How To Uncover Powerful Words For Marketing Copy
This may come off a bit harsh, but hear me out:
Today’s Internet user has the attention-span of an untrained beagle.
Better yet, an untrained beagle walking in a Fourth of July parade surrounded by loud music, confetti, cannons and other untrained beagles.
Listen, I wasn’t the one who put together the stats. But it’s been said that people lose focus and venture off to other websites if they’re unable to connect with what they’re reading within the first few lines on a website. Sometimes, even feeling the urge to walk within one-twentieth of a second!
That’s why it’s so important to uncover powerful words for marketing to your ideal client.
Through the work I do with businesses, we spend a lot of time uncovering words that will make an instant emotional connection with their ideal clients. Our objective is to unearth the exact words their clients use to express their feelings at key points in the relationship.
Sometimes, it’s really hard to find the powerful words for marketing copy. Especially, if you’re more of an analytical type than a creative type. But the words start to flow once you get into the swing of things.
For example, lately I’ve been working with an attorney. At first, she was skeptical about the concept of an “ideal client”. Right now, you’re probably thinking, “Yeah, Betsy, that’s because attorneys are skeptical about everything!” Well, she told me that if she only took clients that were classified as “ideal”, she wouldn’t have enough revenue to keep the lights on!
Nevertheless, after asking her many specific questions about a client that brought in a very important case, she was able to visualize that person sitting in the chair across the desk from her. Then the words just flowed.
In the middle of this discovery process, I told her how much I was enjoying our dialogue. She replied, “And, you are really good at it!” My heart soared. She went from skeptic to totally engaged in the process. This is what I love about my work.
Today, I’ll be putting together what I call her Power Words List. We will use it to craft marketing copy that will instantly connect with her firm’s perfect fit clients (and not turn away the “not so perfect clients” — which is another story for another blog!).
When you write content for your website, for emails — or even when you plan your next elevator speech for a networking event — wouldn’t it be great to have a list of the most powerful words for marketing copy within arm’s reach, ready to assist you in crafting a compelling message?
I can help you find your Power Words. Are you ready?
Thanks for reading!