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Do you know what pairs well with DBK branding?
Captivating copy! AKA: the words on your website, social media posts, emails, and everywhere else you use words to sell your ideas, services, and products. So today I want to share our top five secrets to zhuzh up your copywriting.
Every time you ask people to read your content, you impose a tax on their mental energy. Seriously.
Tasks that require high levels of focus cause glutamate (a neurotransmitter) to build up in your brain. Eventually you experience that build-up as fatigue.
Now is not the time to show off your ability to use a thesaurus. Instead, imagine you’re at a happy hour with your reader. How would you talk to them at 5pm with a cocktail in your hand? (Or mocktail, in my case.) Write to them like that.
Your “intersection” is what makes you unique. It’s where your experiences intersect with your personality, talents, and goals.
Only YOU can tell that specific lesson in your specific voice based on your unique experiences to prompt people to take a particular action. To write captivating and uncommoditizable content, you need to find your intersection and OWN. IT.
Take a page of your content. Cross out every reference to your name, your company’s name, product, and service. Replace it with a competitor’s name and product. Now read the content out loud. Could it pass as one of your competitor’s pages without any issues? If yes, your intersection (see Tip #2) isn’t intersection-y enough.
Yes, you need to tug on emotional strings and tell stories! Show heart! Be authentic! But you also need a logical thread to connect your ideas, otherwise you’ll confuse people.
And when you confuse people, you lose people. And when you lose people, you lose sales. And when you lose sales, you lose your business. (Sorry, that spiraled down quickly.)
The metaphorical point is: go ahead and let your hair down, but please run a comb through it before you leave the house.
At a cognitive level, “learning” is simply connecting something new to something old. Our brains structure and encode knowledge through mental representations.
That’s why analogies, which produce mental representations, work so well. Sprinkle your content with analogies to help your reader organize concepts in their brain. Doing so not only makes your message more memorable, it also increases the perceived value of your content.
And there you have it! Our top five secrets for better copywriting. Which one of these tips are you going to try this week?
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