So you’d like to write heart-centred website copy that encourages engagement and hopefully sales, but you have a hard time writing anything interesting? Or maybe you were like me and felt a little nervous about writing because it opened you up to criticism from strangers online? Or the idea of marketing yourself in any way just feels gross.
Either way, if you want to reach kindred-hearted clients who adore what you do and are excited about your services, you’ve got to know how to communicate your message clearly and compellingly.
I’m not talking about persuasion tactics that speak to their unconscious mind or trick them into buying something they don’t want or need, but connecting with their hearts and minds in a way that makes them say, “Wow, so glad I found you; you’re my kind of peeps”.
I remember struggling to write anything interesting from web copy to Instagram captions, but now it’s something I enjoy. If you’ve been banging your head against a wall trying to write heart-centred copy that connects with your audience and engages your dream clients, I’ve got you.
1. Clarify your intentions
If you’re writing with no clear direction because you think you should write than your reader will feel lost right alongside you and that’s not a boat you want to be sailing on together.
Before you write any piece of copy, ask yourself, who am I writing this for, and why would they care?
Depending on what you’re writing you may have different intentions and reasons behind what you’re writing, but as an example, if your ideal client lands on your home page and your message resonates, what would you want them to do next? Most of my clients would say something like, schedule a discovery call, subscribe to their newsletter or enrol in their course if writing a sales page.
Start with the end in mind and spend a few moments reflecting on:
- What do you want to say?
- Why do you want to say it?
- Who do you hope will hear it?
- How do you want them to engage when they read it?
2. Be clear
If people don’t know what you’re offering, or your point-of-view isn’t articulated clearly (in a way your reader can relate to), they’re not going to engage, or they’ll be less interested in what it is you’re selling.
If your writing is too vague or broad, it’ll water down your message and will fall flat on even the right clients. If it’s too jargon-y, your prospective clients won’t get it, and it’ll go over their heads. I want to add that the structure of your copy can also affect the clarity of your message.
By wireframing your copy (purposefully organizing how the words on the webpage are displayed), you can control the whitespace on the page to ensure your reader’s eyes get a break and prioritize the most important blocks of text.
3. Use your client’s language
One of the best ways to hone your copy is to think about who’d be the best fit for what you’re offering? It can be a past or current client, a friend, relative or someone you think would be a match-made-in-heaven fit for your services. Channel her energy, then write as if you’re having a heart-to-heart conversation in a cozy cafe over honey-flavoured lemon tea, your writing will be much more relaxed and natural.
How does she describe what’s troubling her in a safe space to talk about it? What language does she use?
Sidebar: For my anti-niche rebels who are rolling their eyes at this tip, I’m not asking you to exclude anyone, but rather focus on the person who’d be the best fit for your offering. You wouldn’t want to work with every type of person ’cause that would be exhausting nor could your work benefit every single person on the planet.
4. Be a real person
Now that you know who you want to connect with, it’s time to talk like a human which means, write like you speak. Don’t be a robot which loosely translates into—show your personality; you’re not writing a corporate memo to your buttoned-up boss…zzzz!
This is your permission slip to toss out most of the rules your 9th grade English teacher taught you. Be conversational and write in a personal way; people want to know there’s a real person behind that logo.
5. Invite her to engage with you
This might seem obvious, but a lot of people miss it and assume people will automatically engage with what you write.
Invite people into the conversation or tell them what you want them to do next. Include a CTA (call-to-action) like asking people to subscribe to your newsletter, book a call with you, enrol in your course or comment on your post.
Ask questions that spark engagement and always keep your copy relevant to the people you most want to serve.