Marketing

  • Social Media, Business, Marketing

    7 Copywriting Tips for Social Media. How to easily craft an account that’s aligned with your values

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    Copywriting tips for social media that share your values. A blonde white woman offers up a pile of books to the camera. Terry Pratchett: The Truth, Robert Cialdini: Influence, Rutger Bregman: Utopia for Realists, Clover Stroud: My Wild and Sleepless Nights, Marc Brackett: Permission to Feel, Caitlin Moran: More than a woman, Helen Lewis: Difficult Women

    Maybe Instagram is your happy place. Maybe you love nothing more than pouring your heart out to your followers and watching the little heart icon light up with notifications. Or maybe you find yourself sitting at your computer far too regularly…staring at the blinking cursor and wondering how you can cram into 4 inches why and how you are the best in your niche. If the latter is you, then you need these copywriting tips for social media.

    But, before you scroll on by, they’re not your common and garden social media tips. If you’ve been around for a while, then you’ll know I believe in the power of sharing your values. Your politics, principles, or whatever you like to call them. I believe in the power this brings to your business. The way it helps your audience connect with your brand. The authentic gleam that it gives your content.

    And so, here we’re going to go through 8 ways that you can use your social media copywriting as a window into your brand values. So that your followers can be confident you share in the things that are important to them. And be happier opening up their wallet.

    Why social media copywriting matters

    When a tragedy happens, do you feel like you have to stop selling “out of respect”, but then you realise tragedies are happening every other day and you need to pay your bills?

    Do you want to talk about the issues that matter to you, but don’t feel like you know enough, and what if people ask you questions you can’t answer?

    Do you worry about being polarising because the last time you had a political conversation with someone Aunt Stephanie stopped sending you Christmas cards?

    Our businesses don’t exist in a vacuum. And on social media, our posts jostle for space in between the campaigning organisations our followers are keeping an eye on and the latest influencers peddling shapewear. It can be tricky to find the line where sharing the issues you care about becomes shouty preaching about recyclable coffee cups.

    That’s the power of copywriting. By taking some of the key principles I use when I’m writing for clients, you can speak about the things that matter to you with empathy and conviction. Even when you’re nestled between videos about cats.

    Bored of following all the social media copywriting best practices?

    There are about a million guides to social media for business. This is not another one of those. Because most of those will tell you to pick 4 key pillars to talk about online – your brand’s most important messages. Then rotate between the following:

    • Behind-the-scenes content (you know, “look how untidy my desk is, I’m just like you”. Or “we’ve asked everyone in our marketing department what their favourite cat was and these are the results”.)
    • Educational content (explaining things to your audience that they need to know so they can engage with your product better)
    • Promotional content (Look how great our stuff is!)
    • Social proof content (look how great other people say our stuff is!)

    This is all useful stuff to work out when you’re designing a social media content strategy. If you have a clear idea of who you’re talking to, what you want to say, and how you want to say it, then you’ll have a more engaged audience.

    But it’s getting harder and harder to fight the algorithm. And if everyone else is following these strategies, then how do you stand out?

    By making your values a key part of your message. Values that your audience connect with, that get them excited, and that leave them wanting to know more about what you offer.

    My copywriting tips for social media in this article are all based around my framework on How to Talk Politics Without Pissing People Off.

    Easy-to-follow copywriting tips for social media

    Social media copywriting is a tricky beast. You have limited space, you’re competing with a million other colourful squares on an endless scrolling platform. You have to grab people’s attention, engage them, and get them to take an action. All while they’re sitting on the loo or trying to get their baby to eat porridge.

    Work out what really matters to you

    Let’s face it, there is no shortage of things to get annoyed about right now. But what are the issues that you just can’t stop thinking about? The ones that keep you up at night or directly affect those you love? Those are the ones you need to be talking about in your social media content.

    So, rather than trying to address every single thing The Guardian puts on its front page, here’s what we do:

    • Grab a pen and paper,
    • Write down the 3 issues you want to start discussing.
    • Brainstorm what you want to get across to your audience – what do you want them to know about the issue?
    • Start practising what you want to say and how you want to express yourself on the issue.

    Get to know your audience

    Now you’ve got your values ironed out, you need to think about the people you’re speaking to. If you’re running a business, then you should have a basic idea of who you’re marketing to already. But ask yourself this: What things do they care about? What are they always talking about? What’s going on in the world right now that affects their lives?

    The answers to all of these questions influence how you talk to your social media followers. And how they’ll engage with your value-based content. This is good old Voice of Customer research – a cornerstone of copywriting practice. And it’s sooo important if you want to connect with your ideal people online.

    Be prepared for dialogue

    You’re talking to actual people, not shouting into the ether. So you need to be prepared for someone to talk back. This might just be one of your followers asking a question, or it might be a loud disagreement. How you deal with this is important.

    The thing is, we’re not used to seeing people disagree agreeably anymore. Social media algorithms have reinforced this “us vs them” idea. And we are much less likely to have thoughtful conversations with people who think differently.

    It is possible to have a constructive dialogue with people who disagree with your post, where each of you goes away having learnt something. It might also be the trigger for you to go away and rethink some parts of your brand messaging. And the easiest way to get to this point is to keep in mind that you’re talking to a human being.

    My tip? Pretend they’re your nan. Sure, you might think she’s wrong, but it’s almost impossible to shout at her!

    Don’t try and cover everything

    We all have a LOT of things we care about. And, if you dedicated your brand’s social media platform to every one of them, then people might not know you were selling anything. Which kind of defeats the point of having a business at all.

    You do not have to address every single issue or event that pops up on your breaking news notification.

    This is why I advise you to pick 3 (ish) and focus on those. That way your messaging stays consistent. And your audience knows what they’re getting when they engage with your brand.

    Consistency is key

    One of my biggest bugbears is companies jumping on the latest “international day of” bandwagon. There are a few reasons this sort of thing has become more common.

    1. With the algorithm changes, it became easier to be seen if you posted more often. Coming up with quality content more than twice a week can be tricky. Social media gurus have encouraged smaller brands to use these “international day of” calendars to plan their content, so they don’t run out of things to say.
    2. Larger brands saw the opportunity for increased visibility by using hashtags associated with things like Black History Month, or Pride Month, and would put out content during these times to take advantage of the event.

    The problem is, we’re not as easily fooled as we used to be. If you’re posting about LGBTQ+ rights today, and you’ve never mentioned it before, then your audience knows you’re not really committed. Also, if you’re a larger brand, then the internet has made it pretty easy to find out if you’re putting your money where your mouth is.

    Sticking to a few key messages or causes means you can be consistent all year round. Not just because your calendar says so.

    Take breaks

    In addition to helping with your consistency, choosing a few key causes helps your mental state. The world is a busy and stressful place. And there are a lot of things going on that can cause much anxiety and stress. Keeping up with them in real life is hard enough, but keeping up with them in order to weave them into your messaging adds an extra layer. There are also particular issues that may hit us hard.

    So, it’s important to be realistic about how much you can engage. If things happen, like a school shooting for example, that you just can’t talk about. Then don’t. You are not a journalist. You are allowed to take a step away and come back when you’re ready.

    Be kind to yourself.

    Be a human

    Which brings me to my final tip. Be a human.

    When you’re talking about a cause close to your heart, or a value you hold, you don’t have to pretend you’re Stephen Hawking. You don’t have to be the expert who knows everything.

    Write your posts like you’re talking to a friend. As if you were explaining to someone you care about why this thing is so important to you.

    Write like a human. And the humans who read your posts will feel so much more connected with you and your brand.

    Want more support?

    If these copywriting tips for social media whetted your appetite and you’d like to find out more about weaving your values into your messaging, then you’re in luck.

    I’m building a membership to help businesses share their politics without chasing away their audience. So you can feel authentically you when crafting your social media, your blog articles, and your web copy.

    Sign up for the waitlist and be the first to know when we go live.

    Carry on reading

  • Marketing, Business

    6 Tips to Connect With Your Audience That Work (& ignore the gurus)

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    Why I think authentic marketing is the best thing since sliced bread.

    A white woman sits on a bench next to a canal. She is smiling at the camera, wearing a red patterned dress and blue denim jacket. She is holding a Pokemon plushy and thinking about how to help you connect with your audience

    This is a picture of me on a bench. With Sobble – a Water-type starter Pokemon.

    No, I’m not a Pokemon trading whizz. A few years ago the only small Japanese creature I could pick out of a lineup was Pikachu. And I couldn’t tell you anything about him other than he was yellow. But my 10-year-old son is obsessed with the game.

    Sobble wasn’t the photoshoot companion my incredible photographer Karen was expecting. But it is impossible to go anywhere in my life and not be confronted by my children. Or some reminder of them

    “So what, Peta?” (I can hear you rolling your eyes all the way from Berkshire!)

    Well, firstly – rude!

    And secondly – I have built a loyal and supportive audience by sharing all parts of my life (not just the #soblessed performance parenting bits, and not just the #girlboss entrepreneur stuff). You want me – you get stories of humus-covered webinar notes and answering client emails during the 2 am feed. And you get Pokemon, Minecraft, a far-too-deep understanding of the Napoleonic Wars (Ethan’s new obsession), and metaphors based around Hey Duggee.

    To put it in marketing speak – I’ve built my business through authentic writing and authentic marketing. I connect with my audience by being me. All of me.

    And that strategy is also how I take my clients’ brands from boring to boast-worthy. One of my copywriter friends, Sonali, calls the way I write “like a human being speaking to another human being”. Which, in the world of online marketing, is rarer than you’d think!

    Why those guru-backed marketing strategies aren’t working for you

    Trying to get people to buy things is an ancient practice. (Spoiler alert – we’ve been doing it long before Don Draper ever lit his cigarette). In the golden age of advertising, very clever marketers and psychologists learnt how to sell using manipulative copywriting tricks and hit-and-run marketing tactics plastered all over billboards and newspaper spreads. and now – Facebook ads are the new billboard ads, but accessible for those of us without buckets of wallpaper paste and a broom. So the same tactics have stuck around.

    And they worked for a while. But now we have a few problems. Because I’d guess that ad spend isn’t working very well for you right now. And the social media algorithms aren’t currently your friends either.

    It’s because these tactics weren’t made for you. They were developed for massive businesses. The Birds Eye’s, Mcdonald’s, and even Ben & Jerry’s of the world. You can’t beat their budgets.

    And those 3 step programmes constantly being sold to you by coaches on LinkedIn, Instagram, and even TikTok? You know the ones – post 12 times a day and engage with at least 25 people in the comments whilst following 56 new people. Oh, and film Reels and Stories and start dancing while pointing at things. All while running your own business.

    They work for these coaches, sure, but that’s because they have a team of 15 badly paid content creators doing it all for them. So they can focus on the important stuff. You can’t win the quantity race.

    But what you can win – is the quality race.

    How to connect with your audience

    If you want to connect with your people – the ones who will buy your stuff, reply to your emails, and tell your friends how amazing you are – then you need quality connection.

    You get that with authentic marketing, and here are my 6 tips for how to connect with your audience (and boost your business):

    Get clear on who you’re speaking to.

    You can’t make a connection with someone if you don’t know who they are. You need to put in the hard work on researching your ideal customer. Find out where they hang out, what they like doing, what other things are going on in their lives.

    Listen to them.

    Every authentic connection is built around dialogue. It’s all very well having something to say, but is it what they want to hear? The more time you spend listening to your ideal audience, the better you’re able to communicate with them. As people. Not just wallets on legs. You can find out more about listening here:

    7 Voice of Customer Practices to Make Your Audience Feel Seen and Heard

    Be a real person.

    Your customers are real people. And they want to connect with a real person. You.

    If you’re a smaller brand, then this is easier. Drop in some behind-the-scenes content (not overly curated “look at my artfully prepared Sunday lunch and my rosy-cheeked cherubs sitting around the table without throwing peas at each other”. But your early morning dog walk, how pleased you are that it’s warm enough to put the washing on the line, frustrations with HMRC – that kind of thing!).

    If you’re a larger brand, then you can’t just be one person. But you are still made up of real people. Showcase them, Celebrate them, and sound like them – not like faceless customer service robots.

    With real values

    These days, people are overwhelmed with choice on how they spend their money. As wonderful as you are, they can probably buy almost an identical service or product from about 8 other businesses. They are looking for why they should spend their money with you. And we’re not talking about price.

    One of the reasons the About Page is the 2nd most visited page on any site is your potential customers are checking to see if you’re principles match theirs. They want to know if you care about the same things they care about before they hand you money. They want to make sure their hard-earned cash is spent with companies who align with their values.

    Which means you have to talk about your values. Decide what they are, and make them obvious in your messaging. For more on how to do this without turning Instagram into a soap box, here’s another post:

    How to Talk About Politics Without Pissing People Off

    Speak to their pains

    So, you’ve acknowledged that the people you’re selling to are real people. But that means they have real lives, with real pains. The marketing mechanism of finding people’s pain points and speaking about them in your copy is true.

    The difference with authentic marketing? You’re not using those pain points to try and make people feel bad so they’ll buy your stuff. You’re not poking at the pain points to convince them that, without your product, their life will be worthless and awful.

    You’re making them feel heard. You’re saying “I know you’re struggling. And you’re not alone.”

    That is authentic marketing GOLD.

    Address those pains with empathy

    And, once you’ve acknowledged those pain points. Once you’ve sat down on the park bench next to your potential customer and listened to their struggles. Then you can put your arm around their shoulder. You can address those pains with empathy. And show them how your offer could be the solution they’re looking for.

    You can show them how you (someone close to you, or past customers) were in similar situations. That you understand how they feel. And that you’d like to help.
    Because you care.

    The key? You have to actually care.

    And that I can’t help you with.

    How I can help

    Rather get this off your place so you can focus on the parts of your business that don’t feel overwhelming? That’s cool. This is where I come in. I’ll work with you to:

    1. Develop a messaging strategy that sees your customers as real people
    2. Create a website that feels like your authentic online home
    3. Write content that your ideal customers can’t wait to devour

    Sound good? Here’s what to do next:

    Fill in my (very short, and not at all complicated) contact form, and I’ll set up a call where we work out the best way I can help you in your business.

    Or, if you’re not quite there yet, then sign up to my weekly newsletter for more tips on authentic marketing, weaving your values through your messaging, and news on Hey Duggee.

    Carry on reading

  • Business, Email, Marketing

    5 Lead Nurturing Email Sequence Examples to Wow Subscribers

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    Get your nurture sequence to do all the work for you, while you sip on your latte.

    Find out about lead nurturing email sequence examples. A white blonde woman in a dark green jacket and white t-shirt holds an orange cup, looking down smiling. She is standing in front of a coloruful mural

    Let’s talk about first impressions…

    I sign up to a lot of email lists.

    Partly because I’m nosy.
    I like to know what people are saying, and I like to see different lead nurturing email sequence examples.

    But it’s also because I like to know a brand if I’m going to spend my money with them.
    And what better way to do that than to sign up for their list, and devour the 4-5 emails they send me introducing their brand, their ethos, their origin story, their funny little foibles, and what their dog did in the office that one time…

    Except that often doesn’t happen.

    Why you need an email nurture sequence

    When I discover a new brand and sign up to their email list, I’m not just after the discount/freebie/special offer. I’m motivated (excited even) to find out more. I’m ready to get to know them, to dive into the story, to become part of their tribe.

    Which means I’m waiting to spend money with them (and tell my friends about this great new business I’ve found).

    When there’s nothing…except for maybe a 2 line templated email saying: “Here’s your discount code”…then I’m left deflated. I want my email nurture sequence. I want more!

    This was their opportunity to make the perfect first impression.
    To pick me up in my excitement and plonk me in front of all they had to offer.
    So that I’d jump in and become their newest customer.

    Without it…if I’m honest…they end up in the graveyard that is my Promotions tab, only to be noticed if they send a particularly interesting subject line in a month’s time.

    Which is why I’m so passionate about getting all the businesses I work with to create (and continuously one) their welcome sequence – those 4-5 emails that get sent out to new subscribers.

    It’s your one chance at a first impression. An opportunity to develop the initial excitement of a new visitor and turn them into one of your tribe.

    Increased sales, increased customer LTV, increased organic referrals, you name it: your welcome sequence can hand it to you.

    How to write a good email sequence

    You’re sat, staring at the blinking cursor, your discount code already entered into your Shopify backend.

    How do you sum up years of mulling over your idea in your head, the late nights struggling with stock levels, or tying down your USP, the bookkeeping, hiring your first team member, the way your product or service has made people’s lives better, what you want every one of your customers to feel like when they hear from you…

    What can you write that will make them feel like they know you, and want to be a part of your story?

    Well, that’s it really – you need to give them a story to be part of.

    What is the story of your brand?

    Human beings love stories, and we share the good ones. We used to share them around campfires at the mouths of caves, then we traded them in return for food and shelter as we travelled to new towns and lands. We wrote them in books and wove them into songs and turned them into multi-movie franchises.

    Now we click tiny arrows as we scroll through our phones, sharing the best stories with our friends and followers. And our reach is endless.

    Story nurtures connection – and that is how you get customers that buy from you, stick around, tell their friends (and Insta followers), and take your brand off into the stratosphere.

    What’s your story?

    How an email nurture sequence is your dinner party opener

    Sipping your warm glass of pinot grigio, you glance nervously around the room.
    Couples and small groups are scattered across the space. Some are staring at the comfort of their phones, some checking their watches, some trying to work out the best place to sit.

    School performances, college reunions, company parties…
    Life is full of situations where we have to make artificial connections with people we just happen to be thrown together with.

    And what is the first thing everyone asks?
    “So, what do you do?”

    Your stomach seems to have made its way towards your knees.
    As an entrepreneur, you often don’t have the luxury of an easily explainable job title or field.
    “I’m a doctor!” is easy. Everyone fills in the rest.
    “Oh, I refurbish antique furniture and sell it to rich women at craft fairs” is understood.

    “Well, I own a business that helps female entrepreneurs find their joy” is likely to elicit a confused furrow of the brows and a nervous sip of wine.

    • What do you say to people who ask what you do?
    • What are the important things you want people to know about your business?
    • What do you wish you had written down when you were trying to work out the best place to put your name tag?

    Those things are what your welcome sequence of emails should be made up of.

    A primer for your business, how it helps people, and why they should care

    How do you make a connection?

    You can’t make a connection if you don’t know who you’re trying to connect with.

    Imagine walking up to someone at a party, and launching into a heartfelt story about how Airfix models have been the thread that pulls your life together.
    And expecting that to be the beginning of a beautiful friendship/romance/lifetime filled with the smell of glue and balsa wood.

    I mean, there is a chance that they delight in opening a new model aeroplane too. But you’re taking a pretty big gamble. Surely a safer way would be to start a general conversation, and maybe ask if they had ever heard of Airfix models? Before you commit yourself to going all in!

    Emails are the same.
    When you’re getting ready to build that connection with your subscribers – the one that will bring you sales, greater customer LTV, and free advertising from all your loyal fans – you need to know who you’re writing to. Who is the “lead” for this lead nurturing email sequence? Yes, I know using the term “lead” is a little dehumanising. But you all knew what I meant!

    Who is your audience?

    Were they die-hard Friends devotees who’ll spot a Ross reference a mile off? PIVOT!!!
    Did they burst into tears at the news that BTS are taking a hiatus?
    Are they spending their weekends trying to work out how to stop the pigeons eating their tomato plants?
    Or are they balancing caring for their aging mum who refuses to have outside carers, whilst supporting their teenagers through exams?

    This is why so much of my job when I start work with a new client is research.
    There are many ways to say who you are and what you do.

    But it takes finding out about your audience to pick the one way that will resonate with them the most.

    So, before you even start with your “Hi! I’m just popping into your inbox to say thank you for signing up! email…

    Take some time to investigate who you’re talking to.
    You might even get to talk about Airfix models.

    The importance of providing value

    For me, marketing will always be about the long game.

    Your welcome emails, your nurture sequence – they’re what draw new people in. You give them a taste of who you are, and a story to dive into – be part of.

    But then you need to get them to stay. And that’s where your ongoing emails come in.
    I’ve been on too many email lists that shift from an endearing welcome email, straight to “BUY MY STUFF!” with a shedload of high res images and lots of “SALE!” banners.

    Now, I know that I am a customer. A way of making money.
    But I’m also a person. And I want to know that a company has thought about how they can serve me, as well as sell to me.
    I want them to play the long game.

    Keep your customers on board by sending them value. Articles you think they’ll find interesting, stories you think will make them laugh, tips from your industry that will make their day easier.

    This works for other sequences too. If you’re trying to work out how to write a good email sequence for a product you’re launching, or a membership you’re advertising. In any of these cases, you need to mix your more salesy content with serving your subscribers.

    Because, when you do this, they feel less like a cash cow, and more like a valued part of your business.

    And then they’ll give you more cash.

    Getting this off your plate

    If you think this all sounds great, but you don’t have the time or the inclination to do it yourself…

    Then it’s time to bring in the big guns…

    Me…

    Head over to my email services page to find out about my packages. Or fill in my contact form and we’ll have a chat about the best way to introduce you to your people.

    And, if you’d like more ideas on how to play the relationship marketing long game, then you probably want to sign up to my newsletter. It comes out on Friday mornings, and it’s packed full of value, funny stories, and things I think you’ll find interesting (see what I did there?).

    You can sign up here

    Carry on reading

  • Business, Marketing

    How to keep up with politics without your head exploding

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    • by
    A white, dark blonde woman faces a brick wall. She's wearing a wide-brimmed brown leather hat, a blue denim jacket with an applique image on the back, and a flowery dress. She is writing on the brick wall with blue chalk. The word "FREE" can be seen

    I talk a lot about UK politics.

    I sit here sipping my Earl Grey tea and polishing my monocle, aware that my sphere of reference is ridiculously narrow. Even as I make a concerted effort to look beyond my borders.

    The fact is, it’s impossible to stay up to date on every issue and event currently kicking off around the world. Unless it’s your full-time job. And as the internet makes our world smaller, it brings home just how interconnected we all are – for good and bad.

    So, if you want to acknowledge in your messaging that you are a citizen of the world, affected by Roe V Wade, grain supply lines in Ukraine, and the melting Arctic ice…


    How do you possibly stay in the loop?

    1. Work out how much you can handle.

    If you have the time and headspace to devour the entire Guardian website, and follow it up by listening to Radio 4 while you do your burpees then more power to you. But if (like me) both time and headspace are limited, decide the amount of content that will make you feel informed without feeling overwhelmed. And be OK with that.

    Got 5 minutes, but still want to be informed? The Knowledge is a free daily email collated from across the media on all the issues of the day.

    2. Take breaks.

    I am a politics junkie. I will sit down at a party with someone I’ve only just met and spend 2 hours talking about how the PFI policies of the last Labour government paved the way for NHS privatisation. (And then regret it the morning after!). But even I need a break. Sometimes it all gets too much. When the world is tough, or your life is tough, or both – have the confidence to step away for a bit. We’ll catch you up when you get back.

    3. Vary your sources.

    Mainstream Media is not the balanced information Mecca that it used to be (well, if it ever was). And the Facebook algorithm does not provide a one-stop-shop for everything you really need to know. If you want to make sure you’re getting the whole story, and you want to be aware of what other groups are also thinking, then you need to triangulate your sources like a good little orienteerer! Mix it up, step out of your box, etc. etc.


    Tortoise Media is another relatively unbiased place to find decent information. Especially on important issues that the mainstream media have moved on from.

    4. Listen to people with lived experience.


    Professional commentators are paid to have opinions on things. Journalists are paid to write interesting stories that make you buy their newspapers. The good ones do their research, and talk to the people actually affected by an issue. Those living it. But a lot don’t. If you want to know what it’s like being a poor single mum juggling childcare and DWP assessments, or a middle-aged mechanic who’s just been made redundant and is walking to the Job Centre every day, then seek them out.

    Head to Twitter, find them. And LISTEN.

    5. Don’t fall into the “what about the dolphins?” trap.

    You’re a lovely person. You care about a LOT of things. And occasionally you might post about one of them. On your personal or business social media. Only for some plonker to come along and say “I can’t believe you’re talking about this! It obviously means you don’t care about these 3 other things!”

    And of course, it doesn’t mean that you don’t care about those other things. Only that it’s impossible to talk about all the issues you DO care about all at once, within the character limit of your favourite social media platform.

    It’s important that idiots like this don’t put you off voicing your opinion and advocating for important issues. You can talk about the importance of good sex education in schools, while also caring about the plight of bumble bees but not talking about it today.

    And it’s important to remember that we can’t all campaign for all the things all the time. Share the load. Don’t feel you have to jump on every campaign that comes along. It doesn’t make you a terrible person if you don’t go on the dolphin march.

    “But I’m so adorable!”

    So, there you have it.

    5 steps towards staying informed, and using that information to speak out about the issues that matter to you. Take this knowledge and use it wisely!
    And if you really want to get started, but you have no idea how you can fit this into your business, then we need to talk.

    Start with my “How to talk about politics without pissing people off” Framework.

    And then, let’s chat about how you can make your brand speak for your politics, as well as make you money!

    Book a call

    Carry on reading

  • Marketing

    Why you know too much – how to communicate your brand effectively.

    • Comments Off on Why you know too much – how to communicate your brand effectively.
    • by
    How to communicate your brand.

    Every founder needs a good USP, a compelling elevator pitch, and a Product-Market Fit. This gets you your investment, sure. But your investors aren’t the only people who need clarity about your offer. If you want to sell anything, then you need to know how to communicate your brand effectively to your potential customers.

    Even if you know exactly:

    • what you offer (and how it hits your customer’s pain points),
    • how it works,
    • the customer journey (every single step they go through),
    • your brand values (why you make the decisions you do), and
    • your target audience (who you’re talking to)…

    That’s not the end of the story.

    Because while you’re the expert on your company…your ideal consumer isn’t.

    “Why does that matter, Peta?” I hear you cry, “I can still talk to them!”

    And you can. But you’re going to find it a lot harder to put aside all your expert knowledge, the hours you’ve spent obsessing over the meaning behind your brand logo, or the particular reason you chose this app layout.

    Why being an expert on your business is a problem for your marketing

    Ok, so maybe that’s not quite what I mean. 

    Obviously, knowing the ins and outs of your business, being an expert at what you do, and having the skills and information you need to help your ideal customer are super important.

    But, all this prior knowledge stops you from putting yourself in your ideal customer’s shoes – inside their brain – and communicating your brand from where they are. What they know NOW.

    You need to take these complicated ideas and make them accessible.

    Not in a dumbing down “you’re too stupid to understand this so let me explain it with lego” way. But in such a way that, even without all your background knowledge, your ideal customer will grasp why your offer is so groundbreaking and be able to relate to your brand.

    Whether it’s about:

    • shedding light on the benefits of your product,
    • giving an example of why you’re a better bet than your competitors,
    • talking about nuances of different sustainability options, or
    • breaking down a complicated tech or scientific concept to show how it helps you in real life

    Your messaging needs to do all that without overloading them with information, or making them feel like they need to put down the playdoh and head to the nap corner.

    And that’s hard for you, as the resident expert, to do.

    How to speak to noobs – how to communicate your brand to the people who need it

    “But Peta! I know exactly what my customers need, because I’ve spent hours, days, weeks, years of my life developing the perfect product/service/offer for them!

    I’ve researched and honed and gone through beta testing. I’ve got a comprehensive breakdown of why it’s excellent and how it helps. I’m all set!”

    But do you know how you’re going to start explaining all that to someone who knows nothing about your brand?

    Do you know how to talk to a noob? (there is a LOT of Minecraft talk going on in my house, and some of it was bound to sink in!)

    Here’s something to ruminate on:

    Your customer isn’t stupid (but they know less than you)

    A few months ago, I wrote a lead magnet for a Tech Security firm (yes, I am THAT versatile). Framed as a checklist, it outlined the things you needed to do to make sure your business was safe and secure. The audience was companies with 25-250 employees, who didn’t have their own IT departments.

    Now, I’m not a tech security expert (surprisingly), so I needed to rely on the client’s knowledge of what businesses should do to stay safe and secure.

    He sent me a document outlining the most common risks when it came to The Cloud, data storage, etc.

    And it. Was. Dense.

    No personality. No real way to make a connection or build trust. No compelling brand story.

    There was no way that the majority of his ideal customers were going to get their heads around any of it, let alone work out why they should care. This was not a sensible brand communication strategy.

    And so I got to work.

    This is why you hire a copywriter (well, one of the many reasons – we’re pretty useful people to have around!).

    You have a wealth of expertise and knowledge. But your ideal customer probably doesn’t. A copywriter bridges the gap between you. Explaining your concepts from the position of a non-expert. Helping them see why it matters to them. Showing them how you can help them.

    Without overwhelming them with jargon, or being patronising.

    It’s a fine line. But it’s a line I’m very good at staying on the right side of.

    Why a copywriter is your secret weapon:

    Have you gone too far down the rabbit hole of your brand messaging and can’t figure out a way to communicate anything to your audience? Then you need a copywriter.

    A good copywriter and messaging strategist (so, someone like me, perhaps) will be able to bring the following invaluable skills to the table:

    An outsider’s perspective

    how to communicate your brand effectively. pulling all the puzzle pieces together

    You know when you’re doing a jigsaw, and you’ve been sitting there for ages, staring and stuck? And then your mum/partner/4-year-old child prodigy nephew wanders over, picks up a piece and immediately puts it in the right place?

    Yes – it is very annoying.

    But you know how they did it? They looked at the problem from a different angle.

    I bet you’ve spent days going over the problems in your messaging. Trying to find a content strategy that your ideal customer will relate to. Trying to strike the right tone between “buy my stuff because it’s, like, really cool!!” and “Here are 17 pages on our company culture, sales channels, and why this product is so amazing!”

    Pulling in an outsider, someone who is probably learning about your offer too, means you benefit from a different perspective. You get someone who will see things you don’t, and make sense of it from the perspective of your customers, because you’ve been looking at the puzzle pieces for too long.

    A strategic overview

    Getting lost in the weeds of your messaging means missing things that might be even more important. 

    A good copywriter leads you away from the tiny piece of wonky bark on the sycamore in front of you, hikes with you up the nearest hill, and shows you just how far the forest reaches, the impact it has, and how many things it touches.

    And then you are better placed to be able to communicate that impact to your audience, with clarity.

    A window into the brain of your ideal customer

    Not only is a good copywriter great at getting to the bottom of what it is you offer, and why it’s so great, but they also excel at getting into the minds of your perfect customer. 

    Copywriting isn’t just the writing bit – it’s a whole mess of research before we even put pen to paper (or fingers to crumb-covered keyboard). Taking the time to get to know the people you’re trying to reach, working out what problems they have, and why they’re looking for your solution. All these things are integral to crafting a message that will make an emotional connection with the people you want to speak to, get them to buy from you, and build customer loyalty.

    A bridge between your knowledge and your customer’s understanding

    And then we have the final piece. Where a good copywriter will take the storage unit of stuff that you know about your brand and your offer, pop it over a bunsen burner, and distil the chemicals that will make the most potent message possible. Ready for you to put out on your website, slosh all over your social media channels, and even help you craft your brand’s visual identity.

    We’re the scientists bottling the perfume that will draw your perfect customer towards you.

    We’re also pretty good with the words, too…

    How I can help you communicate your brand

    Yes, you have your pitch deck (if not, we can talk about that as well).

    But a good pitch deck does not make a good brand message. Especially a brand message that your future loyal customers identify with.

    My Brand Guides are the blueprint to your brand identity, your messaging, your content strategy, your go-to-market plans, your website copy, and even your packaging (if that’s your thing). It’s one (meaty) document that becomes the Bible for all your brand communications.

    I take the expertise in your brain and make it relatable to your audience. And it’s just as relevant for a start-up as it is for product-based small businesses, or a personal brand.

    If you’re serious about what you offer. And you want the world to understand how it can help them. Then you need a Brand Guide.

    One client said:

    “This is so what I needed to move forward. You have totally banged the nail on the head!”

    Find out more about it here:

    Carry on reading

  • Marketing, Business

     7 Voice of Customer Best Practices to Make Your Audience Feel Seen & Heard

    How voice of customer best practices bring you and your audience closer together.

    Voice of customer best practices in action. A white woman in her 30s wearing a dark green jacket and whiite top sits at a table smiling at another woman, who can be seen parshly from behind.

    My copywriting philosophy is…..

    Hang on, that sounds a little pretentious, doesn’t it? A little like I’m standing in front of a lecture hall wearing a jacket with leather elbow pads, pushing my glasses back up my nose, and asking you all to “take a journey with me”.

    Let’s not do that, shall we?

    If you’ve read my About Page (And if you haven’t then what are you doing here? Start at the beginning like a normal person!), then you’ll have read about the 3 superpowers I gained from being a youth worker that I use to transform your relationship with your customers.

    If you skipped it (and you really don’t want to go take a look) then here they are:

    1. Listening
    2. Empathizing
    3. Directing

    If your brand wants to build a stronger relationship with its audience, then you should be doing every one of those things on a regular basis. They should be woven through your content marketing strategy (we can talk if you don’t have one of those yet), and written on faded yellow post-it notes around your workstation. Whether you decorate them with doodled hearts or not is your own business.

    Today I want to talk about why listening is important for a brand. The key is this:

    Everyone wants to feel heard.

    Have you ever had one of those nights where you sat down with another person and the conversation lasted until dawn? That evening where you felt you’d found your soulmate? When you told your friends about it the next day and you said things like “It was as if we’d known each other forever”, or “It was like he was inside my head”.

    Why was this different to a normal conversation over dinner? I’m willing to bet it was because you felt listened to. You felt as though someone was paying complete attention to you. In a world where we’re all constantly distracted by phone notifications (I’ve glanced down at about 8 just writing this paragraph), having the complete attention of another person for more than 2 minutes is a rare and intoxicating thing. It makes us feel important; like we matter.

    Your customer, your email subscriber, your website browser, your Instagram follower. They all want to feel important. They all want to feel as if you’ve heard them. They want to know that you read their comments, take notice of their reviews, and pay attention when they unsubscribe.

    The more someone is listened to, the greater a connection they feel with the person doing the listening. And people spend more money with brands they feel connected to (That’s why I love a good About Page!).

    Voice of Customer questions to ask

    Market research should always involve spending time learning about your perfect customer – your avatar if you’re going all “marketing geek”.

    Us marketers call this Voice of Customer research – spending time in real life and on the internet paying attention to where, when, and how people are talking about your brand. Marketers love having fancy names for things, it means you can make up acronyms and have conversations with other marketers where no one else knows what you’re talking about.

    But really, it’s just listening. Jump on the message boards your customers hang out on. Do they love your new product but wish that it had a different name, or handle, or box? How are they comparing it to other brands who do similar things? What problems are they using your product or service to solve (and are these the same problems you designed it to solve)? Do they have nicknames or shorthand for the things you do? Are they recommending it to others, and how are they doing this? What are they complaining about, and is this something you can fix?

    And, if you can swing it, actually talk to your ideal customer.

    The benefits of Voice of Customer research

    Once you’ve done your “Voice of Customer research” (bleurgh: buzzwords), then you have to actually do something with the information you’ve gathered. Otherwise you’re just nosey.

    The simplest way to start is to use similar language in your communications to how your audience talk. If people reading your social media posts, emails and webpages consistently see words and phrases they connect with and recognize, then they will feel a greater connection with your brand. You “get them”. And, you know, they’ll be more likely to open their wallet and throw some cash at you.

    If you’re not sure how to weave this new information into your communications, then give your friendly local (or not-so-local) copywriter a call. It’s what we do best. Give us your reams of data copied and pasted into a Google Doc, and we can give you the words that reach out to your audience like a cup of coffee and a warm hug (if that’s what you’re going for).

    Voice of customer best practices

    You can also use the information to make changes to your products or services. These can be tiny tweaks, like the name or packaging, or adding in an additional element (say a module on time management to your online nutrition course). It could be a wholesale rethink of your product line. As an added bonus, acknowledging that it was feedback from your customers that caused this change, doubles down on the feeling of importance and being heard that they get.

    Want a hands-down fabulous example of a brand that speaks like their customers do? Check out Tom Insurance – and be amazed!

    I’m all ears

    Access to your target audience (whether current or potential customers) is your biggest resource in building relationships. If you take nothing else in from the beginnings of my copywriting philosophy (oh, wait, we weren’t calling it that, were we…), then remember this:

    Be the one that sits down next to them on the skate park wall and asks them how they’re getting on. Then they’ll be yours for life.

    (You can take the girl out of youth work…)

    Want help with your listening? Let’s chat.

    Carry on reading