Today’s post is written by Sally Cameron
Us introverts possess a multitude of strengths tied implicitly to our introversion.
We’re independent, self-reflective, innovative, analytical, and loyal. We do our best work alone, and have a rare ability to concentrate for extended periods, retreating inwards to our own zone of genius.
What doesn’t come so naturally though is the ability to come out of our shells / caves / home offices, climb onto a virtual roof top, and shout loud and proud about our greatness to an audience of watching, judging eyes. In fact, just the thought of that is decidedly icky.
But – and it’s a big but – when you’re an introvert in business, you still have to sell and writing sales copy is a crucial part of the selling process. Unfortunately, there’s no magic pill. So, how do you write copy in a way that’s authentic and effective? As an introverted copywriter, I’m constantly walking the sales copy tightrope between ‘awesome’ and ‘icky’, so here are my tips:
1. Start by creating an authentic offering.
Before you start tweaking your copy, take a step back and have a good look at your product or service. In the world of solopreneurship, it’s very easy to fall victim to comparisonitis. Spend too much time creeping on your competitors though, and you run the risk of replicating what you see just to keep up.
Here’s an example. Say you run a thriving business hand making clay bead jewellery, and you want to diversify by teaching others how to make clay beads. If you simply followed the latest biz trend, you’d probably create some sort of eCourse, cashing in by spreading your expertise far and wide online. But get in touch with what really drives you, and you might find that this high-volume approach is actually not what you want at all. The alternative? Perhaps a series of intimate, face-to-face workshops at a local gallery, enabling you to create close relationships and teach your craft over cups of tea.
Of course, there’s nothing wrong with eCourses (who doesn’t love a good eCourse?!), but the key is making sure your offering feels authentic from the get-go. In order to feel authentic, you have to be authentic. And if you’re attempting to sell something that just doesn’t feel right, guess what? No matter how much you poke and prod your sales copy, it won’t feel right either.
2. Flip the spotlight onto your customer.
Once you’ve got your offering right, it’s time to bite the bullet and write about it. Instead of making it all about you though (cue sweaty palms and blushing), try flipping the spotlight onto your customer. Not only does this make the process of selling much easier for us introverts to stomach, it’s also proven best practice.
Ultimately, you’re in business to solve a problem for your ideal customer. It’s about them, not you. Your sales copy needs to draw out their problem, empathise with their predicament, and then show (not tell) how you can solve it.
When it comes to showing, testimonials and case studies are sales copy gold for introverts. Instead of having to spout your product or service’s greatness yourself (icky!), get your lovely past clients to do it for you. Hearing it direct from your customers is also much more believable – and therefore effective.
3. Hone in on your USP.
Next up, it’s time to make your copy even more effective by honing in on your Unique Selling Proposition. It’s not enough just to show how you can solve the problem – you need to highlight how you can solve it better than anyone else.
Think about how you help your customers – what makes your product or service different from your competitors? What makes it better? If you’re not quite sure, take another look at your testimonials and case studies. What was it about your specific offering that customers loved so much?
Do some brainstorming and dig a little deeper, and you should start to see some useful language patterns emerging. Perhaps the words ‘process-driven’, ‘methodical’, and ‘detail-oriented’ get to the heart of your USP? Or, maybe ‘nurturing’, ‘supportive’, and ‘compassionate’?
Once you’ve got a hold of some language that feels right because it accurately describes what makes you unique, the next step is to weave it through your sales copy. Then, take a moment to read it aloud. Ask yourself: is this how I talk? Does it feel natural? Is it resonating? When it feels right, you’ll know.
4. Accept that it will never be perfect.
Us introverts are often also perfectionists. But, there comes a point when you have to let it go, call it complete, and move on. I love the brilliant Danielle LaPorte’s Credo for Making It Happen. Like she says, “Every masterpiece that’s ever been done, could have been better.” It’s a strangely freeing sentiment. Give yourself permission to prioritise progress over perfection, and launch anyway. Your copy isn’t set in stone, so you can always tweak it once you get some feedback.
Writing sales copy is hard, and even harder for us introverts. The key to making it authentic is – not surprisingly – being authentic. Focus on the unique value you provide to your customers, and your sales copy will be authentic, effective, and an ick-free zone.
Happy writing (and selling)!
About the author
Sally Cameron is a proud introvert, and Freelance Copywriter & Editor at Sally Cameron Copywriting. She helps solopreneurs, starts ups, and SMEs connect with their tribe, compel action, and convert more business. When she’s not writing her heart out for her lovely clients, you’ll find her engrossed in a book, hiking in the mountains, or baking something sweet (she’s currently mastering the art of cinnamon scrolls).