COPYWRITING FOR OVERWHELMED AUDIENCES
In my last blog, I covered how to ‘do’ copywriting for your small business when you are overwhelmed.
But what about when your audience is overwhelmed?
When I asked my IG audience 'what feels challenging about writing right now?' a common theme that came up was anxiety around adding to the noise in an overwhelmed, overstuffed social media world.
It seems like many people are choosing to take longer breaks from being online to protect their energy and mental health. And for the record? I'm all for this.
It also seems like, when people are online, they’re looking for ways to connect and escape. Ways that don't demand too much from their overworked brains and nervous systems.
Because no matter what’s happening in the world all of us will still, for better or worse, care about our lives on a micro-level.
How our business runs, how we're going to pay the bills, how we're going to get our next emails out, when we're going to get groceries done, making it to school in time for pick up, if the dog needs a run today.
Right now we need art, distraction, joy, ease, support, humour, love, relaxation and so many other things.
So, how do we respond to our audience’s needs as small business owners and content creators when writing our copy?
How do we continue to market our businesses in a way that doesn’t feel “icky”?
Here are four tips to help you continue to 'do' social media and content marketing in a way that honours the context our audience is navigating right now.
1. Acknowledge the context
There’s no perfect way to respond in a time of crisis—
Talking about what action you're taking is an imperfect response.
Saying nothing and continuing on is an imperfect response.
Pausing all communications is an imperfect response.
Questions to ask when you’re trying to decide how to respond—
What is my expertise and sphere of influence?
What is my responsibility to my audience and community?
What do my head, heart and gut say?
If you do decide to continue with your content marketing and selling it can help to acknowledge the context your audience is navigating. Naming the ick can take the power away from the ick.
But please please if you’re going to acknowledge how hard it is to live in the world right now, the very next thing you say shouldn’t be an ask or hard sell. It’s jarring and disingenuous. The very next thing you say should be something about what you’re doing, how you’re coping, what action you’re taking, how you can help or what others can do to help.
Here’s a simple example—
Before we jump in, I want to acknowledge the suffering and loss of lives both in Australia and overseas. I hope your families and loved ones are okay, even as many others are not. I know you’re feeling overwhelmed right now, I’m feeling overwhelmed right now. I hope this week’s email gives you a moment of distraction in the chaos.
2. Tell them what to do
I don't know about you, but part of the fatigue I'm feeling right now is because of the million decisions I have to make every day.
From what to make for the kids' lunches again (how is it that they need to be fed at least three times, every day without end?) to whether there’s something more exciting I can buy my husband for his birthday than a fresh set of undies.
I just want someone to tell me what to do!
Things that make decisions easier for your audience and are kind to their brains?
Direct instructions
Simple tips
Clear calls to action
And questions and invitations to interact or engage should be as simple and easy to respond to as possible:
Use closed yes/no questions
Give this vs that options
Invite single word or emoji responses
By the way, CTAs don't always have to be "BUY NOW" or "LINK IN BIO" they can also be:
Swipe right
Hit reply
Comment below
Save this post for when you need it
Save this post for when you have the time to read it
Swipe left to see
Tag a friend who needs to see this
Double tap if you can relate
Drop an emoji in the comments
Sign up to our email list
3. Focus on connection-building by writing copy that is relevant and relatable
Look for the stuff that will get that 'me too' reaction.
Talk about something you love or something that frustrates you.
This doesn't have to be big, in fact, sometimes small and insignificant stuff resonates best. Like never-ending piles of laundry, a mess of cords in the junk drawer, favourite baked treats or comfort foods, movie genres you love or hate.
Try to keep it on-brand and weave it into regular content if you can.
Here are some simple social media caption examples to show you how it might look if we pulled those last two tips together...
Sick of coming up with lunch ideas for your kids? Here are three ways to make sangas interesting again (and keep fussy kids happy while still ticking all the health boxes). PS: do you say "sangas” or “sambos" --> tell us in the comments
Every day feeling like same-old, same-old in locky d? Drop a 🙋♀️ in the comments if you can relate! Why not take your cuppa outside today? Chuck on some bright earrings (our pick are these gorgeous dangles), throw out a picnic blanket and enjoy the sunshine!
These *insert product/offer/service here* are more popular than fresh-baked croissants on a Sunday morning. Link in bio to get your hands on some today! And tell us, which do you prefer 🍩 or 🥐? Drop an emoji below and let us know.
Refreshing the aussie post tracking site and peeking on the postie like 👀? Your preorders are on their way so keep those eyes peeled!
4. Make your copywriting readable, skimmable and accessible
Audiences do a lot of their content consumption on their mobile phones while they're meant to be doing something else. Like, watching the TV or entertaining kids or washing dishes.
Content that’s easy to access, read and skim is kind on overwhelmed brains.
How? Here are some ideas...
Keep content short and to the point
Turn longer social media captions into a series of posts or a carousel post
Turn longer emails into a series (hello, hello!)
Summarise longer videos in IG stories with a written story
Formatting matters
Use headlines and bullet points in emails
Use line breaks and emojis in social media posts
Choose quality over quantity
Consider publishing less content and spending more time crafting each piece so that it's enjoyable and engaging to read.
Learn about and use basic accessibility options
Include image descriptions and alt text in your social media posts
Use closed captions on videos
Turn hashtags into camel case (so they look #LikeThis and not #likethis)
I've learned a lot from Carly Findlay in the accessibility space, if you follow her and learn something please consider also making a contribution to her PayPal or Patreon.
In a climate when so many of the customers of our small businesses are overwhelmed, it’s easy to feel like you’re not being ethical by adding to the noise. I hope these tips help you to see there are ways to continue to promote your small business while honouring your audience’s experience right now.
WANT MORE LIKE THIS?
Join my email list and get all this juicy stuff (and more) straight to your inbox.
HIRE ME TO SPEAK
Find out more right here.
WORK WITH ME
Slide on over here and let's make it happen.