Writing copy isn’t a walk in the park. If you’re an entrepreneur and you don’t have a designated copywriter on your team, it can feel like a total nightmare. Why is it so difficult to get your exact thoughts out on paper?
As a copywriter, I work with entrepreneurs who run passion-filled businesses, but find it hard to put their heart on the pages of their websites and sales pages. When I talk to my clients one-on-one, you can hear all the passion and vim in their voice about their mission and what they want to do for others. Yet, when you read their website content, email funnels and sales pages the same fire is almost nonexistent.
Does that sound something like you?
As humans, it’s totally natural for there to be a disconnect between what we feel and what we say. However, that human tendency can hurt our brand, and even turn away our ideal client.
Yikes. We don’t want that.
What we do want is a way to infuse your true voice and all the passion that you have for your business into any and everything that you write. That’s what I’m going to be showing you how to do, with a single copywriting hack. It’s been my own secret weapon for quite some time now.
What is it?
Create a story bank.
“What’s a story bank?”
It’s the answer to all your problems.
A story bank is a compilation of all the events, life narratives and funny experiences that you’ve had that you think might be relevant when you’re writing your copy.
The whole idea behind a story bank is the fact that it’s life experiences that motivate us to take a particular course of action – including taking the leap to become an entrepreneur.
By sharing those experiences with your audience, you’ll better be able to communicate your passion to them, and all your content will feel more human to your readers.
“So…I just write down everything that I’ve experienced?”
Ideally, your story bank should only contain experiences relevant to your ideal client. If you don’t know who your ideal client is, then that’s where you need to start. It’ll greatly improve your copywriting once you do.
Once you’ve got your ideal client down, you know what will appeal to him or her. That’s how you’ll know what to include in your story bank. It’ll be like you’re writing to a friend.
Here’s an exercise to help you get the first few stories down for your bank:
- Allocate at least an hour for this exercise.
- Sit in a quiet place where it’s unlikely for you to be disturbed, away from electronics and anything else that can break your train of thought.
- Get out your client avatar and review it. Get very familiar with the person described within it, and try to think like them for a few minutes.
- Reflect on any personal experiences you have that such a person would be interested in. For example, if your ideal client is a mother, think of a few experiences you’ve had raising your own children that would evoke an emotional response from another mom.
- Rinse and repeat steps 1-4 over a specified period of time until you’ve got at least 20 stories in your bank.
There you have it! That’s all you need to fill your story bank. Those five steps can save you a ton of stress and grow your business exponentially.
Here’s something you should never forget – the difference between bad copy and good copy is the emotional appeal. It’s the best plane for you to connect with your audience on. That’s why you definitely need personal experiences to include in your email funnels, website copy and sales pages.
Sound good? Let us know in the comments if you’ve been struggling with crafting copy and how you think creating your own story bank will help you!
Happy writing 🙂