How to write web copy without feeling sleazy
Why does writing ‘sales copy’ make us feel sleazy? Well, for starters, we’ve got the name all wrong.
It’s not “sales” copy.
It’s connection copy.
Think about that for a minute. The purpose of the copy you write on your website - your home, about, services and sales pages - isn’t to sell. It’s to connect. Meaningfully. Impactfully. With your favorite people.
People who want to hear what you have to say, in the way only you can say it.
People who may need your help, and who want to support your work in the world.
And that is what leads to sales: Connection. With. Your. People.
It’s when we lead with the intent to ‘sell’ that we come across as salesy and sleazy. That’s as true on calls as in copy. Selling isn’t something you need to force, or talk someone into. It should happen naturally when people with a need meet someone with a real solution. The key to copy is communicating that you have the solution they’ve been looking for.
We get so worked up over phrases like “conversion copy” (I’m not running a cult here!), or “sales copy” (do I look like a used car salesperson?), and even branding gets a bad wrap because it’s caught up in all of this sleazy marketing sludge.
Even my own husband feels like branding is somehow dirty… until I explained it my way.
Why you? = Marketing
And web copy is really just the long-form answer to that question (so is website design, branding, even your photos).
But let’s break this down - how do you actually write web copy for connection?
Let your people see the real you. Use photos of yourself, use photos you’ve taken yourself, use photos taken in your real office (or kitchen table). Use the first person “I” when you’re writing.
Tell them your story, and tell them why you understand their story. Do this a little on your home page, and a lot on your about page, and one more time on your sales page.
Place intentional ‘connection points’ — moments when your ideal clients can see what they may have in common with you. Even if it doesn’t pertain to your business. They’re here because they want to work with you, so show them your personality, what you love, what excites you. Multipassionate? Create a collage, or montage of all the things you do. Bonus points for animals (people love pets, and people who love pets love people who love pets. See where I’m going?).
Be very clear about what you do, who you help, and what they’ll be able to do with your help. You’re not just here to socialize. You are running a business that provides a needed service. So do your people a favor and be clear about exactly who you are for and how they will benefit from working with you. (Weirdly, this is the easy part. Figuring out what to share about yourself tends to be harder!).
Once you have connection and clarity, you have solid copy that sells… without being sleazy.
In the words of my sweet husband, “Well, that’s easy enough.”