I’m Rachel and I’m a copywriter for photographers. If you’re new around here, welcome. If you’ve been here a while, may the Lord bless you and keep you. Either way, thank you for taking the time to read my words. I care about each of them and write them with care and intention. If you ever have thoughts you want to share with me, my inbox is always open and I read every note: firstname.lastname@example.org. I mean it.
Last month, I wrote about how you should ask your mom why she likes you. I wanted you to start there to give you a lil confidence boost, a pep in your step before diving into the next step of my master plan to get you writing better copy.
That next step is you talking to your actual clients. I talk about this a lot. Like so much that some of you already clicked the “x” button. But I do it because it’s so important. Using the actual words that your clients use will help you exponentially. It will help them feel like you already know them (hint: you do). Good marketing starts with good listening.
This is the part where I usually tell you to call your past clients on a real phone, using your real voice with no script. I usually tell you to ask them questions about what it’s like to work with you and why they liked you. I sometimes even tell you to ask them what you could do better. THE HORROR.
If all that feels like too much, start with your reviews and your emails. What words do you see your clients saying to you over and over? Look specifically at the emails where they made a decision. Like the decision to get on a call with you or hire you or book the bigger package. The words they use in those emails, in those moments of tension and decision-making, are a great place to find Calls To Action you can use on your site.
And when you know what you said when your favorite clients booked you, you can start weaving that into the copy across your site. On your home page, you can lead with what your clients saw as the number one benefit to hiring you. (Use the benefit they saw BEFORE they worked with you because that’s what actually got them to book!).
On your about page, use stories and facts about yourself that your clients connect with in person. Think about the conversations you’ve had or the jokes you’ve told that have brought you closer to your clients and put them there.
On your contact page, SELL YOURSELF. Close the loop you opened with the benefit on the home page. Why should they care that you deliver that? How can they contact you? How will you make their lives better?
Your clients have already done the writing for you. The words you should be using are quite literally already sitting in your inbox. It’s just a matter of spending the time, doing the research, and organizing them in your copy.
P.S. Here’s an easy way to implement this immediately and make your copy better TODAY …
… open your email. Search for your favorite client you ever worked with in that bar at the top. Now open a Google or Word document and put them side by side. Go back to your browser and read through every single email you exchanged with them, starting with the first one. Copy the questions they asked (hello FAQ page), and any phrases and sentences that are full of emotion. Paste them into the document and you should start to see the why behind their choice to hire you.
Repeat this with as many favorite clients that you have and the themes should start to jump out. I challenge you to change some Calls To Action buttons on your site after doing this exercise. Steal from your clients. If they emailed you and said “Sold. Where do we sign?”, then use those exact words somewhere. Don’t make it harder than it needs to be! I’m here for you.
To The Point is a video series where I share copywriting ideas for photographers, posted to my Instagram account . It’s just a quick tip to make your copy better in less than 60 seconds. These blog posts are a little more in-depth, to really dig into those ideas. If you would rather watch the short video, click below.