Mastering Copywriting to Forge Client Connections with Expert Beth Knaus

How you use your words determines how you connect to potential clients. Copywriting is a powerful tool for building genuine connections with potential clients. By creating messaging that speaks directly to their needs, values, and aspirations, copywriting helps potential clients feel seen and understood. Here are some ways to finetune your messaging with your audience in mind.

How do you help your network know, like, and trust you so they can refer potential clients to you?

Your network only has the information you provide for them. To know you, they need some unique information that separates you in the marketplace. To like you, they need to connect with relatable stories you share. To trust you, they need you to share tips and social proof so they know you’re reliable and good at what you do. It’s key to:

• Be connected on social media and show up consistently.
• Use a CRM to stay in touch and build relationships.
• Share about yourself personally, not only about your business.
• Be clear in your voice and messaging so they know what specific type of client you’re looking for.
  
  

People want to connect with YOU, so be authentic!

How can businesses use copywriting to build relationships with potential customers?

All copy is content, but not all content is copy. Copy is used for sales, and content can be used for indirect sales, but mostly for reach and visibility. Both require strategic storytelling that creates relatability – your readers want to know that you’re an expert but also human. 

Everything you write should be written as a personal conversation between you and one person. If you’re speaking to everyone, you dilute your message and miss your market. Sharing your perspective, experience, and social proof will help potential clients eventually become actual clients.

What are some key pieces of copywriting needed on a website to help foster the 'know, like, and trust' factor with readers of copy?

• Have effective calls to action on all pages that direct the visitor to journey through your website.
• Keep it brief and simple. Visitors are most likely looking at other sites besides yours and are not looking to commit to reading a novella.
• Include testimonials that show you can provide the outcomes you say you can.
• On the Home page, you have seven seconds to capture someone’s interest, so your top hero section needs a great tagline and clear sentence that tells them what you do. This lets them know they are in the right place and will encourage them to look further on the site.
• The About page is not about you. It’s about sharing a commonality they can relate to so they see why you’re the person who can help them personally. Save your credentials for lower down on the page.
• Your Services page should cover both facts and feelings. You want to hit the pain points that are stirring emotions, then answer with solutions that are both concrete and will make clients feel better. Share tangible value that they will take with them after working with you.
  
  

How can copywriting convey the all-important core values and brand that will speak to potential clients?

First, be clear on your personal brand messaging. How do you want to sound when you show up in front of your ideal clients? Use engaging storytelling to convey this.  Demonstrate your values and how you lean on them when you’re challenged. 

Develop a language bank you can refer to when you hesitate in writing or speaking about your business – words, phrases, and statements you can use comfortably with confidence. Speaking truly about who you are and what you do should come naturally to you if you have foundational messaging. Use a consistent voice in your copywriting to build trust.

How important is branded copywriting for building relationships with customers?

It’s imperative. You are not the only person in your industry, location, or on the internet. The more you use your brand voice to speak to ideal clients, the easier it is for them to see that you’re the best fit for them. Building relationships requires a level of vulnerability and sharing parts of yourself and your experiences to highlight what value they will get from building a relationship with you.

Beth Knaus writes content and copy for confident female entrepreneurs who need help defining and strengthening their brand voice and messaging so that they can speak more clearly to their target audience. Beth is an award-winning copywriter, messaging consultant, speaker, and author. She shares her insights about how you can leverage your copywriting to connect to clients. Learn more at ThatsApade.com.

By streamlining your marketing approach, your business can generate a consistent flow of referrals. My ultimate goal is to support small businesses by leveraging the power of human connections in the digital landscape and nurture a thriving community of customers and partners. For more information, visit BusinessRelationshipsMatter.com.