How to write copy that resonates with your audience.

I often notice companies put all the emphasis on their offer when writing marketing copy. Makes sense? It doesn’t, actually. You’re skipping a couple of vital steps that could create more resonance with your potential customer.

You may think you’re providing an accessible way forward to your customer by getting straight to the point. But by immediately shouting ‘this is what we do, this is the solution,’ you’re not making yourself very likable. For starters, you’re talking about yourself, not about your customer—a rookie mistake in terms of positioning. Furthermore, your prospect has a problem and is dreaming of a solution. They’re currently not yet thinking in the vocabulary you used to describe your offer. So, this won’t resonate.

Example: an offer-first message from a career counselor:

“Is career counseling just the thing you need? We offer career counseling through the new XYZ process, guaranteed results! Get yourself ahead with career counseling.”

Yikes… Besides sounding painfully boring, you have to realize: someone in need of career counseling might not yet understand that their current career is their problem. What are the symptoms? Address those first and show you care.

Compare it to dating: you don’t ask on the first date, “will you marry me?” You want to get to know each other first. Similarly, you first acknowledge and empathize with your customer.

Make a more compelling offer, in 3 steps:

1. Acknowledge:
   Your prospect finds themself in a ‘need state’. They have a problem; they need something to change this situation. Start your message by acknowledging this need state.
   
2. Offer perspective
   Your prospect wants to move to a ‘desired future state’. So follow up your message by offering perspective to that better future.
   
3. Create movement, offer them a ride
   Conclude by offering the customer a ride: your offer is the vehicle by which you help them get from point A (need state) to point B (desired future state).

Let’s visualize this:

Example: Let’s see how our career counselor sounds when applying this method:

“40% of employees feel burnt out at their current position. Sounds familiar to you? Does a job with room for personal growth and work-life balance sound like music to your ears? We believe that everyone deserves a rewarding job. Switching careers is a big step, but something you can do if you put your mind to it. We can help you with that, with career counseling.”

Now, this counselor seems like a friendly, caring, and helpful person, right?
They acknowledged, gave perspective, and offered a ride to get the customer there.
Which of the two counselors would you book a call with?

Do a quick check the next time you write marketing copy:

1. Acknowledge
2. Offer perspective
3. Create movement, offer a ride

Let’s be good drivers; off we go!