Copywriting is sales.
For those who say they “hate sales”, I’ve got some breaking news – we are all in sales.
Whether you are a math teacher ‘selling’ your love of numbers…
A mom ‘selling’ bathtime…
Or a child ‘selling’ their desire for a lolly.
We are all selling something.
So how do we infuse selling into our copy without the sleaze, the trigger, the ego?
It’s something you already possess but may not use in your writing – EMPATHY.
The key to making more sales is empathy.
The same practice you would use in a Sales Conversation using empathy applies to your copy.
Here’s how it would look…
Practice Empathetic Listening to your clients
– write down the words THEY use about their experience, emotions and feelings
– drop your judgement or inference of what they need/want instead listen
– don’t minimize your clients’ experience
Allow a pause between ‘hearing’ your client and processing their words. Don’t leap to fix without truly understanding the ‘problem’ in their eyes.
Assure them that you see them, hear them, feel them, understand them.
Use empathetic language directed at them by mimicking the words you use.
Write your copy using the language of your client. Not your language.
Skipping the ‘jargon’ and reflecting back is empathetic language.
Assure your clients that you have indeed ‘got them’ and that your solution can provide the results they seek. Guarantees are great here IF you can provide them.
So, what does this all look like?
Let’s say you have a coaching client come to you complaining that their partner just doesn’t understand them, that they feel invisible in their own home, that they can’t seem to keep up in their business or life, they feel like it’s a constant struggle.
How would YOU write copy to support this person?
You could say:
“Tired of feeling overwhelmed, misunderstood or forgotten in your own life?
Or, you could say:
“Sometimes we struggle to feel understood. We feel invisible. Work and life just seem to keep going and we’re in a constant struggle just to survive.”
Which one feels more empathetic, non-judgement, and non-assumptive to you?
Empathy changes how we relate to our ideal clients.
It becomes the mirror force of being seen which leads us to want more.
If you want to enhance your sales – start with empathy in your spoken and written words.