Sometimes, we think we've got our messaging all figured out.
I mean, how hard can it be?!
Write like you talk, say what you mean, be clear, be helpful, be specific...
And then something happens to shake our confidence.
Maybe that something isn't TERRIBLE.
But it's not great either.
It could be something like, you invest hundreds of dollars in Facebook ads, only to not sell a single copy of your program.
It could be something like, you spend hours creating content for your community, only to get ZERO response when you finally share it.
Or it could be the cumulative, disheartening effect of weeks spent drafting social media captions, only to never attract a single lead with them.
Whatever the situation, it can leave you questioning your messaging, your copy, and even whether you've got what it takes to make it as an entrepreneur.
Now, there's (obviously!) a limit to how much I can teach you about messaging and copywriting in a single blog post.
But here are 3 KEY questions to ask yourself about your words, next time you're wondering if your messaging is the weak link in your marketing...
If you answer "YES!" to all three of them, you can walk away with more confidence that your messaging is actually doing what it should.
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1. Are you treating your reader like a grown up?
You've probably already heard that you should write your copy in language that's easy enough for a seven-year-old to understand.
I personally don't really do this, as it's not actually true to who I am. (PhD and former academic ahoy, here!)
But whether you do that or not when it comes to your language, you definitely shouldn't treat your reader like a seven-year-old when it comes to the substance of what you're saying!
With a seven-year-old, it might work to paint an exciting picture of some nice things they can look forward to if they perform the action you want them to.
But when money comes into the equation, grown ups think differently to seven-year-olds. (No surprises there!!! )
You CANNOT just talk about the benefits of your product or program if you want a grown up (and especially -- your soulmate clients!) to buy it.
- You need to bring *your* unique energy and personality to the table.
This enables your dream clients to start getting a sense of what it would be like to work with YOU on this.
And that's CRUCIAL, because while lots of people might be teaching or selling a similar thing to you, only you are delivering it in your unique way!
- You need to explicitly emphasize what makes your offering stand out from other people's in your industry.
Hint: this often means figuring out how to talk about the PROCESS of how you do your work in a way that sounds compelling and (ideally!) kinda sexy.
- You need to make your audience feel as if the transformation they want to achieve really IS possible with your help.
This may mean addressing moments in their past where they hired someone to them and did not achieve stellar results, or limiting beliefs they might have about their own abilities.
YES. That's a lot of things to do.
But if you want deep connection with your dream clients, as well as excellent conversion rates.....
These are incredibly helpful things to do.
Which brings me to...
2. ARE YOU MEETING YOUR AUDIENCE WHERE THEY'RE AT?
To show that you understand your audience's situation and have expertise in helping people exactly like them, you'll want to describe what they're going through to some degree.
As you do this, aim to use concrete, visual language. (Imagine you're directing a film!)
- What are the thoughts running through your audience's head, in terms of what they currently already know that they want?
- What might they have already done and tried -- and why is what you offer likely to produce a better result? (This is important for addressing any misconceptions they may have about why what you do might not work for them...)
- Is there also something that they are powerfully craving on a soul level, that you can provide or help them with? E.g. with many of my own 1:1 clients, there is often an urge to give voice to their inner fire and to the bold message eating away at their heart, which they haven't had the support to express until now...
Think hard about these things.
Then try weaving them into your sales copy!
If relevant, you can also explain some of the common misconceptions your audience may have about working with someone like you, and how those need not actually be a barrier to you working together. (E.g. they might feel uncomfortable getting their picture taken, but you're a photographer who specializes in putting your subjects at ease...)
Doing this positions YOU as an experienced expert and as someone with the capacity to resolve their problem / give them MORE than they possibly even knew they wanted!
3. ARE YOU TAKING YOUR AUDIENCE'S OBJECTIONS TO BUYING FROM YOU SERIOUSLY?
And by this, I do NOT mean any objections they may have around pricing.
If someone is truly, genuinely broke, they won't invest in your offering.
(And they shouldn't!)
Also, if it's honestly not the right time for someone to purchase, they won't invest in your offering either. (E.g. when I was pregnant, I didn't invest in any masterminds or coaching programs right before my baby's due date!!! However, I certainly invested in some programs later on, after my maternity leave was over...)
For many people, there are other objections than price or timing, though.
For instance, maybe they've invested in something like what you're selling before, and it was a huge disappointment and they feel scarred from that.
Maybe your sales copy is kinda vague and they don't actually understand what they'd be getting from you.
Maybe they don't feel as if they know, like, and trust you and the way that you work well enough to invest in your offer. (Livestreams, connection calls, and testimonials etc. can help resolve some of these doubts...)
Maybe they don't have faith in themselves to achieve the results you're promising.
Maybe they think they can keep going the DIY route and accomplish the results you promise all by themselves.
Whatever the objections, you have to take them seriously and address them -- whether that's in your FAQ section, elsewhere on your sales page, or in your launch emails.
Address these objections from a place of empathy and understanding -- but address them nonetheless.
If your reader's not a good fit to buy from you, they won't buy, and that's completely fine.
But if your reader is *actually* mistaken about something or allowing a limiting belief to hold them back, then your messaging has the ability to rectify that.
Interested in diving deeper into how to write copy that ACTUALLY converts and brings you more sales and clients? Then you should absolutely check out my Web Copy That Converts 3-day virtual bootcamp!
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