I woke up this morning thinking about copywriting – as you do!

Reviewing copy is something I regularly do for clients – whether it’s a sales page, an email, a social media post or feedback on a new programme.

It’s something that many of my clients find very valuable.  However, it’s not my most favourite part of my job.  Partly because it brings out my imposter syndrome in a big way – “what do I know about copy, I’m not a trained copywriter”, and partly because I think copywriting is so personal.  It’s your voice, your flavour – and it’s important people “feel” you through your copy.

Imagine a painting – it’s technically flawless – yet when you look at it, it leaves you cold.  You can appreciate the skill of the painter, yet it doesn’t move you in any way.

Or you’re house hunting – you walk into a house and whilst it’s beautifully presented it feels soul-less.  You can’t imagine yourself living there.

You’re out shopping, looking for a gift, you check out lots of gift shops – some you love and walk around in awe at all the beautiful gifts – others leave you cold and you walk out after a quick glance.

It’s no different with your copy.  As your dream clients read your words, they will resonate with what you are saying.  They instantly know that you get them, you understand them, and that you could be someone they’d like to hire.  Other people will read your words and think “nah – not for me”.  And that’s great – they’re not your dream clients.  If they did decide to work with you, they would be hard work, demanding, draining.  Yet for another business they will be perfect – a dream client.

So, when it comes to writing copy don’t be afraid to be you.  Trust the words that flow from your fingertips.  Be courageous and let people see the real you.

In a world where there’s hundreds of different products that do the same job, training courses on everything you can imagine, the way for you to stand out – is to let your personality shine.  Let people know your story – and not just the highlight reel or the things that make you look good.  Let them know the real you – the stories that mean a lot, the stories that you are proud of. *

But I also get if you’re starting from scratch with a blank page in front of you, writing can be challenging – especially if it’s not your preferred method of communication.  So, I’ve put together a 9-step framework you can follow which walks your readers through the buying process.

Here it is:

1.  Tune into their dreams and desires

Ask them whether they want x, y, z.

Or begin with “Imagine …” and paint a picture of them having fulfilled their desires.

2. Connect with their challenges, fears and concerns

They need to feel that you get them, that you understand their challenges, so share your story, or share some of the challenges your clients face.  And let them know that it doesn’t have to be this way.

3. Introduce your product or service and tell them why it’s great

This is the bigger picture – the transformation they will walk away with if they work with you (it is not the specifics of the programme)

4.  Tell them exactly how it will help them and what they’ll get from it

Outline all the benefits and why your programme is the best thing since sliced bread (share in excitement)

5.  Outline the practical pieces

This is where you share the nuts & bolts of your offer, how it’s structured, what’s included

6.  Share the investment

You can outline why it’s such great value and how much it would cost if they tried to figure
it all out themselves or simply quote the price

7.  Add testimonials from happy clients

You can also add testimonials throughout the copy – especially if you have some that are
particularly relevant to something you’ve shared in one of the other sections.

8.  Add a call to action

Add a “buy now” button or a link to your calendar to book a call with you to talk more.

9.  Optional FAQ Section

If your call to action is a “buy now” button, and you’re asking people to make a decision simply based on your copy, then have an FAQ section that includes all the common questions – and objections – that come up.  If your call to action is to speak to you then you don’t need to include this as you will cover these on the call.