You know what makes damn good overall copy? It’s all the little stuff that gets pieced together. 

When I look at someone’s copy, I have 6 things I always check for off the bat. If I can make 6 little check marks down the list, I know I’ve got something damn good on my hands.

1. Lead With Humor

First impressions are important, aren’t they? Walking into a first date to find your potential partner has spinach in his teeth or a booger dangling from her nose makes it difficult to stick around for date number two. 

The hardest part of writing your copy is getting clients to start reading. Why not make it fun for them?

A little bit of humor lets your clients’ guards down and gives you a moment to laugh at yourself a little. It’s a lot easier to keep going with a lightweight opener than to jab them in the stomach with the heavy stuff. Plus, it’s the perfect way to inject a taste of your personality and creating a bond with your client that will carry through everywhere else.

2. Storytelling

Speaking of carrying through…

I should be able to pick up any damned piece of copy of yours and know exactly what story you’re telling.

Finding your voice in a crowd, being tired of the same old shit, learning a new skill when you’re older… whatever your story is, stick to it. I should be able to track it in every message of your copy.

Keep in mind, it should be relevant to you, your product, and your client. 

3. Jargon

I’ve said it before and I’ll say it again. One of the biggest turn-offs for a client is when you get over jargon-y. Speaking to them as if they were a co-expert in your field is going to make them feel like they don’t belong to you. 

Keep the jargon short and where it needs to be: In a FAQ or a blog. For the most part, you don’t need it elsewhere. Ask yourself what the expert term means to you and define it for your clientele. 

4. Crap Words

Words have meaning, but there are some really crappy words out there. When you use them, it just makes your copy longer. You might think you sound damned well smart, but your clients are going to see right through that mess.

Really. Very. Just. That. Totally. Definitely. Basically. Rather. Seemed. Perhaps. Sort of.

Those are a few on my list of “crap words.” Unless they’re a part of your language with your clients, try chopping them out. Then, reread it. Does it still make sense? If so, you’re golden without the excess.

5. Open Your Ears

Clients don’t like it when you talk AT them. They want to be a part of the conversation. So, listen up.

What concerns do your clients have?

What issues have they come across with other businesses?

Where are they in their journey?

Really listen for the answers to these questions and base your copy off of that. If it helps, you can base it off of how you felt on your own journey. However, bring it into what is relevant now. Making it personal to your clients is going to make them feel valued.

6. WHY???

Seriously though, why? Why should anyone care about you? Your brand? Your service? Don’t just say you’re important, give yourself value.

Start by working off of public knowledge and work from there. Drop a little bit of know-how for your clients to educate them on what makes your product work. When they see why your service will benefit them in a real way, they’re more likely to follow through with the final sale.

The Big Impact

Little details go a long way. When you use them to thread together all of your copy, you’ll make a lasting impact on each of your clients. Each of these tips work to build a connection with them so you can carry a two-way conversation.

It’s time to stop barking at your clients and make them feel heard.