create compelling copy people actually want to read
Think about the last time you were creating copy for your website, social platforms, or email list.
Who were you speaking to? Were you speaking from your experience or putting yourself in your audience's shoes? Did you touch on actual experiences and emotions your audience experiences? Did you present a solution to a problem that your audience resonates with?
If you're reading this right now, the answer is probably, "Maybe...?"
It's all good. That's why I'm here.
There's something important to understand about humans and the way our brains work before we get into the nitty-gritty of creating captivating copy: mirror neurons help the human mind feel without experiencing.
What does that mean?
It's possible for someone to read your About Me page, Instagram caption, or latest newsletter and have their brain be as engaged as if they were actually there or doing what you wrote about.
I say "possible" because it doesn't happen with just any piece of content. There are a few things you need to do to activate that part in your audiences' brains that goes "THIS IS FOR ME, I GOTTA TAKE ACTION!"
Let's jump right into it.
1. Speak to YOUR audience
Not Sally Sue’s or your favorite brand. YOUR audience.
What people follow you for is different than what people follow me for. Even if we’re in the same industry. Even if we do the exact same thing.
Why?
We are different people with different values, offerings, and skill sets.
Don't confuse your people by copying what others are doing or saying. They're creating copy, content, and services for THEIR PEOPLE. You should do the same!
Own what you do and who you are. Your people follow you for a reason. Speak to THEM.
2. Talk to one person
You’ve heard the adage, “If you’re speaking to everyone, you’re speaking to no one.” It’s true.
As I’m writing this blog, I’m writing it to ONE PERSON. I have her pictured in my mind and am speaking directly to her, her pain points, and her desires.
This is where empathy and compelling copy come together. She's the center of the story and I am evoking empathy through emotions of confusion and uncertainty (something she's feeling a lot of when it comes to writing because, hey, she's reading this article!).
I also use the word “YOU” a lot. This is the key.
3. Be on brand
A largely forgotten aspect of creating compelling copy is personality. Like ME OH MY how many times have you read a blog and thought, "Who TF wrote this?" because it was so devoid of anything other than information?
Yes, information, statistics, and facts are important, but not at the expense of personality. I mean, this isn't higher education! This is the Internet.
Maybe you’re super funny IRL or are a naturally goofy person. Infuse your humor into your copy!
Sprinkle some goddamn personality in your copy. People want to be told a story, taken on a journey, and feel like what they’re reading wasn’t written by a robot.
Luckily, you’re not a robot … you’re a human. Start writing like one!
When you get really clear on who you’re speaking to, deliver the content they want, and infuse your personality into your copy… you end up with compelling copy (that people actually want to read).
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