write to the heart.
Use empathy to create copy that connects.
A workshop with Penny Brazier.
Tuesday 5 April.
8pm BST
Use empathy to create copy that connects.
A copywriting workshop with Penny Brazier
Tuesday 5 April
8pm BST
How well do you really know your customers?
You’ve done the ideal customer exercises. You know where your demographic eats, shops, works and how many cats they have.
But when it comes to sitting down and writing content for your business, is it really helping? Can you clearly visualise who you’re writing it to? Can you tap into what they’re feeling and what they really need to hear?
Hard, isn’t it.
But it’s vital.
Because, while telling our brand story online is important, if we don’t think about where our audience’s heads are at too, the room will empty. Fast.
You can make emotional connections with words.
We’ve all read the posts, emails, ads and sales pages that manage it. The ones that look us dead in the eye and speak to us and us alone. Powerful words that make us sit up, listen, feel seen and heard.
What if we could write that way for our own audience?
It might be easier than you think.
Empathy is the answer.
In this 90 minute workshop, I will teach you how to use empathy and intimacy in your copy and content writing so you can speak directly to your ideal customer.
By considering who they really are and what they want out of life, you can make them feel seen, heard, appreciated and empowered.
Get to know your ideal customer better than ever.
We’re going beyond the brand of tea they drink. We’ll be looking at their hopes, their dreams, their vision and their challenges. The change they want to see in the world. What makes them laugh, what makes them cry.
Most importantly, we’ll be looking at how all those things connect with what you do. Because that’s the sweet spot. It’s where the magic happens.
Then I’ll show you how you can use that information to write copy that draws your right people to you.
Words that give them that “ohmygodareyouinmyhead” feeling.
You know the one.
This workshop is for you if...
You’re a freelancer/business owner who wants to make powerful connections with your copy and content. You want to draw more of the right people to you. The ones you love working with – those marvellous unicorns!
Or you might be a writer or a content creator who’s read the books, done the courses, but suspects there’s another level to writing for business that the big boys aren’t talking about. Something that’s messy and human and real.
You’re dead right.
Here's what's involved...
In this 90 minute workshop I’ll take you through the process of identifying your ideal customer in a way that focuses on their values and experiences rather than demographic information.
You’ll learn strategies to help you speak more intimately in your copy – to one person rather than many.
You’ll get a Write to the Heart workbook to complete during the workshop. This will be emailed out the day before.
It will be a fun and informal session, join in and share as much or as little as you like!
You’ll get a replay if you can’t make it on the day.
Praise for 'Writing For Human Connection'...
So much content and value.
Feeling excited about writing again."
"My ideas are flowing onto the page like smarties out of a tube. Thank you Penny!"