Last week I shared my thoughts on the importance of getting uber specific in your copy in order to draw in the right people, build a connection, and compel them to buy or work with you. This week I want to share some tips on finding that specificity and using it in your copy.
I know you’d probably love a template or copywriting “hack” to help you quickly make your copy specific and compelling to the right audience. I’m sorry to disappoint, but when it comes to specifics, there’s no one-size-fits-all.
Templates and plug-and-play formulas are great for giving you an outline and structure for your sales copy, and they definitely have a place in the writing process. But too many people use these templates as the starting point for writing sales copy when really it should be one of the final steps.
Almost any copywriting template will tell you to “list your ideal client’s pain points here” or “insert the transformation your ideal client will experience here.”
You have to go beyond the template cues in order to figure out what those pain points or transformations actually are for your specific ideal client.
So what I have for you today is, unfortunately, not a magical template that will solve all your copywriting woes. To be totally real with you, there are already plenty of templates and copywriting formulas out there. I do have my own version of these templates that I use for myself and for my clients’ sales copy. But they are honestly pretty similar to what’s already out there.
Writing specific, compelling, connection-building copy that leads to conversions starts waaaay before you write a single word on the page.
It all starts with empathy. If you’ve been around here long, you’ve heard me talk about this before. You may even be getting sick of it. But #sorrynotsorry because I promise you this is the absolute key to seeing results from your copy.
The first step is to get insanely clear on who you’re writing to. A good way to do this is by looking back at past clients that you loved working with and know would be a great fit for your offer. Once you know who that is, go out and find the words they use to talk about your topic. This will help you get a better understanding of your specific ideal client for this offer and help you understand their pain points, desires, and experience.
Now, the final step for really empathizing with your ideal client’s experience sounds a little bit tedious, but I promise this is a game changer: handwrite your ideal clients’ words on your topic. Like, word-for-word the actual words they’ve used to talk about it.
When you slow down to handwrite and spend time mulling on the thoughts and feelings of your ideal client, this is when it all starts to come together. You begin to really feel their situation and how your offer will benefit them. I promise you, something magical happens when you slow down to do this.
Once you’ve gone through this process, and you have a real, meaningful picture of what your ideal client experiences around your topic every day, you’re ready to start taking those emotions and plugging them into your template.
I would love to hear if this was helpful for you. If you’re still struggling to get a clear picture of your ideal client and how they experience the problem you solve, I want to hear that too! Send me an email and let me know. I may have some more resources to help with your specific situation.
Are you interested in working on your sales + launch copy with me? Schedule a time for us to chat right over here.