How to connect in your copy + stand out in your niche
Whether your kids are off to a new school, you're kicking off new programs (or getting ready to enrol in one), starting a new chapter, or you've got big plans for the rest of the year...
🍂 Fall is officially here and with it come new routines 🍂
Changes...
... in the light and the colour of the leaves
... in the length of our days
... in what we’re pulled to focus on, and
... in how we organize our lives
But while the seasons change gradually, and we’ve had our whole lives to get used to it…
Some changes are a lot less comfortable
If you’ve gone through major growth of any kind, you know exactly what I mean.
The “before” feels OK.... until it doesn’t anymore.
...
The “after” feels absolutely amazing… when it finally comes.
But the “shift”?
The actual transition from old to new?
That’s where the friction of change can hurt.
When we’re thinking rationally, we know that we’ve just got to get through it—that if we’re motivated enough to make the change, it’ll be worth it in the end.
But when your people are reading your sales copy, you can’t take that motivation for granted.
Which is exactly why you need to speak to the shift, and prove to your readers that it’ll be worth it in the end.
What does “the shift” look like when it comes to working with you?
Maybe the change your audience has to go through looks like:
Paying for your course instead of just making it work with free tutorials
Hiring something out for the very first time— and the anxiety that comes with that
Switching from their current coach, consultant or service provider to work with you = fear of the unknown
Signing up for a high-end program unlike anything they’ve done before (and parting with their precious, hard-earned $$$)
Simply going from inaction to action (← this is a BIG one because they have to ask themselves: “What if I fail?”)
There are fears, anxieties and inconveniences that come with any kind of change.
But if you can actually address those anxieties in your copy, you can make “the shift” feel like a natural next step.
And stand out from 99% of the other people in your niche.
How do you put this technique into action?
Follow these steps, in order, as you write your sales copy:
Remind them why the “before” really sucks
It’s easier to take action when you’re highly motivated, and motivation comes from no longer being willing to tolerate your present reality.
Acknowledge what they’re going through and reassure them it’s safe to change
If you’re a VA and most of your clients are business owners who are delegating important jobs for the first time, address that anxiety explicitly.
And then hammer home the fact that they can trust and depend on you.
Stating your benefits so clearly that the “after” of working with you is absolutely IRRESISTIBLE
That is, point out the most desirable differences between the status quo and what your reader deeply desires. Then reassure her that it’s possible for her, too.
Show them success stories from people who’ve already shifted
If you’ve been there, tell your story. Share the case studies and testimonials that show your readers how others have made “the shift” successfully.
Reduce the risk
How can you make your people feel as safe as possible when taking the first step? Can you offer a money-back guarantee, trial period, or free consult to make it easy?
Acknowledging “the shift” in your copy can have a huge impact on your ability to connect with your ideal clients.
Because you’re meeting your reader where they are and speaking to the real pains and problems they feel in their everyday life.
Tired of feeling like your words fall flat and your messaging misses the mark?
Find Your Money Making Messages is a masterclass in Voice of Customer research for online business owners who want more confidence in their messaging (and more money in the bank).
You'll learn:
How to ask the right people the right questions to uncover what’s really driving your audience to seek change & choose YOU
The MOST efficient ways to pull meaningful insights from data that's easy for you to get (from people who are actually paying money to solve their problems)
What to do with the answers you get that will make the time you spend on Voice of Customer research pay off big time for your biz
So what do you think?
Are you speaking to “the shift” in your copy? And how can you make that change less scary and more desirable to your ICA?
Let me know in the comments below!