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Why is your brand struggling to connect?
Manage episode 409090344 series 3222850
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Ever wonder why you're struggling to connect with your copy? I've got some thoughts.
Hint: Me, me, me, me.
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Many brands struggle to overcome the instinct to talk about themselves. That is a challenge for five reasons.
01 - Your copy feels self-congratulatory.
You like you, and that’s ok.
But if all your blog posts, news releases and LinkedIn shares begin to sound like you’re a character from the Marvel Cinematic Universe, it’s time to take a step back from the Koolaid Kooler.
02 - There is no “I” in team, but there’s a lot of “us, we, I and me” in your copy.
You want to talk about your accomplishments.
You want to claim your accolades.
You wonder why no one outside your organization is liking your posts?
Think about it.
03 - Your copy sounds like you walked your industry tradeshow floor with a recorder.
That list of meaningless adjectives may impress your high school English teacher (sorry high school English teachers) but not your prospects.
Look for these fun terms in your copy: Scalable, robust, unique, powerful.
Check, check, check, check?
04 - Customers don’t see themselves in your copy.
Your customers work with you for a reason. They see themselves benefitting from the relationship.
If your articles, posts, podcasts and videos don’t share that relationship, why bother posting them?
05 - You forgot that you’re not in the soliloquy business.
Hamlet got away with talking to himself. You’re business isn’t so lucky.
You need to connect with your audience. You want to let them know you’re on their side. You want them on your side.
Otherwise, you’re just talking to an old skull and hoping for the best.
What Should You Do? Focus on “you” and “me” in your copywriting.
Your content should connect, not repel.
Connection comes from building real relationships based on providing value and benefits that are meaningful to your customers.
Make your copy focus on the outside, not the inside.
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Follow me for more thoughts on improving your brand story and connecting with your audience:
LinkedIn: https://arthurgermain.com
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