I’m a copywriter and I’ll freely admit that the hardest copy I have to write is my own! Whether it’s for my website, my blogs or my social media posts, the same applies!
I think it’s because most of us associate talking about our knowledge, skills and qualities as a form of vanity, a bit like showing off. It can feel a bit alien to us and cause us to feel uncomfortable. Yet, as small business owners (especially if we’re providing a service) our potential clients want to know more about the person behind the business, before they’ll invest. It’s down to the whole ‘know, like and trust’ element. We can build this by telling our story and talking about how we help others through our business.
Before I can write copy that truly represents my clients, I often have to help them to break down those barriers and encourage them to recognise, acknowledge and share with me their own strengths, qualities and values.
I do this through a call of up to 90 minutes, which also includes asking them to tell me about me the motivation behind their business and the journey that’s brought them to where they are now, as well as their ideal clients and information about their service or product. This in-depth chat has proved to be so beneficial to my copy clients, that I now offer it to others too, as part of a Message Clarity Package, which includes a review of people's current website copy and pointers for them to easily address themselves.
"Sarah's guidance on how to use my story to connect with my audience and market to my ideal client was an hour well spent. It was an amazing session" (Katie)
Do we see ourselves in the same way that our friends and clients see us?
Many of us will readily shout about the achievements of our family, friends, neighbours, colleagues or clients, but we don’t always acknowledge our own.
One of the exercises that I get new clients to do during the chat, is firstly to describe their qualities, then to tell me all of the positive ways in which their friends and clients have described them. The lists are rarely the same and their own list is often shorter. Combining the lists gives a much more rounded and accurate picture.
At the end of the call, I’ll often share with them other qualities that I’ve noticed during our conversation.
Clients have said that this support to recognise just how much they have to offer and are bringing to their business with them, is incredibly confidence boosting.
What is your USP (unique selling point)?
Many people deliberate for ages over what their USP is. It’s actually quite simple – your USP is you!
No-one else has exactly the same combination of skills, qualities, values, knowledge, qualifications and experience as you. That’s what will make you stand out from your competitors and make you the perfect choice for many people. But if you don’t put yourself out there, they won’t be able to find you and you won’t be able to help them with your product or service.
Why I choose to be a copywriter
Helping people to feel clear and confident about their message, is what gives me the biggest buzz in my working day. I love hearing about the lightbulb moments they have through my ‘Message Clarity Package’ or their reaction to the full website copy I’ve written for them, when they can’t wait to share it with the world.
If you’d like some support to find the magic in your message or some help to put it into words that will appeal to your ideal clients, please see my website or send me a message.
https://www.theparentingcopywriter.co.uk