I snicker slightly with this title because I don’t align with strict “rules,” but our brains love to think this way, so let’s roll with it. And honestly, when it comes to soulful copywriting for your business, we have to make sure that some basics are covered… so let’s just call them “rules.”
What Is Soulful Copywriting?
“Soulful Copywriting” is a term I love to use as a soulful copywriter, as it encompasses the approach that soulful creatives like you have come to me to emulate in your copywriting.
Now, just in case you don’t know: “copywriting” is strategic marketing writing designed to sell your products, services, coaching, offers, etc. And yes… I did just meld the world of soulful and sales in the same paragraph! Because you see, there’s a whole group of soulful creative entrepreneurs out there like you, who are making the world a brighter place through their work. They are lightworkers, committed to sharing their gifts with their soulmate clients.
Sales is an act of service… of bringing your people in closer and serving them. And copywriting is a huge part of that. Unfortunately, copywriting in the online space often uses sleazy, unethical tactics… which this post will dive into today. Because this isn’t the only way.
There are a few characteristics of this “sleazy unethical” kind of copy that I want to outline for you here. Now, if you’ve ever employed one of these tactics, I encourage you not to feel shame but to feel grace. You are here reading this post, learning about alternative methods – you can always choose again!
Rule 1: Draw From Your Story, But Remember Your Hero
It’s important that you draw on elements, lessons and wisdom from your own story and journey (especially as a soulful creative coach or services provider), but it’s equally important that you remember the true hero of the story (for your copy purposes): your soulmate dream kind of reader.
The best way to speak to them is to consider the elements of your story that you two can bond over and use as a key element of your narrative, especially when sharing your own story on social media, your about page, etc.
Begin by spending some time in your journal, considering the elements, values, narratives and experiences you and your ideal client share.
Rule 2: Please… Please! Do Not Shame
This is a big one that is unfortunately still all too rampant in the online space… SHAME. How often have you felt shame from reading copy from one of the “leaders” in the online space? Hands up high! Yes… probably all of you have felt this at some moment, in a phrase that implies…
- You don’t care about your health/ relationship/ business if you don’t join this program/ buy this product
- You’re not good enough
- You’re lazy or distracted (ex. “Spending your time scrolling IG AGAIN?!” or “Why you checking your email?”
Rule 3: Your Reader’s Not “Broken”
… And they don’t need you to fix them! Read that again.
Unfortunately, especially in the coaching space, copy can tend to imply that the reader is broken and in need of saving and fixing. As a coach myself, I live by the ethos that my clients are whole and in no need of fixing. I’m simply there to assist and help and elevate! This is something you can tell yourself, too, as you write your copy.
Rule 4: Don’t Make Assumptions or Promises You Can’t Keep
This is a twofold rule: assumptions and promises. Let’s start with assumptions. In your copy, you’ll be speaking to what brings your reader pleasure, what’s challenging them, the possible transformations that they could experience with your offer, and so forth. What’s challenging is to ensure you’re not making general assumptions. For example, perhaps your ideal client is often a mom, but not always. If you write your copy making the assumptions that she is, those who aren’t could feel really excluded from your copy and turn away.
Promises. Don’t make promises you cannot keep, my friend. This is huge in coaching. You cannot KNOW for sure that your client WILL feel a certain way by the end of your time together. When you speak to transformations, it’s important to keep that door open to showing the possible transformations that could occur for them.
One form of promise you can definitely still include in your copy is your guarantees: for example, as a product you may have a money-back guarantee within a certain amount of days.
Rule 5: Watch Your Language
It’s unfortunate that this needs to be said, but it’s a reality… Please be mindful of the language you’re using. If you question the origins of a phrase… look it up.
There is still rampant usage of inadvertently racist, prejudiced, homophobic, and other unethical language being used in copywriting in the online space. And I want to point out what I just said: inadvertent. Oftentimes, the individuals using these phrases don’t realize what they’re doing. So again, if you realize that some of the copywriting you’ve written in the past could be bordering on this area, remember to simply learn for the future! This is all about learning!
Rule 6: Walk With A Guide
I highly recommend that you have a guide with you throughout this process, especially if you’re taking on something a large as writing your own website copy. Having a guide and a solid plan will help ensure you’re thinking of all essential elements to not only writing your website copy, but ensuring that it’s seen by the world through Search Engine Optimization (SEO), social media promotion, and more.
There are fabulous copywriters and mentors out there to support you! As a soulful copywriter and copy coach, I love to help support you however best you love to be supported, whether that’s through my online courses that teach you how to DIY, or by writing the copy for you. You can connect with me and learn about my copywriting offers here, or below!
DIYing Your Copywriting? Be Sure To Ask Yourself These 5 Questions First!
There are some very important questions to ask yourself and elements you need to gain clarity on before you begin DIYing your own copy in your creative business. This free workbook is here to guide you through that process!
Other DIY Copywriting Posts You’ll Love!
3 Mistakes to Avoid When Writing Your Website Copy
My 3 Top Copywriting Tips For Entrepreneurs Who Hate Writing
10 Simple Rules for Writing Captivating Website Copy
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5 Tips for Writing Website Copy Quickly
