4 Things To Know BEFORE You Write Your Website or Sales Page Copy
So you’ve decided it’s time to knock out your website copy, set up a landing page for your offer, or get serious with your social media captions? You’re ready to write some copy and knock it out of the park.
But! Before you get all excited and whip out your laptop, there are a few key things that you should have solidified prior to writing copy if you want it to be more than just okay (the answer to that is no, you want it to be great and convert).
Pst! This post contains affiliate links! That means I get a commission from any purchases you make (at no extra cost to you). I’ll only recommend dope stuff that i’ve tested and truly find valuable. Scouts honor.
Knowing these four things will make writing your copy so much easier as well, especially since it’s usually around these things that people stumble on. Questions like:
Does this sound too cheesy?
Does it sound too salesy?
Am I getting my point across enough to make them want to buy?
Why would they want to buy this from me instead of someone else, especially if my offer costs more?
So let’s get into it!
Number one: You need to know your brand voice.
Your brand voice is the “personality” of your business. When you write a blog post, hop on a Facebook live, write a sales page, what’s the consistent and overall “vibe” that the reader gets?
Once you know this, it makes it so much easier to sound authentic and genuine in your content and copy because you’re not faking being someone else or confusing your audience by switching up brand voices in different content (example: going from feminine glam on your social media posts to more masculine, hard hitting copy on your sales page can give your audience banding whiplash).
Hone in on your brand voice and then stay consistent with it throughout your business.
Number two: You need to know your brand story.
Your brand story is basically sharing your why. Why do you have the business you have and how did it get to that point?
This is when you get to really unleash your passion, the journey and challenges you’ve faced that gave you the skills and expertise you have.
So why is this important to know before you start writing copy?
Well, storytelling is one of the most powerful and effective ways to connect with your audience and connection is key to eventually converting them.
Your brand story is going to be woven into all aspects of your business- including your copy. It gives them a way to relate to you, shows them your can sympathize and be empathetic towards their situation, and helps solidify your expertise.
When you know your brand story prior to writing your copy (especially for before writing or updating your About Me page on your website) then it makes it easier to write in a human way without sounding robotic or salesy.
You also don’t have to fabricate a connection point with your audience which helps you stay authentic and genuine.
Number three: You need to know your target audience.
Ever heard the entrepreneurial saying “if you try to speak to everyone, you speak to no one?”
It’s true. It’s so very true, especially in copy.
Vague, blanket statements can not only fail to draw in your audience, but it can actually repel them!
When you don’t understand who you’re talking trying to connect with, then you can’t understand fully what challenges they’re facing, what motivates them to take action, what problem they feel like they want solved vs what they need solved, and their emotional triggers.
Good copy makes the reader feel like you’ve peeked into their thoughts, but you can’t do that without getting to know that person on some level (unless you have like...super powers, which is pretty dope).
So it’s important to identify your audience.
If you’re not sure how to identify your target audience (and the correct way to create a customer avatar, *hint* has nothing to do with their favorite color or food really) check out this post here.
It also helps to know both your demographic niche (do you only work with women, moms, men, people in their late 40’s, single parents, etc) and your offer niche (do you only offer Instagram growth services, VA services during launches, wedding photography, etc).
Click here to download the Customer Avatar workbook
Which brings me to…
Number four: You need to know your value proposition.
Your value proposition in the most simplified form is this statement: “We help _____ do/achieve/be ______ by (insert what you do and how)”.
However, that’s really just the tip of the iceberg.
The point is to call out your ideal client/customer and help them see why you are uniquely qualified to help them with their problem.
You want to identify:
What makes you different?
Why should they trust your services/offer over others?
Do you have a unique or signature offer/process
Do you have a unique specialty/expertise
Do you have a specific value/belief/perspective that makes you stand out from others?
Knowing this prior to writing your copy helps your stand out in a sea of people who could potentially be offering the same type of service or offer. You ideally want to be developing this as you build your business (keep in mind, this could definitely change too as you change your niche and develop your skills).
When you fully understand what value you bring to your customers/clients and what makes you uniquely qualified to serve them you’re able to write copy that not only comes off more confident, but also clear one of the top objections which is “why should I choose you?”.
There are the 4 things you should know before you start writing your copy! It feels like a lot of upfront work but when you identify these things first, it makes the writing process a heck of a lot easier!