Any tricks for making copy sound authentic to you but also speaking to your client avatar? I feel that if I lean one way, I lose sight of the other.
Copywriting Tips to Sound Authentic
This round of copy Q&A is about how to make your copy sound authentic to you but also speak to your client avatar. It’s a question that I hear a lot from people because they don’t want to lose sight of being authentic and being themselves but they also want to appeal to their ideal avatar and most people don’t want it to be salesy either, right?
Evidently, some people do because they still use it. I think it comes down to two things and you’ve asked if it’s been revealed in the question which is authentic to you, which to me is your voice and ideal client avatar which is an ideal client. Which I’m going to dig to in a second.
If you’re a service-based entrepreneur and whether you are a solopreneur or a team – as a service-based entrepreneur, people are going to connect with you because you’re you. Moreover, you need to be authentic and speak in your voice. In my opinion, authenticity is potentially one of the most overused words in marketing right now. They’re sick of the slick marketing sell. A client will prefer to connect with human beings, right? So how do you find your voice?
I’ve covered this in a video a couple of weeks ago but I’m going to talk through the main points which were: The first thing that everybody needs to do with writing is let go of any self-limiting beliefs. If you have that nasty voice in your head telling you that you’re a terrible writer – ditch it! Because it’s not going to get you anywhere, right? That’s the first thing you need to do – let go of self-limiting beliefs.
The second thing in finding your voice – let go of the need to make it perfect. Sometimes I just start writing and often that’s when the best stuff comes out. You’ll be looking at it going “that’s terrible” just keep going, see. I do that to myself as well right. Write how you speak, – that’s a trick as well. Writing conversational copy is what I like. After all, it’s easy to read because it feels like you’re having a conversation when you’re reading. A lot of people will be like “I can’t just write how I speak” Yes you can! You just need to polish it up a little bit. Then you actually can get help from a proofreader or editor. If you’re still trying to find your voice, then look at other samples of writing and then define it. You know, what are the things that make it sound like your voice? What are the bits and pieces that make you? We look at the competition – what resonates with us, what doesn’t. So we can leverage and that’s gonna help you get clear in your voice.
Once you’re clear on your voice then you need to look at your ideal client in detail. I mean, I love writing copy as well but I also love research because I get to learn a lot about people’s behavior and their motivations. NeuroCopy is the research phase or also known as KNOW phase or know pillar of the NeuroCopy framework. And that comes down to knowing your client, competitor, and your competition.
Take note about your ideal client and talk to them about things that get their attention which is one of the biggest struggles in any business. Get them to keep reading and stay interested needs to be planned well. You need to know your ideal client demographics. So that’s all the stuff like age, where do they live, what’s their job or industry, what’s their family makeup.
Psychographics is the behavioral stuff that is what do they want to achieve? As it relates to your product or service. So what are the reasons that they come to you or need your product or service? What are the things that keep them up at night that they’re worried about? Acknowledge the reasons why they might choose not to buy from you or work with you. You need to know about that because you can answer objections in your copy and how they want to feel after working with you. It’s kind of like an aspirational future identity. I want to get this out of my experience with this person or from this product. And that’s the language of feelings as well. How do you want to feel or rather what they like to feel? Then look at what your ideal clients say about working with you.
Testimonials are gold. Get your research done. If you’re new to the business you’re like “I don’t have any testimonials”. Look at your competitor’s testimonials. What are people saying about all of the things I just went through? What are their goals, pain points, and objections? How do they feel after working with your competitor? This is going to give you an awesome insight into your ideal client. You combine that knowledge with your voice and hey presto! Authentic copy that sells. And it doesn’t need to be salesy, because I know people certainly look at that and I understand that I don’t like it either.
If you’re a service-based entrepreneur particularly is to be true to your own voice because people want to connect with you. Moreover, they would want to know how it’s going to be like working with you and you tell them that through the copy. You’re a bit fun but, you have a very formal website copy and it’s very different from you. That’s where you get that thing I always talk about cognitive dissonance – you know somebody starts working with you or they read your copy and they’re like oh I think I’m gonna have this kind of experience with this person and this is where build up expectations, right? Then they talk to you and they’re like oh you’re totally different. It could be a pleasant surprise or it could be like “Well actually, I don’t want to work with that person now because they’re totally different from what I originally thought. And know your ideal client and that’s how you can match those things up.
If you have any other questions, I would love to answer them please just send me a pm and I will answer your questions in the coming weeks. Have an amazing day wherever you are in the world. Bye!