My prior article defined copy as being “persuasive.” By definition, the words we call “copy” should persuade a targeted audience to take a desired action. That could be a sale, a vote, a donation, a pledge or more.

We all know words have power, but yet it’s still a mystery: How do you persuade someone to take action using copy? Here’s one tip: Make it personal.

A quick aside: “Copy” is typically a collection of words that can be read in a piece of media, like a magazine ad or Facebook post, or heard in a piece of media, like a YouTube video script or a podcast.

The fact that someone has devoted their limited attention to that medium — they have stopped in the midst of their very busy day to click an ad or put in their earbuds to listen to a playlist — makes that medium personal.

Your copy should match that. And your copy should respect that.

Your copy should be personal.

What are a few key attributes to copy that’s personal?

  • It’s meaningful: Your copy should mean something to the reader because it solves a problem they’re having. Something is keeping them up at night. Questions race through their heads. Your copy should answer those questions, solve those problems and ease those fears.
  • It’s productive: Again, your copy should help the reader solve a problem, but it should also help you create and build a relationship. You should be a source of information at all times; you should help your customer get from Point A to Point B, if not Point Z. You should be a friend — maybe even a best friend. If this problem ever comes up again, you should be the shoulder to lean on.
  • It’s comforting: Your copy provides help in a time of discomfort, as opposed to dealing in fear-mongering. Yes, “fear of missing out” is a real tactic, but that’s not scary fear, it’s “oopsie” fear, like, “oopsie, can’t miss pumpkin spice latte season.” Yes, the Problem-Agitation-Solution formula works, but you don’t need to agitate in a scary, apocalyptic way. (“Love pasta but hate the mess? Will your family starve and waste away if you don’t cook it right? Well, we have the kettle for you!”) When a customer’s pipe bursts in their basement, they don’t want the ad that yells, “Water Damage Will Ruin Your Home Value!” They want the ad that removes obstacles and objections, saying things like, “30-Day Guarantee” and “24-Hour Emergency Service” and “Fully Bonded and Licensed” and “We’ve Done This For 30 Years – We’ve Got You.”

When your copy creates meaning, when it’s productive, and when it’s comforting, your copy becomes personal, which makes it very persuasive.

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Quick exercise: Think of an item that is or was meaningful to you. How about an old teddy bear? Can you think of three ways that it helped you solve a problem? 

  1. It gave you something to hug when you were scared. 
  2. It helped you think of your parents when they were in the other room. 
  3. It was a friend when no one else could visit and your imagination was going wild.

How about a photograph of your grandma? Can you think of three ways that it helped you solve a problem? 

  1. It kept her fresh in your thoughts when those memories could have dwindled. 
  2. It reminded you of her home where she made your favorite oatmeal cookies — you know, the recipe she hand-wrote for you on the card you stored above your oven.
  3. It inspired you to get things in order, like your will or your funeral plans.

Here’s a silly one: How about a necktie? You know, the one you can only tie if you go to YouTube and search “how to tie a tie”? (Hint: The video script is made up of copy that is helpful, which makes it personal.) Can you think of three ways that it helped you solve a problem?

  1. It gave you confidence on a first date when you missed having someone to love.
  2. It leveled up your appearance at a successful job interview when you needed income.
  3. It helped you play dress-up with your kids, making them happy when they were down about a broken toy.

Seriously, these are how everyday items create meaning in someone’s life. They help. They comfort. They build relationships. The way you talk about yourself and your product, the copy you write shouldn’t just be words, it should be personal.