In this post, I’m sharing the details of my conversation with expert copywriter Megan Taylor. We’re starting off the Embrace Your CEO PWR series by talking all about the importance of strong copy. Since this is something we’re absolutely bombarded by on the internet, it’s vital to find a way to make your copy stand out and resonate with the right audience.
Megan shares so much amazing insight into why copy is important, how to know if you’re ready to hire a copywriter, and what the in-between steps are if adding a copywriter for your team isn’t quite right for you right now.
Copy is important for several reasons, and Megan shares her expertise on why it’s something that’s worth focusing on if you’re a business owner. Copy is defined as the words you use to promote your business. While a beautiful graphic can catch someone’s eye or a podcast can capture their attention, copy is what grabs them in between those other pieces of content.
For copy, it’s so important to understand the audience and use words that will drive a connection between you and them. That requires you to get clear on messaging and how you’ll communicate with people. Having that written communication allows you to reach a broader audience with fewer resources than if you needed to do a sales call with every potential client, which is a huge plus.
A great copywriter is more than someone who puts pen to paper. They’re a coach who gets into the nitty gritty of what’s so impactful about your business. This person acts as a cheerleader. And it’s a common misconception that they have to be an expert on what you do.
It’s more important for them to understand your specific knowledge of the industry and the way you convey it. The fact that they do this and that they act like a cheerleader for your company is exactly why it’s so important for business owners themselves to figure out writing their own copy. A business owner is their own biggest cheerleader, and there’s the ability for that to transfer well into copy.
So, you may be wondering how you can figure out if you need to hire a copywriter for your business. Megan explained that if you’re not clear on your business’ messaging, it’s simply not the time to hire one. Megan works with her clients and potential clients to figure this out. She provides them with a questionnaire to gain a sense of where they’re at with messaging.
If there’s no clarity or vision surrounding your company’s messaging, that needs to be worked through before you hire a copywriter. When we’re passionate about business, it can put a lot of pressure on us to get that messaging right. For that reason, Megan helps her potential clients zero in on their messaging with a journal that really digs into what they’re looking to say.
Remember that this is YOUR business. The beauty of that is that you get to decide who your client and who your reader is. You need to do something that lights you up! Once you realize that, deciphering your messaging will be easier.
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If you recognize that your messaging is not clear enough yet to merit the need for a copywriter, you can use some of Megan’s resources for this stage of your copy. These include:
Megan’s templates are WAY more than a fill-in-the-blank sheet. This is because she wants the person using the template to understand why they’re writing what they are. These specialized templates were created by her for different content needs. She knows the narrative that a template needs to tell and understands the importance of the why and not just the how.
The very intentional structure of these templates provides understanding and options for what works for each person. One of the great things about these templates is their personalized nature and the fact that they come with a helpful video training and workbook.
When you’re a business owner, you need to realize that you’re a copywriter by default. Whether you’re writing emails, webpage content, social media captions, or something else – that’s all copy! Across all these pieces of copy, it’s important to keep your messaging consistent. Not doing so causes a lack of trust and can harm sales.
Good, consistent copy can be leveraged from one sort of content to another – for instance, a website page being turned into a social media post. With no consistency, you’ll have no idea if you’re putting forth the right message for your audience. It’s vital to eliminate any disconnect in consistency through the messaging and tone that you use. That doesn’t mean you have to change yourself. It just means that you need to keep the message the same across all platforms and in both writing and when you speak.
As you begin adding your own personality and tone to your copy, take baby steps in doing so. For instance, try adding more of your own flair into your social media captions. Push yourself a little bit at a time and tiptoe gently out of your comfort zone.
You’ll soon realize that the more you do this, the more of your messaging resonates with the RIGHT people for you and your business.
You bring your own level of expertise and energy to the work that you do. Your copy gives people a taste and preview of all that goodness. With that, you hook the right people and bring them in on what you have to offer.
I hope this post inspires you to remember that when you try to talk to everyone, you talk to no one. I also hope Megan has conveyed that you don’t want to put yourself in a box with your copy that you don’t want to be in and that you should strive to be authentic and confident in your copy above all.
Be sure to connect with me more over on Instagram, I’d love to hear what you thought of this post and what your major takeaways were.
See you back here in the next one!