You write your own stuff all the time.
Even your first website, LinkedIn bio or Facebook Business page.
You know good writing when you see it, and the words come out pretty naturally to you. You might even find it fun – it’s a break from the work you normally do – rock on!
If you’re not a natural, don’t worry. Writing good copy is a learned skill.
Here are 5 of the mistake you’re probably making right now.
1) Talking about yourself
Well, WTF Jacq LaRue? How am I supposed to sell myself and my services if I don’t talk about how awesome I am and where I went to school and how many years I’ve been slaving away at this one thing?
Guess what? Your potential clients don’t care.
Do you know what they DO care about? How you’re going to make their lives easier, better, more efficient, how you’ll make them more money and make them drop a jeans size.
Answer this simple question,
“How will my life be better after I work with you?”
Tell me about THAT, and I’ll give you all my dollars.
2) You talk too much – stop the verbal diarrhea
You could be using too many words. Especially if you’re writing your website or an email. Be as brief as possible while getting your point across.
Editing is an art, so is making the call to delete what you wrote. Cut out all your extra words, then review your copy three more times and keep cutting. If you have more on the cutting room floor than in your final piece of copy, you’re doing it right.
3) No one knows what you’re talking about
Are you using industry jargon that you’d use when talking to other people in your profession? Your prospects don’t speak that language.
When you use words that your client doesn’t, they’ll click away from your website, forever. Leaving sad, confused, and will drown their sorrows in a pint of coconut mint chocolate chip ice cream. This is so sad, don’t do this to people.
What are the words your prospects use? These should also be your words. Speak their language. To do this requires one important skill on your part – listening. Listen to what your prospects say – online, in blog comments, on Facebook, and on LinkedIn.
4) Starting a conversation assuming they’ve read everything you ever wrote, even your 5th-grade essay on how many licks it takes to get to the center of a Tootsie Pop
Everything you write should start a brand new conversation. If I land on your About Page, I don’t remember what you said in a Facebook group that landed me here. Assume your readers don’t know anything about you.
5) You’re talking all about what you’re going to give them, and NOT what they get
This is key. Yes, you might provide your clients with 30 hours of training, worksheets, 10 logo design options or a bug-free piece of software.
That’s cool and all, but what do I get?
Tell me WHY I should work with you. How will you make my life better?
Include the specific benefits clients get after working with you. More confidence, ability to quit their day job, being able to do 10 chin-ups or a handstand.
As you’re writing, keep asking yourself, “so what?” And answer that question until you can’t answer it anymore.