Ever wonder why your sales copy sounds so dry and boring… even though in real life you’re the funniest person in the room?
It’s not your fault – we were all taught to write more formally than we speak. Even now, I still replay the old “to use or not to use the Oxford comma” argument every time that stinkin’ punctuation mark comes up. (I use it when it’s needed for clarity; don’t @ me…)
The thing is, actual human beings make buying decisions with their emotions and then justify those decisions with logic, so that “professional” academic prose you spent all that time honing in college? Well, it likely isn’t giving your dream clients all the feels they need to convince them to buy.
There’s also the know-like-trust factor to consider… when you don’t sound human in your sales copy (let alone sounding like yourself!) you’re not helping people get to know and like you, so they’re less likely to trust you enough to invest their hard-earned cash in your course or service.
So how do we get past all those years of high-school-English conditioning??
Here are five great ways to help your sales copy pass the personality test:
1. Know your audience.
Before you ever start writing, listen. Hang out where your ideal humans are hanging out and pay attention to how they talk about their problems.
How do they talk in general? If your audience is Christian moms, you probably shouldn’t curse like a sailor in your copy – save those swears for the sales page for your alter-ego’s offer: “How to get back at the scurvy knave who shot yer leg off (in 3 easy steps)”.
How do they describe what’s wrong and what they need (even if you know they’re focusing on the wrong thing)? Using your dream clients’ language and terminology helps them feel seen… and knowing you understand their problem helps them trust your solution.
2. Write like you speak.
Remember, this is a conversation – make it sound like one. When we speak, we use simple words, shorter sentences, contractions. Sentence fragments. And sentences that start with conjunctions. Let go of (some of) the stilted grammar rules. Talk to your audience the way you’d talk to a good friend.
Need to get an email off to your list, but you’re the type who hates to write but loves to speak? Record your thoughts and hire a VA to transcribe them and turn them into a blog post or email (and then repurpose for social media). And always, always read your copy out loud. If you can’t get through your own copy without tripping over your words, your human won’t either.
3. Tell me a story.
Humans are built for storytelling. It’s in our blood. Deep down, most people love a good tale – and they’ll remember a business lesson better when it’s wrapped in a story. Important things to keep in mind:
- Don’t ramble. Make sure your story actually relates to the lesson you’re trying to teach.
- Share your scars, not your wounds. When you’re “making your mess your message” be sure you’re actually out of the mess first so you have the wisdom of hindsight.
4. Bring your humor game.
If you’re the Queen of GIFs or you just loooove a good Dad Joke, use that in your sales copy. If you’re the life of the party in person but no one would guess that from your sales page, you’re likely attracting people you won’t enjoy working with. The clients and students who are attracted to your sense of humor make freelancing a whole lot more fun!
5. Start with messy.
No one writes perfect first drafts – and that’s the best news ever! Brain dump it all out on the page in your first draft (need a good place to start? my Sales Copy Magic system has you covered with templates + ongoing support), then go back to the beginning and edit in as much of your unique personality as you can in your second draft. In your final editing pass, go back through and pull out anything that feels inappropriate or like it might be too much for your audience.
Which of these tips will you try first to add personality to your sales copy? Leave a comment and let me know!
đź’– Jen
