If you want people to remember who you are and what you do, you need to get crystal clear on your most important message.
Now, what do I mean by that?
Your most important message is the onething people need to know about you above any other if they’re going to choose to hire you.
Steve Maurer, for example, writes copy for industrial companies, and his most important message is that he was part of that audience for 30 years. That message is on the banner of his website, on his About page, on his LinkedIn profile… and even in the testimonials on his site.
Julia Borgini, as another example, helps tech companies sound more human and relatable. Again, that’s prominent on her homepage, and it comes through more subtly on her other pages and she demonstrates writing that feels very human.
To figure out your most important message, try one of these three techniques…
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Simple and Straightforward
One of the easiest ways to drill down on your most important message is to identify your specialty, the clients you want to work with, and the result you deliver.
I call this the “I do X for Y, so they can have Z” formula.
For my business, it sounds something like this: “I write UX copy for e-commerce clients so they enjoy higher conversions and more repeat customers.”
Another example for a fictional business could be: “I create email sales funnels for high-level coaches so they land clients with less work.”
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Figure Out Your Unique Selling Proposition
What do you provide your clients that no one else does? What makes you different from other copywriters in your space?
In Steve Maurer’s case, it’s that he’s spent more than three decades as the type of customer his clients want to reach.
In Julia Borgini’s case, it’s that she understands “geek speak” but can translate that into warm, relatable, easy-to-understand copy.
If you’re not sure what your USP is, ask some of your clients what they value most about working with you. Or ask your friends and family what makes you special in terms of how you communicate.
Your USP could be based in your experience, your passion, or even how you package your services.
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Tap Into Your Bigger Mission
Your most important message might link to a bigger vision or mission, and that can be very powerful.
In my UX Copywriting business, I sometimes say that I’m working to make the internet a nicer place. A better version of that is that I create marketing messages that customers trust and even enjoy.
If your passion is helping people be better parents and you’re marketing to companies that sell to parents, then that passion might be your most important message.
If you want to work with CPAs because you want to help businesses save as much on their taxes as possible, then that could become the core of your key message.
Once you figure out your most important message, the next step is to deploy it everywhere. You’ll feel repetitive, but it will be smart repetition. More on that next time…
In Case You Missed It
One of the things you probably love most about working as a freelance writer is the writing. Yet, surprise! There’s a whole business side that requires regular attention to keep the bills paid. There’s marketing, admin, project management, invoicing, and more. None of it is difficult, but it takes up more time than you might think. Enter automations. With the available tools and apps out there, you can take quite a bit off your plate when it comes to running your business, and that leaves more time for things like writing or having fun. Jen Phillips April shares nine handy automations for writers in her newest Trends & Technology column. Check it out.
The “buyer’s journey” refers to the process a potential customer goes through before making a purchase. From a marketing perspective, this is often divided into three main stages: awareness, consideration, and decision. When you’re writing paid ads for clients, it’s important to understand what stage of the buyer’s journey you’re appealing to. In her latest PPC & Advertising column, Zoe Blarowski explores how to tailor your ads to the buyer’s journey.
Have you ever found yourself staring at a blank page, feeling like you’re recycling the same old ideas for your clients? If so, you’re not alone. One behavior successful business owners employ that you can borrow is to look outside your industry for inspiration. In her most recent Reality Blog, Jennifer Ayling explores how to borrow ideas from other markets and make them work for your clients. Give it a read!
An Important Announcement!
Starting in November, we’re going to change things up a little bit, specifically regarding these bi-weekly Member Updates.
Don’t worry, they’re not going away! But they will change format a bit. And we will have a new cadence.
In just a few weeks, you’ll start receiving your Member Update weekly on Wednesdays instead of the free email newsletter. Each Wednesday, you’ll get a quick tip or insight geared toward helping you be more successful… links to recently added member’s only content… reminders about upcoming events… an invitation to ask questions… and more.
The change is geared to take a little pressure off your inbox, while increasing the value you get from the newsletter.
Let me know what you think about the change in the comments.
3 Things You Might Enjoy…
Thinking about writing a blog, but struggling to nail down your approach? These 22 tips from Quick Sprout might help.
Have you heard of kinetic emails? They’re a way to keep your audience interested and engaged. You can learn about what they are and how to use them when you click the link.
E-commerce stores have some unique SEO considerations — a little different from, say, a blog. Shopify shares their SEO guide for e-commerce sites right here.
That’s all for now. Have a great weekend!
