Too busy to read this blog...well I’ve got your back friend. I’ve recorded an audio clip, so you can listen to it easily.
This is the most common thing I hear from my audience.
They want their copy to have personality, texture, and vibrancy, but above all they want it to sound like themselves.
But somewhere along the way, they were taught to use a template (or follow a script). The whole time feeling totally uneasy in their body, because what they were saying didn’t sound like them.
“I don’t talk like this,” or “This isn’t how I would say things.”
Here’s the thing with ‘templates,’ they take the spice and sizzle right out of your content. Templates remove your personality and before you know it you sound like a robot.
The most obvious template used that’s inundated the interwebs and entrepreneurship is the I ‘help’ statement.
It seems a lot of people caught what I’m calling a copy bug — something that catches popularity but doesn’t make your copy better.
Because all it does is make you sound more and more like everyone else. I mean if you don’t want to sound like everyone else, this is the last thing you should do.
I even suffered from it. And it’s still on my website until I revamp it. For some reason when I started my online business I decided to forget the years of experience I had in marketing and communications. And I drank the purple Kool-Aid that gave me the copy bug.
I’ve now come to my senses. The Kool-Aid has worn off. And I’m cured of the copy bug. That is why I want to share some copywriting trends we should ditch if you want to make your copy sound like you.
The thing is, this advice was created as a MASS marketing tactic.
Meaning you are trying to sell something to the masses.
If you're not speaking (or selling) to the masses this advice doesn't apply.
In fact, it can impact the type of people you want to attract.
For example, I want to attract ambitious, smart, resourceful, creative, and inventive entrepreneurial women.
Women who want to continue to expand and grow.
Dumbing down my content or speaking to them at a grade four level doesn't feel empowering to me (or for them).
Nor does that encourage continued growth and expansion.
Not to mention assuming their level of intelligence.
Your words matter.
And the way you speak to your audience will impact the type of people you attract.
We are all guilty of using buzzwords and phrases. It’s easy. But we want to avoid using them.
Because everyone else is using them. Hence why they are called buzzwords (or phrases).
So you infusing these into your content adds to the noise. It doesn’t help you stand out.
Here is a list of phrases:
Again we are all guilty of using them, even me. This is meant to provide you with context so that you can start thinking about it as you write.
Over time and with practice it will become a habit. You can also start keeping track of buzzwords and phrases for your specific industry.
You know my opinion on templates. But I want to give you more context to what they do to your content.
Now get out there and start writing. I want to see that personality, weirdness, and what makes you different. So does your audience.