You NEED Copy: Establishing Need
You create content and network consistently.
You’ve proven your skills and knowledge in your field.
Your service is invaluable; what you do is in demand!
No one’s clicking, commenting or buying.
Well, do they know that they need you? Can they see where they’re struggling? What problem do you solve? Where do they fit in all of this and what does it mean to them to have you on their team?
If you haven’t addressed these questions in your content then you are missing an integral element of effective copy creation: establishing NEED.
Oftentimes, people can’t see the forest for the trees and they become lost in the overwhelm that surrounds them. They may not realize where the pain is coming from, let alone what they need to remedy it. It is your job to play doctor in this circumstance and point out the source of the problem, regularly with painful accuracy (this is your area of expertise after all), and present a solution.
“Empathy is the art of stepping imaginatively into the shoes of another person, understanding their feelings and perspectives, and using that understanding to guide your actions.”
So, what does this look like on paper? How do you establish need in the content that you create?
First, you’re going to have to do some digging and reflecting. Then, you’ll have to think and problem solve. Finally, you’ll have to project and present. This type of emotional work is absolutely vital to the creation of copy that converts.
Where does it hurt?
I know you’ve heard this terminology tossed about in the business world but do you really know what these are? How to find them? What they mean to your ideal client? You really should, because NOT knowing could be the reason behind why your content isn’t resonating and you’re not getting the results that you want.
In order to create copy that compels the reader into action, the pain points that you address can’t be superficial or about YOU (the service provider). You need to dig deeper and show why it matters to THEM. So, how do you make it matter to them?
Ask WHY 3x.
For example, if your kid has a scraped knee the pain point is NOT I need a band-aid. It is: my leg is bleeding, I’m in pain, I haven’t learned to pick up my toys yet and so I trip on them frequently. Now we’re getting somewhere!
“You never really understand a person until you consider things from [their] point of view… until you climb into [their] skin and walk around in it.”
Harper Lee, To Kill A Mockingbird
What’s the solution?
You know where your skills lie and now you know where your ideal client is hurting most. To truly help, you will need to apply your service to the source of the problem and show how it is the best solution for them. Knowing your clients’ pain points makes you a better service provider because you can tweak and improve upon your skills to serve them better.
“When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better. Your customer service organization should be designed to efficiently communicate those issues.”
Kristin Smaby, “Being Human is Good Business”
Making it personal by telling stories and sharing realities of the struggles people, like them, have overcome and what life looks like on the other side of those pains by working with you is so important to the content and copy that you are putting out into the world.
Equally important is the angle you take when presenting your service as the solution. You don’t want to tell them what to do, that’s for sure. They likely already have enough on their plate. They don’t need you to add to their overwhelm by adding to their already long to-do list. Instead, tell them what they NEED.
“Be a problem solver, not a task checker!”
Ryann Dowdy, Sales coach
Provide them with a list of benefits, not features, and lead them to the question of “where do I get that?” This is where your service offer becomes the obvious choice as a solution to their problems.
People buy with emotion and justify with logic
The most effective way to present and address the needs and pain points of your audience is through storytelling. Well written stories will resonate emotionally and connect with them at their level, in their own terms, and provide a heartfelt solution to their problems.
Using storytelling to tap into someone’s emotional impulsivity can be exactly what’s needed to make a significant difference in the lives of those you serve. Some people reside in a place of denial, skepticism, and even analysis paralysis. You are in this service to help, even if it means that you have to bring people to an uncomfortable confrontation with their problems in order to get them to take action toward making their situation better.
If you’re a service-based entrepreneur who hates, isn't good at, or doesn’t have time to create content and copy that converts,
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You NEED Copy: