As a service-based professional, one of the key functions of your business is communicating clearly and spreading your message to ideal clients.
You sell solutions, and your message is at the center of your sales.
The tricky part is that, with each business, the most effective copy speaks to specific markets. In other words, there’s no one-size-fits-all answer to writing copy that attracts and converts.
However, there are some general truths to creating a message that speaks to specific groups on a personal level.
Read on for techniques designed to help your business attract more clients, spread your message to a wider audience, establish yourself as an authority, and write copy that converts.
1. Communicate the Problem
If you want to increase conversion, write less about the details of your program or service, and more about the results you produce.
When you tap into your prospects’ particular pain points, they’ll see that you understand them on a personal level.
To foster that connection, clearly identify details about how your service eliminates the problem or prevents a perceived problem from occurring again, and then show what will happen when your prospects work with you.
If you’re unsure how to tell the difference, here are a couple of examples that separate service and product descriptions from results and benefits descriptions.
Feature-driven copy describes only your product or service. For example:
My 3-part audio program offers 60 minutes of content that reveals 3 steps to higher conversions.
On the other hand, results-driven copy gives prospects a better preview of their experience. For example:
My 3-step audio program delivers the strategies it takes to overcome common objections, ask the right sales questions, and get to the 6-figure mark in one year.
2. A Little Suspense Goes a Long Way
Alfred Hitchcock, the filmmaker known as the Master of Suspense, famously said: “There is no terror in the bang, only in the anticipation of it.”
Establish an atmosphere of suspense in your marketing communications to attract and keep prospects’ attention.
Especially in longer landing pages and in email campaigns, sprinkle hints that a big offer or an important tip will be revealed later on.
Soap operas are famous for stringing audiences along with cliffhangers and unresolved plots. Believe it or not, you can follow their example. Try writing stories in emails, landing pages, and blog posts that you leave unfinished—when your list sees the next communication from you, they’ll be eager to find out what happens.
It’s important to make your stories compelling, but don’t forget that they have a purpose, which is to get people to take action. Keep all narratives focused on the endgame.
In the end, it’s crucial that you deliver on your promise. After all, Alfred Hitchcock wouldn’t be the Master of Suspense if the bang never happened.
When it comes to the suspense you create in your copy, keeping your promise engages your audience, sparks more interest in your services, and ramps up conversions.
3. Personality Makes the Biggest Splash
Brand personality goes a long way to create an emotional connection with prospects.
Injecting personality into your copy not only captures prospects’ attention, it also keeps them interested.
When your audience gets a feel for your authentic brand personality—and you communicate this through word choice, syntax, and voice—you’ll be seen as someone who “gets it,” and someone who solves problems.
If you aren’t sure how to create personality-rich content, here’s a quick exercise: Take some time to write two versions of a promotional email.
One version should read like a fact-based business presentation, while the other should reflect a conversation you’d have with a friend.
After you review both drafts, marry the fact-based message with the casualness and familiarity of the second draft.
At that point, you’ve established a balance between information and fun, and your authentic personality should shine through.
4. Relate to Your Reader with Story
Have you ever taken part in a class or attended a conference where you felt as if you were a number, instead of an individual? Lackluster copy produces the same effect.
It’s critical you establish a rapport with your prospects. Most often, prospects feel you understand their problems when you relate to them with your story.
When you weave your story throughout your marketing message, you further deepen the emotional bond with prospects.
You don’t have to be Ernest Hemingway to create a resonant narrative; you simply have to show how your services relate with customers on a personal level and that you understand their specific pain points.
For example, say you coach restaurant owners to a more profitable business. If you surveyed your clients, most of them would want a one-of-a-kind menu, more customers, and good reviews.
While that’s not bad data to have, you’ve barely scratched the surface.
Illuminate the fact that you understand their frustrations with a story about how you were once in the same boat.
Get into the nitty-gritty of how you felt, what you did to fix the problem, and how you will use the same techniques to help your clients achieve the same results.
5. Know the Copy That Kills Conversions
Good copy sells or gets prospects to take action. With that in mind, there are a number of proven copywriting missteps that will kill conversions.
No matter what service industry you’re in, or what program you’re working on, it’s crucial to know exactly what to avoid.
Below are 3 examples of messaging blunders to avoid at all costs.
- Always remember a call to action. Your message needs to work toward a specific endgame, so it’s no place to be ambiguous. Encourage readers to get on board, but you don’t have to go into “you must buy this now” mode.
Try an imperative command that appeals to your readers’ desires. For example, instead of “buy my audio program now,” try “overcome sales objections in 3 steps.”
- Never lose focus of the purpose of your copy. If your copy dithers out without making a point, your readers will lose interest and leave the page.
In other words, stay focused on highlighting specific benefits, and avoid tangents. There’s a big difference between generating excitement about a new program and going on a rant.
- Industry jargon alienates readers.Ever read a legal contract? Chances are that you spent most of your time deciphering the code, instead of digesting the message. When it comes to effective messaging strategies, jargon eliminates clear communication.
Instead, create a message that your target market easily understands without having to decode it. Often you will introduce new concepts to readers, so make sure to avoid terms your readers aren’t familiar with.
If you follow these strategies, your service-based business will communicate in a clear way to your clients.
Keep in mind that your particular audience will have very specific pain points, so always make sure to market with a focused message.
These techniques establish a solid framework for your content. Regardless of the needs and wants of your ideal clients, treat your communication as the foundation of your business.
When you do that, you’ll attract and convert.
**Guest blog by Michelle Salater – http://www.writtenbysumer.com/