How to Write for Your Business to Speak to the Heart
Lindsey Johnson is the owner of Verity & Co, a design boutique with a knack for minimal aesthetic and a fan of compelling copy. Combining her unique background in both web and writing, Lindsey offers visual branding, web design, and copywriting services for small business owners ready to cultivate their business and elevate their impact. Cheerleading small business owners is the soul of her business, but Lindsey’s everyday also includes chasing and homeschooling her three little ones, keeping house, and raising her growing family on faith & grace.
Does the idea of writing for your business give you anxiety because you’re never sure what to write, and never sure if what you’re writing on social media or your website is actually making an impact with your audience? I see you, going through the struggles of growing and connecting with your audience. And maybe you’re a little bit insecure.
Girl, you are not alone. But the good thing is that you can go from insecure to confident in writing for your business and make genuine impact with your ideal audience. It all revolves around these three things:
Identify + know your audience
Everything you write in business should be geared toward the wants, needs, hopes, dreams, hurts, and struggles of the people you are in business to reach.
You want to know who they are, who they love, what they value, how they live, what worries them, what lifts them up when they’re in a valley, what cheers them onward when they’re on that mountaintop, what keeps them up at night, and what would be the ideal solution to their biggest problem.
By identifying who you serve and writing every website page, blog post, social media caption, and email blast to this person as if they were your friend, your writing will be effective because it will be from the heart.
If you can write as though you are truly speaking words to this client persona as a friend, you’ll be effective in sharing the heartfelt message of your brand.
Define the language that speaks to them
After you define your ideal audience, you can connect to them on an even more meaningful level by using the actual language that they use.
Is your audience formal in the way they write and speak, or is their communication full of emojis, slang, and modern day verbiage and catchphrases?
This is so relevant. By defining the language that they use and weaving that into your own copy, you take direct advantage of the language that speaks best to them.
Address the beauty of transformation
Your audience struggles with certain things, and whether they realize it or not, they are looking for solutions to those struggles. Perhaps they need something to grow their business, are looking for something to make life easier, or have a certain fear that they would be thrilled to have alleviated—the list goes on and on.
It is your job to offer your audience something valuable, but it’s also your job to help your audience realize that it will indeed help them.
This is where addressing the beauty of transformation comes into play.
Paint a picture of what their life would look like by having a solution to their problem, and speak to that in your writing.
In conclusion, writing for your business is not about your business.
Write for your people. Write because you hope to know them. And in that way, you can be confident that your message will be received in a way that feels good and makes a genuine difference in their hearts.
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Have you struggled to write for your business? Let us know in the comments.