I used to write blogs for clients. Actually, I still do some copywriting. It’s been a learning experience. I’ve written blog posts for people who want to improve their SEO, written articles that were not so fun for me, written for people who felt it was not necessary to send me content for their website.. well, you get the picture.
I love to write. It is something I’ve done since I was a kid. I wrote poetry, songs, and stories. I had an audience and people loved my stuff, including myself. But I hated writing for other people, still kind of do.
I tell my clients all the time that they should be writing their own blog posts, and here is why:
People want to hear from the person who has poured their heart into their media.
Buying from a copywriting machine
Would you buy from a person who sends you emails everyday and gives you that disgusting feeling that the person has sent you a templated email they send everyone?
The person on the other end of the email is not pouring their heart into their words and you can sense that right through the screen! You most likely look at that email and erase it without even thinking about what kind of benefits you would get out of that relationship.
Let’s pretend this person trying to sell you something is a secret admirer instead. Let’s call this person Alex.
He or she writes you a letter (or Facebook post, whatever floats your boat) that goes something like this:
I wanted to reach out to you to say hello. You are very good looking. I am sure you would really like me as well. Would you like to go out on a date sometime?
Thoughts going through your head:
Who is this person? When did Alex see me? Why would I like Alex, what makes him/her think this? Why would I go on a date with Alex? This is creepy… so I won’t even respond.
Now if Alex wrote the letter a little differently, maybe it would have resulted in a different conclusion:
The other day you and I shared a glance at the ice cream shop. You looked at me and said I had really nice eyes. I did not get the chance to invite you to your ice cream and was hoping maybe we could get one this Friday night? Free ice cream and we can just sit and chat at the same ice cream shop. What do you say?
Hope to hear from you,
I think Alex just swept me off my feet, everyone. Alex mentioned who he/she was and why he/she would assume I was interested in getting to know him/her. If I am not already committed, I might reach out to Alex. How about you?
If Alex’s second attempt was in trying to sell me something, there is a bigger possibility I would buy it!
Neville Medhora has a great post that talks about how changing out your copy can really make a difference in your sales. I suggest you check it out. It’s what inspired me to rethink my writing.
Talk to your desired audience.
When we first start our business, we want to get any client. ANY. We just want to get paid. We don’t care if it is a little project, a big project, or a project with a person whom we can’t stand. We just want to get our work done and our portfolio filled.
So what happens when we’ve decided we know what our ideal customer will be and whom we no longer want to work with?
We choose to talk to those specific clients. We talk to them in their language, their tones. We think of their feelings and what they are comfortable with, what they enjoy, how they feel understood.
There is an unspoken rule about the type of copy people want to read, and it is assumed that this copy needs to be written professionally, almost boring. That unspoken rule is not for everyone. It may be good for accounting companies or lawyers, but our ideal clients want you to speak to them the way they would speak to you.
Now… I am not saying we should talk to our audience as if we were BEST FRIENDS, you know, that person you act all nerdy (or profane) with. But you should at least talk to your audience like you would in real life, face-to-face words.
Stand out with your voice.
When researching your business idea, you probably realized that other people are doing the same thing you want to do, and while that can be intimidating, it is a chance to reinvent the best out of what you want to do. You want to make sure your version of this business is the one people prefer, the one people feel more personal to. You can do this by setting your own tone and setting yourself up to help your audience the best possible way in deciding if they want the service from you or someone else.
The tone you set is the voice people hear in their head.
Are you sarcastic and humorous with a lot of fun lingo in real life? Does your website reflect that?
If your website has “professional” copy, that is the first impression your reader will receive. Now is it “professional” as in clean or “professional” as in boring? Which copy would you rather have?
You need to relate to your customer and if your ideal customer is not a lawyer or an accountant, you may want to rethink the type of copy you publish out there in order to sell yourself.
Running a brand where you send mass communications (whether it be blog posts, books, email newsletters, etc.), takes a lot of work. You may already feel overwhelmed thinking of all the content you need to create for these outputs that needs lots of words.
But it is honestly not that hard. Seriously. Just be yourself.
Ask yourself, how do you want your audience to feel about you?
Do you have issues portraying what you want to say that it overwhelms you? Let me know in the comments so we could discuss the best solutions.