4 Ways I Use Stories to Get Clients (Not Just Engagement)

Our brains are wired to connect with stories, but storytelling has become a dangerous buzzword in the marketing world.

So, if you’ve been trying to “tell stories” but they only brought you fruitless engagement rather than paying clients, fret not: that’s about to change.

The first chapter? Understanding the difference between random and strategic storytelling.

I’ll then share the 4 main ways in which I (and the women who work with me) use stories to connect with our target audience, make something ‘click’, and compel them to take action. 

Marketing storytelling works…

• Our brains really are wired to connect with stories – I wasn’t exaggerating. When we’re told a story, our brain releases specific chemicals: cortisol (which helps us formulate memories), dopamine (regulating our emotional response), and oxytocin (creating or maintaining a connection since it’s associated with empathy)

• We remember them more easily – Facts are 22 times more likely to be remembered when they’re part of a story. Since your audience is exposed to 6,000-10,000 marketing messages EVERY. SINGLE. DAY (yes, really), being noticed and remembered can make all the difference for your business

• Stories sell – On average, marketing storytelling leads to a 30% increase in conversions. So, you’ll get more paying clients

In other words, it’d be crazy not to use storytelling in your marketing.

… but only when used correctly

Unfortunately, storytelling has also become a marketing buzzword. 

Many gurus and self-proclaimed  experts promised you that, as long as you tell random stories and show up authentically, clients will magically want to invest in your services. As if!

In fact, in some cases, consistently telling “the wrong” stories can train them to only see you as an online friend or influencer rather than “the authority they can trust with their money”. 

For example, this is often the case when:

• You share business stories that undermine your credibility (I’m all for being authentic and talking about how we overcame certain struggles, but if you’re making your ideal clients think “Uuuuh, working with her feels like a gamble” or “She seems nice and relatable but I’m not sure she knows what she’s doing”, it’d backfire big time)

• You always share random personal anecdotes without tying them to what you actually do for your clients or what you stand for when it comes to your industry

That’s why, in my world, my clients and I do things differently (and if you’re tired of wasting time or money on fruitless marketing or finding yourself on so many calls with “I’ll think about it” prospects, I suggest you do, too).

4 ways to tell stories that help you get actual leads and clients

1. Client stories

Instead of sharing screenshots of clunky testimonials opening with “She’s lovely to work with”, we tell the story of how that person went from their problem to their goal through our help.

2. Relevant parts of your own story

For example, did we use to be in our ideal clients’ shoes? Did we make some of their same mistakes (and how did we overcome them)? Did we have an epiphany that can be a  game-changer for them, too? Maybe we let go of an unhelpful belief?

3. Non-business anecdotes that can amplify our key messaging

Stories and analogies make it easier for people to absorb our message. So, have we got a fun / quirky / emotional / unusual / relatable anecdote we can turn into a relevant analogy or business lesson?

4. Our ideal clients’ story

This is the most important and effective marketing narrative. So, instead of sharing endless tips or impersonal “buy from me” posts, we paint vivid pictures of our ideal clients’ life, problem, and goal, making them think “She really gets me” and “She can help me”.

Ready to rewrite your story and attract more perfect-fit, ready-to-start clients?

If you want to get tangible results from your marketing and make more sales, it should never be about telling random stories. It’s about connecting with your ideal clients, proving you can serve them better than anyone else in your niche, and positioning yourself as the only logical choice.

When you do that consistently with your marketing, you attract more perfect-fit clients without putting in all the effort on a 1:1 basis—like answering the same questions, dealing with endless calls and back-and-forths with time-wasters, or chasing uncommitted leads who then ghost you—because the right stories will show your ideal clients that you can help them rewrite theirs.

If this made you look at your marketing from a different perspective, there are 2 main ways to build on this momentum and actually make it happen:

More blog posts on this topic:

Do Clients Only See You as Free Advice, Friend, or Influencer?

I’m going to save everyone some time: this is only for you if you run a service-based business and aren’t attracting many dream clients from your marketing (they mostly come from unpredictable word of mouth and a lot more effort than you’d like).

Bonus points if you’re a woman, because I’ll also share why we are more likely to show up as a free resource, online friend, or influencer.

Still here?

Then, I’ll show you why your current strategy isn’t helping you attract clients who’re ready to pay you, help you identify how your audience sees you (psst: while the biggest one is the same, each of those three scenarios comes with different symptoms), and how you should position yourself instead.

You are showing up for your business. But are your ideal clients only seeing you as a free resource, online friend, or influencer?

First things first: if you want to be perceived as such, then you do you. In fact, in some cases, it might even make more sense. For example:

• If you offer cheap digital products to the masses, being seen as a free resource might help you make more low-ticket sales

• If you feel lonely and want to connect with more people, then you might want to be seen as an online friend

• If you mostly make money through brand partnerships, then of course, you want to position yourself as an influencer

But if your business literally relies on you selling your services, those three are equally counterproductive.

So, let’s start by diagnosing the problem. If you recognise yourself in some of these symptoms, then you’ll know that’s how most of your ideal clients see you right now (and being aware of it is the first step to changing it!).

Free resource

Ooooooh yes: the one whose content everyone loves to consume but without even thinking about paying for their expertise. 

Main symptoms

• You get a lot of saves on social media and comments along the lines of “That’s so helpful” or “I’ll give it a go” and “Thank you for sharing that”

• You’re regularly asked “Can I just pick your brain on this?” or “Would you mind helping me with [what’s disguised as a quick question but would require over half an hour of your time]?”

• You often find yourself on calls with people who are secretly after free advice, aren’t committed, or have a lot of objections. Some then tell you “It’s just not the right time” or even ghost you

... and you’re not attracting enough perfect-fit, ready-to-start clients from your marketing

Why your ideal clients see you as a free resource

• You’re always sharing free tips, advice, and how-to content

• Instead of appealing to those who are ready to invest in the help of an expert, you’re attracting people who want to DIY everything or even industry peers who are a few steps behind you (I made this mistake when I was a generic copywriter, years ago: my old copywriting tips were more relevant to copywriting beginners than clients looking to hire a copywriter)

• Maybe your ideal clients are consuming your content, but they aren’t seeing you as someone they would or should invest in

Why it’s worse for women

We’re often conditioned to feel like we must prove our worth and always “give, give, give” without ever asking for anything in return 

Online friend 

The one everyone adores… but whose expertise and help they wouldn’t pay for

Main symptoms

• You get lots of messages and—on social media, in particular—likes and comments along the lines of “You’re so cool and relatable” or “haha I love your content”

• You often find yourself on calls with uncommitted leads and maybe even get ghosted

• You’re regularly asked to get on coffee chats

• Some of those people then expect you to help them out for free… only to invest in your competitors a few weeks later, paying them big money

... and you’re not attracting enough perfect-fit, ready-to-start clients from your marketing

Why your ideal clients see you as an online friend

• You’re mostly sharing personal content and talking about your life

• You’re sticking to vanilla and generic messaging to try and please everyone

• You hardly ever talk about your services, or your content doesn’t directly feed into them

Why it’s worse for women

We often associate “being liked” with “being safe”. So, we might be subconsciously looking for that approval and validation from online strangers

Influencer

Everyone is inspired by you. Shame they don’t pay you for it, though

Main symptoms

• You get loooooads of engagement (especially on social media) and comments or DMs along the lines of “You’re so inspiring” 

• You get plenty of visibility, but your number of new leads and clients doesn’t feel proportional to your reach 

• While some ideal clients might engage with your marketing, they don’t go on to booking a call with you or inquiring about your services

... and you’re not attracting enough perfect-fit, ready-to-start clients from your marketing

Why your ideal clients see you as an influencer

• You’re sharing whatever comes to mind, and a lot of it has nothing to do with… what you do for your clients

• You either try to tackle too many topics (so, your audience doesn’t know what to associate you with) or your content is too generic and surface-level

• Even when you do talk about your industry, you’re not doing it in a way that feeds into your services (and God forbid you include calls to action to work with you) 

Why it’s worse for women

Authenticity tends to be important for us. And I’m not saying you shouldn’t be authentic (whatever that means to you)! But the problem is that we were sold the lie that “you just need to build your personal brand, keep showing up, and be authentic, and your dream clients will magically want to work with you” 

How your ideal clients should start seeing and treating you: the ONLY logical choice

As you probably figured out by now, whether they see you as a free resource, online friend, or influencer, the core problem is the same: they keep seeing your services as a “non-urgent nice-to-have” (if they’re even aware of what you do) and treating you as “just another option”.

And you get frustrated because you knoooooow they need what you’re offering, but they JUST. DON’T. GET IT. 

So, what needs to change?

You must help them see you as THE ONE they’re going to invest in as soon as they’re ready to solve their problem and achieve their dream outcome (and guess what? Some of them are ready right now)

Main symptoms, once you get there

• Most enquiries turn into new clients fast (and you might even close some of them without a call) because, by the time they get in touch, they’re pretty much sold

• The main question you get is “When can we start?”

• Word of mouth becomes the cherry on top (not something you rely on), and you can finally afford to turn away uncommitted and red-flag clients, only working with those who light you up and make your business feel worth it

• You get hours of your time back every week 

• Whenever you show up for your business, you feel clear, confident, and like you’re finally owning your brilliance and worth

When will your ideal clients see you as the only logical choice? When you finally:

• Start seeing your services as the bridge between their current problem and dream outcome (and market them as such, planting and watering that seed—consistently)

• Stop chasing virality, popularity, and validation, and instead, you focus on connecting with your ideal clients, showing them you can serve them better than anyone else in your niche, and compelling them to take action

• Get super specific with your messaging and always talk to them in your marketing, making them think “It’s like she’s reading my mind or describing my situation”

Why it’s actually the best choice for women 

• We get to make more of an impact by attracting those perfect-fit clients 

• We gain back hours every week (bye bye, fruitless marketing and endless calls and back-and-forts with time-wasters)

• We feel re-energised because our ideal clients understand how valuable our services are

• We get to flip the finger at all that counterproductive conditioning and, instead, finally own our brilliance and worth

And I really hope more and more of us do this because… who is that conditioning actually benefiting? Surely, not us.

And I’m not going to lie: it can feel uncomfortable at first. A client of mine even asked me “How can I show up as an authority without being seen as rude?”

That’s how sneaky that conditioning is! We end up thinking we can’t be confident without being seen as rude, bitchy, or greedy.

Meanwhile, our ideal clients—whose life or business we could genuinely change for the better—keep flocking to our competitors.

So, the choice is yours: would you rather put up with the initial discomfort of changing how you show up, or the ongoing resentment of being overlooked by the very people you LOVE working with?

In other words…

Will you continue to be treated as a free resource, online friend, and influencer, or will you become The One They Want?

Realistically, most business owners will continue to do what they’re doing just because it feels familiar. They say they want change but aren’t prepared TO change.

If you are not “most business owners”, this is your invitation to flip that narrative.

I’m Giada, the marketing message mentor for women service providers.

I can give you the clarity, strategy & a system to consistently market your services as the ONLY logical choice, attracting more perfect-fit, ready-to-start clients who want to work with YOU (without feeling icky, wasting time on stuff that doesn’t move the needle, or needing to book more sales calls with every Tom, Vik, and Harry).

Stop letting your ideal clients see your services as a “non-urgent nice-to-have” or treat you as a resource, online friend, influencer, or “just another option”. Start owning your brilliance and worth: become The One They Want

Brand Messaging Frameworks: Do You Actually Need One?

Uhhhhh, a “brand messaging framework”? Sounds fancy, doesn’t it? 

So, you might be tempted to think it’s only valuable for huge companies with a million departments. Surely, if you’re a small service-based business or a solopreneur, you don’t need it, right?

On the contrary, getting complete clarity on your messaging can make ALL the difference for a business like yours. And without a brand messaging framework, it’d be hard to keep it consistent.

That doesn’t mean everyone should invest in a guide right now, though. Plus, there’s a big problem with most of these guides (and I say this as a brand messaging strategist).

So, let’s look at what a brand messaging framework is exactly, whether YOU need one, and if so, how it’d benefit you in practice.

What is brand messaging?

Brand messaging is what you focus on in your marketing and how you articulate what sets you apart from everyone else (from your mission to your brand story) so that it resonates with your ideal clients, no matter the channel.

In my opinion, brand messaging is the foundation. Then, your marketing amplifies it. So, without putting the former in place, you’d be building the latter on pillars of sand. 

In fact, service providers who don’t get clear on their brand messaging usually show up as “just another option in their niche”, and their marketing either doesn’t work or requires A LOT more effort than it should. 

Those who nail their brand messaging? They’re perceived as “THE go-to solution for their specific ideal clients”, and they attract prospects who already want to work with THEM (and them only). 

Examples of brand messaging

This is a tricky one because brand messaging isn’t really something you can see (unless you look at someone’s brand messaging framework or guide). It’s how you make your audience feel about your business and what you help them associate you with and remember.

But to give you an idea, here’s a brand messaging example from one of my lovely clients, Cabomba Content. 

When Rita approached me, she was already an incredible social media manager. Unlike most competitors, she focused on helping her clients with lead generation too, not just vanity metrics like generic engagement or impressions. However, she struggled to get that across in her marketing. So, she wasn’t attracting her dream clients: baby and parenting professionals who were beyond ready to invest in social media strategy or management.

To set Cambomba Content apart from all other social media agencies, here’s one of the elements I included in Rita’s brand messaging framework:

“We’re the social media management & marketing for baby & parenting professionals. We help you reach & attract parents who NEED your services—instead of relying on word-of-mouth or wasting 1+ days a week on content that falls flat”

Clear positioning, clear audience, clear benefit of working with them. BOOM.

(If you’re curious, Rita started getting her first organic enquiries within one month of using her new guide)

What is a brand messaging framework?

A brand messaging framework (or guide) is a structured document that clarifies a business’s messaging and breaks down all its key elements, so as to keep their marketing and communication consistent on every channel.

What does a brand messaging framework include?

Well, it depends. There isn’t a one-size-fits-all formula because, depending on where you look or who you work with, you’ll find different types of brand messaging frameworks.

In most cases, however, they tend to include these key elements:

• Succinct overview of the business

• Mission statement

• USP and positioning

• Target clients

• Key messages to repeat in its marketing

• Brand story

Do I need a brand messaging framework?

You need a brand messaging framework if you want your audience to see you as THE go-to solution for them, not just another option in your niche. 

We’ll go through the benefits of brand messaging guides soon, but I believe THAT alone is enough to make it a valuable investment for most businesses, even if you’re a solopreneur. 

However, there are two main instances in which I would NOT recommend investing in a brand messaging framework: if you’re only just starting out or pivoting.

In those cases, your priority should be to validate your new business idea to make sure you’re selling something your audience actually wants and is ready to pay for.

Also, if you’re the kind of person who likes to change their business model every few months without giving something time to stick, a brand messaging strategy would be a pointless investment (let’s face it: it’d end up being outdated within weeks, and you wouldn’t want to follow your guide, anyway).

On the contrary, if you’re confident about what you’re selling and you’re planning on sticking to your business model for the foreseeable future (and now wish to market your services more easily and successfully), then you’d 100% benefit from a brand messaging framework.

6 benefits of using a brand messaging framework for your service-based business

So, why is brand messaging important exactly, and how can a guide benefit your marketing and business in practice? 

1. You get complete clarity on your messaging

“What do you do in a nutshell?”

“Why should your clients choose you instead of your competitors?”

“How does working with you benefit them?”

A lot of business owners freeze when they hear those questions.

But if you are not clear on that, you can’t expect your ideal clients to understand it and choose you.

Instead, with a brand messaging framework, you’ll know exactly how to set yourself apart from all competitors (yes, even if they offer similar services, you CAN show up as the one and only for your specific ideal clients), what to focus on the most, and what your audience needs to hear in order to buy from you.

2. You always know what messages to repeat

Many business owners are marketing their services consistently (as in, regularly)... but their messaging is the opposite of consistent!

If you always end up covering new topics and taking new stances with your marketing, I can’t blame you: you must be really passionate about what you do, and there’s so much you could talk about for hours.

Unfortunately, though, you’re confusing your ideal clients, who never know WHAT to associate you with.

Instead, if you want them to think of YOU as soon as they’re ready to invest, your marketing should always do one thing: plant or water the seed that you’re the perfect solution to their problem. For it to do that, you must keep REPEATING your unique key messages. 

And of course, a brand messaging framework shows you exactly what they are.

3. Your marketing becomes (and stays) consistent, no matter the channel

I see this ALL. THE. TIME. 

Someone is killing it on LinkedIn but their website copy tells a completely different story. Or maybe their social media accounts are always tackling different topics. Perhaps their Instagram bio focuses on one thing and their homepage copy on another. 

That’s a one-way ticket to confusing (and losing) your audience!

Sure, your copy and format will change. Your messages shouldn’t, though. 

No matter where and how your ideal clients find out about you, they should immediately understand that you’re the perfect solution for them. Then, the rest of your marketing should amplify it and remind them about it.

4. You never have to start from scratch with your marketing

A brand messaging framework (when done right) saves you a tonne of time and energy, too.

Instead of wondering “What should I focus on, post about, create, etc?”, your motto will be “Let’s find new ways of repeating and amplifying the same key messages.”

5. A brand messaging framework makes it easier to outsource and collaborate with other service providers

As I teased before, brand messaging guides aren’t only useful for large businesses with lots of departments.

Let’s say you only have one employee, a team of freelancers, or a VA. Or maybe you’re thinking of making a one-off investment, like some copy for your launch or some videos for your socials.

When you have a brand messaging framework, it doesn’t matter WHO is writing about your business. Everyone can refer to the same document and stick to your key messages. Consistency for the win!

6. It can also help you come up with relevant offers and resources

This is another common mistake among service providers (and I made it myself before I got clear on my own messaging and started using my own brand messaging framework).

You get an idea for a new offer or lead magnet, it sounds exciting, you go all in without thinking twice about it, you churn it out, and then… crickets. Or maybe you do get some sign-ups and engagement, but because that resource isn’t aligned with your focus, they either don’t translate into paying customers or you end up confusing your audience.

Instead, with the right brand messaging framework, you can plan additions that always keep you on track (from lead magnets to webinars and more), amplifying your key messages and feeding into your bigger offers. 

There’s a problem with traditional brand messaging guides, though

Before niching down as a brand messaging strategist, I used to be a more generic copywriter. So, when working with a new client, I’d always ask them if they had any brand documents I could look at to familiarise myself with their business. Those who did have one?

It was usually a super expensive brand bible that was indeed useful from a visual point of view but… it did NOTHING to help them get clear on their messaging. It was almost as if it was made to impress them with fancy buzzwords and designs. 

No wonder my clients (like many other business owners who invested in such bibles) never really looked at their fancy PDF guides. They were just gathering virtual dust in their Downloads folder, while their marketing was all over the place. What a waste, right?!

So, when I eventually started offering my own brand messaging guides, I decided I would have had NONE of that. 

My approach to brand messaging guides: dynamic documents that work as magnets and compasses

There’s a reason why I now deliver my brand messaging guides as humble Google Docs (even though, at first, I collaborated with a graphic designer): because it’s easier to copy and paste their text, and they can grow with your business. 

I also don’t follow the most common brand messaging frameworks. Why? Because I realised they often include redundant information while also leaving out several key elements.

So, after perfecting my proprietary method, I made my own brand messaging framework. I see it as:

🧲 A magnet – It helps you attract your ideal clients and repel the wrong-fit prospects

🧭 A compass – It guides all your marketing and content creation, showing you exactly what to focus on and helping you come up with an endless supply of effective ideas

What do my brand messaging guides include, you ask? 

Well, since it’s my proprietary method, I can’t reveal everything just yet, but to give you an idea:

• Strategic and repeatable key wording to sum up your entire business, positioning you as THE go-to solution for your ideal clients (perfect for your social media bios, core website copy, PR bios, and more) 

• A scroll-stopping elevator pitch 

• Snappy overviews of your top 3 services or resources, with instructions on how to attract your ideal clients and repel the wrong-fit prospects 

• Your unique messaging pillars and how to amplify them with your marketing 

• A compelling sales narrative, with the complete story of how your ideal clients will go from their current problem to their happy ending through your help 

• ALL the points your ideal clients NEED to hear and read in order to invest in you (like pain points, what they’ve already tried to do to solve them, why they can empathise with YOU, all the concerns stopping them from taking action, how to reframe them, and more) 

In a nutshell, you need a brand messaging framework to set yourself apart from all competitors and keep your marketing consistent and strategic.

I create mine to help women service providers attract clients who already want to work with THEM (and THEM only), so they can stop relying on unpredictable referrals, time-consuming cold outreach, and endless DMs and calls with uncommitted prospects.

If you like the sound of that, get your own brand messaging guide through my core offers.

More #crafty blog posts on this topic:

“Why Is My Marketing NOT Working?" 7 Reasons & Solutions for Service Providers

You’ve been in business for a while, your clients LOVE what you do, and you are getting referrals.

But then why is your marketing not working? Why aren’t many ideal clients coming to you despite all the time and effort you’ve been putting into it?

It’s usually due to a combination of problems and common mistakes. But guess what?

They’re all fixable!

So, let’s look into it together to find out exactly why your marketing isn’t working (yet) and how to change that.

First things first: are you marketing the right services?

I promise: we are going to look at the main reasons why your marketing isn’t working, but we need to (hopefully) rule something out first because…

The best marketing won’t sell a bad or wrong offer.

Soooooo:

Have you got the right offers and services for your target clients?

If you’ve already sold them (for example, through referrals or cold outreach), that usually means you do. Pheew!

If it’s a new offer, on the other hand, you might want to conduct more market research first.

Are you providing a good service?

I need to be clear: being good at what you do isn’t enough to sell your services. That’s where your marketing comes into play.

Buuuut if your services are disappointing, your ideal clients might be able to tell (for example, when looking at your portfolio as a photographer, graphic designer, or copywriter, or by contacting some of your previous clients and then hearing some horror stories).

Honestly, I’m not trying to trigger your imposter syndrome! So, I’m just going to ask you: are most of your past and current clients beyond satisfied when they work with you? Do they give you good reviews and referrals? That means you’re incredible at what you do!

So, as long as you’ve got these foundations in place (if you haven’t, work on those first), it’s clear that your problem isn’t with your offers and how you deliver them: it’s how you’ve been promoting them.

7 reasons why your marketing isn’t working and how to fix them

1. Your ideal clients aren’t clear on your core brand message because… neither are you!

If I were to bump into you right now (hello!), would you be able to sum up your entire business in a compelling elevator pitch? And if I were to read the first section of your home page and your social media bios, would I find the exact same message?

If the answer is “Errrrrrrrrrrrrr”, it means your brand messaging (or lack thereof) has been sabotaging you from the inside.

You see:

your core brand message is how you deliver your value proposition and articulate the value of your business in a way that connects with your ideal clients. So, if you are not clear on that (or if you keep changing it), you can’t expect them to get it.

For example, if your website copy says “I’m a graphic designer on a mission” but your social media bios are “I offer graphic design services for solopreneurs who use Canva” and your LinkedIn headline says “I’ve completed +100 graphic design projects and social media templates for my clients”... that’s pretty confusing. Plus, none of that tells me why I should care and, most importantly, why I should pick you!

How to fix this reason why your marketing isn’t working

Get clear on how to convey exactly what you do / what type of business you run, who for, and how it benefits them, and package it in a way that sets you apart from every other competitor.

You don’t want to be “just another”: you want to be “THE” (= the obvious solution for a specific type of client looking to solve a specific problem and achieve a specific goal).

For example, “I’m the Canva graphic designer for solopreneurs. Get your bespoke, on-brand, and repeatable social media templates so that you can attract and impress your target audience without wasting +4h fiddling with Canva every week.” 

2. Your marketing is mostly about you and your business

“But Giada, it’s my business and brand! Who else should it be about?”

Your ideal clients. 

I mean, I get it: you are passionate about your business, and you are excited about your offers. But if that’s what you keep focusing on, that’s probably why your marketing isn’t working.

Your ideal clients are BOMBARDED with 6,000-10,000 marketing messages every day. So, if you want them to notice and absorb yours, you need to make it about them.

How to fix this reason why your marketing isn’t working

• Start seeing your ideal clients as the protagonists of your brand story – “What about me?” Easy: you’re the helpful expert who will take them from their current pain point to their happy ending  

• Make all your marketing content relevant for them – If in doubt: put yourself in their shoes, read (or watch, listen to, etc.) what you just crafted, and ask yourself, “So what? What’s in it for me? Why should I care?” If you can’t answer it, go back to the drawing board

• Don’t make the mistake of talking to your industry peers – This is a similar and super common pitfall (I was guilty of that too, in the past!): creating marketing content that’s more useful to our competitors than our ideal clients. For example, brand photographers sharing “7 tips to become a better brand photographer”, copywriters talking about famous marketers that only other copywriters know (and care) about, and so on. Instead, always start with your ideal clients in mind

3. Your marketing isn’t hooking your ideal clients

As seen before, your audience is exposed to THOUSAND of marketing messages on a daily basis. Everyone is competing for their attention online!

So, if your ideal clients can’t immediately tell that your content is for/about them?

You can’t expect them to notice it and engage with it.

How to fix this reason why your marketing isn’t working

Work on your hooks, which are the very first thing your audience sees (or hears) when they interact with your marketing content. 

This really depends on where you’ve been promoting your business and how, but for example, it could be your:

• First line of a LinkedIn post

• Carousel/reel cover on Instagram

• First few seconds of your videos

• Email subject line and first paragraph

• Blog post title

If possible, address your ideal clients directly (for example, “How you can grow your LinkedIn following as a web designer” rather than just “How to grow your LinkedIn following”).

If not, just make sure they can instantly tell: “This is about me!” (for example, “So, you’ve been posting on Instagram every day but not getting traction?”).

4. Your marketing messages aren’t sticking

Are you conveying the value of your services in a way that connects with your ideal clients and activates them? Can they understand what you’re telling them? And do they actually care? 

Because here’s the thing…

you’re so close to your business and services that you might think something is a given. To someone who isn’t familiar with your industry or has never worked with you, though? It might not be that obvious at all!

For example, if a business coach were to tell me “I’ll supercharge your business”, it wouldn’t mean anything to me (and I hear that A LOT online!).

But if they were to say “Slugging your guts out every day and not earning as much as you’d like? Together, we’ll redesign your offer suite in 3 weeks so that you can work less, earn more, and fall back in love with your business”... NOW we’re talking!

How to fix this reason why your marketing isn’t working

• Simplify your marketing messages – Get rid of vague words, jargon, and buzzwords. Start prioritising clarity instead

• Talk about your industry, business, and services in a way that’s relevant to your ideal clients – Once again, make it about them (their pain points, needs, current situation, goals, and so on). For example, focus on the benefits of your services, not their features or what you personally care about

5. You’re covering too many topics

There are some people I’ve been following on LinkedIn for years, they have a strong personal brand, and I always recognise them… and yet I would NOT be able to tell you what they actually do in practice! Why?

Because their marketing is all over the place, and they’re always talking about different things.

If that’s you too, I don’t blame you: it’s a common pitfall. You’ve probably been made to feel that you should create new content from scratch every time, always talk about something new, and reinvent the wheel.

On the contrary, that means you might get a lot of engagement but not many clients from your marketing because… they don’t know what to associate you with!

How to fix this reason why your marketing isn’t working

From your promotional posts to informational newsletters and so on: every single piece of content you put out there must plant or water the seed that “This is the perfect person to solve my problem and achieve my goal!”

• Get clear on around 3 messaging pillars

• Amplify them through your marketing

• Instead of thinking “What should I share/post about?”, start from “How can I find new ways of sharing the same messages?”

6. Your marketing isn’t feeding into your services

Don’t get me wrong: visibility is also important. You need to reach new people and get more eyeballs on your services, and that’s why content marketing can be so beneficial.

But views, likes, comments, and online traffic alone DON’T pay the bills!

If this content isn’t actually positioning your services as the obvious next step, how can you expect to get clients from it?

(You can’t)

How to fix this reason why your marketing isn’t working

As well as sharing valuable content:

• Do talk about your offers and services REGULARLY 

• Include compelling calls to action telling your ideal clients what to do next

I know a lot of fellow women entrepreneurs in particular struggle with this: we’ve been conditioned into thinking we must always “give, give, give” and never “ask”. So, we’re often afraid we’ll come across as salesy.

But if we want our ideal clients to know about our services, remember them, and actually invest in them, we DO need to talk about them often! 

And as long as your message is relevant for them, it won’t feel icky. In fact, try this mindset shift: “My ideal clients are struggling with a pesky pain point, and I have the perfect solution for it. Why would I not want to help them take action?!”

Also, for the best results, don’t expect your ideal clients to jump on a call with you after reading your content (that’s a BIG ask) or DM you without having any deets.

Instead, direct them to a sales page that answers their questions, does the selling for you, and helps you get more enquiries from your ideal clients (and less from wrong-fit prospects).

7. Your marketing isn’t consistent

This can mean two things: you’re not marketing your business often enough, or you are but your messaging is all over the place (or both at the same time).

Your audience needs to hear your same message multiple times to absorb it and feel compelled enough to take action.

So, if you only show up when you feel like it or if your message changes every time, you’re making things harder for them.

Now, I’m not saying you must post on every single social media platform every day, email your list every other day, blog weekly, record new podcast episodes every month and—Oof, that sounds stressful!

But you do need to be consistent with your marketing and messaging.

How to fix this reason why your marketing isn’t working

• Get in the habit of marketing your business consistently, even when you’re fully booked with client work. In fact, why not put it in your calendar until it becomes a habit?

• Focus on amplifying your core messages, NOT churning content out just for the sake of posting

Let’s make your messaging magnetic so that your marketing starts working

As you now know, you could have the best services (and I’m sure you already do), but if you’re not articulating it in a way that connects with your ideal clients, THEY. WON’T. GET IT.

So, start by fixing your core brand messages first and then amplify them with your marketing.

Would you rather do that with the help of an expert?

I’m Giada, the marketing message mentor and strategist for service-based women entrepreneurs. I can help you attract your ideal clients in 2 main ways.

If you’re ready to stop wasting time, energy, or money on marketing that isn’t actually helping you atttract enough perfect-fit, ready-to-start clients…

More #crafty blog posts on this topic:

How to Convey the Value of Your Services (& Sell More Easily)

You created the perfect offer for your ideal clients? Excellent start! But if they don’t understand its value, they still won’t invest in it.

That’s why you must get crystal clear on your service messaging and make it MAGNETIC for them.

So, I’ll show you exactly how to convey the value of your services successfully, including examples and frameworks to get you started.

Setting the right expectations when marketing your services

Before I show you how to articulate the value of your services, I want to make sure we’re on the same page.

I know you can’t wait to dive into it, but trust me: this will help you leave some common misconceptions behind and avoid costly mistakes (or disappointment).

A good service won’t sell itself. You need the right message

“Build it and they will come,” “A good product will sell itself”... This dangerous misconception circulates through different sayings, but the overall idea is the same: if your offer is good, you won’t need to put any effort into marketing it and selling it.

This could NOT be further from the truth!

It doesn’t matter how good your service is. You still have to:

• Market it regularly 

• Package it in a way that speaks to your audience

And that’s why your messaging is key. 

If your ideal clients don’t understand how this service can benefit them and why they should invest in it right freakin’ now, it won’t matter how skilled you are at delivering it: they’ll never find out because… they won’t take action.

So, keep reading to discover how to convey the value of your service successfully. 

Still, the best messaging and marketing won’t sell a bad service

Unfortunately, it goes both ways. 

Just like it’s hard to sell a good service if you haven’t got the right message, a strong message won’t save a bad service.

And by “bad” I don’t mean “low-quality” or anything like that! Simply “an offer that your audience doesn’t actually need or want right now.”

So, if you haven’t already done so, boost your chances of success by conducting some market research before launching your service and/or working on its messaging.

A common mistake: trying to sell the service itself

“But Giada, we’re literally here to talk about conveying the value of my service! What else should I sell?!”

I know. It sounds counterintuitive at first, but bear with me.

People don’t really buy a product or service: they buy a solution to their problem and/or they dream outcome.

For example, if you ever invested in a business coach, I doubt you were motivated by “Oh, I really want to find a programme with weekly sessions, a workbook, and Voxer access.” It was probably something along the lines of “Help, I’m stuck! I want to streamline my business so that I can go back to enjoying it but… I have no idea where to start.”

Whatever you’re selling, it’s the same with your offer!

Think of your service as the bridge that’ll take your ideal clients from their current pain point to their dream outcome. What they’re after isn’t the actual bridge: it’s the journey from A to B. 

So, don’t lead with the service itself, its features, and what’s included. Sell that overall transformation.

How to convey the value of your service with the right message

Now that you have a good idea of what to expect and what to avoid, let’s create a magnetic message to sell your service.

Clarify who this service is for

Hopefully, you created this offer with a specific client or segment in mind. If you didn’t, you might want to go back to the drawing board and get strategic. 

This is because, when we try to speak to everyone, our messaging ends up being so generic that it appeals to no one. Instead, specificity sells.

So, whenever someone reads or hears about your service, the goal is to make them think “This is for me!”

But how can you do that?

• Name your target audience – If you can do that explicitly (for example, “women founders”, “new freelancers”, “middle-aged homeowners”), it makes things even easier

• Create your messaging and marketing with them in mind – If there isn’t a clear category or name that you can use for them, it’s not the end of the world. But they should still recognise themselves when you mention their problem and current situation (more on that soon!). So, at this stage, just make sure you’re always speaking to this specific ideal client

For example, The One They Want, my 1:1 mentorship and strategy programme, is for women solopreneurs or founders of a service-based business.

Identify the main problem that your service solves for them

Some people might have told you that pain point marketing is dead. That’s a lie!

Of course, I’d never recommend any dodgy bro-marketer tactics like shaming your audience or making them feel horrible about themselves.

But psychologically, solving our problem is what motivates us to take action. So, you MUST remind your audience of theirs. 

To do this ethically:

• Get clear on what that pain point is

• Articulate it in a way that resonates with them

• Meet them where they are right now

• Do it with empathy

• Show them you’re there to help them solve their pain point with your service

For example, my clients choose to invest in The One They Want because, despite running a profitable business for years, they’re still relying on unpredictable word of mouth and a lot more effort than they’d like to get clients, like endless calls and back-and-forths with “I’ll think about it” prospects. 

Basically, this is the start of our metaphorical bridge. So, identify the main point that your ideal clients are experiencing. 

Identify the final outcome

After meeting your ideal clients where they’re at right now, you must show them how your service will change their situation. So, how will their reality look and feel like afterwards?

• Identify the main benefit and outcome of your service

• Make sure it creates a strong contrast against the initial pain point

Remember: be specific! Don’t make vague promises like “I’ll supercharge your business” (what does that even mean in practice?!)

For example, the outcome of The One They Want is attracting more perfect-fit, ready-to-start clients who want to work with you, as well as feeling like you’re finally owning your brilliance and worth.

This is the second part of our bridge. So, identify your audience’s dream outcome.

If there’s anything else that sets it apart from similar services, include it

It’s almost time to bring these core messaging elements together. Almost! 

In some cases, this might be all you need to convey the value of your service. In some others, there might be additional elements that you can use to your advantage.

Some popular ones are:

• Do you do this within a set timeline (e.g. “in 7 days” or “in 5 weeks”)?

• Do you use a signature method (e.g. “with my proven Pics-that-Sell framework”)?

• Will your clients get to their dream outcome without having to go through a difficult or annoying step, perhaps something that most of your competitors force on them (e.g. “without having to give up your favourite food”)?

This won’t only help you convey the value of your service: it’ll set it apart from all your competitors.

For example, with The One They Want, I use my proprietary frameworks to give clients complete clarity, a strategy, and a repeatable process to consistently market their services as the ONLY logical choice.

Package it all together, and sell that transformation 

Now, you have all your key messaging elements to convey the value of your service effectively. Ready to put these puzzle pieces together? 

Some things to keep in mind:

• You probably won’t get it right the first time – That’s totally normal! Keep brainstorming

• It’s handy to come up with a few different options – Depending on factors like wordcount and context, it might make more sense to use a shorter or longer message, a snappy tagline as opposed to the full one, and so on (for example, if I mention “for service-based women entrepreneurs in one of my headlines”, I won’t repeat it in my offer overview). The most important thing is to still keep your core messaging consistent

Some frameworks to get you started:

• (Type of service) to go from (pain point) to (dream outcome) in (timeline)

• Pain point, solution (= your service), dream outcome

• (Type of service) for (ideal client) looking to go from (pain point) to (dream outcome)

Here are some examples for my own, The One They Want:

• “The 6-month mentorship and strategy programme for women who’ve had enough of clients treating them as ‘just another option’ and seeing their services as a ‘non-urgent nice-to-have’. Start positioning them as the must-have they are, and show up as THE ONE for them”

• “You’ve been running a profitable business for years but, to get clients, you’re still relying on unpredictable word of mouth, a lot more effort than you’d like, and endless calls and back-and-forths with ‘I’ll think about it’ prospects? Get complete clarity, a strategy, and a repeatable process to consistently market your services as the ONLY logical choice, attracting more perfect-fit, ready-to-start clients who want to work with you—and finally feeling and being seen as the authority you already are”

Keep your service messaging consistent

After brainstorming a few options and getting to your final one, KEEP. REPEATING IT. EVERYWHERE.

Your audience needs to see the same message multiple times to absorb it and take action.

So, if you don’t talk about it often enough or you keep changing it, you’re making things harder for them (and consequently, yourself).

Make your messaging magnetic with my help, a strategy, and accountability

I hope this guide helped you craft a strong message to convey the value of your services.

When you’re so close to your business, though, I know it’s difficult to read the label from inside the jar (let alone write it).

So, if you’d rather do all this with the help of an expert… Hi! I’m Giada, the marketing message mentor and strategist for service-based women entrepreneurs.

You already have the perfect services for your clients. Now, it’s time to package it in a way that attracts them and makes them think “It’s like she’s read my mind! This is exactly what I need right now.”

More #crafty blog posts on this topic:

5 Signs Your Messaging Is Sabotaging Your Service-Based Biz

Struggling to convey the value of your services in a way that takes your dream audience from prospects to paying clients, shouting “Take my money RIGHT. NOW”?

I bet you’re actually incredible at what you do (otherwise, you wouldn’t have that many positive testimonials and referrals).

What’s actually working against you is prooooobably your marketing messaging.

But I’m not one for relying on guesswork. So, let’s look into it to find out for sure—and see how to ix it.

What is ‘messaging’ in marketing?

In marketing, messaging is the way you talk and write about your business and services and what you focus on the most (your messaging pillars).

It’s how you convey your value proposition, mission, story, and personality to your target audience and across all your marketing channels.

5 signs your messaging is working against you (and how to fix it)

Your messaging should help you attract your target audience, repel wrong-fit prospects, and position yourself as THE go-to solution in the eyes of your dream clients.

But if one (or more) of the following sounds a liiiiiiiiiittle too familiar?

Then it means your marketing messaging has been sabotaging you instead.

1. You can’t sum up what your business is about (not effectively, at least)

Be honest: if I were to bump into you right now, would you be able to impress me with an elevator pitch? Can you summarise your business and what makes you unique—in just a sentence or two?

If you’re now hiding behind your screen hoping you DON’T bump into me just yet, it means your messaging has been sabotaging your service-based business.

Because here’s the thing: 

“your messaging has the power to draw your dream clients in and make them see your services as the only logical next step.

But if YOU are not clear on it, you can’t expect THEM to get it.”

How to fix this messaging problem:

Get clear on exactly:

• What you do – E.g. I’m a messaging consultant and brand copywriter (not a generic “copywriter” or “consultant”)

• Who for – If you’re trying to speak to everyone, you’ll connect with no one. Hopefully, you’ve already defined your target audience, but it’s also important to know how you should refer to them. E.g. I work with women solopreneurs and founders of service-based business, so I usually speak to “women entrepreneurs”

• How this benefits them – That’s what you must focus on to convey the value of your services! Not their features or what you care about. E.g. I make my clients’ messaging and marketing magnetic and turn them into THE go-to solution in the eyes of their dream audience.

And you must also package it in a way that sets you apart from everyone else.

You don’t want to be “just another option,” and it’s not about being “the best” either (I believe that, no matter how skilled we are, there’s more than ONE “best copywriter/web developer/interior designer/business coach, etc. EVER.”)

Instead, you must position yourself as “THE go-to solution in the eyes of a specific audience who’s experiencing a specific problem.”

For example, my core brand messaging is: 

“I’m the brand messaging strategist and copywriter for women entrepreneurs, taking them from ‘just another option in their niche’ to ‘THE go-to solution for their ideal clients.’ I’ll make your messaging and marketing magnetic so that you can attract your target audience, repel wrong-fit prospects, and sell your services more easily and effectively.”

And once you’ve done that? 

Do the same for each of your services or offers: exactly what it is, who for, how it’ll benefit them, and how it’s different from similar options.

2. You’re always changing your messaging

Do you find yourself tweaking your website copy and social media bios all the time? Do you refer to yourself as a ‘strategist’ today and a ‘coach’ tomorrow?

Then that’s another sign that your messaging has been working against you: it’s not consistent.

You may (or may not) have heard of the rule of 7 in marketing. It says that your customers must see your brand at least 7 times before committing to a purchase. 

But nowadays, your audience is BOMBARDED with marketing messages. They see an average of 6,000-10,000 EVERY. SINGLE. DAY.

So, the rule of 7 keeps going up. In B2B, most people need a whopping 27 interactions before buying for you.

“But if your messaging changes every time they see or hear about your business? You’re making things even MORE difficult for your dream clients.”

How to fix this messaging problem:

After getting clear on your core messaging, create a framework for your overall brand and each of your services.

And once you’ve done that? Refer to this brand messaging framework whenever you plan your marketing and content or write and talk about your business. 

That way, you’ll keep your messaging consistent all the time and make it easier for your audience to remember it.

3. Your messaging is aaaaaaaall about yourself

• “I’m passionate about helping…”

• “I’d love to get on a call with you…”

• “It’s my mission to…”

Do you often use these types of sentences in your messaging and marketing?

I get it: your business is your baby, and you are passionate about it. But unfortunately, that’s NOT what your dream clients need to see.

As mentioned before, they’re exposed to 6,000-10,000 marketing messages every day. 

“If you want them to notice and absorb YOUR message, you must make it about THEM.”

How to fix this messaging problem:

From your website copy to your emails and social media posts: build your messaging around your dream clients and what THEY will gain from investing in your services.

NOT what you’re personally passionate about (sorry).

In fact, here’s a simple exercise you can start with: try to use “you” more often than you say “I”.

4. You’re attracting too many wrong-fit prospects and clients who treat you as “just another option in your niche”

Do you often get enquiries about services you don’t even offer? Or waste HOURS on calls with prospects who take up your time for free and then tell you “We’ve decided to go with a different person” or… downright ghost you?

Now, I’ll be completely honest: no matter how strategic you get with your messaging and pre-qualification process, there’ll always be some of these leads who slip through your system. 

(Some people just don’t read. Instead, they’d rather get in touch with a bunch of service providers or book random calls… and waste their time.) 

But they should be the exception to the rule, not a regular occurrence.

“Once you clarify your messaging, you’ll start attracting more of your dream clients and repelling wrong-fit prospects.”

For example: years ago, I helped a web designer who kept attracting low-paying and difficult clients who clearly thought THEY could have done her job better than her… even though she was ridiculously skilled at building websites.

As soon as I looked at her messaging, I spotted ONE word that had been sabotaging her right from the start (because it was in the top section of her homepage and some of her social media bios).

She was targeting “time-poor entrepreneurs.” By focusing on “time-poor,” she was attracting that type of client: those who think they could easily do it themselves, they just hAvEn’T gOt TiMe.

So, one of the first things we did was swapping “time-poor” for “ambitious” to grab the attention of a different type of client: those who have big goals, want to scale their business, and are prepared to invest in the help of an expert to get there.

THAT’S the difference your messaging will make!

How to fix this messaging problem:

Remember that magnets don’t only attract: they repel, too.

So, make your messaging fully magnetic by building it around your dream clients but don’t be afraid to put off those who’d be a bad fit.

As a service provider, time is your most valuable asset. And so is your energy. You shouldn’t have to waste them talking to so many wrong-fit prospects.

And once you get strategic and hyper-specific with your messaging? You’ll start showing up as THE go-to solution in the eyes of your actual dream clients.

Bye bye, prospects who book a bunch of calls with your competitors, too. Hello, clients who want to work with YOU and you only. 

5. You’re spending a lot of time on your content and marketing but they don’t feel worth the effort

Do you waste hours sitting in front of a Google Doc, forcing yourself to pull new content ideas out of thin air—regularly? Do you feel like you’re starting from scratch every time you want to promote your services?

Then your messaging is clearly sabotaging your business. 

“But how is this related, Giada?”

“Marketing is really about amplifying your core messaging to reach more people and turn them into clients.”

If you don’t know how to do that or you’re not crystal clear on your messaging, then it’s costing you a lot of time, sales, and money.

How to fix this messaging problem:

It shouldn’t feel like you’re always starting from scratch every time. Your brand messaging and story should act as a compass.

So, use your messaging (from your new strategic wording to your messaging pillars) to inform all your marketing and content creation.

Messy messaging = messy marketing (and more difficult sales)

Did many of those signs sound familiar? Then, there you go. 

I bet there’s nothing wrong with your actual services, especially if most of your clients are super satisfied after investing in you.

What’s sabotaging you is your marketing messaging.

Because… the truth? 

At this stage, it doesn’t matter how good you are at delivering your services. If you can’t package it in a way that connects with your dream clients? They’ll NEVER find out because… they won’t take action.

Or they will, but you’ll need to work 10x harder to get there—and waste time and energy on too many wrong-fit prospects along the way.

So, think of your messaging as the foundation of your marketing. Clarify and fine-tune your messaging first and use it to guide everything else.

If you want it to grow your business sustainably and actually enjoy the ride, you must build your marketing on solid pillars—not on pillars of sand.

How I can make your messaging and marketing magnetic🧲

As you know by now, I’m Giada (hi!), the marketing message mentor and strategist for women entrepreneurs. 

I can take your from “just another option in your niche” to “THE ONE for your ideal clients”.

You already have the perfect services for your clients. Now, it’s time to package them in a way that attracts them and makes them think “It’s like she’s read my mind! This is exactly what I need right now.”

More #crafty blog posts on this topic:

Do You Need New Website Copy? 9 Signs You Do (ASAP!)

Your business website already has a sleek design that looks all profesh, but… what about the words that fill it? Are they effective and strategic, or do you need new website copy?

Here’s the thing:

your website copy should ACTIVELY bring you clients, make you money, and help your business grow.

Has it been doing all that for you? 

Mmh. If you’re not sure, let’s look at the most common reasons why you might need new website copy.

9 unignorable signs that you need new website copy for your business

From boring self-centred pages to strong SEO-deficiency, we’re about to find out exactly what’s been secretly conspiring against you.

1. A new client wouldn’t get a clear and compelling overview of your business before scrolling down

First impressions do matter.

In fact, only 2 out of 10 people will read beyond your headline.

That’s why the top copy on your home page is the most important section on your ENTIRE website!

Your above-the-fold website copy (=everything your visitors can see before scrolling down) must be clear, compelling, and strategic.

If it doesn’t grab your audience’s attention and give them a reason to scroll down? It’ll be all they’ll ever see!

They’ll leave your website—poof—and head to your competitors instead.

Your above-the-fold copy should consist of an attention-grabbing headline, some explainer text, and a call to action (or two).

Together, these elements must clarify:

1. Exactly what you do/what type of business you are

2. Who for 

3. How this benefits them

4. What they should do next

Unfortunately, many service providers rely on above-the-fold copy that’s incredibly vague, all about themselves, and full of buzzwords (e.g. “I’m passionate about being a coach” or “I provide cutting-edge business solutions”).

Feeling brave? Ask a friend (who doesn’t know much about your business and industry) to go to your homepage, look at it for less than ten seconds WITHOUT SCROLLING DOWN, and identify those 4 points.

If they can’t, you need new website copy, my friend.

For example, this homepage would clearly fail that test. I mean, what do they actually specialise in? And WHY should we scroll down and keep reading?!

Instead, here’s an example of some clear and compelling above-the-fold copy that I wrote for a lovely client:

See? As soon as you land on her website, you can tell:

1. Exactly what they do/what type of business it is – “Boutique web design agency, digital consultancy, and learning platform”

2. Who for – “Female high-flyers”—like them

3. How this benefits them – “Take off by starting your own business”, “propel it forward and higher up” and, overall, “fly their business to their dream destination”

4. What they should do next – “Find the right flight for you” (services page) or, if they’re not ready, subscribe to their newsletter to “learn from our free tips & in-flight magazines”

THAT’S the kind of vibe you should aim for on your website!

2. You say ‘I’ more often than you say ‘you’

This is one of the mistakes I see the most on service providers websites: extremely self-centred copy (often peppered with the same cliches and buzzwords their competitors are also using).

• “I’m delighted to announce that…”

• “I pride myself on…”

• “I’d love to hear from you…”

• “I’m passionate about providing…”

• “I live and breathe coaching…”

These kinds of sentences have become so common that… they no longer mean anything to your bored readers! They’re white noise.

Not only that but (truth bomb incoming) that’s just NOT what your audience actually cares about (#soz).

Don’t get me wrong: I KNOW this can be hard to accept as a service provider. After all, I’m sure you are passionate about what you do, and you could talk about it for hours.

But if you want to get actual clients through your website? Your copy must:

• Speak to them directly (using ‘you’… a lot!)

• Focus on what matters to them  

Which takes us to the next reason why you need website copy…

3. You’ve positioned yourself as the hero of your brand story

“But Giada! It’s MY business. Shouldn’t I be the hero?!”

Unfortunately, no.

Not if you want your copy to connect with your dream clients and sell, at least.

To grab their attention and keep them interested, you need to make THEM (=your target clients) the hero of your story. You? You’re the helpful guide who will help them reach their happy ending.

So, that’s the brand story that your website copy should spin:

• Connecting with (and stirring) the pain point that your target audience is experiencing right now

• Showing them you’re there to help (and why)

• Positioning YOU as the best possible solution

• Teasing how you’ll change their current situation

• Painting a picture of how this will make them feel

And the rest of your content should always keep this brand story consistent too, from your social media posts to your newsletters and so on.

So, if you are still the hero of your brand story, you need new website copy.

4. Nobody can find you on Google

The biggest portion of your target audience does NOT know you exist.

So, when they look for a solution to their current problem, they don’t type your brand name. They google relevant keywords. 

For example, some of my clients find me because they’re looking for ‘a website copywriter’ or ‘website copywriting services’.

Be brave, and let’s check if that’s the case for you.

• Go to your website analytics – Do most of your website visitors come from socials and direct links? And when it comes to Google… tumbleweed?

• Google the keywords that best describe your type of business – Can you see your website or… just your competitors?

Unfortunately, this means that the biggest portion of your target audience will never find YOU when they’re actively looking for your type of business. They’ll go straight to your competitors instead. 

This is usually because of one of the following problems:

• You never optimised your website copy for SEO keywords

• You did, but your old copywriter aimed for very competitive keywords – So, you never stood a chance against the biggest players in your industry

• You did, but those keywords didn’t match the actual search intent of your target audience – For example, most of the users googling ‘knitted clothes’ are interested in buying them. So, if you teach them how to knit these clothes themselves via workshops or online courses? Relying on that keyword would be extremely counterproductive

• Your website copy is way too short to get traction – Google doesn’t really like pages below 300 words. It classifies them as ‘thin content’ and makes it even harder for them to climb towards page 1

Now, let me be very clear: nobody can guarantee that your website will show up on Google’s first page.

But when you invest in SEO-friendly website copy (written with an actual strategy and all the right keywords)? 

You’re giving yourself the very BEST chances of attracting your audience through Google.

Seriously: imagine how many more clients you’d get if you started showing up right in front of them!

5. Your website copy is a huuuuuuuuuuuuge block of text

Does your homepage look like the opening of a Dickens’ novel? Have you been waffling about all the services you offer… without a single heading or section break in sight?

Then I’m afraid nobody (other than your most supportive friend) is going to read it.

Don't take it personally: people just haven’t got time! And they have a short attention span.

Your website copy must be easy to BOTH read and skim

No, NOT like this:

Think headings, shorter paragraphs, white space, bold text, bullet points, and so on. It should also work together with your web design—actively and strategically.

That’s why I always deliver my website copy with simple wireframes: to help you get the most out of it and pair it up with the right visual elements. 

Here’s an effective example of some easy-to-read copy that I wrote for a client:

Much easier to follow, right?

6. Your business has simply evolved, and your current website copy no longer reflects it

Let’s face it: if it was written when you started your business 3 years ago, you probably need new website copy.

Simply because… it’s no longer relevant! (Maybe that’s why you’re so reluctant to send people that way?)

Think of someone who’s only just found about you, whether that’s through social media, Google, or a different channel altogether. 

Your website copy should offer them a clear overview of your ENTIRE business: each of the services you offer (and which one is right for them at this stage), all the deets, how to get started, what they can expect from your lead magnet and newsletter, and so on.

So, if your website copy doesn’t do that (or if it mentions different services and details compared to what you share on social media)... it’s basically been sabotaging your sales.

7. Your competitors are standing out (and you’re NOT)

Ouch. It sucks to see your competitors get better results.

But that’s exactly why you need new website copy: to show your target audience that YOU are the one they should trust with their hard-earned money!

It doesn’t matter if you all work within the same industry or sell fairly similar products/services. The right messaging and website copy CAN position you as THE go-to solution in your dream clients’ eyes.

For example, here’s some website copy that I wrote for a client.

There are all kinds of business strategists out there, but I’ve positioned them as THE obvious choice for service-based founders looking for in-person strategy days:

Psst. When you show up as THE solution, you start attracting better clients, too.

Those who want to work with you and you only (NOT the prospects who book a bunch of discovery calls with 5 or 6 competitors—and then ghost you forever).

8. You’ve written your own website copy (or outsourced it to the cheapest writer)

Definitely one of the BIGGEST signs that you need new website copy for your business.

Unfortunately, many service providers seem to think they can write it all themselves (even if they’re too close to their business and… not copywriters). 

Or that it’s ok to outsource website copy to the cheapest writer on Fiverr. 

Or the friend of their neighbour’s cousin’s daughter because she’s good at English Literature.

But “crafting effective marketing copy” is NOT the same as “writing about your business” or “putting some pretty words together.”

Strategic website copy is about: 

• Clarifying your overall messaging

• Researching your audience and their language/voice

• Setting you apart from competitors

• Adding all the right SEO keywords

• Writing copy with readability and UX in mind

• Spinning your brand story strategically

• Including all the conversion elements needed to actually take someone from prospect to paying clients

And that’s why you need to invest in a professional copywriter.

Now, don’t get me wrong: we’ve all gotta start somewhere! Maybe that DIYed or cheap copy was all you could afford when you started out.

But if it’s been holding you back, that’s when you need new website copy.

9. Your current website copy hasn’t been bringing you clients

I guess this entire list boils down to this: has your website copy been attracting your audience and turning them into paying clients?

As in, do you get enough leads in your inbox that come directly from your website?

If you don’t, it means it’s not doing its job properly.

Your website copy should be working for you 24/7. And if it hasn’t been doing that, you’ve been playing a dangerous game.

It usually means you’ve been relying on:

• Referrals – Not only are they unpredictable: your clients might refer you to business owners who just aren’t the right fit for you (what a waste of time)

• Social media – These platforms are certainly useful, but YOU. DON’T. OWN. THEM. You could get banned (and trust me: I’ve seen it happen to so many people, both on LinkedIn and Instagram), lose your account, get hacked, or get restricted. And let’s not forget about their ever-changing algorithms: how many times have you already complained or felt frustrated because your reach has gone down and nobody is seeing your content?

You can’t control referrals, and you don’t own your social media profiles. Instead, your website is actually YOURS.

When it’s filled with strategic website copy, you can rely on it to:

• Direct more people to the other channel you own – Your newsletter

• Actively sell your services for you – Bringing you leads even when you’re taking some well-deserved time off

• Make you money – Not just “be there”

So, if your current words haven’t been doing all that for you, you need new website copy for your business.

SET YOURSELF UP FOR SUCCESS WITH new and strategic website copy

Enough with words that don’t help you attract new prospects and don’t convert them into clients!

Your brand DESERVES copy that works for you and turns your website into a lead-generating machine.

As a website copywriter and messaging consultant, I can fix this for you in two ways:

🧲Magnetic Message & Web Copy Makeover✨

This is actually oh-so-much more than ‘new copy!’

With my signature brand messaging and website copywriting offer, you’ll get my 5 Pillars of Magnetic Marketing:

🧲A clear and fine-tuned brand message – Let’s position you as THE go-to solution in your dream clients’ eyes

🧲A strategic brand story – Following a proven framework

🧲Powerful website copy that cuts through the noise, connects, and converts – Yes, even when you’re sleeping or on holiday

🧲All the right SEO keywords – Get the very best chances of attracting your audience when they’re looking for your type of business

🧲Bespoke guidelines and frameworks to keep your brand story and messaging consistent – Start amplifying them through the rest of your content, and always know what to focus on

Ready to become THE go-to solution in your dream clients’ eyes in 3 weeks?

Website copy audit

Still haven’t got the budget for strategic, done-for-you website copy?

In that case, the second best option is booking a website copy audit.

For a one-off investment, I’ll review up to 5 website pages and send you a checklist and actionable tips on exactly how you can take them from ‘meh’ to ‘heck yeah!’

If you recognised one (or more) of those signs and realised you need new website copy, don’t delay it. 

The sooner you get it fixed, the sooner you’ll start seeing the first results—showing up as THE go-to solution in your niche and finding new enquiries waiting for you in your inbox.

More #crafty blog posts on this topic:

How to Write Website Copy That SELLS: Guide for Founders

Anyone can write website copy. But not everyone can craft strategic and effective copy that does more than just “be there.”

In fact, most business owners end up filling their website with words that don’t bring any results.

So, as a professional website copywriter, I’ll teach you how to write website copy that sells (step-by-step).

But first, let me show you what you’ve actually been missing out on so far.

What should your website copy do for you?

Your website copy should be your best salesperson: working in the background for you 24/7—no breaks or holidays allowed.

More specifically, it should:

• Position you as THE go-to solution in your dream client’s eyes

• Attract your audience organically on Google

• Repel the wrong-fit customers (unless you’re happy to spend hours running random discovery calls or waste money on refunds?)

• Connect with your target prospects

• Actively sell your services rather than just describing your business

• Bring you new leads regularly 

Has your current website copy not being doing all this? Or perhaps your website is new so you’re writing it for the first time and want to start with a bang?

Then, here’s how to write website copy that does aaaaaaaaaaaaall that for you.  

Step-by-step guide on how to write website copy for your business

Disclaimer: this isn’t something you’ll get to do in one go as you read this blog post.

So, bookmark it right now and come back to it as you work your way through these steps.

Done? Let’s start. 

1. Get clear on your brand messaging before writing your website copy

Brand messaging is how you talk and write about your business, what you focus on the most, and how you convey your value proposition to your dream audience.

This must be consistent across all your marketing channels.

And specifically, as soon as they land on your website, your audience should understand:

• Exactly what you do

• Whether it’s for them

• How this will benefit them / why they should care

But they won’t be able to do that if YOU are not clear on that first.

So, start here, and keep brainstorming until you get to a clear overview.  

2. Research, research, research

I know you’re here to learn how to write web copy, but take it from a professional copywriter: writing is actually the smallest part of copywriting (ironic, considering it makes up over 60% of the actual word!).

The biggest? Research, planning, and strategy.

Now, you might be thinking “Well, it’s different for you, because you write for different clients every time: I already know my business!”

But trust me: starting to write your website copy without getting clear on the following points is a risky game—even if it’s your business. Why?

Because you’d end up relying on assumptions or what you’re remembering, which isn’t the whole picture. 

So, instead:

• Get clear on your target audience – Who exactly are they? Be as specific as possible: when you try to target eVeRyOnE, you end up connecting with no one

• What are their pain points? – If they’re looking for your types of services, it’s because they’re trying to solve a problem (or two)

• How does your business fix them or help them overcome them? – This should create a strong contrast against their current situation

• What are your audience’s most common objections? – Even if they’re looking for your types of services, your audience is still coming up with reasons not to part with their own money (more or less subconsciously). For example, these might be “I could just do it myself” or “Maybe I can worry about this in a few months”

• What are the most impressive results you’ve achieved? – Anyone can say “I’m good at what I do” or keep it vague like “I’ll take your business to the next level”, but what can that look like in practice?

• Reread your testimonials and feedback – What do your clients value the most? What words do they use? This is also part of your voice of customer research: you’ll want to use terms your audience is already familiar with, not buzzwords and complicated jargon

• Remember your calls, and go through your email exchanges – This will help you identify more pain points, objections, and common patterns

• Analyse your competitors – Look at their website copy (for example, did they bring up some points you hadn’t thought of?), testimonials, and reviews (are there any negative ones you can keep in mind to set your business apart?)

• Lurk where your audience is active – From your own social media posts to shared communities and forums like Reddit: what does your audience have to say when it comes to your industry and types of services? Once again, this step is also useful for voice of customer research 

3. Find the right keywords to include in your website copy

Learning how to write website copy that sells is a game-changer for your business. But if you don’t optimise it for SEO, who’s going to read it?

Sure, you can direct your existing audience to your website. But why exactly would you want to miss out on those who’re actively looking for your types of services on Google?

If you forget about them, they’ll find your competitors instead. Harsh but true.

Now, don’t get me wrong: nobody can guarantee that you’ll show up on Google’s first page. There are too many factors that influence those rankings, and you haven’t got any control over some of them.

But when you optimise your website copy for the keywords that your audience is searching, you’re giving yourself the very best chances—and why leave them to your competitors?

So:

• Use one of the best free or affordable keyword research tools (as a beginner, you can start with Google Keyword Planner)

• Look for your type of business, services, or products to find the best keywords to describe them: what are people actually searching for? (Psst: it might not be your first guess)

For example, some of my clients found me because they were looking for a “website copywriter”, a “copywriter for female entrepreneurs”, or “website copywriting services.”

BONUS TIP: you can’t just upload your new copy, never touch your website again, and hope it magically gains traction on Google! You must blog on it regularly, too. This will also allow you to target the biggest chunk of your audience: those who’re trying to find out more about their pain points and/or your industry but aren’t ready to invest just yet. A win-win!

4. Plan your website copy structure—and keep it simple

Maybe you’re building your website from scratch. Perhaps you already have one and are looking to replace its copy. Either way, make it or keep it as simple as possible. 

• Identify your main goals – What do you want your website copy to promote the most? For example, this could be selling your premium offer and getting more newsletter subscribers

• Plan the right website pages and an intuitive menu – You don’t want to overwhelm your audience with endless menu items! Otherwise, they won’t know what they should actually click next

Now, the latter really depends on your type of business, of course. However, a popular menu structure is:

• Home page

• About

• Services (overview)
  - Pages for each individual service

• Contact

But you might benefit from additional pages like a portfolio, success stories, sustainability, etc. 

5. Write your website copy for your audience, NOT yourself

You’re here to learn how to write website copy that actually sells, right? Then, remember you’re not the one buying your offers: your audience is. 

So, you shouldn’t write your website copy in a way that strokes your ego, impresses your family, or matches your personal taste.

You must write it in a way that connects with your audience and gets them to take action. That’s all that matters! 

So, here are some mindset shifts and points to consider (and never lose sight of):

• Always write your website copy with your audience in mind – What do they need to know? Hint: NOT that “I’m passionate about what I do”

• Address them directly – In fact, try and use “you” more often than you say “I/we”

• Your audience is the hero of the story – Don’t make the mistake of positioning yourself as the hero! You’re the trusted guide who’ll help them achieve their happy ending (which is still pretty cool, isn’t it?)

• Focus on the benefits of your services, not their features – For example, Apple didn’t try to sell the first iPod by saying “5GB of storage”. They said “1,000 songs in your pocket” (I know that’s not as impressive today, but come on: this was all the way back in 2001!)

• Use the “so what?” test – When you write your website copy, put yourself in your dream client’s shoes and, after every paragraph, ask yourself: “So what? Why should I care?” If you can’t answer it, that section needs to be reworded or removed altogether

• Use your audience’s language – Refer to your voice of customer research when writing website copy for your business

• Spin your brand story – Storytelling in marketing leads to +30% conversions when used correctly! And that’s why your brand story must position your audience as the hero and show them the transformation you’ll bring about for them

6. Write a website copy draft for each page

What you actually include and focus on will really depend on your unique business and goals. However, here’s a website copywriting plan that tends to work for most.

How to write website copy for your Home page

Use it to provide a clear overview of your business and to then direct your visitors to the right page or next step for them.

Some key sections:

• Above the fold (everything they see before scrolling down): this should clarify exactly what you do, who for, and how it benefits them, as well as offering your main calls to action

• Connecting with your audience’s pain points and presenting your business as the obvious solution

• Clear breakdown of your services with links to the relevant pages

• Short about section linking to the About page

• Newsletter or lead magnet section

How to write website copy for your About page

This page should show your audience why they can trust you with their money—and why they should choose you.

So, you can cover:

• How your own experience and mission is relevant to your audience

• Why you’re the best possible person for it (e.g. experience, background, certifications, etc.)

And don’t treat it as a dead page: add a call to action at the end (for example, to head to your Services page)

How to write website copy for your Services/How to work with me page

Build it as an overview of all your services to help your audience identify the right one for them at this stage:

• Have smaller sections for each of them

• Include direct calls to action

How to write website copy for your individual Service pages

The aim here is to sell that service (duh):

• Offer a clear overview of that offer in a couple of sentences (much like your above-the-fold section on your home page, but focusing on this service alone: what it is, who it’s for, how it benefits them)

• Connect with your audience’s pain points

• Reference what they’ve already tried to do to solve them (and why it didn’g work)

• Tell them what’s really causing that problem, and present your approach as the obvious solution

• Introduce your service again

• Paint a vivid picture of the final outcome

• Tackle their most common objections and help them understand whether or not it’s for them

• Clarify everything that's included (but try and focus on the benefits rather than features alone)

• Include plenty of social proof, like previous results or client testimonials

• Remind them of why they should trust you

• Include FAQs, if relevant

• Wrap it all up, and end it with a strong call to action (but scatter a few more throughout the page)

How to write website copy for your Contact page

Don’t just have a sad contact form without any kind of context!

• Remind your audience of why it’s important that they take action or give them a final nudge

• Clarify what happens next (for example, if they have to submit a form, you could mention that you’ll get back to them within 2 working days)

BONUS TIP: add social proof throughout your core pages too, starting from your Home

7. Optimise your new website copy for SEO

Remember those keywords I told you to look for? 

Whenever possible, every page should target a main one, but you can also use similar keywords to complement it and help your audience find you.

Try and use your keywords in:

• Titles and headings

• The first 100 words of your copy on that page

• A few times within the text

• Anchor text (the clickable words of a link)

• Image alt text

• Your meta description 

but only when it feels natural. Don’t force them! Nobody likes to read a robotic text.

You also need to use your headings hierarchically—which, in this case, is just a fancy way of saying “in the right order”.

Don’t skip this step, because wrong headings are one of the mistakes I encounter the most when I review website copy written by someone who isn’t a professional SEO copywriter!

• Have only one heading 1 per page (your title)

• Then, introduce the next core section with a heading 2 (e.g. “Has your graphic design been holding you back?”)

• If the following section is still very much related to that one, use a heading 3 (for example, “How your current graphic design is sabotaging your business”)

• If it covers a completely different point, then it should be a heading 2, meaning that it has same value as the previous one (e.g. “Here’s how we’ll change that”)

• And so on

Whatever you do, don’t ever use your headings to format your text and make a random sentence pop. Not to be dramatic, but that would DESTROY your SEO.

8. Edit your website copy, and make it easy to read

As they say, “kill your darlings.” Just because YOU like a specific word or sentence, it doesn’t mean you should keep it. 

So, while learning how to write website copy is key, I’d say that editing your first draft is just as important.

How to edit your website copy:

• Get straight to the point, and remove all the fluff (like “Welcome on my website”)

• Remember that the goal of each line is to get your audience to read the next 

• Still, most people will skim it (that’s where my readability tips will come into play soon)

• Clear > clever – Don’t say something vague like “I offer business solutions” just because it sounds fancy. What does that actually mean? Is it a consultancy service? Software? Be specific!

• Once again, remember the “so what?” test

• Read your website copy out loud (I promise it makes a huge difference!)

How to enhance its readability: 

• On each page, divide your website copy into sections with headings

• Use shorter paragraphs: nobody wants to read a huge block of text

• Use bullet points 

• Use bold (sparingly) to highlight your key concepts and make things even easier for anyone who’s skimming your website copy

9. Use your website copy to inform your design (NOT the other way around)

If you’re updating your existing web copy, don’t try and force your new text into your old sections.

And if you’re learning how to write website copy for a new website, plan its design around your structure and words.

This will allow you to highlight the most important sections and make the entire copy easy to read.

That’s why I always wireframe it before delivering it to my clients—to help them get the very best out of it.

Because here’s the truth: you can learn how to write copy for your website or hire the best copywriter… but if you then upload it as one block of text? Or mess up its design?

Your audience will struggle to read it—and they might easily give up.

So, make your website copy and design work together strategically.

10. Proofread your website copy again, even after you’ve uploaded it

I swear some typos only show up after you’ve hit “publish”!

So, read your website copy again and look for:

• Typos

• Repetitions (that’s why reading it out loud is key)

• Consistency in spelling and styling (e.g. whether or not you’re using the Oxford comma, ampersands or “and”, etc.)

You can also use proofreading tools like Grammarly. 

11. Refer to your website copy through the rest of your marketing and content 

Another common mistake I encounter when working with new clients?

Their website copy tells one story, their LinkedIn profile a different one, their Instagram is a separate thing altogether, and so on.

Nope, nope, NOPE. 

Your brand messaging and story should be consistent no matter where your audience is reading about your business.

Otherwise:

• They’ll get confused

• They’ll struggle to understand what your business is actually about

• They won’t remember it

• They won’t automatically think of you when they’re ready to invest

So, don’t ever lose sight of the brand messaging and story that you crafted when writing your website copy. In fact, you can (and should) even use the same wording in some cases. 

For example, the top section of your home page and your social media bios should be extremely similar.

Some website copy examples to help you write yours

It’s easier to learn how to write website copy when you see it in action.

So, here are some examples of the strategic copy that I’ve written for some clients after clarifying their brand messaging.

Key elements:

• what type of business this is (“boutique web design agency, digital consultancy, and learning platform”)

• who for (“female high-flyers”—like them)

• how it benefits them (“take off by starting your own business”, “propel it forward and higher up” and, overall,“fly their business to their dream destination”) and what they can expect, specifically (“website, tools, and resources”)

• what they should do next (“find the right flight for you” or, if they’re not ready to invest, subscribe to their newsletter to “learn from our free tips & in-flight magazines”)

And another snippet:

See? Written with an actual strategy, focused on their audience, and crystal clear.

How I can help you 1:1 and write website copy for your business

I hope my guide on how to write your website copy was useful!

But yeah, I can’t deny that it’s A LOT of work. 

So, if you’d rather leave it to a professional instead of wasting weeks on trial and error, check out the 🧲Magnetic Message & Web Copy Makeover✨

With my brand messaging and website copywriting offer, you’ll get:

🧲A clear and fine-tuned brand message positioning you as THE go-to solution in your dream client’s eyes

🧲A strategic brand story woven around your target audience and following a proven framework

🧲Powerful website copy that cuts through the noise, connects, and converts… even when you’re sleeping or enjoying some well-deserved time off

🧲All the right SEO keywords to help your audience find you organically on Google when they’re looking for your type of business

🧲Bespoke brand messaging & storytelling guide so that you can always keep them consistent and amplify them through your content

Ready to go from “just another option in your niche” to “THE go-to solution for your ideal clients” in 3 weeks and start relying on website copy that actually sells for you 24/7?

More #crafty blog posts on this topic: