How Copywriting Can Make You More Likeable to Clients

Shock. Horror. Hardly believable.

People like people who are like them. Hang on, because that’s not the shocking part.

The shocking part is how few businesses use that everyday knowledge.

Want your clients to feel that you’re just like them? First thing: make sure you sound like them when you write to them.

But how many companies that want your business sound nothing like you?

You say “spade”; they “deploy a designated digging instrument”. You say “accountant”; their website advertises a “business solutions provider”.

  1. Clients are more likely to buy from you if they like you.
  2. Clients will like you quicker if you speak their language.

Here are some simple ways to see if you write like your clients speak — and to get you back on track if you don’t.

1. Look up your industry and what it does on Wikipedia

Fastidious editors pluck Wikipedia clean of jargon to keep its entries clear to anyone.

Here’s Wikipedia on copywriting, for instance:

“Copywriting is the act of writing text for the purpose of advertising or other forms of marketing… to increase brand awareness and ultimately persuade a person or group to take a particular action.”

And here it is on content marketing:

“A type of marketing that involves the creation and sharing of online material… that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”

Copywriting and content writing are frequently confused, but not by anyone who has read those two definitions. Copywriting on a website, for instance, drives action; content writing on a website (writing blog posts, for instance) stimulates interest without seeking an action.

How close is Wikipedia’s language about your industry and services to the way you talk about them?

2. Read your reviews

What words and phrases do clients use when they write about you or your services?

You’d be well advised to use those terms. (The purist in you might resist because the terms aren’t strictly correct, but do you want to be right or do you want more business?)

Australian builders have got this down. No Australian says they’re building a house; they’re building a “home”, even though the word “home” is broader than “house”. That’s why you won’t find websites for any “house builders” in Australia, only “home builders”.

Your industry has developed phrases to capture concepts succinctly. Inside the business, they make discussion easier. Outside the business, you can endear yourself to clients by swapping to the phrases they use.

3. How do clients write when they recommend your services?

Similar to reading your reviews, ask your clients what they say to someone when they’re recommending your service. They won’t say that you leveraged long-term solutions to isolate their capital growth. They’ll say you made them more money in the long term. So that’s what you should say, too.

If you don’t want to ask your clients directly, look for relevant forums where people ask for help. What do the people answering queries say when giving recommendations?

4. Talk to the people who know your clients best

Who in your business talks to your clients? Salespeople? Account managers? Customer support staff? Ask them to take you through the questions they’re asked and their sales pitches. No one in the business will know better how your clients talk than the people who speak to them every day.

External language check

If you think your website might be liked better by people in your business than your clients, why not get a website review from a professional copywriter? You might find you’ve missed some simple ways to increase your conversion rate, especially if your competition is making the same mistake.