Clarity is the key
Part of the work I do with my clients asides from gaining them clarity on what makes them utterly awesome, unique AND desired to their ideal client, is that I help them actually implement that clarity to master their marketing.
This morning I have been giving feedback and helping one of my clients tweak their sales copy and their lead magnet. This is so it not only hits the spot in terms of speaking to their ideal client, but also so that they are able to position themselves as the authority in their industry.
Make Your Copy 'Speak'
I thought I'd share some ways that you can make your copy 'speak' to your ideal client, that will result in paying clients. This isn't an exhaustive list. Copy writing is a comprehensive cocktail of elements, but these tips will add instant conversion punch to your copy...
1. Future Pace & Poke the Badger
A lot of people think that after they've gained clarity on their ideal client, all they need to do is find them and get in front of them. But the marketing messaging that you put in front of them needs to be spot on or you'll let these ideal prospects fall between your fingers faster than the speed of light.
You have to spell out their reality and their future reality to them. Don't let them assume it for themselves. When you put emphasis and detail on both these ends of the spectrum, you create a larger distance between them, and their goal. This means your promise to get them to the finish line has more value.
Not only that, but it pushes the emotional buttons that have to be pushed before a sale can be made. People buy emotionally first and with logic second. So your copy has to agitate their before state and bring to life their possible future.
Give them contextual details such as...
'Right now I know you're struggling to lose the weight. I know you're fed up saying no to a piece of cake one day and feeling great. Then the next day eating the entire cake and burying your head in the pillow of eaters remorse.
I know that the mirror makes you cringe. I know you know you should love yourself unconditionally, but you're annoyed at yourself for the bad decisions you're making for your health. I know you just wish that you could find the strength to stay on track with the endless diets you've tried.
What if I told you that you could stay on track consistently. That you could finally reach that weight-loss goal. You could feel proud to say that you are HEALTHY. Not just in terms of the food you are eating but that you have a healthy relationship with food.
How amazing will it be to fit into that little black dress you bought five years ago. To show up to that party looking hot AF. How will it feel to bounce around with energy, feeling amazing and powerful. No more lugging yourself to work on a Monday morning feeling tired and remorseful for all the work you've undone over the weekend in drink and takeaways.
Imagine saying no to the food you know will scupper your goal and not feeling like you've missed out!...'
See how powerful words can be when you truly understand the inner workings, inner problems, and desires of your ideal client. How when you spell it out for them, it truly does 'speak' to their emotions.
Disclaimer- this copy is written out by me just now and isn't the copy of a client.
2. Uniquely Useful vs Uniquely Useless
People who buy services, buy them because they are useful in someway. Being unique is great, but if what you're communication in terms of solving a problem is vague, broad, and seemingly useless, or invaluable. You'll struggle to turn your copy into clients.
Give them some context on the specific problem they are solving and the specific outcome they are looking for, and they'll see more use than if you just use flowery, pretty, or epic language that sounds great but lacks substance.
3. One piece to an entire puzzle
See your copy/message as just one piece to an entire puzzle or funnel if you will. Think about the entire journey from the moment your perfect prospect claps eyes on your content. to the moment they say 'YES' to working with you.
Here are some questions you can ask yourself when writing copy...
- What does this piece of copy that you are putting together need to do to get them to the next stage of that journey?
- What is the end goal/purpose and what part does this piece of copy play in achieving that goal?
- What is the next step and have you communicated clearly a call to action to take that step?
If you'd like to talk through how I can help you curate a marketing message that converts then book a call with me by clicking HERE now.
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