Learn the Secret to Connecting with your Audience
Over the next few weeks, I’m going to share tips on how to write copy for your brand that converts to sales. Copywriting is simply selling with words.
If you have a product or service to sell, you need a consistent brand message (or “copy”). Consistency allows your potential clients to understand the value you bring to the table. Haphazard communication doesn’t work, which is a large reason businesses fail.
With that said, my brand messaging tip of the week is to Focus on Them. Simply put, this isn’t about you. I know that seems strange. As a business owner or entrepreneur, this is YOUR passion. Without you, your product or service would not exist. Here’s the thing- your potential customer doesn’t care about that...at least not yet.
Once you know your audience, remember this one simple rule: Everything on your sales page needs to be written to and for your ideal client. In other words, focus on them.
I used to work as a recruiter for a small university. At large college fairs, I would set up a table next to some of the most famous schools in the world. They had massive budgets and recognizable brands. I felt intimidated.
The goal at a college fair is to answer questions students and parents have about your school. Hopefully, they also complete a lead form. As I observed other recruiters, I noticed 3 distinct sales methods:
All sizzle, no steak- Certain salespeople (recruiters) tried to rely on their good looks or a flashy display. This might draw a crowd but prospects wouldn’t stay to have substantive conversations.
I like to hear myself talk- Another group would start talking about how wonderful their university was, listing facts and figures. Very quickly, I’d watch teenagers check their phones and parents start looking around the room.
I care about you- The most successful group of recruiters were usually experienced and comfortable. They did very little talking at the outset of a conversation, made eye contact, and asked open-ended questions. They came across as interested in the prospects but not desperate. When they answered a question, they put it into context and focused it on the person.
Everyone wants to buy. All the families attending a college fair want to find the right school. But they want to feel that the representative or company gives a crap about them.
Here are a few questions for you to chew on this week:
Are your marketing materials customer-focused?
Do you see conversions from your website, print materials, and other marketing efforts?
Does your brand message connect with the needs of your ideal client?
If you need additional help, download my free workbook, “The 6-Step Framework to a Sales Page that *actually* Sells.” You can use this framework to write any sales copy for your business or brand.
Comment below- I’d love to hear your thoughts.