Copywriting Tips: People Need the 'Why' and 'How' to Be Inspired to Action

Teaching is The How, and Inspiration is The Why

I recently signed up for a copywriting class focused on writing and growing my business. The content is rock-solid. Each lesson is professional, useful, and jam-packed with information that I've already put into practice today and will use for years to come. The instructor provides fantastic instruction on how to up my copywriting game with user research while also looking at new ways to bring more value to my copywriting clients. Since November, I've been chipping away at the courses and learning a ton, yet I can't help but feel like something is missing. 

While learning all this new high-level copywriting is amazing, it's a bit of a struggle to get through the course. I think it's because while the instructor is AMAZING (honestly, she's the best I've seen out there), she's not necessarily inspiring me beyond the course's mechanics. 

Here's what I mean, many of us want and dream of a better version of ourselves, and many of us are willing to do the work to get there. But the work feels like less of a struggle if we feel inspired along the way. 

Practical knowledge is essential and necessary --- but if you don't inspire me with the rich, satisfying "why" that keeps me coming back, you'll lose me. This got me thinking of how we present the "why" in our copywriting to our readers. 

Why The Why?

In the social good world, people come to us to find better versions of themselves. Many need support or direct services to improve their lives, while others seek ways to make the world better. 

It's our job to tell them how to do this (the mechanics) and supply the "why." When we think about something like our websites, it's critical to give our audiences the practical information they need while also infusing inspiration. Having both ensures we build trust with our readers while moving them to action. 

If you're unsure about your inspirational message, I encourage you to do some peer research in your industry and outside your industry. Who are the leaders in your field? What draws you to them time and time again? 

Now go outside your industry and ask yourself what draws you to these individuals or companies? What do you love about them? 

When I'm looking for inspiration, I look EVERYWHERE for examples. One of my go-to's is none other than Marie Forleo. This year I read her book Everything Is Figureoutable, and it's given me the supercharge I needed to get through some of my worst days in 2020. Her content is useful, but it also just makes me feel good. While she's not technically in my industry, I often refer back to her book and save her emails religiously because I know I can mirror her style. 

That's the key when you're first getting started --- finding inspirational copy you can mirror and make your own. We're not talking about plagiarism here. You still have to use your creativity and words, but at least you have an idea of where to start. 

So, Are You Inspiring?

Let that question sink in for a moment. And if you're not sure, here's a small test. Go look at your website home page and ask yourself, "Is this inspiring to someone who doesn't know my organization? Do the words on the page leave people excited, enthusiastic, and on fire to take the next step? Do these words inspire them to be part of our work in the world?"  

If your communications lack inspiration, you may need a little pick-me-up for your writing. Feel free to book a 15-minute call with me. In those 15 minutes, I'll listen to your challenge and do some brainstorming about how you can inspire people and move them to action.

Until next time, keep doing your good work, keep telling your stories --- and most importantly, keep dreaming. 

-Teresa and the Dream Team