Don’t make this mistake when you target your copywriting

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Business coaches and copywriters often target “conscious” heart-centered businesses such as energy healers and life coaches. They are seen as separate from businesses such as lawyers, financial planners, insurance brokers, and other business consultants

The assumption is that some business owners are more sensitive, concerned, and caring than others.

What’s the difference between “heart-centered” service business owners and those who unabashedly say they are in business to make money?

From a copywriting perspective, the gap is not as great as many marketers suggest. Often this assumption is based on three myths.

Myth #1: Only heart-centered business owners care about helping clients.
Reality: Most ethical service business owners love their customers and want to help them.

Let’s consider a financial planner who coaches a couple out of debt or finds a way for their kids to go to college.

Or talk to a lawyer who unites families torn apart by international boundary lines, or who rescues the reputation of someone unfairly accused of a crime.

For that matter, has your sanity been saved by a moving company that showed up on time and took care of everything you needed?

Myth #2: Heart centered, conscious business owners need to sound authentic.

Reality: Nearly all service business owners want their content to sound conversational and human. But creating an authentic presence online calls for copywriting techniques.

Like many of my clients, I once feared having to choose between hype and authenticity. In fact, when I learned copywriting principles, I thought I was sounding sales-y and false. To my surprise, readers told me they felt more comfortable with the new style. “It’s more like you,” they said. “More friendly.”

Business owners who promote themselves aggressively are profit-seekers who don’t care about their clients.

Reality: The truth is that strategic marketing often is the kindest way to offer help to others.

More than once, I’ve found myself asking a service provider, “Why didn’t you tell me the benefits of using your services? I’ve been missing out.”

“Mary” is an insurance broker. She meets “Fred” at a networking event. Fred mentions that he is calling companies to get individual coverage. Mary doesn’t want to be pushy or aggressive. She says, “I will be happy to help if you need me.”

Fred nods politely and signs up with Mega-Mutual. “Who needs Mary?” he says. “I got a good deal.”

Two years later, Fred meets Susan, another insurance broker who has embraced marketing (pardon the expression) whole-heartedly. Susan’s website clearly spells out the benefits of using her services.

“Did you know,” she asks, “that an insurance company rep can ‘forget’ to tell you about a low-end plan that might be perfect for you? Will they get to know you before recommending a plan so they can point you to a little-known opportunity?”

Susan shows Fred a plan that costs $30 a month less than his current choice. That’s $360 a year. Now he has funds for some splurges. Lots of charities would love to get that $360 as a donation.

Is Susan heart-centered? She wouldn’t say so. But her website content gets right to the heart of her business and her clients.

Cathy Goodwin specializes in helping business owners use stories purposefully to support their strategy. Today’s business owners need stories — but they only work if they’re chosen wisely. Learn more about copywriting with this free guide: 7 Copywriting Tips To Jumpstart Your Sales

Originally published at

Helping entrepreneurs and independent professionals grow their businesses one story at a time.

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