I know we’ve all heard the saying “don’t beat a dead horse.” But, just in case you have slipped into early dementia or have been living in a world void of vintage cliches, here is the definition: don’t waste energy on a lost cause. In this case, I’m talking about your old, crusty marketing copy.
I’m not telling you that your marketing copy is a stinky poopy diaper or that you are a horrible writer, I’m simply suggesting that you consider amping things up a bit. Take a new picture of yourself, your business, and your ideal client, and choose words and phrases that create bombs of emotion. You know those feelings that make you act and buy something? Yeah, those.
I know what you’re thinking…
If I knew how to do this, wouldn’t I already be doing it? Well, yes and no. You can only act on what you know and understand.
You have the vocabulary and skills available to you, but there is more to this 3-D puzzle. There are several quite vibrant pieces that have fallen between the cushion cracks of your business. It’s time to find them and put them into place…
Puzzle Piece #1-Revision: What you may not be utilizing is time to revise. And doing so is even more crucial for marketing copy. It’s a dog-eat-dog world out there on the web when it comes to getting to the top of the marketing food chain… I guess this is officially a vintage cliche day. Anyway, if you don’t find a way to stand out when your potential clients and customers read your first sentence, you will lose them right there between your “and” and “but”! Don’t ever put your first (or even second draft) out there for consumption. Doing so is like feeding a TV dinner to Chef Gordon Ramsey… yeah, not such a good idea.It doesn't matter how good of a writer and editor you think you are, we all need revisions, tweaks, and editing to create our best writing. Click To Tweet
Puzzle Piece #2- Critique: Have a writing snob or wordsmith on retainer… or at least someone you trust to be honest with you about your prose. If the results matter, if money and your reputation is on the line, ask someone for their opinion, period. We get too close to our own writing, and we can’t always see our mistakes or how something could be said more efficiently or colorfully. If you don’t take criticism well, get the fuck over it, princess! You want to be a better writer? You want to make more money? Then, you can’t ignore this.
Puzzle Piece #3- Style and Personality: This is where you need to know who you are and who you are talking to. As a branding coach, I help my clients find and speak to their ideal clients. There is a system to this, but I’m going to give you one of the keys to how I do it. With practice you can do this anytime and with any copy or post that you write.
Make a list of amped up words that express your unique brand and personality, as well as those that will attract your perfect clients. Use these words over and over in your copy. Change them up as you see fit, as you and your brand evolve.
Easier said than done, right? Oh, stop being such a Debbie Downer! You got this! Here’s my “dead horse” story: When people would ask me what I did for a living, I would say, “I’m a women’s life coach.” Yes, my answer was boring and lackluster. Their eyes would go dead. They would say, “Oh.” And they would usually change the subject or walk away. OUCH!!!! This is what I say now: “I am a business transformer for badass women!” Yeah, they have a completely different reaction now! Almost 100% of the time, they ask another question. And I have captured their attention! Think about how powerful using amped up words and phrases can be on the web, where you only get one millisecond to win them over. Practice coloring your writing. And, if you simply don’t feel equipped to do it for yourself, get some help from a coach or copy writer. Don’t make excuses and beat that dead horse of yours. It deserves an honorable burial.
Does writing marketing copy scare the shit out of you? If so, what specifically is holding you back from putting your best out there? Do spill it!