Module 2 Copy

There are seven steps you need to walk through in order to really learn your client’s voice so that you can then play it in their sales copy. So let’s go over the first four in this video.

Step #1: Become a Detective of Your Client

So this is going to sound kind of basic, but here it goes. You can’t discover their voice if you’ve never listened to them. 

Truth bomb, right?

 The first step to learning your client’s voice is to dig in and start consuming their content. So people follow people, and people buy from people. You want to get to know your client as a person so that you can portray that person to their audience. And no content is off-limits. 

So here are some ideas. Look for video content. So if they have a YouTube channel, if they have Instagram or Facebook videos, if they have any course content that they have videos for in Vimeo or in their membership platforms, podcasts are also great, listen to their podcasts, take notes. You can also read social posts and blog articles. Those are great ways to get to know how they communicate and the types of things they say. You can also watch their Facebook Lives. Any other types of testimonials that they’ve given for other people that have done work for them, anything that’s a video or audio type of content is not off-limits. 

So that is step one. Step one, consume their content. 

Alright, another way to research them and become a detective of them is to interview their team members, or their family members, their friends. So you’re going to talk to their people. It can be really hard for our clients to dial in on exactly how they sound or the things they say because it comes so naturally to them. But the third party objective view can be super useful. A lot of times it’s easier for people outside of the cell to identify the things that make somebody uniquely them. 

So ask their people, “What does he or she sound like? What type of tone do they use? Are they excited? Or are they super chill? And very, very even keel?” You know, you want to ask this question: “How would you describe how they communicate? Are they open? Are they, you know, cut and dried? Super common sense? Are they comedic? What types of language do they use? Are there certain terms that they use that no one else uses? or phrases? Are they really trendy? Do they use you know, hashtag facts?” Look for the little idiosyncrasies that really are unique to their person. 

And you can also ask them, “What are some areas of communication that he or she is really good at?” So are they great at speaking? Are they better at writing? Do you feel like they’re more genuine during interviews or podcasts? And then what are some areas he or she struggles with when it comes to communication? 

You know, maybe they’re just not great on video. They get nervous. But if it’s just audio, they come through really well. That kind of insight can be super helpful for you as you put together what their voice is and begin to create that copy for them. 

Step #2: Take Notes

Actually take notes on them like it’s your job. Because, seriously, it is as you go through their content and do all of the detective work from step one. You want to look for things that are uniquely them. Pay attention, note those things, write them down, even if it’s a small detail. That way you can be purposeful and consistent in how you use it later in their communication. 

So here are some things that you can take notes on. 

So first of all, you can write down phrases and words they use a lot. So common speech. Right. 

The second thing that you can take notes on is don’t just use the written content. Use different types of content. Take notes on videos, take notes on social posts, take notes on blog articles. So different types of content. 

And then third, note the tone and energy level that they bring when they speak. Are they super animated? Do they wave their hands around like I do? Or are they more soft-spoken and reserved? So, the tone and energy level. 

Alright, and then just one more note about the second one here: being wary of only using that written content. The reason why I say this is because I’m aware of my own pitfalls and failings. I am much more formal, and dare I say it, English teacher-y. In my written content, I have to fight to make sure that my written content and my natural personality mesh, because I tend to overthink my writing and I come off more serious and boring than I actually am. At least, I hope! You guys can tell me about that later. 

But that happens a lot. It’s pretty common that, you know, there are certain types of media where you come off just a little bit differently because you just overthink it. And our clients are not immune to that. 

Step #3: What Are Their Non-Negotiables?

Alright, so step number three, I really like these. These next two steps are super fun. And honestly, when you ask clients these questions in the next two steps, these can be game-changers. These are questions that nobody asks your clients. I’ve had numerous, numerous clients be super impressed when I asked them these questions when we started going over their content. 

So first of all, lock down their non-negotiables. So what is a non-negotiable in copy? Let’s put it this way. 

Your audience doesn’t want to end up being a carbon copy of someone else and you want them to be able to be themselves. They never need to apologize for what makes them unique. You’ve done the research and taken notes on how they communicate, now it’s time to create those things that should always be included in what you write for them. A non-negotiable is something that should always be present in their communication. 

So look at the research you’ve gathered in steps one and two, and then ask them these questions. 

First, ask them, “What do you want to be known for when it comes to your content?” 

How do they want to be perceived? What types of things are super, super important to them when it comes to their communication, right? Because they want, we want, everyone wants that to shine through, and their audiences need that to shine through. 

So first, ask them what they want to be known for. So let’s say you’re working with a speaker, maybe a coach. And you ask the coach, “What do you want to be known for?” 

And the coach says, “You know what, it’s my no-nonsense approach. I don’t pull punches. I don’t tell people what they want to hear, I tell them the truth. I give them a step by step framework for taking action and reaching their goals. And that’s why people come to me, people who need that kind of approach. They come to me because I’m no-nonsense, cut and dried.”

 That’s super important for you to know. Right? But if you didn’t ask them that, you might never find that out. 

All right. The second question or type of question that you can ask them is, “What do you want to make sure is always included when I communicate for you?” 

So the things they always want to be included. So if they have a slogan or a motto, if they have a certain signature that they use in an email or a group of pieces that they use at the bottom of their email, then you need to know that. If they have certain slang that they use, you know, so maybe they would say, “fantastic” instead of “awesome.” 

Those are just little things that can become really, really key parts of their communication. And it’s super impressive for them when you care enough to ask them what matters to them in terms of that. 

So they don’t need to be afraid to be different. They use a lot of pop culture references? Great! That needs to be a part of the copy. If they tend to turn everything into a song when they’re talking, use it. 

They will attract the right people to them, but if they don’t sound like themselves, it’s not gonna work. 

Step #4: Uncover Their No-Gos

Alright, so step number four. make sure you guys can still see this, it’s not getting too far down. So this is non-negotiables. Alright. Now, just as you want to make sure you know what they always want to include, you also want to know what they never want included. So step four is their no-go’s. 

You need to find out what they should, what they never would want you to communicate like. They’re not going to appeal to everyone, and that’s a good thing. So are there certain things they never want included? You need to find that out. 

It’s okay for them to draw a line and refuse to cross it. Their audience needs them to stand for some things and not for others. This helps the audience feel safe and solid. They know what to expect, and they feel like they’re known and understood. 

If the client’s messaging is up and down in an attempt to appeal to everyone, they’re gonna appeal less and less to anyone. They’ll confuse their audience and people will fall right out of the funnel. 

So for example, imagine Russell Brunson dropping the F-bomb on a Facebook Live. That is jarring to his audience, right? They wouldn’t know what to do with that. It’s so far out of his character, that people would just be shocked. 

You don’t want something like that to happen to your client. If you start throwing in random things that have nothing to do with how they communicate, that can be jarring for their audience. They get confused. They lose trust. They wander away. 

I have no goals and my own communications so I don’t use profanity, and I don’t openly call out specific individuals or programs. My mama taught me if I can’t say anything nice, not to say anything at all. And it’s just ingrained in who I am. I don’t apologize for that. I’m totally okay with it. 

Your client has things like that too. Make sure you ask them what they are so you can make that a part of their messaging or not a part, because you’re you don’t want to include that. 

Alright, so we’re going to cover the last couple of steps in the next video and go over what your homework will be. So click through to the next video and get ready for steps five through seven.

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