Have you ever been around someone who does nothing but talk about themselves? It's uncomfortable, isn't it? And definitely gets boring quickly.
Unfortunately, a lot of people who talk constantly about themselves don’t really realize that they’re doing it. They think they’re making conversation and they’re not picking up on the social queues that would clue them in on the audience reaction.
The same dynamic is true of copy.
The key to writing effective copy about your membership is to remember that you’re not actually writing about yourself. You may think you are – it’s important to convey your credibility, experience and details of what you’re offering.
However, that’s only on the surface. In actuality, good copywriting talks about the reader. This is one of the major reasons why it’s hard to write copy well. You have to write about the reader while appearing as though you’re writing about yourself.
Ultimately, the prospect knows that you are wanting to sell a membership. They come to the experience with skepticism. Talking about yourself is not going to be what impresses them. Instead, they want to know what they're going to gain.
Copy should tell the reader that they'll find relief from their problem or attain their dreams through the membership you offer. Yes, you have an offer. Yes, you are credible. But really what you’re trying to convey is about the reader's problem or dream.
Do you strategically plan your copy? I'd love to hear how you put the focus on your members.
Tell me in the comments.
Joy Duling is Founder and CEO of The Joy of Membership. Since 2005, Joy and her team have helped associations, trade groups and membership-based nonprofits run their programs more easily and deliver exceptional member care.
You can find FREE tools, tips and training to help you run and grow your membership organization in The Joy of Membership Help Hub.