How to get them to finally SEE you (plus a cheat sheet for higher converting copy!)
There is so much copy and content on the web that we are all blind to everything EXCEPT what we seek.
And how do we identify something as “what we seek”?
By seeing the exact words we use to describe our problems or our ideal solutions in the copywriting.
Because screens are moving at such a frenetic pace, we don’t have time (or desire) to interpret the copywriting we read, so if we don’t see ourselves immediately in the headline, subject line, video titles, or ads, we don’t bother with them.
And that makes it RIDICULOUSLY hard to get attention online. According to OptinMonster, there are 70 MILLION blog posts posted each month.
Bruh! Seven.Ty. MILL.ION. each month. Can you even, right now?? That’s a f*ckton of competition for readers.
And in their mega marketing statistics post, OptinMonster also cited that we send 74 TRILLION emails a year and only about 22.86% of them will be opened across industries.
That’s why it’s uber-important that, as a business owner, you are using the language that your people use in your copywriting.
And you think, “Hey! That sounds easy enough! I can do that!” But many people always end up reverting back to their natural thought patterns and expression habits in their copy. So, here’s how you can make it as easy as possible and be able to visually keep yourself on track:
Connect with 5-10 of your ideal clients (if you can do more, do it!) and ask them a series of questions to help you uncover how they describe their struggle and how they articulate their dreams. IF YOU ALREADY KNOW YOUR ICA (IDEAL CLIENT), THEN OBVS YOU CAN FILL OUT THE SPREADSHEET WITHOUT THE INTERVIEWS AND CONVOS...COOLIO??
Record their answers in a spreadsheet (I have one I use for all my clients and retainers that I’m going to share with you later).
Use that spreadsheet to create the copy that grabs their attention.
Now.
Here’s where it gets tricky, you have to use their words in the copy in new and exciting ways that their brains don’t interpret as “OLD AF NEWS”, indicating that they should “SCROLL ON”.
So you tap into YOUR voice now.
You tap into how YOU talk to get THEIR words in front of them because it’s YOUR personality that is going to draw in those clients that look at you like Elon looks at his SpaceX rocketships.
Couple that with your ability to get results by positioning your language for optimum authority-building and social proof in your copywriting and you have a WINNER!
Case-in-point, Frank Kern never fails to get the attention of the people he wants his copy to attract to because his language is ALWAYS reflective of what his readers want. Notice in the ad below (screenshot taken from Facebook Ad Library...which, by the way...should become your new BFF).
The copywriting keywords here are “coaches”, “consultants”, and “more clients”, “selling”...FRANK’S personality injects the words “pest” and “here’s how I solved it”.
They recognize themselves and they then connect with his personality, which, by the way, makes them feel seen and understood...so there’s an example of well-executed sympathy copy going on here, as well. You’re welcome ;)
Because personality + proof + deep intimate knowledge of language = MONEY, BABY.
Now, you can take this spreadsheet one step further to create an ongoing stockpile of content that they will want to gobble up by creating a column for each problem on another spreadsheet in the same file and then begin spinning those problems into actual scenarios that they will recognize. Similar to what I’ve done below.
Then create content around those scenarios with a birds-eye view (or actual ACTION-BASED) content of what solutions look like - in case you can’t tell, I have a penchant for action-based copy and content because it makes you even more valuable to the people who are looking for help.
The more you show you know, the greater your authority grows. But, you have to get in the trenches and get that RIGHT content written/created/shared in order to draw them in.
And some places you can look to help you nail that, besides your interview with your 5-10 clients and ongoing market research, are:
Buzzsumo for trending content.
Facebook Ad Library for examples of what’s working right now.
Ubersuggest for help with that almighty keyword research.
Once you’re able to create that RIGHT content in the language of your RIGHT people, the struggle to actually GET SEEN by the right people gets a little easier because you also have people out there practically marketing FOR you.
But it all starts with your ability to use their words with your voice to get their attention.
If you need help with that, I have built a system into my own process that is helping clients show up like the BOSSES they are. Just come play in the Copy Arena with me (it doesn’t cost anything and you’ll learn a ton)!