Copywriting is one of the most important parts of your podcasts' brand strategy! The copy your business puts out embodies your brand’s personality.
Where content is a way you reach your listeners through blogs, social media, eBooks, or email, COPY is the writing you use to call the person to pay attention.
Well-written copy uses language that speaks to and resonates with the audience. Sales copy creates an emotional connection with your audience. It naturally inspires listeners to take action, because they feel emotionally invested in your brand.
Great brand copywriting shows people that you know exactly what they are going through and how your offering fits into their lives. When you know customers on that deep level, you create brand advocates who will be loyal for life.
Start creating emotionally engaging brand copy with these tips:
- Features tell, benefits sell.
You might pride yourself on the features of what you're offering. But the words that are going to bring you closer to what you want are words that describe the benefits. What do THEY want?
– Know your customers, what their problems are, and what their everyday life looks like. What are their dreams?
– Use copy to help them imagine how their lives would be different with your podcast or offering.
- Have a distinct brand voice.
Your brand voice includes unique words and language. These words help create a brand persona that stands out and resonates with your customers. This is your created vibe, how you come across in your writing. This should be authentic as possible. Brand copy should be written in a distinct, consistent voice. Have brand guidelines to refer to so that any team you're using for show notes, social etc. will stay on the same page.
- Create a sense of urgency.
Urgency helps customers take action. Use a countdown timer, lower price, or buzzwords to motivate your customers to make a purchase.
What may be the consequences if they don’t purchase your product now?
- Create your own category.
Use words to become the go-to in your industry. What secret combination makes you truly stand out?
– Think about In-N-Out. They are not just a fast-food company, since they are only found in specific parts of the US, their branding and copy portray them as a cult classic known for their commitment to quality.
- Use the AIDA framework to build a connection.
When you know your customers and the problems they have, that makes this part easy. The AIDA framework is an unbeatable way to create brand advocates by connecting with customers. This can be used everywhere from your web copy to email copy.
Attention. Use an engaging hook to grab the reader’s attention and pull them in.
Interest. Grow their interest by giving new information and building the context.
Desire. Use words to evoke desire and create an emotional connection about the product or service.
Action. Finally, call the reader to action and motivate them to buy.
Copy is how your messaging shapes the perception of your brand that inspires people to buy. Messaging that showcases your brand’s personality is timeless. Words are a powerful tool and can be used to show your brand’s uniqueness in a way that connects with others and the value they get from your offerings long term.
Brand copywriting creates an internal investment with customers. Through an emotional connection, they become invested in you – like they would feel close to a friend. Podcasters already have build this with their shows – that loyal, close connection. Don't let your branding chip away at that influential relationship.
The world is built on stories, and that includes copy. People are going through the world using stories to create their understanding of life. You can use words to show your audience exactly how you fit into their lives. When you do, you'll achieve all your goals!
This week in the membership, we've added 8 copywriting worksheets to help you craft your feature/benefit comparison, calls to action, motivating phrases, email subject lines and more! Grab them here at the membership – and sign up if you're not already a member!