Today we’re going to talk about the second foundation of good sales copy that converts. So we’re going to talk about Learning Client Voice.
Have you ever seen the movie Catch Me If You Can? I love that movie. The main character, Frank Abagnale Jr., can pass himself off as anyone. It’s fascinating. From the time he was age 15 to the time he turned 21, he had impersonated a pilot, a lawyer, a doctor, and an FBI agent. And you managed to pass himself off as these high level professionals sometimes for months at a time.
How did he do it? How did he consistently pass himself off as someone that he wasn’t without anyone suspecting? Well, he learned their voice. Frank Abignale Jr. didn’t impersonate specific individuals. His specialty was modeling types of professionals. He watched and listened closely and learned how doctors spoke, how pilots acted, and how FBI agents thought so that he could convincingly portray himself as someone he wasn’t. Amazing, right?
In a way, that’s what we need to do as sales copywriters. We need to become such good students of our clients that when we write, their audiences can’t tell the difference between them and us. So, learning to communicate with your clients’ target markets in their voice is so important, and it can really make the difference between a good campaign and a great one.
In fact, just last week, I took a call with a woman who had already paid three or four different copywriters to write her copy, and each time had refused to use it. Because when she got the copy back, it didn’t sound like her. Imagine putting out that kind of money and time just because it’s so important to you that you sound like yourself to your clients and customers. That’s how important this is.
Think about it. Our clients want their audience to know them, like them, and trust them. How can they do that if they’re showing up in different places, sounding like five different people, right? Wherever they’re showing up, whether it’s their social media or their sales page, they need to show up as themselves, even when it’s you writing and not them.
So in this chapter, I’m going to walk you through the seven steps you can take to help you identify your client’s unique voice and put it to use in the sales copy that’s right for them. I’ve created a printable filling resource that’s hands-on in helping you dial in a client’s unique voice fast. That is what’s included in your homework book for Unit 1, Lesson 2. We’ll get to that a little bit later.
So get ready. I’m going to dive into the first few steps in the next video.