How to Write Digital Marketing Copy Which Attracts the Right Consumers
People often ask me how I’m able to write such compelling copy – which is funny to me because I remember a time when a second-grade giraffe could’ve strung together a better sentence than I could.
Sitting down at my computer to force out a Facebook post which sounds inspirational, but not cheesy, but still value-centered, but not too sales-y, was a daily struggle for me. Writing a sales page that articulated all of the necessary elements – the testimonials, the program break-down, the fast-action bonuses, the emotionally triggering personal before-and-after story – combining all of that without it coming out a complete mess is tough at the best of times.
You too might feel like you pour your blood, sweat, and tears into every email, every lead magnet, and every social media post. But when it comes to a reaction, it’s crickets.
That’s what we’re looking to fix here.
In this post, I’m going to outline five core elements I’ve implemented which have enabled me to start producing copy that has gone on to generate hundreds of thousands of dollars in revenue, attract thousands of die-hard fans and gain the attention on massive international publications.
Essentially, these are my hacks for attracting “Believers” – which, in my digital community, is what we call enthusiastic buyers – over and over and over again.
1. Before worrying about copy, make sure your target market is right for your offer
“Lena, everyone says they can’t afford me. How do I attract better people with my content?”
I hear this a lot – but sometimes (actually, a lot of the time), the issue isn’t the people. It’s your offer that’s making the crucial mistake.
Ask yourself – are there really Believers who will buy what I’m selling?
Sometimes, it doesn’t matter how brilliantly written your copy is – if your product isn’t built for Believers, they won’t buy. This comes down to the “50 to 100 Rule”, which I’ll explain further in a minute. But first, let’s start with some examples of offers which are inherently designed for people who are not going to buy, no matter how many times you flip it.
- You’re selling vegan educational courses that teach people how to be vegan on a budget
- You’re coaching college students on how to study better
- You’re showing travelers how to backpack across Europe on $7 a day
These audiences are not going to become paying customers – no matter how good your copy is, it will never change the fact that…
- They can find a lot of resources on all three of those topics for free on YouTube, blogs, and Pinterest, and will opt for free options 9 out of 10 times
- These issues aren’t urgent or pressing for the potential buyer
- Even if they do buy, they won’t invest at a high-ticket level, since they’ve framed their entire lives around the Budget Mindset
In order for your offer to attract High-Ticket Believers, your offers need to get people from 50 to 100, not 0 to 50. Not beginners. Not budgeters. Not half-in-half-out folks.
People who are already committed to your area of expertise, people who have already put their money where their mouth is, people who feel the urgency of solving their problem and a commitment to improving their lives.
People who are already 50% of the way there – they just need to get to 100%.
Three offers that would be aligned with the 50 to 100 Rule, verses 0 to 50, are…
- A vegan health retreat for older women who are committed to losing weight and regaining their energy through natural lifestyle choices. They also want to come together with like-minded women to eat delicious food, have a relaxing vacation and learn from various vegan experts on its benefits.
- A coaching program for busy CEOs and executives who want to be more focused, organized, and energetic throughout their workdays. They know that if they don’t get a hold of this now, they’ll be completely burned-out by the time they’re 60, and will feel that they’ve wasted their lives away.
- A course on how international speakers and experts can leverage credit cards and airline points to get extra vacations throughout the year.
See the difference? These are all people who are already invested in their goals, people who urgently want to solve a problem, and people who walk their talk, and are committed to reaching a solution.
So before blaming the wrong people for being attracted to your offer, examine what you’re selling and see if it’s inherently designed to attract low-commitment, low-budget people. And if that is, in fact, the case, change it up.
2. Learn which language to avoid
Certain phrases, ideas, and words will attract plenty of people, but most of them, again, will be low benefit consumer at best. Once you eliminate them from your vocabulary, it will drastically change your conversions.
Here are some classic topics you want to avoid in any format:
- Struggling to pay for rent, car payments or bills
- Just “scraping by”
- Feeling limited by finances
- Feeling broke
- Struggling with debt
- Operating on a budget
Any topics that will resonate with uncommitted people – who are generally looking for a quick, overnight solution – is what you want to avoid.
At the same time, you also want to avoid big, shiny, general promises that fall into phrases like:
- “You can make X amount of dollars in X amount of time”
- “Zero risk to you”
- “10X your income this year”
- “Make sales/change your life/lose 10 pounds/fix your relationship this week”
- “Building a business/losing weight/fixing your relationship has never been easier”
- Low target audiences love quick, easy overnight solutions
- Believers can spot “its too-good-to-be-true-ness” from a mile away and won’t opt-in
- The above statements are “easy access” – they aren’t dialed into a particular demographic, which means that anyone can say “Yes Please”. You don’t want to attract everyone, and by stating broad, shiny promises, like these above, there is a low barrier for entry.
Think about it – when you go to the nail salon, do you want a big sign out in front that says “We do all nails, including those that are covered in warts, for free, no risk to you”. Obviously not. Access to all is not what you want for your business. Stay exclusive. Have standards. And if that means “scaring” people a bit by showing that the transformation you’re offering isn’t easy, and it requires hard work, then do it.
In my business, we would rather be blatantly transparent and turn people off – but have the right people join our high-ticket offers – then have everyone be booking sales calls with us.
This is why it’s important when people are reading your sales pages or applying for your programs, to clearly state who this offer is not for. Why it isn’t for everyone.
Remember: Only use language that attracts 50 to 100 Believers.
3. Become obsessed with your target market and their whole experience as humans
Once you fully understand this, you can embody it, and empathize with their experiences to the point where you can articulate it better than they can. And the more specific you can be in your copy, the better.
Answer the following questions to get to this level with your target market, as it pertains to your expertise:
- What are your target market’s deepest fears? What keeps them up at night?
- What excuses (or “barriers” in their minds) prevent them from taking action in your area of expertise?
- What motivates them on a daily basis? If they solved the problem that you helped solve, how would that change their lives?
- What are their ultimate life goals? Where do they want to be five years from now?
- Why have they not achieved that goal, or made progress, on their own?
You want people to read your copy and say, “Wow, I feel like “so and so” knows me so well – how is that possible?”
The deeper that your target market feels that you truly understand them and their struggles, triumphs, and goals, the closer they will feel to you – and the closer they will become Believers.
4. Get hyper-specific with your target market and/or your strategy
If you’re speaking to everyone, you’re speaking to no one. Get clear on one of the two in order to attract the Believers you want:
The specific person you serve
The specific strategy you teach
This is what will attract Believers, and turn you from being a generalist into a specialist.
For example, if you’re a mindset coach for women, you want to identify the target market or strategy within that market sector which you’ll focus on.
Potential Target Markets:
- Women in corporate jobs struggling with time management, overwhelm and burnout
- Women who are mothers and are having a hard time prioritizing themselves and have lost their self-worth
- Women who are full-time entrepreneurs and are scared to become leaders. They need help gaining confidence around getting on stage and speaking, going Live on Facebook and positioning themselves as an expert
- Practical thought work application
- Journaling and reflection
- Meditation and yoga
- Mantra development
If you’re a mindset coach who serves all women, you won’t attract the women you want. So again, get clear on your niche and work that into all of your copy. Don’t be afraid to turn people away. The more specific you get, the higher quality leads you’ll attract.
I personally have read dozens of autobiographies written by women I love, and the ways in which they’ve articulated their stories, experiences and values have resonated with me so deeply that it’s influenced how I connect with my audience.
Basically, I didn’t re-invent the wheel with my approach – I studied what I saw others doing well, and adopted what I liked.
Aside from practicing, the best way to improve your copy is to read the copy of those you admire. If there are specific entrepreneurs you look up to, study their lead magnets, blog posts and email blasts. If there are specific authors you admire, read their books repeatedly, if there are specific journalists you admire, read all of their articles.
This is the “behind the scenes” work, which isn’t sexy – and it’s work that no one sees. But it’s what turns an average writer into someone who can create engaging, effective content.
I also recommend reading physical books, not just listening to them on AudioBooks or some other app. The reason why is because you pick up a lot of grammar tricks and see how to break down ideas in a way that isn’t overwhelming, but compelling.
As you can see, this is not an ‘easy trick’, there’s work that goes into being a better writer, and appealing to the right audience. But if you put in the time and effort, you’ll eventually see the results. Take my word for it.