I write for entrepreneurs who offer amazing services and products - services and products that change lives and make the world a better place - and every single one has the same pain point. They all have the same question.
"Why is writing for my own offers so hard?"
I tell you what, I can so relate! I'm a messaging expert and high-ticket sales copywriter, and writing for my own offers is harder for me, too. Why? It takes a massive amount of effort to disconnect yourself from your offer.
Think about it. You've spent the last few weeks, months, even years creating, testing, and perfecting your offer. It's something you've put your heart and soul into. You've spent hours and hours (probably quite a bit of money) into putting together the perfect offer for your target audience.
You've focused on getting testimonials.
You've focused on describing the modules and the features.
You've focused on building in lots of value.
You're so deep into your offer that by the time you get to the part where you have to actually write the sales copy, it's a struggle to unplug yourself from the offer and put yourself back into the mind of your target audience.
And that's a problem. If you can't find a way to disconnect from the offer long enough to put yourself into the mind of your target audience, you will lose the audience. Without connecting with what they want, need, feel, think, desire ... you get the idea ... all you're doing is giving a rundown of things they could read about on the order form page.
Your offer is nothing without your target audience. They are who the offer is for, and I can't overemphasize the importance of knowing your target audience like the back of your hand. Lack of connection with the target audience is a major factor in sales copy that falls flat.
That's why the first thing I do when I work with clients is walk them through exactly how to figure out what their audience is thinking and feeling. When they know what their audience is thinking and feeling, they will know exactly what to say in order to make it crystal clear that their offer is the solution.
My clients are amazing. It's awesome to see the light bulb go on and watch them have that moment of, "Yes, this is why I do this! I remember the person that I'm serving. I remember why this is so important to them."
If you're an entrepreneur and you're in that place right now ...
... staring at everything in your offer, trying to decide the exact words to say to help your audience see how valuable it is and how much it's going to help them ...
... disconnect from the offer for a little bit.
Time to take your brain outside of the offer and look at the person behind it. Look at the person that you're serving. Your sales copy will be so much better when it specifically addresses the needs, wants, and desires they have and bring it around full circle to point to how your offer is the solution.
Not sure how to start? Grab my FREE guide, 8 Must-Ask Questions To Sale Copy That Connects and Converts. I use these eight questions with every client I write for, and they give you amazing clarity and focus around how to connect your offer with your audience.
Entrepreneurs usually choose one of three routes when it comes to creating sales copy for their offers: hire a copywriter, use a script, or write it themselves. Which one is the most effective ... or is it something else entirely?
Option #1: Hire a copywriter. As a copywriter myself, I think this is a great idea. Ha! I'm just kidding. Hiring a copywriter can be very effective way to have excellent sales copy created, but it's not a bulletproof option. It may not work out exactly as you hoped because there are so many factors still out of your control.
First of all, the quality of your copy will depend on how skilled the copywriter is and what types of copy they specialize in. The quality of your copy will also depend on the information you give the copywriter. If you aren't super clear on who your target audience is, what they want and need, and what you need to say, it can be really hard for the copywriter to turn that into something that's really going to appeal to your audience.
Option #2: Use a script. Using a purchased script can be a cost effective way to create sales copy. Many people enjoy the plug-and-play ease of taking something that's been proven to work and putting their own information in.
Scripts can be helpful to use as an outline. The problem lies in the way many try scripts without knowing how to optimize them for their own content. Sales scripts can come off as cold and impersonal, and it's hard to let your voice come through a plug-and-play format.
Option #3: Write It Yourself. Many entrepreneurs also choose to write their own sales copy. They'll sit down and brain dump everything they think might be effective. While a brain dump can be super helpful too when it comes to processing and working through information, it's will need a lot of work before it's optimized for sales.
Writing the sales copy itself can be a time-consuming, frustrating undertaking, especially if writing doesn't come easily.
There's something missing from all three of these common options. None of them include a solid foundation or framework for your messaging. A messaging framework is vital to creating high-converting sales copy that's dialed in on exactly what you need in order to connect with your audience right where they're at and lead them on a journey straight to the Buy Now button. After all ...
... If you don't yet know what you need to say and what your audience needs to hear, how can you tell a copywriter what they need to know in order to create your copy?
... If you're not sure what your target audience is thinking or what they want and need, how can you put that into a script? You run the risk of copying and pasting someone else's audiences wants and needs into your marketing, and that's NOT good.
... If you're not clear on exactly what questions or objections your audience might have, your brain dump copy is going to fall short. You'll end up having to answer a lot of questions later when they could have been answered already.
Think about the framework of your messaging BEFORE you write copy, because that's going to be the foundation that all of it will be built on.
If you want to learn more about the foundational things you need to address for high-converting sales copy, download my free guide with 8 Must-Ask Questions For Copy That Converts.
Hi, I'm Christa, an Iowa-based messaging expert specializing in targeted messaging, copywriting, and ghostwriting services. I have one handsome hubby who's my partner in crime (not literally) and two great kids who keep us busy (Track and field! Volleyball! Basketball! All the sports!) Using words to help people promote what they love is my favorite!