If you could only click one of the following sentences, which would you choose?
- Click here to join the amazing, free workshop that’s happening at 4pm EST today and learn all of my client process secrets!
- Grab a fresh Moleskine notebook, shut down those 27 Chrome tabs, and let’s meet at 4pm EST for a salted caramel latte date in my plant-filled virtual studio, where you can swipe six of my client process secrets for your own creative business. Oh, and did I mention it’s free? So you can totally afford it. 😉
Please say you chose option two. That’s certainly the one I’d click if I were you! Even though the message and desired action is exactly the same in both options, they’re communicated completely differently.
The first is as boring and generic as Comic Sans and is enough to send a reader to sleep (or onto a competitor’s website) while the second has flourishes of personality that are far more likely to compel a prospect to keep their eyeballs reading and fingers clicking.
Let’s take a closer look at why.
- The second option is much more specific (not just a coffee, but a salted caramel latte – yum!).
- It’s as if the writer is in the reader’s head (why, yes, I do have 27 Chrome tabs open right now).
- It’s much more creative (there’s more than one way to say “it’s free!”).
- It gives an insight into the writer’s personality (ooh, she likes plants!).
At its core, copy can be defined as “words that sell.” The words exist to drive a reader to take an action – like open an email, click a link, or buy a product. If no one takes action while they’re on your website or in your sales emails, well, you won’t have a business for very long. Just sayin’.
Some copywriters would argue that writing copy that converts is all about using data and proven formulas and has zero to do with getting creative and infusing personality.
I would argue right back. 😉
In this age of the internet, where it feels like everyone including your gran has an online business, adding personality to your copy is essential if you want:
- Your communications to feel *buzzword alert* authentic.
- To stand out from the sea of other creative entrepreneurs coveting attention.
- To make an impact on your ideal clients and customers that lasts far beyond one interaction.
Infusing your copy with personality turns you from a business that just wants to make money into a human brand that other humans can resonate with.
And therefore like.
And therefore trust.
And therefore buy from.
(I’ll stop using the word “therefore” now.)
We all know people do business with people. So the next time you go to censor yourself for fear of sounding unprofessional, or you try to make yourself sound like someone else because you think they’re more “successful,” remember that people want real and relatable. They want YOU.
That’s how you create an impactful brand that moves people to action.
Here’s a quick and easy way to add personality to your brand copy:
If you want your copy to convert, you have to make an ask. That’s pretty simple. When it comes to adding personality to your copy, there are so many ways to do it, but I find it easiest to think about the senses. If you scoot back up to the examples at the start of this article, you’ll see how the first one conjures up an image of a big fat nothing, while the second one comes to life in your brain.
The touch of a brand new Moleskine…
The delicious smell of a salted caramel latte…
The view of a plant-filled office…
See how the senses are coming in?
Next time you’re faced with that blinking cursor, consider the five senses both from your point of view and your ideal prospect’s.
- What can you / they see?
- What can you / they hear?
- What can you / they touch?
- What can you / they smell?
- What can you / they taste?
Once you start getting super specific and making sure that your copy is infused with personality, your prospect is 10x more likely to be hooked. That’s how you move them from reader to lead, lead to a client, lead to repeat client, and repeat client to referring client.
This blog post is part nine of the Impactful Brand Series – an eleven-part series to help you build an impactful brand in 2018. If you don’t want to miss out on this series, be sure you are on my email list to be notified each week when a new piece in the series is released.
Next up in the series: Making an Impact with Brand Collateral (written by a product stylist and brand photographer for creative entrepreneurs).
If you’re ready to build an impactful brand in 2018, get in touch with me and let’s make some magic happen!
Suzanne Hoare is the founder of PepperJar (soon to be Captivation House) and she helps online entrepreneurs stand out and sell more through strategic, personality-driven websites and emails. From her breakfast bar, couch, and occasionally her actual desk, she’s worked with 150+ clients and been part of multiple five and six-figure launches. You can have a giggle over on her website, or say hey to her on Instagram. Or you could just turn up at her front door with food. She’ll probably let you in.
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