The clock is counting down to midnight, the crowd getting louder until all you can hear is a deep, low roar. The secondhand meets the minutehand at 12, and everything goes black.
A prelude starts to play, as a lavender haze spreads across the stage, and chills spread across all of our bodies.
One minute later, and there she is: the woman who has graced us with 17 years of transformational albums, writing the soundtracks to all of our eras as she grows up alongside us.
And the Eras tour began.
Now, I know what you’re thinking:
“Um, Sara? You know this is your business’s blog, right? And you’re recounting the Taylor Swift concert…? For… why?”
Because Taylor Swift has a lot to teach us about copywriting.
It’s no secret that Taylor is one of the most talented, strategic writers EVER—and, until now, you’ve probably only ever considered that fact in relation to her music.
Yes, her lyrics are genius; she’s a ridiculously amazing storyteller with the ability to evoke so much feeling in so many people. Millions of fans around the world resonate with her songs on an impressively deep level.
Today, though, we’re not talking about her songs for their insane level of relatability. We’re talking about how so many of her lyrics are also GREAT copywriting lessons.
I’m going to take you on a tour through the Taylor Swift eras and share the lyrics that double as copywriting tips—are you ready for it?! *cue the “burrrt burrrt burrrt” vibrating through your ears*
Taylor’s obviously talking about your readers’ reaction to your About page with this one. When they scroll through that page of your site, they’re looking for more information and you, to see if you could potentially have a positive connection, and, ultimately, collaboration—but only through the lens of what’s in it for them.
All readers are selfish, but that’s not a bad thing AT ALL. Readers love themselves more than they could ever love you, but if you capitalize on that, and purposely give them a reason to give them what they need to succeed, you’ll capture their interest, and their business.
While your readers may not be sneaking out of the garden to see you, they are hoping that your relationship turns into a love story.
Specifically: a love story that feels so easy all they have to do is ‘say yes.’
When writing your website copy, keep this in mind—the people scrolling through your site want to want you. That’s why they’re there. They’re hoping to find someone to help them in the exact way that you can; they’re looking for the solution that you are qualified to offer.
Make the decision to choose you effortless for them, by sharing all of the necessary information they’d need in order to take your desired action, aka for them to just say yes.
Knowing your ideal client like the back of your hand—or like your neighbor with the sign in the window?—is the key to writing high-converting, dream-client-worthy copy.
And knowing their story is even more important, because it allows you to speak to the specifics of where they’ve been, where they’re going, how they’re feeling, and where your solutions (aka your services and offerings) come into their story.
The only reason people visit your website as a service-based business owner is because they’re hoping you can solve a problem or meet a need. Your job is to take away the pain—and communicate to them exactly how you’re going to do that, so they’ll be feeling spaaarrkkksss flyyyyyy from your captivating copy.
🎵 I’m captivated by you, baby, like a firework show 🎵
Shyness is the enemy of copy that actually converts. When new people land on your site, they don’t know about you—but they definitely want to. And if you don’t give them the opportunity to do so, they’ll choose one of your competitors who did let them in and give them a chance to make a connection.
The best copy for sustainable business growth? Words that can exist in an evergreen capacity—never going out of style.
There are some things about your services, solutions, values, and process that will likely always be true for you as a business owner; share those elements of your brand with your readers to let them in & help them understand how you operate, in an effort to make them trust you and view you as a credible, reliable person to collaborate with.
Being up front and direct about your intentions is key to confident copy that lets your readers know exactly how you plan on helping them. Don’t be shy in telling them why working with you is such a great choice, and explain to them what a collaboration with you could mean for their success.
Differentiator, differentiator, differentiator. What makes you stand out from the crowd?
Tell your readers WHY you’re the best possible choice for them; help them understand what it is about you that sets you apart from the competition. And be unwaveringly confident about it.
(Side note: justice for “ME!” – it’s actually a jam and y’all are weird for not liking this song.)
If you think of your website as a party, and your brand as the host, who would be invited? What would the decor be like? Does the party have a theme? Which Taylor era is playing over the speakers?
What would you talk to your guests about at this party? What kind of your impression would you want to make?
Thinking of your website as an environment for your ideal client to thrive in helps curate the overall vibe of your site, and influences your choices of what to say to them.
In my opinion, forcing yourself to remember that there are real people on the other side of the screen makes it easier to write your copy like a conversation.
People absolutely love to over-explain in their copy, afraid that they’re not giving enough information, providing enough value, or communicating clearly enough.
But what they don’t realize is that when it comes to copy—especially website copy, and prominent website copy, like headlines and subheadings—convert best when they’re SIMPLE and CLEAR.
Being ridiculously direct is the easiest way to communicate exactly what you want your readers to know, because you’re cutting out the fluff and confusion and getting straight into the nitty-gritty.
(For an example of a website that has fluff-free copy like this, check out my lovely client Celeste Moore. I wrote her copy for an audience that has little time, and even littler attention spans—and there’s not an ounce of fluff to be found on her site.)
One of the biggest mistakes I see people make on their website copy is refraining from saying what they actually want to say for fear of some people “not getting it.” But your website copy isn’t SUPPOSED to appeal to EVERYONE.
Your website copy should be written for your people.
Prime example: on my About page, I refer to myself as “an absolute hoe for italics”—and, to some people, that’s way too brash, abrasive, and inappropriate. To MY people, though, it’s fucking hilarious. I’d be damned if I do give a damn what people say.
Unless they’re *my* people, aka the potential clients who fit my idea of “ideal.”
Don’t be afraid to attract exactly who you want, and remember that when you’re marketing to everyone, you’re marketing to no one.
I’ve got your back—and a whole playlist of Taylor to help me out.
If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
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If you're an entrepreneur, business owner, or course creator with big dreams of success and growth—and a big, scary blank document standing in your way every time you sit down to write your own copy—nice to meet you, I'm your new solution.
Through what I like to call sales-focused storytelling, I'll help you find your brand's voice, perfectly position your offerings, develop your target market, and write copy that resonates with your ideal audience. And I'll do it all while keeping your personality at the forefront of every draft, to ensure that each word aligns with your true self.
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