Marketing is like being a well-paid juggler: you have social media in one hand, marketing in another, and somewhere above you is your content strategy.
And that’s just to name a few of the marketing channels you have on your plate. With all of these platforms, it can become very difficult to keep your copy consistent.
We all know how important copy is: it’s what defines your brand and drives prospects forward. Customer value journey. But what if someone reads your copy on social media, chooses your offer, and comes across an entirely different copy?
Prospects will not be able to exceed the “trust factor” that is essential for them to trust you enough to purchase a service or product from your business. Like any other relationship in our lives, the client-business relationship requires consistency.
Here are 5 questions to make sure you create consistent copy across all of your platforms.
Question # 1: Does this copy meet my brand guidelines?
Your brand guidelines are the model of your brand. They will help you understand what a “Yay!” and what is a “no …” in your copy. Brand guidelines are going to be a huge help (emphasis on huge here) in keeping your copy branded, especially if you have a larger team.
Think of them as the SOPs for writing your copy and content. If your copy doesn’t check all the necessary marks on your brand guidelines, it will create an inconsistency between your platforms and your funnels. Use this checklist to make your life easier – if the copy can verify all of the brand guidelines on this list, give it a go! If not… ask yourself – what needs to be changed?
Question # 2: Would my clients expect this from me?
Your copy is the voice of your brand. After interacting with your business on social networks, through your articles or your e-mails your prospects will be used to hearing a specific voice from you (er, think about your brand guidelines). They want to keep hearing that voice… not unexpectedly read or hear a brand new voice.
If your brand’s voice is always fun and playful, but you come out of nowhere with a formal and professional call to action, your prospects are going to be confused and a confused person will never buy. In a confused state, your lead feels hesitant. By reading or listening to a copy that they would expect from you, your prospects are in a confident state and in a confident state purchased.
Question # 3: Would my customers recognize me if I removed my brand?
Let’s remove the colors, fonts and images from your brand … can your customers still see you? This can be difficult for some brands, but it will help ensure that your branding is consistent, from social media to products. If the only thing that unites your branding is your color scheme and fonts, there’s a big deal. While all of this is the icing on the marketing cake, your copy is the real cake.
Yes your copy is so on point that without any other clue about your brand, your followers, followers, and customers can tell it’s you, you’ve nailed it. You made a delicious cake that people want to bite into… and you added the icing on top that makes people even more excited to grab their fork.
Question # 4: Does this match my other copy?
Each brand has a different way of asking its subscribers to interact with their content, their website visitors to subscribe. their newsletter, or their subscribers to click on the offer. Whenever you write a copy of a new offer, you want to consider it in the context of the copy you wrote for your other offers. Is your new copy so far away that your customers will feel like they don’t know you as well as they thought they did?
The new copy should integrate well with the other copy you currently have live. That doesn’t mean you can’t A / B test your copy and do something totally left, as long as it’s still coming from the same field. Think of this in the context of your brand colors… if you usually mark with a medium colored green but want to highlight something with a lighter green, that makes sense. Your prospects and customers will not be totally discouraged. But, if you decide to scratch the green and go with the yellow… they’re going to ask – is that * insert your business website *?
Use these questions to ensure that your copy is consistent from the first point of contact until the day your customer purchases your highest ticket offer. It is on this consistency that your relationship is based. So make it a solid foundation.