Rosalee Lahaie Hera, a Toronto-based certified sleep consultant, had a great looking, information-packed site. But something was missing. Her copy didn’t feel like HER – and wasn’t engaging readers to the extent she had hoped.
So she reached out to me for help.
Rosalee was in the same boat as SO many entrepreneurs. She knew what she wanted to say – but not how to say it in a way that really connected with her dream customers.
She signed on for my website tune-up package – a great way to move the dial in a big way without a big budget – and left it to me.
As I always do, I met with Rosalee face-to-face to gather the info I’d need about her business. My little secret is that those meetings are just as much to get a feel for how my client talks about their business – the language they use, the level of formality, quirky terms, ‘them-isms’ – as it is the information itself.
And that’s because the magic lies in those details.
People want to work with, and buy from people that they know, like, and trust. So part of your copy’s job is to let them get a feel for who you really are. And we do that by channeling our spoken word into what we write for and about our businesses.
This is what we call authentic writing, and it’s one of the three ‘pillars’ of good small biz copy that I teach in my course, Copy That Connects. (For the record, the other two are clarity – because confusing someone is the FASTEST way to lose them – and customer-focus.)
Rosalee’s site didn’t look all that different after we’d updated her content – but the payoff was huge. “I’ve felt such a shift in confidence since Janet helped me nail down my messaging. I’m more confident about my offerings and how to speak about them with potential clients, and it’s so reassuring to know that my truly authentic voice is being reflected on my site,” she says.
And, sure enough, once her changes were in place, the inquiries began rolling in. “After my copy was updated, the number of families that reached out to me for help more than doubled, and the two months since then have been my best and busiest ever.”
If YOUR copy could use an infusion of authenticity, I’ve got free consult time slots available this summer, and am currently booking projects for late August and into September. I’d be delighted to chat with you – book a slot here.
I also have some webinars coming down the pipe to teach you how write in an authentic way all by yourself. (It’s possible – I promise!) To stay in the loop on those, be sure you’re on my email list. You can join here or by clicking the big button below, and make sure you’re following along on Facebook.
And if you need help with SLEEP, I can’t recommend Rosalee highly enough. When I met her, I was struck by both her personality (so warm and understanding) and the unique approach she takes to her work (totally customized and thoroughly researched). I only wish I’d met her when my own kids were younger and I could have made use of her genius. She too offers free consults – find out more on her site at babysleeplove.com.
Janet Nielsen is a communicator with a passion for helping small businesses succeed.