Think you’re no good at writing copy?
Well, here’s some great news for you – it doesn’t matter.
Because the best copy doesn’t actually come from the writer’s head.
The best messages – the ones that paint a picture of what your readers really want – come from the people who are most likely to buy from you (or who have already bought from you).
Yes, there are tricks, strategies, and ways to format your copy that make it better, or more readable. And I’ll share as many of those with you as you can stomach through the articles on this blog.
But none of that matters if you’re not using words that make your reader think, “Holy crap, it’s like she’s reading my mind.”
How can you use these kinds of mindreader messages in YOUR copy?
First, you have to find them.
If you’re a coach or service provider, you’re probably already familiar with the idea of doing sales conversations, or “free strategy sessions” where you then offer a program or service. (You are familiar with those, right?)
So let me ask you a question…
Do you take copious notes from those sales conversations?
No? You DON’T take notes? – Then there’s never been a better time to start.
If you feel like note-taking is too distracting, you can record the calls and find someone to transcribe them for you. (Since these notes are just for your eyes, you don’t need a perfect transcript. Consider hiring an overseas transcriptionist with a good grasp of the English language to save some money.)
And, in the interest of best practices, mention to the person you’re talking to that you’re recording, and offer to send the recording to her.
Yes, you DO take notes? – Great. Ten points for you!
Now, let me ask you this…
When you take notes, do you write down what you’re thinking, or what the person says to you, verbatim?
For example, what type of phrase are you more likely to find in your notes?
“Worried about her kids misbehaving in school.”
“Madison’s teacher called me to tell me she isn’t turning in her homework, is always late to class, and then she refuses to participate. I don’t know what to do. I ask if she’s doing her homework, and she says yes. It’s not like I can be there, at school with her. And I can’t force her to do the work. We’ve tried taking away her phone, but all that does is make her scream and slam doors.”
So… which version is more likely to give you some juicy tidbits for your copy?
You want to start compiling the raw statements people share with you, especially when they speak to you from a space of honesty and vulnerability.
And then use them.
Sometimes you’ll use them verbatim. And other times you’ll want to tweak them using the tips you’ll learn on this blog.
(Just be respectful of privacy. Don’t share the person’s name. And change little details if you think it’s too obvious who you’re talking about.)
Think how much easier it would be to sit down and write a sales page if you already had all of the language that describes exactly what your ideal client is going through.
You’ll know how to describe her problem, because you will have her words telling you what the problem is.
You’ll be able to show her what new reality is possible for her, because she told you what she wants.
Don’t do sales conversations? No sweat. There are other places to find your ideal clients’ words…
- Go to Amazon and look up books that cover similar subjects to yours. Read through the reviews and look at the phrases people use.
- Look at blogs or online magazines with articles that resonate with your work. Scroll through the comments and see what people are saying.
- Send out an email survey that asks open-ended questions (instead of yes/no or multiple choice). Give them space to tell you what’s going on for them now, and what it is they truly want, in their own words.
Once you’ve compiled a bunch of notes, start looking for phrases and words that show up over and over again. Highlight those, or copy them into another document.
Then keep that document somewhere you can find it easily the next time you sit down to write.
Bonus Tip: Don’t just grab anything and everything that sounds good. Make sure it matches your ideal client’s voice.
For example, you may have 2 different programs – a high-level private coaching program, and a 4-week group program. The people in those programs will probably be at very different places. Which means they’ll need to hear different things from you.
So, as you get more advanced with this and keep compiling more and more notes, start to separate them into categories that match your different levels of clients.