5 Ways to Improve your Copywriting Skills & Bump-Up Conversion
Copywriting is an important aspect of growing your business
I’m sharing 5 Ways to Improve Your Copywriting from expert John McKie.
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This blog will take you about 7 minutes to read through.
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5 Ways to Improve your Copywriting Skills & Bump-Up Conversion | The Visionary Method
Copywriting is an essential skill for online business owners. It’s part of how you communicate your value with your clients, and it should be a key part of how you spend your time and energy inside of your marketing plan.
But what exactly makes good copywriting? And, how can you make sure your writing is effective ?
In this blog post, we are going to explore some of the key pillars of copywriting that John Mckie (Launch Copywriter for Coaches) has developed. We’ll discuss what these pillars are, and provide tips for implementing them in your own writing.
But first, who is John Mckie? 🤷
He is a Launch Copywriter and Launch Strategist for Coaches, as well as a marketing maverick who makes his clients feel seen & heard. Using the power of words, he helps world-renowned transformational coaches, brands & entrepreneurs achieve their dreams.
Let’s get into it ⬇️
Pillar #1 - There is a difference between COPY and CONTENT
Copywriting is different from general content.
With content, your goal isn’t to sell. It’s purely to build relationships and create authority in your field. This is where you develop your brand in such a way that you can be recognized as the best possible person for solving your Dream Clients key problem(s)
With copywriting, you are strategically choosing words that communicate directly with the desires of your dream clients in a way that compels them to take action.
He explains that every word you choose can make or break your message, and that just like a puzzle you have to know how it all fits together.
Good copywriting is a combination of psychological triggers that lead clients into a decision of whether or not they want to work with you!
Pillar #2 - Know Your Dream Client before you start writing your copy!
This is your target audience.
WHO the heck are you talking to?
WHO is your ideal customer?
If your first thought is “I don’t really have one,” I hate to break this to you but you need to be speaking to that ONE person.
Yes, you may attract other people but your messaging needs to be speaking to that ONE dream client.
Why is that?
Well, your writing will vary depending on who you’re writing to! You want your copy to speak to that person and you can’t achieve that by talking to a global audience.
Once you have identified your Visionary Dream Client, your next step is getting to know them intimately.
What are their future goals?
Where do they shop and spend time, money and attention?
What do they do in their spare time or what are their hobbies?
Do they have a family?
What matters to them in this stage of life?
The ability to answer these questions will allow you to know and understand the language they use.
Ps. If you still can’t clearly describe your dream clients, I have a free cheat sheet which you can use to help you clarify the qualities they possess to help you speak directly to them. Click here to grab your free copy.
Now that you have a clear understanding of who your visionary dream clients are, it’s now time to talk about level of awareness.
John explains that there are 5 levels ⬇️
A common mistake business owners make is thinking that their dream client is aware of their problem and they know you offer the best solution for them. This is completely the opposite.
Always assume that your clients are not aware of what you offer.
The 5 levels of awareness include:
Total Unaware
Problem Aware
Solution Aware
Product Aware
Very Aware
Based on the level of awareness, you can tweak your copywriting to reflect where they are right now.
Pillar #3 - Authenticity & Authority VS Fake it till you make it
You want to build trusting and real relationships with your customers and show more on who’s behind your business.
He reminds us of the importance of being authentic and shining our light. One way of doing that is by showing more of your voice and style through everything that you write.
Stay as your true self. And, you WILL attract the right people in your group.
Pillar #4 - Emotional Outcome VS Product Feature
People don’t buy things for their functionality but they buy the change it can create.
(repeat that over and over again) ⬆️
You want to highlight the CHANGE which will occur in their life (what is a change that would mean something to your visionary dream client).
Here’s an example:
Do you notice the difference between the two statements?
One is accentuating the emotional benefit of the camera card versus the second one which is simply talking about its features.
Which one would you choose?
Pillar #5 - What’s next? Bigger Picture Thinking and CTA
Everything you write should have a purpose.
What John means by that is that when you end a piece of copy what is it that you want them to do?
How does that fit into your bigger picture?
You want to take your clients on a journey - everything should be linked to the next. So, ask yourself what is the outcome and where can they go next?
There you have it, John Mckie’s seven pillars of copywriting and why each is important to implement in your business. If you want to create stellar content that sells, make sure you hit on all of the points he has shared with us.
If you are feeling overwhelmed, don’t hesitate to connect with John via Instagram or you can learn more about working with him on his website. He is an expert in creating persuasive copy that drives results.
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