How To Introduce Honest Copy To Your Business In 5 Steps

Finding your perfect customers can be challenging. Whatever service you're selling - the online world is saturated, but that doesn’t mean you don’t have something unique and special to offer.

So, how do you build a connection with your followers so they know you’re the person for them?

It all starts with honest copy.

Faceless marketing is on its way out, and people are becoming tired of the soulless tactics used to try and reel them in.

To start building genuine connections that are going to last and give you an invested community, start with these 5 steps in your copy:

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Step 1: Say what you WANT to, not what you think you HAVE to.

There’s often that conundrum with online marketing:

“I really want to be saying this. . . but other people tell me I should be saying this. . .”

Okay, so there are some things you will have to say that aren’t particularly exciting. I’m talking about the practical bits, e.g. how to book, how to contact you etc.

Practicalities aside, the only things you should be saying are what you truly believe in.

Talk about what you’re passionate about, what irks you, and what changes in your industry you want to see.

And don’t get bogged down with coming across professionally or perfectly.

If you’re good at what you do – your professionalism in your field will come across any way. Your customers aren’t going to buy the perfect you, but they’ll buy into the real you.

So don’t be afraid to be raw in your copy.

Ignore the trends if they don’t fit your values. No doubt you’ll be scrolling through Instagram and see others in your industry telling you what you should be talking about to your customers. Sometimes it will be sage advice – but only use it if it feels right for you.

When you’re running outdoor activities or providing wellness experiences – your customers need to have an innate trust in you. And you’ll only earn that with them if they can see you being transparent.

Step 2: Give your customers insight with relatable stories

Stories are the perfect way to build connections at a deeper level with your customers.

Whether you're sharing your own personal journey or sharing a customer’s tale – this is the stuff that can spark a strong emotional reaction and encourage your reader to take action.

Your stories should include:

1. A problem you faced: “I was in a high-stress corporate job and found it incredibly hard to make time for myself”
   

2. What this meant for you: “I found that I was becoming tired and grumpy and was struggling with my mental health. . . . Then I was introduced to yoga”.
   

3. What transformation you experienced: “I was sleeping better and my body and mind started to feel stronger each day. . .” “This meant I was able to. . .”
   

4. Why they need you/how you can help them experience the same transformation:

“I know how hard it is to. . .”

“Joining my retreat will help you. . .”

This is where you add in your USP – why do they need YOUR retreat?

Next time you write a sales email or a social media post, think about how you can weave in your own personal story that will help your customers see the real you. Then relate it back to why they need you.

If you want to learn more about using storytelling in your marketing, check out Once Upon A Brand: The Power of Storyteller Marketing for inspiration.

Step 3: Cut the Jargon and use your own words

You may be an expert – your readers probably aren’t. Unless you’re focusing on attracting fellow experts in your area, then make sure you’re cutting out any jargon from your copy.

Simple is often best and makes sure you’re being as inclusive as possible.

And don’t worry about using overly formal language and grammar – try and write like you speak. Your style will vary depending on whatever platform you’re using at the time, but if it doesn’t roll off the tongue when you read it aloud – check that the language you’re using is how you’d say it to a friend.

Remember, you’re not trying to sound like a genius, you want to sound like you. So don’t think you need to do a Joey Tribiani and grab the Thesaurus for every word you write.

Step 4: Admit your mistakes and share what you’ve learned

Mistakes make you human!

Share your epic fails, how you overcame them and what you learned along the way.

For example, if you’re selling an activity-based adventure, potential customers might feel intimidated about their lack of experience.

Remind them you were a beginner once too, and you’re there to help them not make the same mistakes you did, but if they do make them – that’s okay too. You’re there to support and guide them.

Not only are you being relatable, but you're showing you can be trusted by being transparent.

Step 5: Don’t try to please everyone

Sorry, not everyone will like you – and you don’t want them to.

If you’re attracting everyone, then you’re going to land yourself with some nightmare customers.

You don’t need to be overly controversial or unkind, but being honest about who you are, what you deliver and exactly who you deliver for will help the right customers trust you.

This is especially important when you’re delivering in a group setting—if you’re totally clear about who you are, your customers will be safe in the knowledge that they’ll be surrounded by people who are just like them.

So do say who you ARE for and who you’re NOT for. Again, this can be done subtly and make sure it’s always with kindness.

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A quick recap

Being honest in your copy is being vulnerable, so it can feel pretty exposing. But trust me, in the long term it will give you so much more credibility and trust.

So, remember:

1. Say what feels right to YOU

2. Share your stories

3. Cut out the jargon

4. Share your mistakes

5. Don’t try to make everyone like you

And if you’re struggling with getting your thoughts and voice onto the page, you can book yourself in for a discovery call with me here:

Book a discovery call

Lucinda - Copy Connects

Helping outdoor & wellness business owners by providing them with real and honest copy.

www.copy-connects.com