Frank & Marci: ‘How to write posts that don’t just flatline on social media’
We’re all looking for love online.
Not romantic love (although that’s fine too if that’s your thang), but love for our content from our audience expressed through reactions, shares, comments, and DMs.
Cork-based digital marketing duo Frank Prendergast and Marci Cornett help small businesses and solopreneurs attract their dream customers online through copywriting, digital marketing strategy, messaging and brand voice development.
We asked them to share their tips on how to ensure that your website copy, Facebook posts, tweets and Instagram captions are truly top notch:
“If more often than not your content falls flat, don’t worry. It’s not you; it’s your copy. And we can fix it.” says Marci.
“Let’s start with these 3 transformative copywriting tips…
1. Back away from the intercom.
When you write as if you’re broadcasting to the faceless hordes, I guarantee your sentences will come out flavourless and forgettable.
No matter what you’re writing – updates, website copy, blog posts, emails – write it as if you’re writing to one specific person…ideally, someone who fits your dream customer profile.
This mindset shift alone can resuscitate lifeless copy, inspiring you to write in a way that sounds more personable and relatable.
2. Stop thinking of it as your first sentence. It’s your hook.
Any good writer will tell you that the point of the first sentence is to get a reader’s eyes on the second sentence.
But that won’t happen unless your first sentence piques curiosity. So how do you write a first sentence that hooks your reader?
You infuse it with a hint of drama, conflict, mystery, or emotional payoff.
3. Douse us in details.
So your first sentence caught your reader’s attention. How do you keep it?
By bringing up some pleasantly plump details, and making them as original, specific, and visual as you can. Vague writing is boring, but detail-packed writing intrigues. It fully engages us as it lights up different areas of the brain.
Wondering where to get these details? Look for them in your personal stories and experiences, or those of your customers.
Wanna see these tips in action? Here’s a before & after transformation of a (100% made-up) social media update…
(Addresses a crowd, boring opening, vague writing)
Everyone has unexpected spills from time to time and could do with a little help from a pack of ready-wipes.
The formula removes stains and dries fast. So anyone in a rush to clean up a spill will find ready-wipes up to the task.
Travellers will be pleased to know they now come in handy travel-size resealable packs so they stow away easily and stay moist as long as needed.
Everyone should keep a pack of ready-wipes with them. Shop now for the fastest clean around.
(Talks to one person, starts with a hook, filled with specific, visual detail)
When Lisa looked at her lap and saw the state of her skirt, she was sure this would go down as the most embarrassing moment of her life.
The guacamole meant to go in her mouth? Yep – right there in a big green blob just below the belt…moments before she was to meet her new boyfriend’s mum.
Can you imagine the panic?
Lisa was two seconds away from fleeing the scene when she remembered the pack of ready-wipes in her bag.
A few swipes and the green goo was gone. But what about the wet stain left behind? Not the best look for making a good first impression.
Lucky for Lisa the ready-wipes formula dries in under 30 seconds. By the time new BF’s mum arrived, Lisa – and her skirt – were good as new.
Get your own pack of ready-wipes and you’ll never worry about missing your mouth again.
Frank and Marci are a married couple based in Cork City who love helping small businesses and solopreneurs grow online. Sign up for their friendly and fun emails to get their free guide on ‘3 Writing Tips for Attracting More Dream Customers’.