Let’s face it — when it comes to the reasons why people buy things…
… the reality is that logic doesn’t always have a lot to do with it!!!
(Anyone who’s ever made an impulse purchase or bought something they couldn’t reeeally justify knows exactly what I mean!)
We don’t splurge on the gorgeous high heels or crave the incredible handbag because we have rock-solid reasons for doing so.
Usually, we buy those objects (or have them on our wishlists!) because we WANT them.
Of course, there are plenty of things that we also buy out of necessity (think: toilet paper, gas, groceries…)
But even at the grocery store, desire will often rear its head and intervene to have us make not-entirely-logical decisions when it comes to supermarket sections like the ice cream cabinet or the snack aisle.
(I know you know what I’m talking about …)
The reality is that desire is a HUGELY important factor in our purchasing decisions as human beings.
The problem is, when it comes to creating messaging or copy for things like online services or coaching packages, business owners often forget to create that all important sense of DESIRE in their audience.
Instead, they get lost in the details of the what and the where and the how — hard, logical facts that AREN’T always likely to move the needle in terms of getting people to take action and buy from them.
Which means that even though they may end up giving lots of perfectly good reasons why someone should logically buy their offer…
… it can feel to their audience as if there’s still a special something that’s MISSING, which results in those audience members never actually going ahead and purchasing.
That’s why I’m spilling the tea today on a powerful copywriting strategy that will help create that all-important spark of desire in your audience. (In a way that’s also ethical and helpful to your ideal clients, yay!)
Let’s dive in, shall we?
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HOW TO WRITE COPY THAT MAKES MORE PERFECT-FIT CLIENTS WANT TO WORK WITH YOU
In your copy, you always need to educate your audience on why what you do is desirable and amazing.
In a nutshell, make them understand why it’s transformative and great, and feel like they want a piece of it.
A great way to do this in your copy is to think BIG PICTURE.
This will help you talk about your offer with more conviction and help you own why it’s so flipping awesome!
For instance, I was working recently with a client on the sales copy for her pelvic floor movement program.
As we worked together on it, I kept pulling her back to the bigger picture, asking her questions like:
- Why does having a well-balanced pelvic floor really matter for women?
- How does this affect the way they feel in their bodies?
- What are the big-picture results that women experience after working with you? (Ie. what changes for them AFTER rebalancing their pelvic floor?)
What we drew out was that for so many women, imbalanced pelvic floors lead to pain and other problems all throughout the body, including neck, shoulder and back tension (which most women have NO IDEA is being caused by issues in their pelvic area!)
So rebalancing their pelvic floors can have a HUGE impact on their overall sense of well being and comfort in their bodies.
We then also went even deeper to talk about how most of her target audience are mothers, and how for many women after motherhood, there’s a nostalgia for how their bodies used to be before pregnancy and giving birth.
A nostalgia for an almost lost sense of freedom and of confidence and self-assurance in their bodies... and a sense of confidence and liberation that she helps her clients regain.
Touching on these kinds of bigger-picture desires is HIGHLY effective as a copywriting technique.
It gets to the heart of what you do, connects with your audience on a deeper level, and also gives a more accurate reflection of the full scope of benefits that your clients experience after working with you.
(And it worked for my client! After we adjusted her copy to lean into this messaging, the next round of her group program sold out with a waiting list in just a few days… Plus, she now actually finds writing sales copy FUN — something she never thought was possible before!)
So the real question is — how could you do this for yourself?
Because to write copy that brings in more soul-aligned clients and sales, you need to be clear on why your work REALLY matters.
After all, it’s your job as the face and voice of your brand to really communicate to your audience how your work can be deeply game-changing for them.
Talk more about your big-picture client results to take a stand for the power of the transformations you create!
And for some additional help with this, be sure to check out my “What’s Your Wealth-Creating Messaging Personality?” Quiz, to receive a free personalized game plan that will walk you through how to use YOUR intuitive messaging strengths to get more dream clients buying!
What's YOUR Wealth-Creating Messaging Personality?
Take the legendary 6-question quiz to find out how to attract MORE cash and clients by tapping into the magic of your intuitive messaging style!