5 Ways Your Copy Is Hurting Your Business (+ the fixes)

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Between the Copy Edge participants and about 78% of the small business sites I visit (probably an underestimate, actually), I can say, with all honesty, there’s a severe problem with online businesses and how they’re showing up.

It's bad copy. And it hurts business in so many ways because web copy is how your ideal clients across the globe, who you likely will not meet in a Facebook group, will determine whether or not you are the coach for them.

Bad websites = bad business and lower profits. Period. Because even if you DO meet them on Facebook, they're running straight to your site to see if you ARE the right coach for them. And if they don't feel like you are because your site did a poor job of expressing your expertise and instilling the seeds of trust? Well...they won't dig any further. And you lost a chance to serve them.

So I'm going to tell you about the copy problems and how to fix them today. 

1. It gives the impression that you are new. 

When you use language that doesn't sound impactful or indicates that you might not know WHO you're "talking" to, it makes the reader feel that you haven't been at this long enough to get them real results. 

Examples: "Are you ready to..." (why do you not already KNOW they are ready?) 
"Change your mind, change your life" (use of buzz phrases means you're throwing words at the wind and aren't sure if they'll stick)

Fix: Use words that FEEL like you've been doing this for decades and KNOW your ideal clients inside and out.
"Take on the role of a lifetime and lead the change you want to create in your home" (life coach to the mothers who struggle - starts with action, fills them with hope, lets them FEEL that the coach KNOWS she wants to make change) 

2. It makes them feel like you're not sure you can get the results. 

When you write from a place of "hey, come work with me...I can help you X", it sounds like you're not really sure that you can bring results and therefore enters doubt, a point at which it makes it harder to sell to people. 

Example: See above LOL 

Fix: Use words that express the emotion that you know you can get results

"Jump into the fire. Ignite your soul. And burn through your own fears and doubts. Because when we're done? Life will be exactly what you dreamt it could be." (NOTE: Be careful not to promise something that you WILL NOT be able to help them achieve)

Feel the difference?

3. They don't even read it to know who you are, what you sell, or how you can help them.

When we say "write like you talk", it doesn't mean for everything - it doesn't mean explain every little detail on the Home Page or in your About. Hell, the sales page is not even the place to just sit and let it all hang out. 

Example: "You want more from your life. You want to have the energy to play with the kids again. You want to be able to have a relationship with your spouse. You want to have the money you want from your business and still have time to enjoy it. 

So what can you do?

Sure, you can sift through coach after coach, looking for the one that best suits you. Or you can connect with one who gets you. 

You see? I know what you want to achieve and it's hard. But it's simple. I'll help you make up your mind and take the action you need to take to achieve your goals. 

Life doesn't have to get in the way of your business...and your business doesn't have to get in the way of your life." 

OMG - that took a lot to write. And you likely won't hang around to read it, especially if it's boring like this. 

So, when you write copy, don't get longwinded. Keep it fun, concise, and interesting. 

Fix: Write like you talk in TONE and CONTRACTIONS...not in long winded, tell-tale narratives. 

4. There's no trust. 

When they read copy from big brands and highly successful businesses, they can feel that they are reading something different. Something powerful and impactful. Something that was likely not written by the owner. Why? The owner is too busy serving their clients to write copy.

Example: All of the above examples. 

Fix: Write in narratives that draw pictures. Write with action words. And with authority. (This last one is HUGE)

5. They don't like to be "told" what they want, feel, or struggle with.

Copy that starts with "you" and drivels on about what you think the reader feels or struggles with, is copy that screams that the business owner is inept at writing it themselves and likely doesn't know the ideal client - which is an indicator that they are new and likely not that great. 

Example: "You want..." (Are you really starting your copy telling them what they want? They KNOW what they want or at least what they don't want and they don't want you "telling" them. They want to FEEL your pictures about it.

Fix: "The finest of lines separates you from the diamonds and the Maserati. Take the chance that is in front of you and jump headlong into them, leaving behind every doubt and fear that says you can't have them." 

See? 

So...like I said, there are more things plaguing online copy, but take these five and go fix yours and you'll be 50 paces closer to sounding like you hired someone to do it. 

OR - hire someone to do it and get there in a fraction of the time it would take you to write, edit, and test) without even breaking a sweat. Book your Black Diamond Copy today (payment plans now available).

There. Any questions? Looking forward to upleveling your business with you! 

Why and how to hire out your copywriting

 
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Art is art. Whether done in acrylics or clay or in words.

And it can be done well, or it can be done...well...painfully.

Regardless of the medium, art can evoke emotion or turn people away.

Copy that is done with and for emotion is the kind of copy that garners the price tag you want, be it a share, an email address, or $5000+.

Because when one plays the notes that call to the soul, the heart and the mind tend to follow. Thereby, guiding the hand to open the wallet...or push “Pay” on their phone.

That’s why it’s important to take your words as seriously as you take your product/service/business.

The copy is what fuels the connection to the reader.

The copy is what fuels the connection to success.

What makes good copy?

Specifics, emotions that are illustrated, rather than experiences that are merely “told”, visuals that bring out the power of those words, intimately understanding the person you want to move with said words and knowing what they long for in their soul of souls.

And what they struggle with.

What they fear. Because when you can put yourself in that space, you can’t NOT write powerful copy.

And, lastly, you need a copywriter with the experience to reach those souls you are looking for.

Which is why, even if you’re a writer, the chances are, you’re struggling to make sure all of your systems are in place, that the tech doesn’t fail you on the day of your launch, who else you can contact about affiliate marketing for you, and every other freaking hat that you have to wear...even if you have a team under you.

Having all of those things on your head at once guarantees one thing...you will struggle to slow down enough to create the kind of art that commands the results you really want.

When your mind is torn between too many objectives, your heart cannot be in the game, even if you are a writer.

Because copy doesn’t have the same cadence as prose, though it shares a lot of features with it.

Copy has to be concise, but not so concise that the details that matter are eliminated.

Copy has to pull out specific emotions, not just the emotions that the writer feels.

Copy has to incorporate the elements of surprise and predictability, simultaneously.

Prose is written to entertain.
Copy is written to seduce. To peel back the layers that protect their logic and emotions.

So, allowing yourself to accept anything less than something that might not do that is accepting that your program or service doesn’t deserve the chance to succeed.

But how do you find the RIGHT copywriter for your copy, for your precious baby, for your success?

You look for voice.

Now, when they write your copy, they’ll not use their own voice - I HOPE. They’ll use yours. BUT you can get a feeling from the voice they use if they’ll be able to pull off writing in someone else’s voice.

How? By feeling into the feeling YOU get when you read their words.

Your gut will lead you right 100% of the time. If you trust it.

But, don’t think that if a writer has a strong voice, they can only write for power. I have one of the strongest voices in my industry, but I have some of the woo-est, heart-centered clients whom I DON’T write in my own voice for.

Yeah, I write mushy stuff, too.

So, don’t judge HOW you think they might sound writing for you, because if they are worth their weight in this industry, their voice will be strong for themselves, and will be whatever the client needs them to be when they write for them.

Ya feel me?

What else?

Once you have felt into their voice, then reach out and feel into your interactions. Seriously. Emails mean a lot. How long does it take them to respond to you?

How do you feel when you do hear from them? Do they feel heavy? Struggling? Frustrated?

RUN.

Your copywriter should make this process easy and light.

They should also be able to make you feel at ease. They should take any questions you have and put your mind at ease.

Don’t be afraid to back away even if it’s just the emails or the call that doesn’t sit well with you because these are key indicators that the project may not go down the way you hope.

Ask for previous work

This seems obvious, but make sure you see more than one example of what you want your copywriter to write for you. Everyone can hit it once, but hitting it with each example is a good sign.

But don’t just read them. FEEL them. How did you feel when you read the samples? Did you get excited about the product or service? Then that’s def a good sign.

If you did not, then bow out. Keep your dollar for the next writer.

What to expect if you go with the lower-cost copywriter

Low-cost copywriters are generally lower quality. Lower quality means lower ROI (return on investment). And that’s fine if that’s all you can open up for this time around, but know that you’ll have to work harder on your own, making and taking calls to sell, rather than your copy selling you for you.

Can you afford that? I’d like to argue not. Because lost time is money spent. Add that into the cost of that lower cost copywriter and your ROI takes a nosedive.

Miscellaneous items to look for

What do they expect of you? This process should be as painless as possible. Why hire out your copy if it’s going to be a struggle or frustrating for you?

How many rounds of edits do you get? Any copywriter that stops at 2 rounds of edits already doesn’t plan to deliver something you’re in love with because copy is a dance and sometimes the band is playing Stairway to Heaven and you’re only at the 7:36 minute mark and you can’t possibly deliver until the last note is played.

Sometimes that means more than 1-2 edits. Sometimes. That said, I rarely go past the second round of edits and usually that’s only tweaks. But...I make that third round of edits available just in case you need it because I need you to love what I write as much as your readers will.

So be wary if a copywriter only offers 1-2 rounds of edits.

What’s the turnaround time? Don’t get sucked into turnarounds that are ridiculously short or ridiculously long. Normally, I have a 2-4 week waitlist, meaning it will be that long before I get to your project. But once I start, depending on the size, you should have your work back within 5 business days of that time.

But be careful with people who can’t or won’t outline a reasonable date for delivery.

In conclusion, hiring out your copy gives your product/service/business the edge you need to take a leading edge over your competition, but only if you team up with the copywriter that’s the best choice for you and your business.

If you happen to want to talk to me to see if I am that copywriter, book your call here. I wish you the best of luck, regardless of whether or not I am the right writer for you!