Me, me, me, me, meeeee! Look at how awesome I am. Look at how many people love me. Look at my legion of twitter followers. Look at how my dress twirls! You? No way, this is about me. You should buy something from me because… well, I’m me and you can see how great I am.
There are a lot of well-meaning websites out there. Well-meaning websites that are only about one thing, their owners and how insanely awesome they are.
But, it’s time to face the hard truth… your website is not about you.
It’s about connecting with people.
It’s taken me 4 years, countless hours reading blog posts about web copy, a website copywriting course and more courses about online marketing to really “get it”. And there is a fine line, because to connect with people – you do have to talk about yourself and (yikes!) sometimes show yourself. But, the key is to not make it about you. Catch the difference?
Talk about yourself, but don’t make it about you.
Even here, in this space, I frequently talk about me, my struggles, my revelations, my peeves, etc. (And yes, sometimes I may over-share). But, for the most part I’m not writing to show you how great I am. I am writing about me, but I’m not making it about me. I’m writing for you.
I’m writing to be real with you.
Because I want you to know me.
Because what happens when you start to feel like you know me? You start to trust me. Then you might listen to what I say a little more. You might start to ask me questions. You might challenge me. Overall, you’ll be more inclined to WANT to refer me, collaborate with me or buy from me, because we have connected on a human level.
That human-ness in us is actively seeking connection. We look for ways to feel more connected to others all the time. So be kind. Make it EASY for people to know whether you’re for them or not. That way they can fall hard or move on.
Tell people if they belong. Help them to know if they resonate with you, or not.
One of my most favorite things in when people write little sections like:
- This is for you if…
- This is not for you if…
The MAJOR caveat being that there needs to be real examples in those lists, not generic thing that apply or don’t apply to the masses. Examples:
This blog is for you if… you work for yourself and want to feel inspired.
This blog is for you if… You work from yourself and love it, but you sometimes feel a bit crazy and you want to know you’re not alone.
This program is for you if… you need a website!
This program is for you if… you need a website, you already have a marketing plan and all your web content almost done.
Bottom line… Your website is a tool to start a dialog, which can bring more connections which in turn can bring you more business.
You have to want to connect with people, instead of just babbling about how wonderful you or your stuff is. You have to go beyond the run of mill, informational, boring web copy that reads like an English 101 paper. And, you have to use words that help them feel something. Words that create a conversation, because you’re talking to them.
People urn for connection (well, at least I do). People want to feel like they’re understood and like they can relate. When you make your website for them and about them they can easily decide if they feel connected to you. Which can be one of the most powerful tool in business and life.
A few copywriting blogs I’ve been devouring recently:
http://themiddlefingerproject.org/blog/ (not for the faint of heart)
Not a blog, but incredibly invaluable community with courses that I recently joined and helped me “get it” and they do have an ab fab podcast: http://fizzle.co/