When you’re writing copy, remember it is about you (the businessperson) and “the other” you (the client). Useful you-you content helps grow solid professional and personal relationships that form your client base.
To create your “you-you” message, demonstrate that you’re able to fill a person’s need or desire with your specific service or product (Talk about benefits that are pertinent to clients!) Also, provide additional free useful tips that improve their lives.
Try these helpful steps for defining and writing your message.
Brainstorm and think like your client. Write everything that comes to mind.
- What need do you fill? (Think basics, like saving time, reducing stress, creating beauty, etc.)
- How do you meet that need? (Think method of filling those basics, like offering professional cleaning services to save time and reduce stress.)
- Why should he/she buy your product or service? (Think what sets your product/service apart.)
- Why should he/she work with you? (Think professional business bio, including your background, training, etc., which supports your credibility.
Define your message with the client’s point of view in mind.
- Review and use your brainstorming notes to write a focused message that demonstrates how your product/service meets a client’s needs.
- Include clear directions (aka, a call to action). Use verbs—like “call, read, click”—that invite people to learn more and interact with you.
Use this client-focused message as the foundation for your consistent brand.
Remember that your clients are busy! They’re filtering content in about eight seconds. A 2015 study by Microsoft Canada showed people’s attention span dropping from 12 to eight seconds. While the report acknowledged that, “digital lifestyles affect the ability to remain focused for extended periods of time,” it highlighted helpful insight for marketers and business owners. “When consumers are looking for something to care about at every moment, rapid fire tactics like branded content, native advertising and generally useful, entertaining, and shareable content are best.”
While your message might grow and evolve, don’t confuse clients with a constantly shifting brand. If your clients need to work hard to recognize your company, they might stop interacting with you. Stick to the message that addresses their needs—and maintains your business relationship.
Good luck and happy writing!