Connection Copywriting: Attract, Connect With and Convert Those Who Need You the Most
Why do you write website copy?
Is it to try to game search engines, so you can increase the number of conversions hitting your email inbox? If your answer is “yes,” you’re missing the point of copywriting…and you’re hurting your business.
The true goal of copywriting is to connect.
It’s to make a real connection with the human who’s reading your words—the individual who needs your help the most.
True Connection Is Critical for Conversion
Think about the last piece of online content that grabbed your attention. It could be a blog post, an email newsletter or perhaps a social media post. Why did it catch your eye?
Chances are, it evoked some form of emotion inside of you. Maybe it inspired you. Maybe it gave you a sense of relief.
Whatever emotion it brought up, the content connected with you. It made an impact on you.
Your web content—and all marketing copy, for that matter—must do the same to inspire your audience to reach out to you. When it does, you’ll make an impact on those who need you the most: your customers.
How do you do it? Well, you need to approach copywriting in a new way—a way that helps you find your unique voice, identify those who need you and plan your content to meet them where they are.
You need our Connection Copywriting Method: five steps to help you create content that truly connects and converts.
What Is Our Connection Copywriting Method?
Step #1: Discover Your Voice
Your voice is what makes your content unique and shapes your messaging. It’s your magic wand. And when you use it, you make more authentic connections with your audience. These connections bring better leads from prospective customers who get who you are and what you do.
Step #2: Clarify Your Brand Messaging
To make sure your prospective customers understand you, you must clarify your brand messaging. This means nailing down your unique selling propositions (USPs)—also called value propositions—as well as your positioning statement and your elevator pitch.
These elements stem from your values, mission, goals, service offerings and more. Once you define them, they live inside your very own brand style guide—a living, breathing document that guides your content creation efforts.
Step #3: Identify Your Ideal Customer
You can’t write content that connects if you don’t know who you’re trying to reach. This is why creating an in-depth ideal customer avatar (ICA)—also called a buyer persona—is so important. You must dig deep into what makes your ideal customer tick.
When we say deep, we mean it. You can’t get by on demographics alone. You need to understand your ideal customer’s fears, dreams, desires, roadblocks, and more to move and inspire your audience.
Step #4: Plan Your Roadmap
An actionable content strategy includes a thorough plan. Content success depends on tying your efforts to your business goals and owning your space. In your plan, you must include where you’re going and the type of content that will help you get there.
You must also uncover where your audience likes to hang out online and ensure your content shows up there, whether that’s on your blog, on social media or in their inbox. A thorough content plan simplifies the content creation process. It also helps you avoid the hamster wheel of creating content for the sake of content.
Step #5: Create Your Content
Ready to Apply the Connection Copywriting Method to Your Content?
Your audience is looking for you. Reach them through Connection Copywriting.
- Learn how to apply the Connection Copywriting Method in your marketing efforts through our online course, Write That Site®.
- Work with our team to get the hands-on services and support you need to identify and connect with your ideal customers.