Social. Media. Marketing.
How often have you heard someone say those words?
A hell of a lot more than they really explain them right?
But writing for social media, creating presence through content, and connecting to customers are essential for business growth.
The truth is that you already know marketing on social media is important.
You know that you need to show up consistently on social media, grow your following, and serve your ideal customer or client.
Lots of people will try to sell you courses and seminars and worksheets (Oh, the worksheets). And I like to think they mean well.
They’ll tell you to be on every channel, doing all the things, all the time.
And while I’m all for consistency, I also love strategy.
Really love it.
So my gripe with what I sometimes hear people say about doing well when writing for social media?
What’s missing is a concrete strategy about writing for social media or a set of strategies, that you can actually use without sounding like an overbaked influencer or a robot with preprogrammed “Click, like, subscribe” barcode on their forehead.
So how can you create a social media presence that connects, serves, over-delivers, and converts?
The answer has to do with how you think and how your customers and clients think. And it’s hiding in plain sight: In your social media writing.
So, since you know how important your copy and your social presence are to your business, we’re going to dive into 4 awesome secrets that will help you write killer social media copy.
That way you’ll be able to create and use real strategies to connect with and sell to your favorite people, your customers.
Storytelling As a Sales Powerhouse When Writing For Social Media
“That’s Pretty…” you say to yourself as you scroll thumbs first through Instagram. You click on the image and you’re greeted with just a three-word caption: “You’ve got this.”
Your scroll continues…
But why didn’t you click the link in the bio? Head to a website? Comment on it? Share it?
The answer is probably NOT the photo.
You noticed it.
It stopped your scroll. And man, was it pretty.
But nothing in the caption was remarkable. Nothing connected. And so, you continued to scroll.
Now, imagine you’re the business owner or entrepreneur on the other end of that scroll.
Someone saw your post. You can see it in your analytics. But nothing came of it. Not even a DM and certainly not a sale.
For real though.
I don’t want you to be on the other side of this experience.
So I’m here to tell you: Where you’re going, you’re doing big things, you’re serving amazing people, and basic copy and captions are not going to make that happen.
Basic social copy is the gray wool sweater of social media. You have one, you wear it, but it’s definitely not a conversation piece.
No one compliments your grey wool sweater, and they probably won’t remember it once you’re gone.
But, depending on your style, your social media copy could be your little black dress, your favorite pair of fun and funky sequin pants, or a pair of flip flops that you notoriously slip on each day well into the fall.
People love them.
You’re known for them.
Your favorite people will remember them.
And they’ll probably connect with you about them. (Even if it’s just to know if your feet are cold. Which, they probably are…)
So what’s the one thing that will serve you as you write for social media?
You know, when you write that sequin-pants-level-awesome copy for all of your social channels?
Research from historians, doctors, and psychological researchers tells us that we as humans are pretty much wired for stories.
We love to tell them, we love to hear them, we love to make them up, and we also love to feel like we’re a part of them.
In fact, there’s been research that when we worry about something potentially happening and tell ourselves a story about it, our bodies can react like it’s actually happening.
This is tough news for anyone who feels anxiety, but it’s actually great news for you when you write your copy!
So here’s a tip: If you can tell a story that connects, like “I can feel that in my bones” connects, you can impact your customer’s behavior.
Pretty cool right?
So how do you do that?
You do it by going all-in on three big things. One you already know really, really well. The other two might be familiar as well.
So don’t sweat it!
Number 1: Get your ideal client’s blood type.
Name them if you need to. Know what station they’re telling Alexa to play. Know what’s in their Amazon cart. Know what they eat for breakfast if you want.
Just really know your people.
The stories you tell have to be relevant to them.
Number 2: Know WHY Your Clients Go To The Gym
This is all about knowing what clients’ problems and pain points are and know why they have them.
Every marketer can say “Know your client’s pain points.” But I’m here to tell you that knowing why they have them, or why they’re driven to overcome them is just as important.
Imagine you’re a physical trainer.
If you have a client who wants to be in better shape so he can play baseball with his young son this summer, he’s got a pretty important why. And your copy can speak to him specifically.
If he wants to get in shape to run a marathon, or strut the beach without a shirt. He has a different “why.” You’ll tell different stories to reach him when you’re writing for social media. And the stories you tell will hit him at different levels depending on how deeply you “get” his “why”.
Number 3: Let Things Get a Little Emo
My advice here?
Don’t be afraid to evoke challenging emotions.
Think about it.
Did you learn to walk by getting up one day and making a b-line for the fridge?
No. You learned by falling down, getting up, and doing it again. (By the way…When you made it to the fridge, I hope you got some awesome ice cream… I digress.)
Telling stories that offer challenging emotions, or connect to challenging emotions your customer is feeling makes those stories even more powerful.
And remember: We’re here to connect and build trust. So, use challenging emotions responsibly.
The other thing about telling stories that connect on the challenging emotion level is that we have the chance to add some serious value to people’s lives.
So much value.
Because once we allow them to feel those tough emotions, once we connect with their pain points and problems, we get to help them get the hell out of there.
The story lets them know we’ve been there and the rest lets them know that we have a solution and we’re going to help.
We don’t want to leave clients in challenging emotions. We want to add value by giving them the chance to leave them behind or solve their problems.
That’s powerful storytelling. That’s powerful copywriting.
So what else can we do to write copy that connects and converts?
UHH…we use psychology of course.
And don’t worry, you don’t need therapy or Psych 101 to do what I’m about to suggest next.
Using Psychology To Create Share-Worthy Content
And his work is so ridiculously thorough (and I love thorough). He studied a ton of companies including Apple Computers and lots of viral content, including the “Charlie Bit My Finger” video.
His research identified several key things that make something “go viral” but we’re going to focus on two here right now so you can use them when you write for social media: Social Currency and Practical Value.
So let’s start with the more obvious one:
Practical Value Can Be Corny
Berger talks about this older guy who made a video about ears of corn being put in the microwave so they’re easier to shuck.
That video has been shared millions of times, and the reason is… you guessed it… practical value.
It’s helpful to have an easy way to make delicious food in less time. It’s like a corn cheat code on Youtube.
When you offer tips and strategies to solve problems or address pain points, you’re adding practical value. And when you do this consistently, you build a relationship with your people that lets them know that you’re here to help.
You’ve got their back and you know your stuff.
So, if you’re not ready to tell stories just yet, try stretching your creative muscles with practical value.
Now on to Social Currency.
And for this… we’ll bring in the Mean Girls.
The Mean-Free Way To Get Social Currency
What made the “Plastics” so cool?
Whether you want to admit it or not, it was probably the exclusivity.
In other words, the “You can’t sit with us.” mantra actually made you want to sit with them more.
I mean… what were they doing over…there!
What else made them cool?
They were insiders.
They knew things!
And the fact that they knew things, well that was their social currency.
Social currency is the idea that we share brands and companies in our day to day lives as a way of relating to each other…socially.
We want to be the one who knows the restaurant with the best margaritas or the Michelin Star-ed restaurant that only takes reservations in person, or the speakeasy that just opened down the street where you need to go into a laundromat and insert a quarter to enter.
(Can you tell I’m hungry?)
We want to know these things because it makes us appear hipper, wiser, or more “in the know” to others.
And if you have a brand or company, you want to be the one that people know or the one who introduces them to the “thing they should know”.
So, what might that look like when you write it?
Maybe you have a “Best Kept Secrets” list for travelers or a “Next Big Thing In Skincare” PSA about a new product that’s about to blow up in the U.S. as it makes its way from overseas.
The phrasing you use, if it’s going to use that social currency green, needs to make your people feel special, exclusive, and like they’re in on something that will impress others.
You don’t need to say that, by the way. Because honestly, this social currency thing, it’s sometimes not even something we consciously do.
We just tend to like the feeling that we’re in on something awesome and we like the feeling of letting others know we’re in on it.
And the best part is, you don’t have to be mean to make this work.
Just be that go-to resource, offer awesome insider information or offer that are limited or exclusive and make sure you know your ideal client well enough to know the kind of information that they’ll love sharing.
Social currency can become real currency because it adds value, hits on our desire for connection to others, and helps establish you as the person who knows all the things.
So, tell me. What will you be the go-to resource for your audience?
Now let’s talk about the age-old question,
“How often should I post”
Give Your People Value Overload So They Really Feel The Love
When writing for social media, you know you need to give your customers some awesome value for visiting your page.
Whether it’s stories you tell, tips you give, personal reflections you offer, or just some good ole’ fashioned entertainment and funny stuff, you want to deliver for them.
They’re your people.
You really dig them.
But you don’t want to be a crazy person right?
Well…maybe you do.
If you’re crazy about your customers, go for it. Over-deliver.
Post as often as you like. And while you’re at it, get on a schedule so they can anticipate, wait for, and get excited about what you’re going to share.
And don’t forget to give them the go-ahead to do things like share and comment.
And then write back. Write back and add value there too!
Write back, get on a schedule, add value. Repeat.
Getting into the habit of writing for social media makes your people feel loved.
Because when you do, when you’re obviously obsessed with your people, they’re going to notice. And we all love to be loved.
So go for it.
Don’t hold back.
And watch how that transforms the things you post, the customer relationships you have, and the rewards (personal and financial) that you experience.
One key action step for over-delivering?
Plan your content. Not just when you post, but what you’re talking about when you’re writing for social media, what offers or events you’re going to lead customers toward, and how you’re going to keep that relationship amazing.
And if you like to be spontaneous, go for it. But try that spontaneity in things like Facebook Groups, Facebook Lives, Instagram Lives, and Instagram Stories.
The rest can be planned. And doing so will make your life easier and your impact greater.
Because then, you’ll be consistently adding value on top of value on top of value for your favorite people.
That’s why you do what you do anyway, right?
Ready for the last secret to writing killer copy?
Make It Action-Packed
Which do you like better, be honest:
– I am so excited to work with you!
– I would be so excited to work with you!
– I was so excited to work with you!
If you’re being straight up with yourself…
You probably picked the first one.
We want things to be happening here and now. So our copy should be written, with a few exceptions, as if it’s happening right now.
One such exception: If you’re telling a story that happened in the past, of course.
But for the most part, keep things in the here and now when you can.
Another thing about action: If you want to build your business, people are going to have to take some.
So how can you write copy that leads your people to take the action that you want them to take so you can help them address a pain point or solve a problem?
The answer is mind-blowing…
You tell them what to do.
That’s right. You’re a Boss. In the best way, of course.
What does that look like?
-You ask them for feedback in your copy.
-Tell them to head to the link in your bio
-Direct them to click and comment
-Let them know you’re hopping on a Live video soon and you want them there.
Whatever action you want your people to take, you can make it happen by pointing them in the right direction.
Bringing It All Together, Without The Used-Car Smell
So, you’re ready to try some of these approaches. But your drafts kind of feel a bit old. They remind you more of copy written in the 50’s with the scent of used car salesman wafting from them…
You want to make an impact, grow your business, and help some people.
But you want to do it in your own way. So, how do you do this without sounding like a used car salesman? (No offense used car sellers!)
You couple one of the secrets from above with a call to action and you write it with your ideal client in mind.
If you need some examples to get you started. I’ve got you!
-Telling a story and asking people to comment on their perspective on it. ( “Can I tell you a story. ___tell the story___. Has this ever happened to you? Comment below and let me know.”)
-Giving people some free social currency (“Want to see my list of the 5 best secret rooftop bars in NYC? Head over to the link in my bio and drop your email in there to get your list now!”)
-Adding value and ask them to share (“If you loved this strategy, please share it with a friend, or post it to your Insta Stories so we can get the word out!”)
-Describing your work or a product and how it will help with an emotional or painful experience. Then tell people how to get their hands on it! (“If you’re suffering from excruciating back pain, you can pick up your all-natural pain-relieving gel here.”)
Are you still feeling a bit off?
Try writing each of these for your business specifically.
And for those who really want to really see what you’re capable of?
Try writing them in 3 different ways.
-Has this ever happened to you? Leave a comment below and let’s connect!
-Does this sound familiar? What did you do when you__experience here___?
-Girl, am I the only one who thinks like that?
-Were you ever in that same boat? Feel free to share how you handled it in the comments below.
Sound familiar? If you’re ready for a change, comment below and we’ll chat!
That’s how it’s done.
Pretty awesome, right?
Well, it gets even better.
The best part of spending time creating amazing action-oriented copy is that every time you help someone, every time you add value, you’re becoming a trusted resource and you’re increasing your chances of being able to help more people.
That’s how you grow your business, your brand, and your reach.
That’s the secret to killer copy for social media: Engage, add value and do it your way.
Want More Awesome Ways To Knock ‘Em Dead On Social Media?
We covered A LOT of strategies you can use when writing for social media today.
If you’re trying them all out in your business, you should be super proud of yourself.
But there’s so much more to learn!
If you’re ready to explore your current social media strategy, you can book one of my limited spots for a complimentary 30-minute marketing plan