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  • Writer's pictureNola Charkos

Want to be closer to your customers? Here's how.

Why is it that some people and brands manage to connect so well with their customers, while others don’t?

With so much content out there, it’s easy to be forgettable. These days, people have short attention spans and won’t focus on you for long.

You’ve got to stand out quickly.

If you want to generate more interest and grow your business, you’ll need to find a way to stand out with genuine intent.

The truth is it doesn’t have to be hard to build a connection. Mountains of content isn’t the answer. Actually, that sometimes does the opposite. If you're short on time, you may be better off focusing on good content rather than more content.

So how do you make the most of what you’ve got, and be irresistible to your customers?

With some simple, consistent techniques in your copy, you’ll create instant connection and build stronger, long-term relationships.

Here are five simple ways you can improve your writing for better appeal.

1. Make it easy for them

Yes, I bang on about this one a lot. That’s because it really is a deal breaker. Did you know that the average adult has the reading skills of a 9–11-year-old? It pays to keep this in mind when you write.

By making your copy short and to the point, your readers have to use minimal effort to understand you, so they’re more likely to keep reading. Plus, you won’t come across as a stuck-up smarty-pants.

2. Use empathy

The best brands know their customers so well, they know their’ needs better than the customers do themselves. What’s your customer avatar? What do they do on a daily basis, and what are the things that bother them on both a practical and philosophical level?

If you’ve got your customer avatar sorted, how can you use it to give your writing more appeal?

Communicate their’ problems and be clear about them in your copy. Through empathy, they’ll see you know what makes them tick so they’ll show more interest in you. That way you’ll have their full attention when you tell them your solution.

3. Define your tone of voice

Your tone of voice should reflect the personality traits of your brand, and help customers think of you as more than just one in a sea of many.

It helps to think of your brand as a person. What would they be like? If they’re optimistic, intelligent and friendly, use words, language and structure that reflect this. Otherwise you may come across as snooty, boring and unapproachable.

How do you work out your tone of voice? Look at some brands that you think have similar traits. They don’t have to be in the same industry as you. What words and language are they using in their communications to give the right impression?

If you want to know more, keep an eye out for my next blog which will be all about tone of voice.

4. Don’t talk about yourself all the time

As much as possible, connect your copy directly to your reader. Make the problems, actions, solutions and outcomes theirs’, not yours. What this means is that you should be using more “you” than “we” or "I" in your copy.

By directly involving your customer, you’re giving them some instant skin in the game and a sense of control over solving their’ own problems.

5. Add a little mystery

Don’t give everything away. I’m not saying you should leave out the key details, by all means be generous with what you share. After all, you want people to trust you. But with some clever intrigue, they will naturally want to know even more.

They’ll be more inclined to click on a call to action or lead magnet if there’s something in it for them. So how do you make them want it? Leave some cliff hangers in your copy. That way people will be desperate to find out what they’re missing.


So now it’s over to you. I’d love to say: “don’t try this at home” and then sell you my sparkling copywriting services that solve all your problems. The reality is that you can do some of it yourself with a bit of clever writing.

Now that you know what to do, don’t make it complicated. If you’re writing your own copy and have a million other things to do, just work on one step at a time. On the flip side, if you don’t have the time or desire to do it yourself, all is not lost. You know where to find me.

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