How confident are you about your messaging?
Do you repeatedly edit your copy… changing a word here and a sentence there in order to get it ‘just right?!’
I talk a lot about the visual side of branding but today I want to look at the written side of your brand.
I find people really struggle when it comes to copy…mostly because there’s so many different ways we can say something.
I also find I can lose a coaching client for weeks to what I call, Obsessive Word Fiddling!
O.W.F. for short 😉
These are the serious word tinkerers who will deliberate for hours about using this word or that?
O.W.F. is a type of perfectionism and the most fabulous form of procrastination!
However, finding the right words to create effective messaging can be really hard.
Your copy needs to be functional; explaining who you are and what you offer in a way that is concise and easy to read.
It also has to connect with your audience on an emotional level, because that’s the place from which most people make their purchasing decisions.
Thirdly, has to speak directly to your ideal client in a way that he or she feels that you totally ‘get’ them.
Finally, it absolutely, positively-with-bells-on-top, needs to consistently reflect your brand.
If there is any incongruence between your visual branding and the tone of your copy, your client will feel it and move on.
It’s no wonder O.W.F. is such a problem!
Now, you all know that I love anything that simplifies life.
I especially love a marketing tool that is practical and easy…so I thought I’d share one with you today.
A company called Persado, who you might know already, created this wheel.
They use it to explain how AI technology can track the conversion rates of different types of messaging, by breaking it down into 5 key areas: Trust, Pride, Anticipation, Fear and Joy.
However, we can use it as a basic simplifying tool for our copy.
Basically, by using words that inspire one of these emotions, we can appeal directly to our customers.
The key is to find the right one for you, your brand and your ideal client.
As an example, lets say I’m a personal trainer selling a weight loss programme. Below are 3 ways I could phrase it using the wheel:
1. This programme has been created through extensive scientific research giving you confidence and peace of mind. (TRUST)
2. Be the very best you can be! (ANTICIPATION)
3. Are you really going to wear a bikini this summer? (FEAR)
You can see how each one will attract a very different type of client!
This is why being super clear on who it is you want to attract is so important.
But….once you have, you can use the wheel to simplify your copy, so you adopt the right voice … CONSISTENTLY!
THE PERSADO WHEEL:
HOW TO STREAMLINE YOUR COPY
1. Identify what works best for your brand.
What type of emotion attracts you to a product or service?
Personally, I don’t respond to fear-based advertising…it is not in alignment with me. I am far more likely to buy something that makes me feel joyful.
How does your Ideal Client want to feel?
Often we want to attract clients who have similar passions and beliefs. But not always!
2. Create Keywords
If Trust drives your brand, then write down as many words and phrases as you can think of that inspire feelings of safety, gratitude and intimacy.
Perhaps use words such as ‘confidence,’ ‘understanding’ and ‘support.’
You could put these words on the wall next to your computer.
Weave this messaging into your copy and social media as much possible.
3. Test it!
The great thing about using this wheel, is that you can quantify it!
Perhaps you use lots of words that inspire Anticipation but actually your ‘perfect’ client responds better to Joy?
Test it! Do a split-test on an ad using 2 sets of different key words and then look at which one was more effective.
Test it on your social media and see if it affects your analytics.
Successful branding is a process we need to constantly check, assess and develop.
We will most likely use a few elements of the wheel at some point or another but by using one key element consistently, you will increase your impact and emotional connection to your clients.
Plus, when you’re searching for the right words, it’s a great reminder of what your clients really want to hear you say…allowing you to do less tinkering and more work!
Wishing you all a fabulously fun, joyful and exciting week! (did you see what I did there? 😉 )