If there’s one thing that makes my day, it’s when readers tell me “I feel like you’re inside my head”.
Funny you should say that, friend. That’s because I am.
Well, not inside your head specifically. But inside the heads of others just like you.
Because great copy starts with paying attention to what your customers say.
I don’t mean what you think he said.
And I don’t mean you think she meant.
I mean what they actually say. Word. For. Word.
Our customers often describe their problems in wonderfully evocative, illuminating or even funny ways. The comparisons they make and the scenarios they describe will resonate with others facing the same struggle.
When you take those words and examples and use them in your copy, you’re showing your potential clients that you get it. They’ll be nodding their heads, thinking “Yes, that’s exactly what it feels like”, so you build a relationship of trust from the get go.
Which of these phrases evokes a stronger emotional reaction:
- “You’re confused” vs “So many jumbled ideas going round in your head…”
- “Lose 5lbs “ vs “Slip effortlessly into those skinny jeans you haven’t worn since, oh, two babies ago.”
- “Tired of the hassle of meal planning ….” vs “Does the question ‘What’s for dinner?’ make you want to bang your head on the kitchen counter…”
When we summarise or paraphrase our clients’ words, our copy can become generic and boring. We lose that sense of emotional connection, the piece that speaks right to our clients’ hearts. The part that makes her feel heard and validated in her struggle.
Bringing your clients’ exact words into your copy allows you to create connection with your clients while showcasing your expertise. You’re showing her that you understand exactly what she’s going through – and that you are the person to help her out.
It’s also going to make writing copy a lot easier and a lot more fun. Here’s how to get started in three simple steps:
- Pay attention. Pay attention to the words your clients say on the phone, in emails, or intake forms. Pay attention to what they say in Facebook groups, or at in-person networking events.
- Write down their exact words.
- Start using those words in your website copy, sales pages, blogs and social media posts.
When you start truly listening, you’ll realise your dream clients are telling you everything you need. They’re telling you what they’re struggling with and what they need. They’re telling you what the struggle is costing them. They’re telling you what they’ve tried that hasn’t worked. They’re telling you what their dream solution would look like.
This information is not only copywriting gold, it will also give you huge clues about what your audience wants to buy from you.
The question is – are you listening?
If you want to know what your customers need to learn, know and buy from you (plus find endless inspiration for your blogs, products, social media and more) join me next Monday 25 July PST/Tuesday 26 July NZT for a LIVE Zoom workshop. I’ll be sharing my signature system for tracking, analysing and using your customer intelligence and bring your customers’ exact words into your copy.You can learn more here