How To Write Ethical Sales Copy That Makes Genuine, Heartfelt Connections With Your Audience
AKA, how to stop triggering the f*uck out of your audience with your messaging
Connecting with your target audience relies heavily on your brand voice and how you communicate. We all know this. But lately, I’ve seen service providers and business owners going WAY TOO HARD on a brand voice and messaging style that is either SUPER condescending or is triggering the f*ck out of their audience to make sales.
I promise you — triggering people and using fear-bait tactics to get them to work with you in NOT a good way to run a business (not an ethical one, at least).
Don’t get me wrong… we DO want to talk about why your audience needs your offer and explore the “what keeps you up at night?” questions they have for you.
It’s the “mean girl,” trigger-inducing tactics that just aren’t it for me (or for your audience). C’mon... we’re better than that.
Let’s ditch the ick and find BETTER ways to create meaningful connections with clients who need you (and who will TRULY benefit from what you can offer).
Keep reading for a few tips of what to look for in your copy and how to update it to reflect the unique, authentic, yet totally ethical vibe you want your brand to exude.
Create space for vulnerability & authenticity
You didn’t get to where you are now overnight. Entrepreneurship and becoming an industry expert is tough work, and it’s not all rainbows & sunshine.
By opening yourself up and sharing your REAL story (not “how I went from a 40-hour work week to a 4-hour work week and still made $100k in just 30 days” - serious eye rolls), you create a safe space for them to do the same.
2. Practice positive framing to inspire instead of trigger
Not everything is positive. I totally get that.
However, you win more with honey than you do with vinegar. Spending more time on the positives of your clients’ situation and what it will feel like when they’re on the other side of it after working with you paints a more inviting picture and motivates your audience to take the next step without feeling icky inside or bad about where they are right now.
3. Educate with respect (AKA, don’t assume everyone knows what you know)
I still remember my 11th grade math teacher. He was BRILLIANT. But, because he assumed everyone knew what he knew and didn’t practice patience and empathy during his lessons, it made him a shitty teacher. And honestly? I always felt so stupid and awful in his class. Definitely not how we want to make anyone feel with our communication style or messaging, right?
Here’s the deal — condescension and rudeness aren’t winning any hearts or minds out here. Assume your audience is intelligent and curious, and offer explanations and messaging that empower them to take charge rather than belittle them.
Ethical copy will always offer a better experience than copy written with sleazy sales tactics.
If you need help revamping your copy or are ready to elevate your messaging, reach out to me and we’ll chat about how we can work together this year.
