If you feel like you're talking into the void, then maybe its time to relook at your messaging.
Our potential customers are bombarded with information minute by minute, so we have to be really intentional about what we're putting out there.
They are time poor and hardwired to only pay attention to things that will personally benefit them - the things that help them personally thrive or survive - and our messaging should be tailored in a way that it's going to make it though their filter.
We need to explain the value we bring and how we personally benefit their lives.
My advice to clients when writing website copy is to scratch beneath the surface to uncover what it is that you’re really selling.
Once you’ve figured out what it is that people want and what part you play in this, you’ll be able to position your product or service in this light.
Here are some examples from different niches for context...
Hairdresser
You’re not really selling 3 inches off of the bottom of your hair, you’re selling the feeling of looking better and the confidence that comes with it - the extra spring in your step from feeling like the best version of yourself and what this makes possible.
Cake maker
You’re not selling cakes, you’re selling a show stopping centrepiece to delight your guests and to add the finishing touch to your special occasion.
Photographer
You’re not selling a 10 x 8 print, you’re selling the ability instantly re-live a moment in time as if it were yesterday.
Florist
You’re not selling flowers, you’re selling the power to transform someone’s day or to send love when words simply aren’t enough.
Health coach
You’re not selling health coaching, you’re selling confidence, the ability to live life to it’s fullest and to be wholly present with your loved ones for longer. So that you make the most of your time on this beautiful planet.
Yoga teacher
You’re not selling yoga classes, you’re selling the ripple effects of what yoga makes possible - grounding in mind body and soul, better sleep, space to breathe and ease & flow in all areas of your life.
Candle maker
You’re not selling candles, you’re providing the perfect atmosphere to create lasting memories, or a sanctuary away from the bustle of life and children where you can unwind and reconnect with yourself.
What do you make possible for your customers?
The above are just examples to get your juices flowing...obviously your examples will be personal to you and your business.
So spend some time thinking about what your product or service makes possible for your customers (your ripple effect), and then weave this into your messaging.
Here are some additional prompts that you may like to work through:
What do your customers really want?
What part do you play in helping them to achieve this goal?
What does their life look like before and after they work with you / buy your product?
What does their happily ever after moment look like?
How much better is life? What is the ripple effect?
I hope you've enjoyed this article and you've taken something useful from it. Does any of this resonate with you? I'd love to know.
About Lucy:
I'm a brand designer, photographer and Wix website designer based in Dorset. I help female business owners and career changers build their brand and online presence through photography and web, brand & human design, so that they can turn their passions into the business they dream of.
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