This common copy mistake can be fixed

The other week I ran a masterclass on how to approach messaging when you have more than one audience. One of the big take-aways is that messaging gets developed in layers. I use an ice cream cone analogy to explain this.

The thing is, people have a hard enough time getting messaging and copy right for one audience, let alone two (or more).?

Ultimately what makes your messaging work—whether you’re marketing to one audience or multiple—is when you can speak WITH SPECIFICITY to the aspirations, motivations, and priorities of your ideal client.?

This lack of specificity is probably the biggest?mistake I see people making with their copy.?

It’s not that they can’t write.?

It’s that what they’re writing is way too vague, generic, jargon-y, or high concept.

To understand your ideal client on this level is a process.?

You don’t wake up one day and suddenly know it all.?

Instead, you actively listen to what's going on for your ideal client then reflect back, listen again, then reflect back.

As you continue this pattern, your level of resonance and rapport dramatically improves. As your messaging resonance increases, so do your engagement and sales.

So what exactly are you listening for?

The answers to these questions:

• What do they want more of / less of? (pains + gains)
• What’s life like when they get it? (vision)
• What’s standing in their way? (villains)
• What feels urgent for them? (pressing issue(s))
• What do you know they need? (true issue(s))
• What moves them to take action now? (priorities)

Listening happens with more than your ears.

The best marketing strategy and the fanciest marketing materials will fall flat with vague, generic, and incomplete information about your offers and why you're the best choice for your ideal client/customer.

Start with the questions above and your ear to the ground.

The answers are all around you.?

Ear for you,

Lisa