Lawyer (yep-a-dee-yep, I used to write things people never read) turned Brand and Copy Strategist, and Word-ucator for brands like you, who want to ZIG when others zag.
Photo credit: @mattcrump
Podcast Shownotes (Bullet)
Podcast Shownotes (Timestamps)
01:28-02:53: Anita shares The 7 Copy hacks to boost your conversions. Go to www.wordfettigroup.com/copyhacks, for free.
03:26-09:00: Why it’s important to humanize our brand and our copy?
09:01-10:14: 1st Tip: Continue the conversation with your audience.
10:15-15:26: 2nd Tip: Be a storyteller.
15:32-18:16: Final Tip: Find a brand voice and make sure you’re consistent with this brand voice across all of your different touchpoints and channels.
Would you like to know what’s ironic?
Like so many levels of ironic that I could build a store, ironic?
So here I was, the weekend just passed, being an unassuming and humble consumer, doing a bit of you know… a online shopping. To boost the economy etc etc.
Andddd when I’m checkin’ out?
I get face palmed with this guy.
A real-life ROBOT making me prove that I am human.
The robots are in charge of the pulse checks, ironic right?
[Side note I may or may not have failed the humanity check more than once 😅]
But alas, this is an important lesson to remember.
We buy from humans. You sell to humans.
We crave connection with fellow humans.
We build relationships with people; not businesses.
This is where science comes in to make us all better writers.
Because it’s the science of consumer and sales psychology that reaffirms that in order to make bank, we first gotta make friends with our customers.
So how do we put this into practice IRL?
Lemme throw down 3 ways you can humanise your brand and your copy:
Storytelling is a uniquely human practice that dates back quite literally thousands of years.
From the very first scratchings in caves from our neanderthal ancestors to the hieroglyphics of the ancient Egyptians, humans have been communicating through the art of storytelling since the dawn of time.
It’s an art that has stood the test of time evolving into books, story slams, podcasts, films and more; storytelling is still one of our most primal and captivating forms of communication.
So how do you elevate your own storytelling game?
Think about the colours, the textures, the smells and the stand out physical features of your scene. Rebuild it piece by piece using your words.
Make them come to life, describe them physically and tell your audience about who they are. Strong characters are the most central piece in a story.
That might seem a bit 5th-grade-basic but many stories lose the readers attention because they don’t have well defined points within the story. Start with an electric opener, build up your story through the middle and them give them a sucker punch final act, because that’s what they’ve been waiting for.
Your brand voice says SO freakin’ much about WHO your business is and it also creates a level of expectation and recognition from your audience.
Undoubtedly you’ve probably come across a brand that appears to be emulating another brand (heck maybe they were even trying to emulate YOUR brand).
Your brand’s voice should be unique to you and should be recognisable to your audience. When they see something online that sounds like you?
They should think of you.
Your brand voice is all about the words you use, and how you use them. It’s the key component of your brands personality. Once you have defined your brand voice, it will naturally inform everything else from colour palette, to web design.
What if I told you that copywriting isn’t a one way street?
Copywriting, at its core, is always a conversation, even if it doesn’t look like a conversation.
That’s because your copy is always communicating a message to another human. In fact the only time we might consider copy to not be a conversation is when we talk about journaling (although I’ve been known to have a lot of conversations with myself tbh).
So with that in mind, when you create copy, think about how you might tell your bestie about this over a cup of coffee. That’s the energy you want to take into your writing.
Your communications should feel like a warm and comfortable chat with a friend. Think about the way you construct your writing (lots of us were taught to write more formally than we converse) and warm it up.
So, there you have it *FIRSTNAME*, 3 uber simple hacks you can implement immediately into your copy to make it a little more human, and a little less robot.
The only robot I want in charge of me is my robot vacuum.
I call him Vac Efron.
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