3 Tips To Empower Your Conscious Audience To Take Action
Sounds like it may be the right time to invest in content strategy.
Here’s the thing–your web copy needs to be just as strong as your web design. You need to be able to effectively communicate in just 8 seconds why your audience should include you in their story.
Empowering donors to take action is all about understanding their biggest pain points, how supporting your organization helps them relieve those pains, and be part of something impactful on a local or international level.
That’s why your copy needs strategy.
To help you get started diving into the foundation of your marketing copy, here are 3 tips to help you write copy that inspires your audience to take action.
1. Identify the pain points of your audience
Whether you are marketing to donors, customers, beneficiaries, or volunteers, your audience is experiencing a barrier in their growth.
For donors, that could be a link between a personal experience or possibly just a passion for supporting what your organization is funding. They want to feel accomplished in fighting a stigma or overcoming trauma.
For customers, they’re looking for products and services that give back to their community. For beneficiaries, they want to access resources that help them lead a more fulfilling lifestyle.
These barriers can be broken down into external and internal challenges that can be addressed through how you approach your marketing copy.
Before you can start writing that copy, you need to dive into who that “ideal” audience is by doing the work. This is best done by creating an actual avatar for your “ideal” customer that you want to empower to take action.
Get started by asking yourself and your team these questions:
- What is their unique lifestyle like?
- What are their wants and needs?
- How do they feel about them?
- How do you lead them to a more fulfilling life?
And honestly, there is no harm in asking your most loyal donors or clients these questions directly so you can better understand how to grow your organization.
2. Develop a consistent organizational voice
Now that you’ve worked through who your audience is, you need a relatable and recognizable voice for your organization.
Your organizational voice is your character.
It’s how you communicate your value and approach your marketing copy.
Is your organization all about making your audience look like a hero, using language that makes them feel like they are saving the day? Or, is your organization more about getting your audience to break the status quo and they relate more to a little sass and humor?
What makes your organization sound unique? How can you build a character for your organization and keep it consistent?
Brand archetypes are a great way to dive into this.
Haven’t heard the term “brand archetypes” before?
These are basically 12 specific and identifiable personalities that we can all relate to as humans. And here’s the thing—every brand has got one.
Check out this resource on brand archetypes to help you along with identifying your organization’s character and voice.
3. Don’t just tell your story
We get it–what you are doing with your social business or nonprofit is so incredibly powerful that it can be hard not to spill every little detail in every piece of marketing copy.
However, not everything is about you in your copy.
Now that you’ve dug into who your audience is, how you can add value to their life, and how to talk to them, it’s time to incorporate their transformative story into your copy.
Where might you utilize this information on your website?
- Your headlines
- Your call-to-action buttons
- Your About page (that’s right! Your About page should never really be about you, it’s about how you help your audience)
- Using “you” language instead of “I” or “we” language (talk directly to your audience to build connection)
Let’s face it, people connect the most to stories. You already know that because you are building one. However, there’s a difference between telling your story and bringing your audience into it.