How to write copy that attracts clients

The million dollar question as a business owner is, “How do I atrract clients to my business?” And the answer, naturally, is a complex one. There are so many things you might have on your list as client attraction must-dos. But - and this is not just because I am a Copywriter - the reality is that your copy, or the story and conversation starters you put out into the world, is fundamental to you attracting clients to your business.

So, how do you write copy that attracts clients? Especially when you are a business owner with limited copywriting experience? Earlier this week, I sat down for a conversation with Rosemary O’Shaughnessy which will be released as a podcast recording in the next couple of weeks and she asked me these questions. Questions you may well need the answers to right now. So, with Rosemary’s permission, here’s a little preview of our discussion and some answers to those questions you are stuck on.

How do you tell a story that attracts customers?

So, first off, I think turning this question on its head is more valuable to you; because the “how” is big. But the why, that’s the crux of things and much more straightforward. Let’s make this question, “Why should you focus on copywriting in your business?” When you tell your business story through great copywriting, with intention and authenticity, you attract your ideal clients and customers to you with ease.

Let’s not get too bogged down in “how” from the outset, as the how or methodology is what tends to get in the way of most business owners starting powerful conversations; they dive into how they work and what’s included rather than the emotionally charged good stuff - the why and the transformation.

How do you use copy in your business to build trust - the cornerstone of every business relationship?

As the old adage goes, Rome wasn’t built in a day. The same is true of trust and relationships. Consistency is key to building trust and strong relationships. And your business story and copywriting play a crucial role here. By showing up consistently, as your fullest self and providing an aligned experience across your digital spaces, you help your potential clients find you, get to know you, resonate with you and trust you. You become a dependable source of knowledge for them.

How do you use copywriting to build stronger relationships with your customers so that they want to buy more?

If you want to build stronger relationships with your ideal clients with your copy, start with them. Make them feel seen. Make them feel loved. Let them know that you see them and that what you have created is exactly what they need, because you crafted it with them and their challenges / struggles / dreams in mind.

How do you make your story interesting so that people keep coming back for more?

This thing about being interesting is important to discuss from a mindset point of view. Because so many business owners get stuck for words when their inner critic pipes up and tells them that they aren’t that interesting, “Who are you to be putting that out into the world? You’re really not that interesting!” That inner meanie can be crippling, so it’s essential at this point for you to know that you are inherently interesting. Especially to your ideal clients. Your business is providing amazing value and transformations, that’s what’s interesting.

As for keeping people hooked, keep framing your story around them. Humans tend to be naturally selfish (I mean that in a non-judgmental way) and asking, from the perspective of your ideal client, “What’s in it for me?” when you are crafting copy can be incredibly helpful.

Also, start from a place of intention. What do you want people to feel when they read your content? What action do you want them to take? Structure your stories as a journey based around these drivers. And remember those basic principles of story flow you were taught at school; beginning, middle and end.

Rosemary also asked me how business owners can use copywriting to stand out from the crowd, what tone of voice you should use when writing, how to avoid writer’s block and how businesses can use storytelling to thrive. You’ll have to tune in to the podcast episode to get those insights.

In the meantime, remember:

• Great copywriting can help attract your ideal clients and customers with ease.
• Showing up consistently and authentically with copywriting as a storytelling tool helps build trust.
• Make your ideal clients feel seen and you’ll build lasting, mutually beneficial relationships.
• Focus on, “What’s in it for me?” from your ideal clients’ perspective and your sure to have people coming back for more.
• Be intentional with your stories and take people on a journey.