We can’t emphasize this enough: messaging is the lifeblood of your business. The quality of your messaging directly correlates with the revenue you generate. In our last episode, we started digging into the fundamental copywriting concepts that will sharpen your writing skills and today, we are delivering the next dose of copywriting wisdom in this two-part series on messaging.
Want to uncover the secret behind an effective call-to-action (CTA)? Listen in as Nicki and Kate reveal even more strategies to elevate your copy and incite action from your customers!
(If you missed the first part, feel free to listen to this and then go back to hear Part I–but we strongly recommend listening to both episodes so you don’t miss out on any of these essential techniques!)
Looking for closed captioning or a transcript? Watch the episode on YouTube!
A Sneak Peek at the Episode
[1:38] Many of us create courses or programs based on our past problems. But as we’ve evolved, our target audience may differ from our past selves. That means it’s important to engage with past customers, potential customers, and those who haven’t had a chance to buy from you to discover the language they use to express their challenges, desires, and definitions of success.
[5:19] Language continuously evolves across generations. If you’re 10 years from when you first had this problem, your audience might now be in a different demographic and using different words. Having a style guide for your brand is great reference material for you and for a copywriter, if you choose to outsource your messaging. This document can also be revisited over time as language evolves.
[7:21] No one is going to read all of your copy. Focus on getting the most important information across, and removing unnecessary details. Make your writing easy to digest by keeping sentences short, and breaking up longer passages of text into smaller chunks.
[13:59] It’s really important for your messaging to be consistent across the board. All of your messaging should sound like it comes from you–it shouldn’t sound like two different people from one day to the next, even if you’re using a copywriter. Inconsistency means that you might not be as trustworthy or as serious of a brand.
[15:35] Sometimes we think if we repeat ourselves in multiple areas with the same copy, that people are going to be bored. But people need to see and hear that same message multiple times before it registers and to build that trust in your brand.
[17:53] Be careful not to fall into the trap of using too many different CTAs. One person is only capable of taking one action at a time! Identify the one action that you most want them to take and then make it clear to them what that action is. If there are different CTAs, the design can help to reflect the hierarchy, e.g. secondary actions may be a smaller size or further down the page.
[21:11] Editing is just as important as writing. Build in time to take a break and come back to your writing so that you can review everything using our checklist. Allow yourself to read through your work from the perspective of your target audience.
[25:00] Testing is a crucial part of the writing process as it enables you to get to know what kind of messaging resonates better with your audience. Testing gives you the opportunity to continually refine your copy and can ultimately result in a huge revenue lift for your business.
Mentioned on this Episode
As with every episode, we highly encourage you to listen to the entire conversation! But, here are a few of the highlights:
“Sometimes we think if we repeat ourselves in multiple areas with the same copy, that people are going to be bored or that’s not okay, when in fact you do want to use some of your key messaging points. You want to put them everywhere. And they can be line for line the same copy, because people need to see and hear that same message multiple times before it registers, and to build that trust.” – Kate
“You need to be consistent and you need to be consistent in your choices too. And these can be little things (I say little, but it’s actually not that little!) but do you capitalize all of your headlines and do you capitalize the first word in all of your subject lines? It sounds like little things, but these little things are cues for people about how serious you are as a brand and how trustworthy you are.” – Nicki
“A lot of us have created courses or these programs because we used to have that problem, right? The course solves the problem that we used to have. And so we think of ourselves as our own target audience, but that is not true. Back then, you were your own target audience, but since you were in that place, you’ve had a lot of transformation, you’ve learned so much, you’ve grown so much, and therefore you are not speaking the same language as your target audience.” – Nicki
“When your target audience sees the words that they use in their heads to describe things in your materials, on your sales page, in your posts, in your emails, all that kind of stuff, they are going to feel that you understand them. And that is so, so important for making that connection and making them comfortable with following you and purchasing from you.” – Nicki
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About the Energize Your Online Business Podcast
Are you sick of the stress, chaos, and risk of trying to keep up with the next big thing in digital marketing? And what about the confusion of trying to scale, build a team, and still try to make sure your business is worth the effort it takes to run it? You are not alone.
Join Nicki Krawczyk, a 20-year marketing veteran and owner of a multi-seven-figure-per-year digital training company and her co-host Kate Sitarz as they bust through the online business industry echo chamber to talk about how to make consistent, predictable sales and how to scale your business with simple and stress-free systems.
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