You know your offer. You know your product. You know your goal. But how do you eloquently and effectively communicate all that to your audience? The answer is multi-faceted. So many of us, when we go to write social media copy, start channeling this weird, super-sales voice. All a sudden, we’re a car salesman with a megaphone yelling “HOT DEAL! GET ‘EM WHILE THEY LAST! THIS OFFER WON’T LAST LONG!”
Unless you’re actually a car salesman, this is probably not the voice you want broadcasting to all your social media followers. You want your voice to reflect YOU and the language you use in your everyday life. This is what we are talking about your social media presence.
So, how do we accomplish that? Here are a few ways.
Analyze how you speak to your clients in real life.
This is the best place to start. Next time you have a real-life conversation with your customer, take note of how you speak. Are there words you frequently use? What’s your tone? How do they, your customers, typically respond? These answers will help guide your social media marketing copy and match your online presence with your real-life personality.
Speak to a specific client, not a generic group.
When you begin writing your social media marketing copy, think about a specific client. How old are they? Where are they from? What are their pain points? When we visualize speaking to a specific person, not a broad group, our language becomes more dialed-in, and the reader can better picture themselves using your product or service. Think about specific conversations your client may have when using your product or service, and speak directly to that.
Look at your email inbox.
You already have a wealth of knowledge when it comes to your tone and voice, and it’s right in your email inbox! How do you phrase your emails? How do your customers usually respond? Take note of the tone of the messages, and this will help steer you in how to craft an authentic voice in your social media marketing.
Dial back the aggression.
When we’re selling something online, sometimes we feel like we need to jump off the computer or phone screen and yell our message to the masses. We’re here to tell you; this isn’t necessary! If you’re selling something that people want, then they will buy it. Simple as that. Dialing back the aggression and approaching your copy with a softer tone can help ease your potential customers into buying your product or service. Write like you’re talking to a friend, not a stranger off the street. This tone will help establish familiarity and make you more approachable.