When you’re writing copy, it’s important to be genuine and realize that it is okay for the world to see who you truly are. I think some of the most engaging and inviting content I’ve seen comes from heartfelt professionals who are okay with being transparent.
Being transparent helps your prospects and customers feel closer to you — an essential step in boosting sales with trust and integrity.
I had a client who was concerned that the idea of authenticity was becoming cliché. He didn’t consider himself a marketer or copywriter, but in his business as a vocal coach he brought his sincerity and honesty to the table. That’s what we focused on when writing his copy.
Deepak Chopra said, “If you’ve been caught up in an anxious search for love, happiness or anything else, you can let go of the struggle and endless quest for self-improvement. And, instead, begin to open to the awareness of who you really are.”
And I like what my colleague Cindy Schulson said; she put it this way, “Learn from others, but trust yourself. Trust yourself to make the right decisions and that you know what you’re here to do. Embrace who you are and let that show up in your business in a real way.”
Who are you? When you’re writing copy, keep it simple and speak from your heart.
You can share:
1. Your own challenges.
2. How you overcame them.
3. How you can now help others (who are in similar situations) succeed.
When you do this, you relate to people and people relate back to you. When your message resonates with them, they develop a stronger bond with you because of your common experience.
For instance, I started my business in 1989 after looking for a J-O-B. Colorado was in a recession at the time, and everywhere I went, prospective employers said, “We’re not hiring; we’re laying people off.” I was frustrated and, needless to say, worried because I had a mortgage to pay.
However, those people who said they weren’t hiring also said, “Debra, if you were a freelancer, we could use your services.” Hence, The Write Direction was born. And as a result, when I share this story with others who wish to be in business for themselves, they’re encouraged by it — especially since I’m still standing more than twenty seven years later.
Want to be a better copywriter? WRITE.
I’d like to suggest that you sit down with a pen and paper (this stimulates your subconscious more than typing on a keyboard) and just write.
Joe Vitale says he commands or requests the writing from his unconscious, and he explains that “Some of the greatest writers of all time did not THINK through their writing. Instead, they listened to something within and just wrote.”
My mentor, Gene Schwartz, would set a timer and write in 33:33 minute spurts.
I write Morning Pages each morning — three pages of stream-of-consciousness writing.
I’ve read that direct response copywriter Dan Kennedy writes for an hour each morning, no matter what. The point is that these writers keep the door open to their unconscious—allowing creativity to come on in.
Joe Vitale wrote, “. . . my first big secret is that when I sit to write, I do it without much of an idea of what I will say.”
Go ahead, pick up a pen. Don’t worry about what comes out; just be real and put your thoughts down on paper. Let it flow — uncensored, without judging yourself.
You can fine tune it later, or if you are really struggling, consider handing it off to a copywriter to assist you with fine-tuning it so it flows after you have written a first draft.
This is an excerpt from Chapter 17 of Millionaire Marketing on a Shoestring Budget. Throughout the book, you can access the tools you need to stand out and shine in a way that is natural and true to who you are.