Advertising and marketing is like being a well-paid juggler—you’ve bought social media in a single hand, advertising and marketing in one other, and someplace above you is your content material technique.
And that’s simply to call just a few of the advertising and marketing channels you’ve bought in your plate. With all of those platforms, it could possibly begin to get actually onerous to maintain your copy constant.
Everyone knows how necessary copy is—it’s the factor that defines your model and strikes prospects by means of the Buyer Worth Journey. However what occurs if somebody reads your copy on social media, opts-in to your provide, and is met with completely completely different copy? 😧
Leads received’t be capable of get previous the “belief issue” that’s important for them to belief you adequate to purchase a service or product from your corporation. Identical to another relationship in our lives, the client to enterprise relationship requires consistency.
Listed below are 5 inquiries to be sure to’re creating constant copy throughout your whole platforms.
Query #1: Does this copy abide by my model tips?
Your model tips are the blueprint of your model. They’re going that can assist you determine what’s a “Yay!” and what’s a “Nay…” in your copy. Model tips are going to be a huuuuge (critical emphasis on the massive right here) assist to conserving your copy on model, particularly you probably have a bigger group.
Consider them because the SOP for writing your copy and content material. In case your copy doesn’t verify each mark that it must in your model tips then it’s going to create inconsistency throughout your platforms and funnels. Use this guidelines to make your life simpler—if the copy can verify each model guideline on that listing, inexperienced mild it! If not… ask your self—what must be modified?
Query #2: Would my prospects count on this from me?
Your copy is your model voice. After partaking with your corporation on social media, by means of your articles, or your emails your prospects are going for use to listening to a particular voice from you (ahem, consider your model tips). They wish to hold listening to that voice…not unexpectedly learn or hear a brand new model voice.
In case your model voice is all the time enjoyable and playful, however you come out of nowhere with a name to motion that’s formal , your prospects are going to be confused—and a confused particular person by no means buys. In a confused state, your lead is feeling hesitant. By studying or listening to copy that they might count on from you, your leads are in a assured state—and a assured state does purchase.
Query #three: Would my prospects acknowledge me if I took away my branding?
Let’s take away your model colours, fonts, and pictures…can your prospects nonetheless see you? This could be powerful for some manufacturers, nevertheless it’ll enable you to ensure that your branding is constant from socials to merchandise. If the one factor holding your branding collectively is your coloration palette and fonts—there’s a giant drawback. Whereas these items is all icing on the advertising and marketing cake, your copy is the precise cake. 🍰
In case your copy is so on level that with out another clues about your model your followers, subscribers, and prospects can inform it’s you, you’ve nailed it. You’ve made a scrumptious cake that individuals wish to chunk into…and also you’ve added the icing on prime that makes folks much more excited to seize their fork.
Query #four: Does this slot in with my different copy?
Each model has a special means of asking their followers to interact with their content material, their web site guests to subscribe to their e-newsletter, or their subscribers to click on on the provide. Every time you write copy for a brand new give you wish to take a look at it within the context of the copy you’ve written to your different gives. Is your new copy to this point off that your prospects are going to really feel like they don’t know you in addition to they thought they did?
New copy ought to slot in nicely with the opposite copy you have got stay proper now. This isn’t to say you can’t A/B take a look at your copy and do one thing completely left-field—so long as it’s nonetheless coming from the identical area. Consider this within the context of your model colours…for those who normally model with a medium-color inexperienced however you wish to spotlight one thing with a lighter inexperienced, that is sensible. Your leads and prospects aren’t going to be completely off-put. However, for those who resolve to scratch the inexperienced and go together with yellow…they’re going to be asking—is that this *insert your organization identify’s* web site?
Use these questions to ensure your copy is constant from the primary touchpoint throughout to the day your buyer buys your highest ticket provide. This consistency is what your relationship is constructed on—so make it a robust basis.