The Copysation Strategy to Connect With and Grow Your Clientele

Welcome to the Small Business big mindset Podcast, where we dive into tactical strategies to grow your business. And to make an impact on this world. A huge part of success is keeping your mindset and vision on track. So this is a major part of our process. And this podcast, let's do this. Hey, Erin here, welcome to the mall Business big mindset odcast. Okay, guys, in this pisode, I want to talk to you bout how you can talk to your udience that's talking to them, ot at them. So I've done a uite a few trainings on this in ifferent groups for different eople. So I thought I'd bring t to the podcast as well. So I ave coined a term called copy tation. And you might be like, hat the heck is copy station. o it's a term I created for urning your copy into a onversation, see what I did here. It's used to connect with our, your reader, your udience, and to keep the ialogue going. You want to have continuing dialogue with your udience, okay. So just as an rganic conversation, copy ation dialogue can wind down nd it can pick up again, a good xample of this, if you're ubscribed to my weekly email, I o this a lot in there. By the ay, if you're not subscribed, hameless plug, go to Muscle reative, comm slash subscribe, nd get on our email list there. o I had an email that I wrote, guess it was a few weeks ago ow, where I was talking about y experience in the.com. ndustry in the late 90s. So I ell part of the story. And then say, there's a lot more to hat story, which I'll share in ome sequence emails. But the art that pertains to this one s that we just so happened to ove to San Francisco when he.com boom was beginning. So, I kind of give you a nod of ike, you know, hey, this is a onger story, but I'm going to ell you this part of it, but'll elaborate in emails down he road. So it's kind of a big ontinuing conversation. So so ou kind of want to that's why I oined it copy station. So you ant to think of it as an rganic kind of living, reathing conversation that ou're having with your udience. And it should have evolved around story. So isten, we all have a story, you ight be like, I have nothing to ay to my audience, like what tory? Why would they care. So very day happenings can be a tory. So you're gonna want to eep notes. So it's could be, I on't know, like, I use one otes. But there's like a phone, here's like a Notes app. here's different easy things. r maybe you're a pen and paper erson, maybe keep a journal ith you. But you as you're oing through your life, funny hings can happen sad things, hatever it is, you might be ike, Hmm, this could be omething to talk about. And you ay have zero idea how you're oing to use it. Whether or not t's going to, you know, be ithin an email or social media osts on your website, what have ou, but just jot it down, ecause you kind of never know. nd then and that way, you're ind of keeping you know, people eep like a photo Bank of photos hat they can pull for social edia, emails, that sort of hing. You can have like a story ank, right? Or a content bank. o that next time you sit or you it down to speak to your udience, and you're like, what he heck am I going to say, ou'll have this content or tory bank that you've been otting ideas down. And again, ust jot things down as they ome to your to your mind, you now, something funny happens ith your kids, if you have kids r at school, or whatever it is, ou know, that work? You know, ust jot it down. And then you an you can figure out like as ou're looking back, okay, what m I going to write about? you ind of go through your ideas, nd then something will pop up nd you're like, Oh, yeah, that nd then it's kind of funny how hings that happen in your life, ou can then correlate to usiness. So a lot of times I'll tart off with a story and then'll relate it to whatever is oing on in the business. During hat time, whether it's a lesson'm teaching or you know, just he products that we're creating hat sort of thing you can you an tie it in, and if you do a rain dump of memories, too, ight? And so you can kind of ike remember funny things that appened when you were a kid. You know, or maybe kind of inspiring things that you've gone through go I'm gonna kinda jot those down, just do a dump, like don't think like, oh, how am I gonna use this or how does that pertain? Don't think about that. And speaking of photo bank that I mentioned a few minutes ago, look at the photo bank on your phone, right? So I know that I have tons of photos photos on my phone, I feel like I'm always taking pictures. So scroll through those and those can you kind of jog your memory of stuff that's happened, you know, and then that can be, you know, you jot those ideas down, as well. So I always kind of tell people that to like, if you're not sure what to post or talk about scroll, scroll through your photos, because something is going to come up, that will be like, Oh, yeah, that happened. And then we that's something I can share and correlate. By the way, all of your, you know, copy does not have to be business oriented, either, right. So this is about creating a connection between you and your audience, which is why I say you should tell stories, right? And so you could send out an email that has nothing to do with, you know, your business, you know, maybe you're just kind of inspiring people or, you know, just let them know, Hey, I'm, I'm here, and how are how How's everybody doing? You know, once in a while, notes like that are nice to, to send out. So another way to kind of jog your memory about stories you can tell, and you know, things that you can chat with your audience about is scroll through your past social media posts, you know, those can also be great to kind of pull ideas from, you know, because maybe you touched on something very lightly, kind of surface on a social media post, and you can dig deeper into it, you know, maybe it'll jog your memory of a story as well. Okay, so you're gonna want to tie the story to your audience, right. So, you know, I usually start the story, you know, like I was talking about the.com, industry and all of that, and then I tied it to something in the business. And so you want to relate it to a pain point, or like I said before, maybe you just want to entertain or delight or inspire, or maybe it's just to connect. So it doesn't have to be like, the serious thing all the time. And you're going to want to use it for different content. So you copy station can work in emails, sales pages, landing pages, website, your social media, all can be used in copy station, to involve your reader to involve your audience, and keep the dialogue going. And you're going to want to include your reader in the conversation. So at the beginning of this podcast, I said, we're going to talk about how you can talk to your audience, you're not talking at them, right. So ask for their participation asked for their thoughts. So I typically try like on our on my weekly email, to ask them to respond. Like, I'll have a question. At the end, I remember when I was talking about, you know, the car that I had, you know, growing up, and so I asked them, like, respond, tell me, what was your family car growing up, I would love to hear, you know, it's just kind of a fun thing. And so you can ask people to respond to an email to keep a conversation going to send, you know, maybe send you a DM on Instagram, that sort of thing. And to ask them to comment. So and this is especially important in social media, you know, you know, I could see a lot of posts, or people are like, you know, here's my office for the day, and they're at the beach. Well, that's cool. But like, there's no engagement there. What am I supposed to say, you know, like, there's, you know, so unless you're like, Where are you working from today, you know, have sort of an open ended question to continue the conversation. So that is copy station, and I'm gonna go over one more thing before I sign off, but just remember, like conversation is turning your copy into a conversation. And it's used to connect with your audience and to keep the dialogue going, okay? Because you really want that know, like, and trust factor that you've always heard about, and the connection between you and your audience. Because, you know, as you're putting out your product or your service, you want them to feel comfortable going to you for that help, right? They're gonna want to buy your product or your service, they want to come to you for help throughout the year, if you have this great relationship with them, right. Okay, so the last thing I want to go over is, it ties into compensation, I call it my triple p strategy. This is what I use before writing any copy so I thought I would share it with you guys. So triple p, there's three P's right, so it's person personify and personalization. So person, remember, you are speaking to a person, okay, you're not speaking to a robot. And I say that because a lot of copy that I see. I don't know. It's like, it's funny. It's when when we're writing for an audience or for like I our ideal customer. It shifts like the whole vibe of how we speak and I'm like, it just becomes very sterile and kind of robotic and I'm like, what is happening all the conversation? Sorry, all the personality just like went out the window. So Just remember, you're speaking to a person. And I would suggest you're like, as if you're speaking to one person, because then they feel more connected. And they will feel like, oh, they're speaking directly to me. Okay. And then you're going to want to personify that person, right? So typically, I say, you know, you want to know, your ICA your ideal customer avatar, right? And so typically, I'm like, okay, pick a gender identity, you know, pick characteristics of that person and that sort of thing. But I heard something interesting on another podcast, where, sure, you should know exactly, of course, you should know exactly who you're speaking to. But for inclusions sake, instead of just thinking of like one person with this personality, and these desires, and everything, you can think of the energy of the person of the people that you're trying to, to reach. And so you're gonna want to whether or not you dial in on a specific person, or you want to hear more of like, well, I don't want to, you know, do that, but I can dial it into a certain energy, you're going to want to know, their desires, their goals, their struggles, their hopes, and their dreams, okay? And so you, when you're writing, and you're making writing copy for this person or this energy, then you're gonna want to obviously know what you're talking about, and how you're helping them through whatever it is, if it's like helping them through a struggle, helping them obtain a goal, that sort of thing. And the last P is personalization. So remembering those characteristics that you went over and personify right copy that is personalized for them. Something two things I ask myself, before I'm writing copy is what's in it for them, and why should they care? Okay, so those are two really important questions, because you could assume all day long, that what you're writing is like right up their alley, but it's like really pinpoint it, what's in it for them? Why should they care about what you're what you're talking about? And if you can't answer those questions, then you shouldn't be writing what you're writing and you need to shift course so triple p strategy before writing any copy go over it again. It's person personify and personal as a nation. So remember, you're speaking to a person and not a robot, you're, you know, the you're going to personify that person, or the general energy of the audience that you're reaching and know their personality, their desires, goals, struggles, hopes, dreams, and personalization. So remembering all of that the person in the personification, personalize it, so right copy this personalized for them, and the two questions that you must ask yourself, what's in it for them, and why should they care? Okay, so, I would love all of you to try out copy station and try out my triple p strategy. And send me a note at Hello at Muscle Creative calm, to let me know how it goes. I have a feeling you're gonna love it. Alright, until next week, I will talk to you guys later. Thanks for tuning in to the Small Business big mindset podcast. To keep the fun going. Check out our Facebook group start and scaling online business For even more free trainings and resources from fellow entrepreneurs. 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