Got a DM on Twitter the other from a web designer.
He wanted me to take a looksie at a website he’s working on and give him some feedback on his copy.
There was one big ol’ problem with his copy — which happens to newbie copywriters and business owners all the time:
Me, me, me, I, I, I.
Instead of you, you, you.
You want the truth? You’re not ready for the truth!
Here’s the truth anyway:
Nobody cares about you. (Ouchie, right in the ego, right?)
They only care about themselves.
After you write copy, put yourself in your customer's socks and ask yourself “what’s in it for me?” Because that’s all they’re gonna think about.
That’s why you have to write about them.
Talk about their needs. Their desires. Their wants. Their problems. Their struggles. Their gut-wrenching failures.
Now, you can break this rule. I do it all the time. (Case in point…)
In fact, you can "get away" with only blabbering on about yourself.
By telling stories. It's a powerful way to write entertaining copy. And have a million-and-one different ideas for an email. But you must relate it back to them. Hold their hand. Show them how they can be the "you" in your story. People are dumber than you give them credit for. That's why you gotta make sure they follow.
You do this by talking to them.
By using you.
There’s a whole lesson I can get into here about Dan Miller’s Story Brand. But you’re better off reading that book for yourself. Here’s a link: https://amzn.to/3IxSCpN
(Yes, this is an affiliate link, and I'll get a whopping $0.03 cents if you buy lol.)
Buy it. Read it. Implement it.
But for the lazier folks… here’s the spark notes summary:
You’re not the hero. Your customer is. You’re their guide. (Think Ben Kenobi in Star Wars.)
You’re supposed to guide them to the promised land. Not be the hero who they follow to the promised land. Massive difference there if you're wise enough to spot it.
Of course, I’m oversimplifying it. Which is why you should buy and read the book yourself.
But it’s a powerful lesson indeed.
After you write your copy, do a quick command-F search for “I,” “me,” “my,” and “mine.” And then replace them with “you” and “yours.”
Shouldn’t take you more than 5 minutes. And you're gonna have more persuasive, relatable, and personal copy.
Thanks for coming to my Ted Talk.
P.S. Have a proven offer? Book a call and let's get the ball rolling.