Weekly-ish Wisdom from Jennifer Kem

The Blog

How to create copy that magnetizes (a sneak peek into this month’s MasterClass)

A question I’m asked often is, “Jen, can you teach me to write great copy?”

While creating magnetizing copy is not a skill that comes overnight (even the greats will tell you – Best Selling authors have their own battles with writer’s block), there are simple steps you can take to make your copy shine. The key is to be very, very clear on your why and their WIIFM. Ask yourself,

Am I clear when I write my copy? Do I answer the #1 question on my audience’s mind: What’s In It For Me?

While it seems like a small detail, really doing the work and not just glossing over this segment makes all the difference. When you look at your products, services, and shiny-new-ideas, what’s in it for your audience? Taking it a step further, have you truly journaled or written down what’s in it for them? Ask yourself, “What’s in it for them?” and then write your copy from that foundation.

A lot of times what we do is “announcing”, not marketing. We say, “This is my product, this is my service, this is my [insert here].” But when you just focus on what your products and services are, your audience won’t care. Your audience cares more about what’s in it for them and they want to find a way to connect it to your brand. Your brand, your why, is what differentiates you in the marketplace. And it’s your job to connect that why to their WIIFM. Your audience wants to solve their own problems, and they’re looking to you show how your brand does just that.

As you narrow down your market (think back to last week’s blog), you will find more and more opportunities to test your WIIFM. Here are some great questions to ask yourself as you test:

  • Am I choosing a specific market? Am I being specific enough?
  • Am I testing my WIIFM + copy to see what’s landing on people and that they need it?
  • Am I just throwing it out there hoping something will stick, or am I being very clear?

This blog is full of sentence stems you can use to journal your answers. As you look through your thoughts, you will find the key elements to create magnetizing copy for your brand. (And, if you want a fast track to get there, you can hop in tomorrow’s MasterClass, Copy That Sells – learn how to NOT leave money on the table)

So…what’s your audience’s WIIFM? Share with our Tribe in the Paid to Be You Posse. We’ve got Master Brand Bosses and Momentum Pros who’d be more than happy to offer helpful feedback (sharing + testing in one #slay. The perfect win-win.)

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  1. Marion Lynn Connell

    As I was reading you r blog my mind came up with all the reasons not to choose me, ie. If you want a quick fix for your medical problem, I am not the one to see. If you like “yoyo” dieting, I am not the one to see, or If you are fine with growing old and having your body and mind deteriorate, I am not the one to see. BUT…. if you want to eliminaate or at least manage your medical problems with reduced medications or none whatsoever, we should talk. If you want to lose wait permanently without feeling deprived, eating at least 3 proper meals a day, with a wide variety of choices, no dieting, let’s get you started. If you want to put a halt to your aging process and keep your mind and body alive, active and intact, I have the solution for you.