TOC #170: Exactly what you'd expect from me
(March 26th, 2024) How to convince your clients to choose you over your competition
I should have known this was gonna happen.
After all, I'm the one that set the precedent here.
When there's a boy, I tell you about the boy.
You know this. You expect this.
Exhibit A. 👇
(She clearly missed this newsletter in which I painstakingly detailed our entire first interaction.)
The “you?! 🙁” sent me, I'm not gonna lie.
…because she's right.
ME?! Not sharing every single detail about a boy I'm romantically involved with? It's practically Hell freezing over.
Still, though, I went back and forth about whether or not I wanted to answer Lamora's second question.
Like I said, I already shared the meet cute (or as my precious summer intern, Paige, would say, “cute meet”) with you — aka the answer to her first question — back in January.
So, I'm not sure how much you really still wanna hear about the dude…
I mean, could sit here and tell you about how kind he is.
Or how helpful he is.
Or how often he makes me laugh.
Or how often people tell me our personalities go together so well.
Or how how special he makes me feel every single day.
And I could tell you about him buying Wesley a valentine, and reading him the “book with no pictures” without complaint, and teaching him how to do a burpee.
Or about how he takes my trash out and does my dishes and washes my countertops and the stovetop and makes my bed, all without me ever asking. In fact, he insists.
Or about how he came to a Chamber of Commerce event with me, met a ridiculous amount of my friends all in one sitting (and impressed them all), then thanked ME for giving him that experience.
(IYKYK.)
And I suppose it would also be relevant to share that he's significantly taller than me, has some sexy, big shoulders, and is just as much a Physical Touch girlie as I am. 😏🤪🤭
…buuuut you don't really need to know all that. That's between me and my man.
(Or, actually, between me and my diary.)
I think the better question for me to answer today is: how can you convince someone they should pick YOU?
How To Get People To Choose You
Want to ensure your brand is the clear best choice for your leads to make? Then you're gonna need some website copy to convince 'em.
Here's how I recommend making that happen. 👇
#1 — Understand your target audience DEEPLY.
If you don't *get* them, they won't pick you. It's as simple as that.
People need to feel understood in order to make a buying decision, especially if you're a service-based business owner hoping someone will hire you to do something that involves collaboration or participation from them.
Plus, when you understand your target audience well (what they want, why they want it, what their life will be like once they have it, why that matters), you're able to write copy that is WAYYYY more specific.
And specificity is what sells.
#2 — Fiercely, fearlessly share your perspective.
Even if it's polarizing. Even if it's random. Even if it'll make people clutch their pearls. Even if you feel like it's boring. Even if you know some people will disagree.
You're not trying to attract “some people” - you're trying to attract the right people.
The people you WANT to work with; the people who will appreciate your perspective, align with it, and value you because of it.
(Unapologetic authenticity = a winner, every time.)
(Make sure you mix some audacity in there, too.)
#3 — Share the right info at the right time.
Understanding what your readers need to read, and when they need to read it is half the battle when it comes to writing good website copy that actually converts.
(Side note: if you want help with this part, my website copy template is broken down page by page, section by section, with explanations and examples about each element of your site, so you don't have to guess on this one.)
#4 — Be specific about the solution AND the transformation you (or your products, or your services) are providing.
Because, let's be real people care about their needs being met, sure, but they care way more about what their life is going to look like after, *because* of that need being met.
Ex: let's pretend I'm selling a vacuum cleaner. I'm not just gonna talk about the power, or the slim, sleek design, or the easy storage, or the battery life, or the attachments.
Even though those are all good features, I'd rather my readers know about the benefits, like having less dust in your home so your kids aren't sneezing, or finally being able to get into the hard-to-reach corners so you don't have to be paranoid that your guests think you're dirty when you're hosting.
People want the story. Give them that, and you're already doing better than your competition, I bet.
😎
I have one more note to share about convincing people to choose you, but first, I want to tell you: if you want more tips for writing irresistible, dream-client drool-worthy website copy, make sure you get on the waitlist for my website copy course!
She's coming back in just a few short weeks + waitlist peeps are the ONLY new students getting access to a brand bonus I'm adding 👀
Okay, LAST THING:
…because I know the above tips won't mean shit to you if you're sitting there like “um, but, IDK why someone would choose me? help???" - try this. 🤠
ASK UR PAST CLIENTS.
(Ask them why they chose to work with you, why they picked you over someone else, what they liked best about your project, what your “it” factor was!)
& to make life easier for yourself next time you go to refresh your copy or sell something online, ASK ALL UR FUTURE ONES, TOO.
On my client questionnaires, I have a question that says “why did you choose to work with a copywriter, and what are your goals for our partnership?”
And the answers to that are marketing GOLD.
If I'm looking for copy inspo, I often find myself referring back to those answers, the notes I take during discovery calls (specifically when people are talking about why they need me), and the feedback forms from my clients I receive after each project.
If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
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