think about “What’s in it for me?” from the reader’s perspective with every sentence. Use more “you” language than “I” or “we.”
Conduct Customer Research
To write customer-focused copy, you need to intimately understand who you’re writing for. Emma recommends researching your target audience online:
- Read related books reviews on Amazon, especially negative ones to uncover “pain points.”
- Lurk in Facebook groups and forums to observe conversations.
- Pay attention to what potential clients ask about when contacting you.
The goal is gathering insights into your ideal customer’s goals, objections, fears and motivations. With this knowledge, your copy will better resonate by addressing their specific needs.
Use Relatable, Conversational Language
Your copy should sound like an engaging conversation, not a formal, corporate document. Emma suggests ditching jargon and writing how you’d explain something to a friend. Feel free to use casual language, abbreviations and even slang if it fits your brand voice.
Share Your Relevant Experiences
Sharing your own relevant experiences is another great way to connect with readers by showing you truly understand their situation. For example, if you help people struggling with a problem you have personally overcome, share that journey. Use storytelling to build an emotional connection.
Keep Sentences Varied
While short, punchy sentences have their place, too many in a row become boring to read. Emma recommends varying your sentence structure and length to keep things interesting. Ask questions, use natural language — do anything to make it conversational.
Sell the Benefit, Not Just Features
Don’t just describe product features and expect that to entice customers. As Emma explained, “Spend more time on why your customers should care.” Outline how each feature will tangibly improve your customer’s life. Paint a picture of the transformation your business provides.
The most important thing to remember when creating copy that connects with your customer
The most critical component of copy that converts is focusing on your customer, not yourself. Get inside your ideal client’s head through research to understand their perspective and needs. Then use conversational language and storytelling to show them how you can help address their problems to achieve their goals.
For more in depth information listen to the full podcast episode here.
I hope that this post helps you to continue on your journey to success and if you need any extra support then check out my free resources on my website, follow me on Instagram, subscribe to my monthly newsletter or get in touch at nicole@thebuyerandretailcoach.com
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The Buyer and Retail Coach is a global retail expert with over 18 years experience working in the industry as a buyer and head of buying for companies such as Primark, M&S, and George at Asda, developing and sourcing a broad range of products from Lingerie to Health & Beauty and driving strategies and innovation.
Having worked for the big blue chips, Nicole Higgins now brings that expertise and experience to entrepreneurs and SME’s to help you make your product ideas a reality, scale your business, and increase your bottom line and profits.
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