9/22 Update: This project is now live at BuyMyFuture.com

Let’s Talk About Words

Words are extremely important. Crafting words for Project Galaxy has been something that I’ve spent a lot of time (and now even some money) on. First impressions with projects are very important and I want to make sure I’m investing in my own success.

When you’re building a project that’s consumer facing via the Internet (i.e.: not a brick and mortar business), your website and the words on it are vital. Now, I’m not going to say they’re the absolute most critical element, because that would be the actual product or service itself, but the copy that explains the product or service ranks pretty high up there. If those words don’t do a good job, people will never get to the product or service itself.

Think of words and the product they describe like a restaurant.

The words are the building itself, the people that work there, and the atmosphere (tables, chairs, decorations, menus, etc). The food a restaurant serves is the product. If a restaurant is dirty, has bad service, doesn’t look nice, the likelihood of you buying food there is incredibly low. How many times have you looked up a restaurant on Yelp and decided not to go because of someone else’s words about that place? If a restaurant owner doesn’t invest in their version of words (the place, the staff, etc), their chances of overcoming critical words from other people is very difficult.

In yesterday’s journal entry I shared that I was using a copywriter for Project Galaxy. I even recorded a conversation with her (hello Hillary!) and we talked a lot about her processes and why I chose to pay a complete stranger money to help me gather the words for this project. I am investing heavily in the words associated with this project.

Finding my voice

Over the years, as I’ve gained confidence in myself and my projects (doing more things creates more confidence), I’ve learned that writing sales copy based on tips/tricks/hacks/tactics from other people is never the most fulfilling way to go. Do a lot of those “how to write the perfect sales page copy that converts” articles teach you a handful of things? Absolutely. But I’ve also discovered that if I’m writing sales copy like someone else and not being true to myself, just maximizing purchase conversions is not enough. I’m a much happier person when I know that my customers are my type of people. People I’d want to exchange emails with often. People I’d be happy to handle support issues for. People that I’d even be happy to grab coffee with.

I’d rather have less customers, make less money, but know that the customers I do have are ones that I’d want to take care of forever because they’re my type of people.

Okay, so how does all of that fit into the idea of writing important website copy for Project Galaxy? Let me explain that by sharing two chunks of copy that will be featured on the actual website:

What will happen after I purchase [Project Galaxy]?
You will earn 16 extra lives. You will grow 1 inch taller. You will look extremely more attractive in a bathing suit. And that special someone will finally answer your text messages. Oh, and you’ll receive an email to create a [Project Galaxy] account and gain access to the [Project Galaxy] dashboard where you can enjoy all of [removed]. That dashboard will include [important secret details removed for now].

You’ll notice this copy has a blend of fun and seriousness. That’s exactly who I am as a person. I want to attract customers who are the same way or who can at least appreciate a little levity. And one more example…

For the duration of this agreement, I shall maintain the [Project Galaxy] website and all the websites necessary to provide you [removed].
I’m only one guy and one company so I can’t guarantee that my sites will be up 100% of the time or that your access might not be limited due to power outages, unpaid cable bills, acts of deities, tornadoes of fire, alien invasions, or any other forces that are outside of my control. I will take reasonable steps to maintain these websites and correct problems as they occur.

That bit of copy is actually in the Terms & Conditions page for Project Galaxy. Most people wouldn’t care or worry about making their T&Cs fun. But most people aren’t me. I want to pour my personality into every ounce of this project. I want people to walk away from this project’s website saying one of two things:

  1. I’m totally buying this because I resonate with who Jason is and who he’s targeting for this project.
  2. I’m not buying this, but I appreciate that this project doesn’t sound like anything else I’ve heard or read like any other project I’ve seen lately.

Again, I’d rather have someone not purchase what I’m selling if it doesn’t align with who they are as a person. And I think you should do the same with your projects too.

Words are important

I didn’t find my writing voice for quite some time. But with every project I work on or am involved with, I want to make sure my personality bleeds through in some way. That’s important to me and that’s part of what brings me value running my various businesses.

I’m excited to continue to share more words associated with the actual Project Galaxy website as we get closer to the September 22 launch date. That date seemed fairly far away just a few weeks ago. It’ll be here before we know it!

Day 23 >>

This entry is part of a 60-day journal I’m writing that will share all my planning, strategies, pre-launch efforts, and marketing tactics leading up to a big crazy project codenamed Project Galaxy. Read Days 1–20 here.