Writing. Regardless of how you feel about it, being a business owner means you will need to do some writing at some point.
Whether you’re re-writing your website copy to make it more you, sending an update to your email list, writing a blog post to serve your audience, or crafting a social media caption, writing is inevitable.
At least for some time. You can always outsource that writing if you know it’s not your strength, doesn’t bring you joy, or you’re just too busy with other areas of business.
But if you are taking the time out of your day to write for your business, you might as well make it the best you can! Aside from considering the purpose for your writing – whether it’s to generate engagement, sell a service, or educate your audience – ensuring that your readers connect with you can make the difference between whether they stick around or continue their scroll.
Here are tips to make your copy more personable so that your audience can relate and stay engaged.
Talk About Your Clients MORE in Your Copy
We touched on this topic when we shared the four things you should stop doing when showcasing your content, but it’s THAT important that it deserves a longer conversation.
You’re the expert in sleep consulting and you want to share everything you know with as many tired families as possible.
I know, because I’ve been there, too. You sit down to create content, and you pour out education, tips, and resources to help your audience.
But make sure you’re inviting those people into that story you’re sharing.
One way to do that is to reframe your copy to include more words like “you” and “your” and less words like “I,” “my,” or “our.” In other words, talk more about your clients and less about you.
I’m not saying you can’t ever use the word “I” when writing. Those pronouns definitely have a place (more on that later).
But adding your ideal client to your copy is a great way to make your posts or emails more personable.
Let’s look at a few examples of how this could apply to your sleep consulting business.
Instead of writing, “I will help get your child sleeping all night!” which focuses on what you can do, bring attention to your potential client. Consider posing a question like, “Do you struggle with multiple night wakings?”
When you bring your reader into the conversation, it communicates, “Hey, I see you. I understand the troubles you’re having with your child’s sleep. And if this applies to you, keep reading!”
Here’s another example of how including your audience can change your messaging:
“My newborn course comes with access to my private FB group!” versus, “When you enroll in my newborn course, you get access to our private FB community.”
Both communicate the same value of what a client would receive if they enroll in your course, but the first sentence focuses on what you offer, whereas the second focuses on what they get. When someone is debating on whether to join your course, they perceive what they receive as having more value when they can see themselves in your messaging.
And for good measure, here’s another example:
“I want your child to get a good night’s rest when you hire me,” versus, “You deserve to feel confident that your child is getting the sleep they need. Let me help.”
Not only is the second sentence bringing the reader into the action, but by using phrases like, “You deserve…”, you’re tapping into their psychological needs. We’ll dive more into that in another post!
Whenever possible, including your clients in the journey (as opposed to just talking about you or what you offer) can help your audience feel seen and more engaged with your posts.
Share Your Story With Your Audience
But just because you use more “you” language doesn’t mean you can’t ever talk about yourself. In fact, there are specific instances when sharing your story can help your audience connect with you.
Before you can expect someone to drop hundreds of dollars on a support package with you, they need to know, like, and trust you.
How do you build that know, like, and trust? One way is by sharing your story – your experience with your child’s sleep and why you started your sleep consulting business.
Additionally, sharing the everyday moments of your life is a great way to show your audience that you’re just like them – a person they can connect with. People buy from people, after all, so don’t be afraid to show others that you’re human.
In fact, when you share stories of struggle – the real version of parenthood – you’ll likely find that your content has a better engagement rate.
To take it above and beyond for your audience, try to connect your story to why it matters to them.
If the thought of sharing about you is difficult, here are a few ideas of content you can share in the coming months:
Why you became a sleep consultant and how your story can make the experience better for your clients.
What your plans are for the holiday season: This helps your audience relate to you, as they see your traveling stories or the general stress the season can bring.
What you’re going through during this season of motherhood: If you have a newborn, can you share tips you’ve learned? If your kids are grown, can you offer encouragement to moms still in the younger years?
A clip from your everyday life that is possible now that your child is a great sleeper: date nights, working sessions, movie marathons. Invite your audience in by showing them what’s possible when they work with you.
Need more ideas for monthly content ideas? Check out this blog!
Writing is an amazing marketing tool, but it’s also a great way to connect with your people. When you change the focus of your messaging more toward your potential client, it allows them to see the possibilities of working with you.
Additionally, when you share more of who you are authentically, you’re allowing people to know, like, and trust you.
And if your plate is too full to put much thought into your content, or writing just really isn’t your thing, I invite you to check out our content creation services. Every month, we sit down with sleep consultants just like you and create content for their business.
What would you be able to focus more on if content creation was off your plate? Let’s find out!