Have you avoided writing for your business because you believe you aren’t a good writer? Whether you believe yourself to be a good writer or not, following this method you can create compelling copy that converts.
You have a story to tell
Every experience you’ve had has led you to where you are today. You have the expertise and God has placed a calling on your heart to serve others who need the gifts and talents you have garnered on your journey. There are people waiting for you to tell your story so that they can connect with you and build a relationship with you and ultimately hire you to provide the solution they need.
Beautiful design for your website means very little unless it’s paired with meaningful copy. With meaningful copy, your website can become your biggest marketing tool.
Tell your story to stand out online.
Storytelling is an essential part of being your own brand.
Copy and SEO
Robyn emphasized that you can’t have good search engine optimization without good copy. Your copy should have good readability and include the use of keywords and key phrases throughout. In addition, it should be separated by headers and subheaders for readability.
The written word connected with beautiful imagery helps you build an emotional connection with your soulmate clients. Include professional images of yourself on your website that helps to tell the story you are sharing through your copy. Images are also a good opportunity for SEO.
How to create compelling copy that converts in five minutes
Kris explained that when we’ve been in our niche for a period of time, we forget that other people don’t know what we know. She calls this the curse of knowledge. We may talk over our client’s heads or simplify it down to something that doesn’t engage them.
Kris’s method for storytelling can be broken down into three parts.
- Hero. Every story has a hero with a problem that they don’t know how to solve.
- Guide. Hero’s meet a guide that can solve their problem and help them be the hero of their story. You are the guide.
- Success. The guide provides the hero with a plan that guides them to success.
This process is more about inviting your audience into the narrative with you than telling a story. This way they see themselves in the story together with you. This is a helpful process to use to create compelling copy that converts. If your copy makes you the hero, your audience will be less likely to get pulled into the story because they want to be the hero.
Always start your story with the problem that your customers have. For example, if you are a parenting coach, you may write “many toddler moms feel exhausted and overwhelmed because there aren’t enough hours in the day”. First, identify who you are working with, i.e. many toddler moms. Then, share how you, the guide, will help them. For example, I help them change their relationship with time. Next, is showing them what success looks like. For example, I help them change their relationship with time so they can parent with more joy, peace, and connection.
The complete story is “Many toddler moms feel exhausted and overwhelmed because there aren’t enough hours in the day. I help them change their relationship with time so they can parent with more joy, peace, and connection.
You can add details and go deeper to expand the story, but you get to choose how long or short your story is.
Where do you put this story once it is created?
You want to share this story on your homepage, on your social media bios, on the reverse side of a business card, and on your LinkedIn banner. Share this story as often as possible. You can also share a smaller version of it on the banner of your website.
Make it easy for people to understand that you are going to provide a solution for them.
One formula for multiple places
You can create mini-stories for each offer you have. So this can be included on your services page and the about page. Regenerate this copy for each offer you have. On your website, you don’t have to talk about yourself a lot. You want to show up with empathy and authority so that people can see you care and have the solution they need.
Help your audience know that you understand the struggle they are going through and that you can help them through it.
Kris said that the about page is a more detailed process than the three-step method she referred to above. You don’t have to tell your entire life journey on your about page, but you need to help your audience understand how you know what they are feeling and struggling with. Even the copy about you is fundamentally about your hero.
Frame your story around the problem that your audience is experiencing. You can get into the aspirational identity of what your customers want to be and why that’s hard and how your solution can help them.
The main thing you want to communicate is that you understand, you have compassion, you know how hard it is, and how you have expertise in this area.
If you start trying to impress, you become the hero. Remind yourself that nobody cares that much about you, they only want to know that you can solve a problem for them, that you are qualified, and that they feel a connection with you. The way to create that connection is through story and articulating the problem.
About Kris Jones
Kris Jones is a StoryBrand guide and founder of Red Door Designs. She was mentored by StoryBrand founder Donald Miller and has over 20 years of experience and clients like Nike under her belt. Kris is extremely passionate about helping self-employed women get website copy that sells so they can multiply their revenue and focus on what they do best.