Right, let’s do this. I’ve got another blog coming at ya’ and this time it’s all about one of the most important parts of your brand. As the title suggests, today’s all about nailing that copy. Because if you want a brand that looks, feels and sounds like you, then you absolutely have to get it right. Across every touch point. No excuses. So what I wanna’ do is give you my 5 tips for how to write your brand copy.
If you’re anything like me, and when you open a document, and you see that blank white page, you just panic, then hopefully these tips will help you beat the fear. Because the thing with writing is that the more we do it, the better we get. We refine our voice, and the way we craft our copy over time. Just like the rest of our brand, it grows with us. It evolves with us. And I bet if I looked back at my first posts, or my first email, and compared them to now then I’m not sure I would even recognise the two posts.
But anyway, one of the tips I’m coming on to is using less fluff (more on that later) so I’m going to stop waffling on, and crack on. So let’s go…
#1 – TALK TO THEIR PAIN POINTS
Pain points are huge for all of us. We all have issues that get in our way, or hold us back, or that grind our gears so using them is an amazing way of building a connection with your audience. You can show them that you understand how they’re feeling, making your copy super relatable, and the best bit, you can solve them for them. You can tell them exactly what they need to do to get past them.
Why is that so important? Because it’s how you showcase your expertise. It’s how you add value to your audience’s lives as well as their businesses. And it’s what keeps them coming back for more. It’s also great because it gives you a whole load of starting points for your copy. You know their pain points, so start there. Get around the fear of the blank page and use the rest of the post to answer it. Just don’t ever tell them exactly how to do it. That’s why they need you. That’s why they need to work with you.
#2 DON’T BE AFRAID TO SHARE THE NEGATIVES
No matter where we are in our business, it’s not always sunshine and rainbows. Nothing’s perfect for everyone, and we’re all dealing with different things that affect us, whether it’s now, last week, last year or from our childhood. So use them. Don’t be afraid to talk about them. They’re what make you the amazing woman you are today. And you never know who’s out there waiting to hear what you have to say. Until you share it, you never know the impact you can have.
It’s also a great way to make your copy relatable. You can show your audience that you’ve been where they are. Or you’ve battled through something and come out of the other side. That you used whatever it was to make you, not break you. That’s important. Because it turns a negative part of your life into a positive. It shows hope. It inspires and it lights the fire in the belly of whoever’s reading it.
#3 LOOK AHEAD, INSPIRE, CELEBRATE
Speaking of inspiring, your brand copy has to look ahead to the future. It has to motivate and inspire, to celebrate the transformation that you can offer. You want your audience to read it and think ‘hell yeah, she gets me, she’s going to help me’ or ‘Imagine what I could achieve if I worked with her.’
What you don’t want to be doing is looking back all the time, and talking solely about negatives. Bring in the success you’ve had, or the success your clients have had and celebrate how your impact made that happen. Seeing the effect of working with you is one of the best ways to convince someone they need you in their life.
#4 USE QUESTIONS AND ANSWERS
I use questions and answers a lot in my copy. I find it really works for my audience. So how do I do it? Well, exactly like this (wink, wink, nudge, nudge). On a serious note for my most recent launch I used this technique a lot because I’d created a survey for my audience as part of the warm up phase. I took those responses and turned them into questions, which formed a huge part of my copy. Then, by answering them in the following sentence I was able to show my expertise and hook people in.
They read the question, thought, ‘Yeah I do feel like that’ and then read my answer to it and wanted to know more. Straight away they were intrigued. I had their attention, and the more they read using the other techniques above, the more they connected with me, and my group program. It’s also a great way to give your copy a rhythm and flow, breaking up statement after statement, or long blocks of copy.
#5 A LITTLE LESS FLUFF.
And on that note, tip #5. You need to KISS it. Keep It Simple Stupid. Cut the waffle, cut the jargon and there’s no need to do a Joey from Friends. One of the best, best, best tips for this, is to read your copy aloud. Because it needs to sound the way you sound on a Facebook Live. It needs to sound like you. If it doesn’t, it’s not right. If you’d never say it that way, don’t write it that way. Re-read it and refine it until it sounds just like you.
So there you have it, my 5 tips for how to write your brand copy. And whilst we are on the subject…Want some help with writing your story? Check out my FREE guide on how to write your wonder woman journey, right here >>>>>