Truth: The art and technicalities of writing are becoming less important in today’s marketing climate. As a writer who pores over copy everyday, I can tell you that writing details just don’t matter as much anymore. (Oh, the number of times I see a sentence out there whose every word is capitalized! Or the realization that words like “Ew” are actually scrabble-worthy nowadays.) Even when you search for guidance online, there’s rarely a clear answer of what’s “right”.
What matters is that what you’re saying to your audience connects with them. Believe it or not, your copy has far more impact than you may think. From your social media captions to sales emails to press releases, every way that your written word touches your customers affects how they view, feel about, and react to your business.
Meet them where they’re at.
You know you need to meet your customers where they spend their time online, on the social platforms they’re on, etc., but you also must have clarity on who your PCGs (Perfect Customer Groups) are so you know how to talk to them.
Is your audience made up of professionals who respect correct grammar and punctuation? Then keep your wordsmithing tools handy! Does your audience consist of youngsters with short attention spans? Keep those captions short. Bottom line, make sure you’re speaking their language.
Use your own voice.
You don’t have to be a linguistics major or wizard of words to connect with your customers through copy. Just be YOU! People buy from people, so the more you can reveal about the people behind your business, the more connection and trust you’ll build.
Conversational, vs. a formal approach, is certainly a current copy trend. And works. Think about writing like you talk (for example, using “y’all” vs. “you all”) or including your own funny sayings (e.g. one of Crystal’s natural exclamations is “Holy Guacamole!”, so I periodically incorporate that into Crystal Media copy).
Succinct is supreme.
No matter what the format, you’ve got mere seconds to capture the attention of your reader. Say what you need to say, and not a word more. Another copywriting tip? Make your reader feel something as quickly as you can. This creates connection and helps draw them into the details of your message.
Tips for delivering succinct, yet effective, copy:
- Emails: It’s OK to tease. Don’t give all the details away about your upcoming event or new product. Keep messaging short and sweet and let your landing/sales page do the heavy-lifting.
- Texts: The sweet spot for text message marketing is 160 characters or less. Example: [Business Name]: Small Business Saturday is Nov 27th! 🎉 Shop local and get [#]% OFF w/code [#]. Saturday only. ⏳ [website link]
- Lists: Odd numbers perform better than even numbers and list no more than 10 items (there’s likely no PCG that has time for more than that!). Examples might include: Our Top 3 Picks for Summer Sandals or The 7 Best Back-to-School Gadgets.
- Include visuals/graphics: Use things like CTA buttons vs. linked copy or a video for those that prefer to watch/listen vs. read to help tell the story.
Have you determined your business’s brand personality? Choose and use key words or phrases that are identifiable to your business. Serious? Playful? Trusting? Sentimental? How do you want your customers to feel when they think of your business? Get some inspiration from Steph’s EVOLVE 2022 presentation to help establish those unique words that’ll guide the communication and contact you have with your customers.
Ultimately, represent your brand with copy that reflects the tone of it.
Stick with it.
Consistency is key. Customers learn to instantly recognize many aspects of the written word from a business—from phrasing to fonts! Be consistent with however you speak to your audience so your copy connects them with the overall goal of building trust.
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What I Want You To Take Away From This Blog:
- Copy has a tremendous impact on how your customers connect with your brand.
- Focus less on your copy’s details and more on how your copy connects with your audience.
- Determine your brand personality and let it guide all customer communication and contact.
Okay, over to you…
How do you connect with your customers through copy? Share your tip in the Comments below!