As we step into 2024, it's the perfect time to reflect on how we can make running a business more fun. Of course, it’s tempting to reflect on our income goals and how we’ll score our next client, but we can make reaching those goals more enjoyable by focusing on the creative part of our business, and my expertise, marketing. No matter what type of business you run, staying ahead of the curve is key.
Here's a rundown of what’s IN and OUT when it comes to writing copy in 2024:
IN: Authentic Storytelling
Authenticity is so rare nowadays, especially with AI and sales copy that sounds like an actual salesperson (our worst nightmare, I know!). Personal stories, genuine experiences, and relatable narratives will be the driving force behind high-converting website copy. Connect with your audience on a human level, and watch your engagement soar.
For instance, last week I wrote a bit of copy about the inequalities in the health system, and I wrote:
“Liam got the same treatment as Oliver. Only for him, it was $10,000 more.”
The reader would then go on to understand how this illustrates the inequalities of the health system just based on your location! My point: paint a vivid picture of who you are writing for. If it moves you, it’ll move someone else!
OUT: Cookie-Cutter Copy
Customers can spot canned copy from a mile away, and it won't resonate with them. Tailor your messaging to your audience, and show them that you understand their unique needs and challenges. I promise, there is SOMETHING about your business that can’t be found anywhere else, you just might have to do a little digging for it.
IN: Conversational Tone
Building a connection with your audience requires a conversational tone.
*** PRO TIP: Write copy as if you’re having a 1-on-1 convo with a friend at a bar and they’re debating whether or not to put their drink down and walk right out. If they put their drink down at any point while reading your site, delete that bit of copy.
OUT: Formal Language with Tons of Jargon
Formality is on its way out. Your website copy should feel like a friendly conversation, not a legal document. Write how your ideal client talks. Unless, of course, your site is for a super fancy 5-star restaurant that does have an authentically formal tone.
As we continue to have some fun marketing our businesses in 2024,
shoot me an email & let me know which one of these copy strategies you look forward to applying to your own marketing materials!
