Sometimes putting pen to paper is hard–writer’s block is real! Have you ever felt stumped when trying to craft copy for your business? Maybe you find yourself in a downward spiral as you struggle to communicate what sets you apart. Or maybe you find yourself asking, “Am I really making a difference with what I do?”
When people ask “How can I write compelling copy that attracts and converts?”, what they are really asking is, “How do I create influence with my unique experience and point of view?”
All of us are trying to make the world better in some way, and storytelling is one of the most powerful methods for doing so. Storytelling allows us to build real connections and efficiently showcase our competence and expertise. Stories transmit knowledge and make brands memorable, engaging, and real. Yes, words sell, but without a story that gives meaning and purpose to the words you write, they are just words.
Supporting resources: How to own your unique message and feel amazing about your copy
Before we get into some tips for how to write copy that demonstrates consistency, authenticity, and confidence in what your brand stands for, I want to address that voice in your head that might be filling you with doubt and false statements:
Voice: But your products speak for themselves. Leave the storytelling alone!
Truth: People don’t buy the best products, they buy what they can understand the fastest. Storytelling is a powerful tool for fast tracking the process of getting people to click the checkout button.
Voice: But your story is boring.
Truth: Your story doesn’t have to sound dramatic to qualify as a great story. All you need to do is uncover the RIGHT story to tell–and the right story is the story that will matter.
Voice: But you shouldn’t make this all about yourself.
Truth: Maybe you think that by telling your story, you’ll come across as a show-off. But what if I told you that that’s NOT the case? You’re actually doing your audience a favour by packing all your amazing experiences and knowledge into a powerful story that can not only resonate with them, but empower them to take action.
So let’s get to it! Here are my 3 communication tactics for confidently sharing your message and selling your high ticket offers.
1. Simplify your message
The concept of simplifying your message may sound simple itself, but let’s be real–we creatives tend to overcomplicate things! Let’s go back to the idea that people don’t buy the best products, they buy what they can understand the fastest. Ask yourself: Is what you do easy to understand? As Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”
In order to be qualified as an expert and sell your high-ticket offer, it’s important to know and understand your products and services from top to bottom. Increasing your product knowledge involves looking at facts, frameworks and features.
What are the important facts people need to know about your offer? For example, do you use a storytelling approach? Is your product a digital download? Do you offer a 4 week one-on-one program? Stating the key facts sets a clear expectation of how things work.
While facts are crucial, they don’t really sell. This is where your framework–a proven path for getting your clientele from point A to point B–comes in. How do you actually help people get results? What steps do you need to take with them in order to see a transformation?
You may be familiar with the idea of “benefits over features”, but this doesn’t mean that features aren’t important. In fact, they play a major role in the process of making a purchasing decision. As Megan Martin said, “People first decide to buy because of the benefits and then they justify their purchase with the features.”
Want to learn more about how you can simplify your message? Check out my blog post on How to get started with clear messaging.
2. Create a framework
As mentioned, your framework is the proven path you use to help your clients get from point A to point B. It is an experience or steps that you share with your clients to illustrate how you will achieve your end goal. Creating a signature framework will help build credibility and confidence in you and your services.
What does a framework have to do with storytelling and crafting copy? It helps you to confidently explain what you’re going to do without overwhelming your clients. It gets your clients excited and helps them know what to expect. It shows your clients how legitimate and organized you are.
3. Craft your story
Now it’s time to consider how you are going to package your ideas into a concise and compelling story that sells. Leveraging the power of storytelling can help with brand recognition, connections, and fast tracking the know, like and trust factor.
Step 1: Determine your conversion goal
Is your goal to inspire? To educate? To drive sales? You need to identify WHY you’re sharing your story in order to be able to craft one that aligns with your vision.
Step 2: Identify the “promise” of your story or thing you’re trying to sell
Why should people care? Why should this be important to them? What’s in it for them?
Step 3: Tell the crossroad scene
What changed? Identify the breaking point or the “crossroad” moment where you had to make a decision to go down one path or another. What was it that happened in your life or business that resulted in things changing? When was it that you decided to start your business?
Step 4: Talk about your transformation
What path did you take and what did you find? What was your eventual decision? Paint a picture of this new road that you travelled down.
Step 5: Inspire them to take action
Now that you’ve passed through the fork in the road, what lessons do you want to share? What is your message to your audience? How are you able to serve your clients and how does their success impact your journey?
Interested in diving deeper or just want some more help communicating with your clients?