The RV Entrepreneur podcast host Kimberly Crossland shares how to make your message resonate. Identify and fix these three key issues in your content, to enhance engagement and conversion.
As an RV entrepreneur, the copy on your website, social media posts, emails, and content descriptions matter arguably more than they do for other, more traditional businesses. That’s because your copy is what sells for you when you’re off-grid, unable to go live, or unwilling to plant yourself in front of a glass rectangle when you have wide-open spaces ripe for exploring.
Despite knowing the importance of your messaging online, many entrepreneurs sometimes struggle to see results from their content. If you want to amplify your work and bring in sales, even when you’re off-grid, here are three areas where you might be approaching things incorrectly in your copy and how to fix them.
Three Reasons Your Message May Not Resonate
Identify why your audience may not relate to your content, and follow these steps to make your message resonate with them.
1. You’re Meeting Them at the Wrong Point in Their Journey
If you’re not familiar with the customer journey, you’ll want to be. Customers travel a predictable journey with every purchase they make. Nearly every person moves from being unaware of the problem they’re up against to becoming aware of that problem and seeking a solution. At every stage, from problem unaware to solution aware, your buyer needs to hear something different to keep them moving with your brand.
Solution: Look at your analytics to pinpoint where there could be a disconnect between your message and the customer journey. Where are you losing your audience?
For example, suppose you’re getting a lot of new email subscribers but quickly seeing unsubscribes. In that case, there’s likely a disconnect between your promise on the landing page and the content you deliver in your welcome sequence.
2. You’re Unclear on What You’re Offering
Don’t let this subheader fool you into skimming right past this section. The reality is that every entrepreneur I’ve ever spoken to (and I’ve been fortunate to cross paths with a lot of entrepreneurs) has faced a pivot or shift in their business at one point or another. These shifts often come from changing markets, interests, or adjusted business models.
I can empathize with you if you’re on one of these shifts. I’m there with you, too. It’s an exciting time as you evolve your business and hone in on what you want from this world of entrepreneurship, but it can also muddy your message if you’re not clear on what you’re offering.
Solution: If your business is in flux, it’s important to take a step back and redefine the transformation you’re offering your buyer. Conducting an empathy mapping exercise to understand the thoughts, feelings, actions, and words used to describe your customer’s pain points and needs will help you clarify your message. Take time to journal on these ideas and use the insights to develop new offerings that align with your skill set and your customer’s desired transformation.
3. You’re Not Speaking the Buyer’s Language
When a potential new follower, buyer, or collaborator reads your copy, they’re not reading it to learn about you. They’re reading it to learn about who they are and how you can help them become a better version of themselves. To get their attention and keep it, you must speak their language.
Solution: If you’re unsure whether your copy speaks your customer’s language, look at their common words and phrases. Does your copy have those phrases infused into the text? Can the reader picture their world when skimming over the words on the screen?
Use your words to tug at their heartstrings. Show your audience you understand their worldview and where they want to go. By painting a picture of where they are now and where you can take them, you’ll get your message across faster, clearer, and more compellingly.
Need help refining your message? Reach out to RVE Community for help from others like just you!
