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 DISCOVER THE PSYCHOLOGY-BACKED TECHNIQUES EVERY BUSINESS WRITER NEEDS TO KNOW

(AND BECOME A BETTER COMMUNICATOR AND SMARTER MARKETER)

If you want to Convert Your Online Customers Show the Transformation


Work Transformation Gif

Does your content draw your clients to take action?

If not - Ask yourself

Am I selling information or transformation?

Human beings are creatures of habit, that's right we hate stepping out of our comfort zones. and getting them to take action has become an increasingly challenging task particularly when it comes to making any significant changes or decisions even when it's clear that taking those necessary steps would improve our lives.


The key to breaking through the noise and inspiring action lies in showing your audience the transformation they can achieve.

Transformational copywriting bridges the gap between your customers inaction and action and takes your clients from A to B. And when you present a clear and compelling picture of the positive change that can result from taking action, you tap into a fundamental desire for improvement and personal growth.






In 2012, Calm entered the market as a relaxation therapy website for hyperactive Silicon Valley developers. (That's right users would put on their headphones and listen to calming music and a voice track to a guided relaxation session while at work.)

Their website was simple and featured free guided meditation classes — available for a subscription fee.

However, Calm didn't want to be positioned as another meditation app so they changed their website copy from informational to transformational. Notice how Calm never asks you what your problem is but rather the vision of what you want to become - Reduce Stress, Improve Sleep Quality and Improve Focus.

Copywriting that leads to an aspirational destination and shows a transformation will outperform other campaigns by aligning with your customers inner narrative

A simple Customer Transformation Map can help you build your narrative here's how-

1. Understand Your Audience:

As always communicating with your audience starts by recognising and understanding your audience.

What are their pain points, desires, and aspirations?

Knowing this allows you to craft a message that resonates with them on a deeper, emotional level, that shifts you from someone telling them to change to someone who cares about them achieving their goals.


2. Are you Adding or Subtracting?

Addition (Positive) Your Headline promises to help your customer achieve their goals by ADDING something.

A positive message in your hook should imply what people can gain, accomplish, save, or improve:

Think of -better health

-more money and time

-more popularity

-improved appearance

-self-confidence and personal prestige

-better career and profitable business

-longer and meaningful lives

-happier relationships

Example: 7 tips you can do today to increase your website traffic How to ace your interview and get that promotion

Subtraction (Negative) This Headline focuses on REMOVING the problem and challenge that is stopping them achieving their desired transformation

Titles with a negative approach tell people how to avoid any undesirable conditions

-embarrassment

-failure

-worries

-mistakes

-accident and illness

-discomfort

-loss of business, career, and social prestige

Example: 7 common signs of poor organization and how to avoid slack time management 3 red flags at your job interview you'll want to avoid

Bonus Tip: Headlines with a combination of adding and subtracting often work best 5 Ways to Avoid debt and buy your dream home How to quit your job and earn $10K a month How to stop losing customers and be a better salesperson

Once you have your initial headline you'll want to:

3. Paint the picture of possibility:


The best way to begin building your transformation narrative into your communication is to map it out. If you can visualize it - you can then describe it to your audience. It will also give you a clear vision of the journey you are taking them on and help you tell those micro-stories that define the promises you are making and the results they can achieve.


Before:

  • What does your customer's present-day look like before your service?

  • What do they already have in structure?

  • What are they already achieving?

  • How does your customer feel before they have the solution?

After:

  • What will your customer's future day look like after your service?

  • How do they feel after using your service? in a week, month or year


Add Contrast:

  • What challenges will they face and what obstacles do they have to overcome to achieve this vision?

  • How will they feel if they don't solve the problem

  • What is the picture they are painting?


Put your service in their hands. Provide a concrete, tangible example of the change that's possible.

Use descriptive and emotive language. Show your audience what their life looks like without your service and how it can make them feel, and change their lives for the better.

4. Embrace Universality: Don't just build an Audience - Start a movement:

Create a sense of belonging and camaraderie among your community.

Position your brand as the catalyst for their personal journeys and target a specific universal problem or challenge that's stopping them from achieving their aspirations.


Connect with your audience on a personal level by portraying real-life challenges and achievements. Craft a message that resonates with a broad audience, acknowledging that transformation is a personal, universal pursuit. for example a happier marriage, a fuss-free travel experience, a better job, a good nights sleep.



5. Be transparent and honest: Clearly state the starting point, the journey, and the end result. Avoid exaggeration or misleading information, as it can erode trust.

6. Inspire Through Action: Highlight the Journey: Focus on the transformation process rather than just the end result. Show the hurdles, the growth, and the effort involved.



Getting customers by finding a weak spot and taking advantage of it never sat right with me as a marketer. The idea of manipulating your customers to force a sale for something they might not want was actually the very reason why I got into copywriting so that I could help organisations figure out the true value they brought to their customers, what problems they are struggling with and how can they –in a respectful and meaningful way – and help them solve those problems.


The reality is if you really have a good product and service you don't need to manipulate your customers pain points to make them buy, sign up, or book a demo.

Do you know someone who would love to get better at communicating and writing?


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