The Power of Passion in Copywriting
Connecting with customers via love for your business.
You’re a small business owner. You work hard and pour every ounce of yourself into making your business successful. But you’re not a marketing expert and don’t have unlimited resources to develop a copywriting strategy.
Do you love your business? Then start with your passion. Passion is the fuel that drives your success, and it can fuel copywriting that resonates with those you want to reach.
Copywriting is the art of connecting to your readers through your words, and encouraging them to take action – whether that’s making a purchase or choosing to learn more about your product.
Perhaps you are a carpenter and started your business out of your passion for your craft. Combined with hard work and expertise, that makes for a great story. Let it shine in your copywriting. Your passion will make your copy more engaging, persuasive, and memorable.
Here are three ways to infuse passion into your copywriting:
Talk about your love of your craft. Potential customers are attracted to businesses with passion for their craftsmanship. “When I’m working with wood, I feel like I’m part of something bigger than myself – I’m creating something that will be enjoyed for generations.”
Use vivid language. Create a sensory experience for your potential customers as you describe your work. “The aromatic scent of fresh-cut wood is the smell of limitless creative possibilities.”
Tell stories. Stories connect us on a personal level. “I once built a custom picnic table for a family’s patio. Thirty years later, the customer returned to my shop and told me his family celebrated over 20 birthday parties on that table, for children and grandchildren.”
The American novelist Elmore Leonard wrote, “If you don’t care about what you’re writing, nobody else will either.”
Passion can be one of the most powerful tools at your disposal. If you’re looking to improve your copywriting, tap into your passion and let it catalyze a great story your audience will love.