How to connect from the heart to skyrocket conversions
What's the definition of a copywriter?
In a nutshell: copywriters sell with words.
However, when you think about it, that's the result of copywriting, not the process.
Therefore, let's explore this question from a different perspective: a copywriter is someone who solves a problem that wasn't their own.
We sell products, services, or ideas with words. However, it's our duty to see a problem, investigate why it's a problem, and then find a way to solve it for our customers (without being sleazy).
It's basically our job to step up and find compelling ways to solve the pain points of others.
It's true that nobody pays us to care about our customers or their problems, but in my humble opinion, you can't begin to make an impact if you're not trying to make a difference.
While you may not know who's checking out your copy, keep in mind that you could be interacting with your mum, the friendly barista at Starbucks who's working to pay for medical school, or your favourite teacher who collects Marvel comics.
View your copywriting as 'copytalking' to create a genuine connection with your readers.
Your brand will seem more relatable; you'll build trust, increase the number of positive testimonials, and ultimately improve your conversion rates.
Good vibrations
All communication generates an invisible vibration that either resonates or repels the person you interact with. Authentic communication is simple: show (not tell) your audience that you care by treating them with respect and kindness.
Gently guide people through the sales funnels and see each stage of the customer journey as an opportunity to connect with your audience on a deeper level.
Show your customers the benefits of your products and services (don't tell or "mansplain"), so you create a positive interaction and vibration.
You'll generate more organic sales and attract loyal customers who'll rave about your products and services and keep them coming back for more.
Fun fact: you'll never be everyone's cup of tea no matter how you communicate, but when your tone of voice is genuine and authentic, you will attract more ideal customers (and automatically repel those who are not a good match).
How to skyrocket conversions
Write copy that connects from the heart.
You want each customer to feel like you wrote the words just for her (or him), so talk directly to every prospect like you would a friend (after all, she's a human too).
If you want to create a connection and hit the emotional mark in your copy, remember that it's not a popularity contest. Devote all of your attention to one person to evoke raw emotion.
I'm a socially awkward introvert in groups, so I take solace in the fact that I don't need to personify a social butterfly or cruise ship entertainer to write compelling copy (I focus on what I do best: see it as a one-to-one conversation).
If you forget everything I say today, please remember this priceless tip from Marie Forleo: "You should never be a swinger in the copy boudoir, darling" (Unless, of course, it floats your boat.)
Let's explore what this concept means for a moment.
How many emails do you send or receive that start like this: "Hi there, my friends" or "Many of you…" Or, "Hey guys, have you missed me?"
If you're serious about wanting to create an immediate connection with your reader, let's just say that it's best not to address your customers like they're a flock of sheep.
Think about it! Your prospect is reading your posts while she's sitting alone on the train, hiding in the bathroom for five minutes of peace, or sitting behind a desk in one of those dreadful open offices.
Your work is not on display in Wembley Arena, so you can't treat your copywriting like a spectator's sport (instead, think of it as a party for one).
Sure! You might be lucky enough to impact millions with each of your posts, but the fact remains that your reader is a lone wolf while she's looking for a solution for period pain or struggling to find where to take the kids on holiday this summer.
How to create an immediate connection
Talk to one person
Use "you" a lot (banish all those "hey guys" and "you're all gonna love this" statements)
Imagine a good friend who matches your ideal client or avatar
Picture that one person while you're writing
Write your emails or blog posts like you're having a heart-to-heart or one-to-one conversation
How this looks in practice:
Instead of writing to a whole group: "Many of you have told me you secretly hide in the bathroom to escape the kids. You're not alone if you ever find yourself sitting on the toilet with your phone in hand."
Imagine you're talking to one person: "A bunch of my readers tell me they secretly hide in the bathroom to escape the kids. You one of 'em? If you ever find yourself sitting on the bog while watching Netflix, it's a sign you need a babysitter."
I know this seems like a silly example, but this generic message got an instant makeover.
Naturally, there are more ways to skyrocket conversions that we can explore another day. In the meantime, do you write copy from the heart and feel like you're having a private conversation?
Love, light, and peace.