Recently I interviewed Nancy Tierney on copywriting.
She’s a writer, copywriting coach, and founder of Firecracker Communications.
I worked with her myself, and love her brilliance and expertise. She really makes copywriting easier and doable.
That’s why I asked her to deliver a master class in my program ‘Easy Breezy Marketing – Get More Clients, Fun & Money by Doing it YOUR way’.
In today’s interview she gives us some excellent tips on writing good, authentic copy that sells.
This is an excerpt* from that interview:
Brigitte: What is the biggest mistake you see people make in copywriting?
Nancy: Undeniably, the biggest mistake I see people make is the failure to focus primarily on what really matters to their client. They’re not addressing their client’s deepest desire and their fears, their longings, their dreams. They’re just talking about what it is they have to offer.
One of the examples I use a lot with people is: suppose you’re an acupuncturist who specializes in pain relief. Your ideal client is a professional woman with kids, who has back pain. She works long hours, and she has to take a ton of Advil to get through the day without crying.
If you want to reach this person, you have to talk to her about what’s on her mind and what’s important to her.
You don’t want to talk about the fancy acupuncture techniques you have, or the fact that your office is conveniently located. It’s like: “Did you come home from work today in so much pain you could hardly keep from crying as you lifted your groceries out of the car?” That’s where she is.
You need to talk to your client about what’s really important to her, and about the results she’s going to get. How you’re going to take her from where she is to where she wants to be, in her words.
Brigitte: How can you do that in a way that feels authentic? Do you have a tip on how to write copy that feels authentic to you?
Nancy: Yes, I do: to write a letter. Pretend you’re writing a letter to a really good friend who happens to be your client.
When we write a letter to someone we know, we’re extremely authentic, we’re very real, and we’re using our own voice. You’re making a heart to heart connection with this person. Let her know you understand her. If we use the example of someone who has back pain, it’s like: “Dear Susie, I understand that for the last two weeks you’ve been in incredible pain. That must be really frustrating.”
Write from your heart like you want to be of service to this friend.
Then, meet her where she is and tell her what’s possible. Tell her: “I know that you’re feeling this way now, but I want you to know that there is a solution, there is a way that you can be pain-free.”
This way, you let your love and passion for what you believe and for what it is that you do shine through. Finally, invite her to take advantage of what you have to offer.
If you write this letter, there’s going to be so much good raw copy in it. You’ll be able to streamline it into a sales page or an email.
Brigitte: Do you also have a tip to make your copy more effective?
Nancy: I have several tips. One is to always be asking yourself the question your client is asking while reading your copy: “What’s in it for me?” That will really transform your copy.
Brigitte: Thank you, Nancy!
* In this interview, Nancy gave 3 extra tips that make your copy much more effective.
You can immediately apply them the next time you write your own copy.
She also shared what she’ll be teaching in the master class exclusively for the participants of Easy Breezy Marketing: her 5-step formula to writing sizzling hot copy that sells without being salesy.
Plus we talked about a mistake I used to make when I wrote my first sales pages years ago. Find out what it is and how not to make it in the audio of the entire interview. You learn all about it in the 28-minute audio of this interview. You can listen to it here.
P.S. Want to learn Nancy’s 5-step formula to writing sizzling hot copy that sells without being salesy? Plus ask her your burning copywriting questions in the live Q&A?
And do you want to end your marketing struggle and get better results in a way that feels good to you?
Then join me in ‘Easy Breezy Marketing – Get More Clients, Fun & Money by Doing it YOUR Way’, where you will learn how to do marketing in YOUR own way.
You’ll learn how to align your marketing with who you really are and everything you believe in.
And much, much more that you don’t learn anywhere else!
As a result, you’ll find more ease in your marketing, get more clients, and make a bigger difference (and more money!).
You can read all about & sign up for it here:
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‘This is an article from Brigitte van Tuijl, mentor to heart-centered entrepreneurs making a BIG difference THEIR unique way. You can subscribe to her fr.ee weekly ezine at www.brigittevantuijl.com‘