Give your copy a kick.
Have you ever written a piece of copy – like a blog post, web page or email – and just as you’re getting ready to publish it, you read it over and think…
“Ugh. This is… okay. But it doesn’t have the zip and zing it needs to be convincing. Or captivating. Or even worth reading!”
Hey, it happens to all of us. And I know how frustrating it can be. Because you so want your words to reach your ideal clients, hold their attention and get them interested in what you have to say.
Otherwise, what’s the point, right?
Well, let me give you 3 Quick Fixes that will help you inject your copy with more persuasive power and pizzazz.
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Quick Fix #1: What’s the Problem?
Right now, something is really bugging your client. She’s got something going on, inside her head, heart or life, that’s got her on edge, annoyed, unhappy or just a little off her game.
And chances are good that whatever you are writing about in your copy will help her with that issue. Right?
Well, one way to make your copy more captivating and relatable is to express your understanding of your client’s issue/problem/complaint/desire/dream before you offer a solution.
Because no one wants to be force-fed a solution until they know you really understand the problem.
So, read over your copy and ask yourself, “Have I communicated, somewhere, that I know what my client is experiencing?” If the answer is “not really,” then add a sentence or two that reassures your client that you “get” her.
It can be short and simple. Like…
You were feeling pretty great this morning. Until you stepped on the bathroom scale. All it took was that unwanted number staring you in the face. And now you’re depressed, discouraged and ever so slightly disgusted with yourself.
Can you see how this copy meets this woman right where she is?
That’s what you want your copy to do as well.
Quick Fix #2: Beef Up the Benefits
One of the most magical instant fixes for drab and dreary copy is to:
1) identify the big benefits your message offers, and then
2) accentuate them!
To give you an example, let’s return to our discouraged woman standing on the bathroom scale.
If you were writing to her, you’d want to ask yourself, “What does she want more than anything right now?”
- She wants to be rid of those extra pounds she gained while pregnant with her last baby.
- She wants to feel beautiful, lean and sexy again.
- She wants to fit into her slim-fit jeans and her favorite little black dress.
- She wants her husband to look at her the way he looked at her when they were first dating.
So, when you write your copy, you want to be sure to shine a big spotlight on how your message or offer delivers what she so desperately desires.
For instance, if you had a 7-Day Cleanse that could help her lose those extra pounds while also boosting her overall health and energy, you might write:
This 7-Day Cleanse will recalibrate your body’s metabolism so you lose weight fast.
But if you want to make your message a lot more compelling and irresistible, you’d want to write something like:
How cool will it be when you drop those annoying extra pounds, slip into your skinny jeans and make heads turn as you walk into any room! After just 7 days of eating delicious, whole foods that boost your energy, your metabolism and your self-esteem.
The more you talk about what’s possible for your client, the more captivating your copy will be.
Quick Fix #3: Pump Up Your Personality!
Sometimes, the content of your copy can be sound and strong, but it still lacks the spark and sizzle you know it needs.
This is usually when you need to inject more of you. Your personality. Your passion. Your excitement for what you’re writing about.
Read your copy out loud and notice how it sounds. Does it sound like you? Does it express your energy, your voice, your unique way of communicating?
Or does it sound like you’re reciting a doctoral dissertation?
Remember, the more casual and conversational your copy is, the more engaging it will be. The more your personality shines through, the more delightful it will be to read.
So, don’t be afraid to funk it up. Let loose. Write it like you’d say it. Let your word choices express YOU. Not the instructions of your high school English teacher.
The advantage of these 3 quick fixes is they will help you enliven any piece of copy. And they don’t take forever to do.
Just by adding a sentence or two, or highlighting more of the benefits your client will experience, or swapping a few dull words for ones that express more of you, you can give your copy the snap, crackle, pop it needs to be captivating, convincing and a joy to read.
Please share your thoughts and comments
Does your copy need a jump start? Does your personality shine through while delivering your message? Where are the areas for most improvement right now? We’d love to know! Please comment below.
Thank you so much Nancy! These tips are great for us Mompreneurs who are ready to take their copy to the next level!
To contact Nancy directly, you may find her at firecrackercommunications.com
Nancy Tierney is a copywriting coach and ukulele-playing jazz singer who makes it easy for entrepreneurs to write captivating copy that immediately engages their ideal clients, sells their services and expresses the heart and soul of their message. As the founder of Firecracker Communications, she’s had the honor of writing copy for renowned and highly respected coaches, consultants and creatives. Now her passion is helping entrepreneurs develop the “copy confidence” they need to own their wild writing voice, write gutsy copy, and create more money, fun and success in their business. You can get her free eBook “12 Tweaks to Quickly Turn Your Copy from Dull to Dazzling” here: http://12tweaks.com.