In this post, I’ll be covering the idea of conveying the transformation you deliver in your copy. While we talked about hell messaging last week, this week we’re focusing more on the other side: heaven messaging. Those who play into this type of messaging are more looking for the dreams, goals, and beautiful things you can talk about instead of the pain points like we discussed previously. The people looking for heaven messaging are yearning to hear about the transformation you deliver.
This is week three of my eight-week copy school series, and I’m so excited to be sharing my knowledge with you all on this topic. My ultimate goal from the series is to make sure that you’re equipped with the knowledge and tools that you need to write your copy effortlessly and with the confidence that you’re going in the right direction.
What If I Don’t Deliver a “Transformation”?
So I get this question a lot. People wonder how this applies to them if they don’t deliver a transformation. And the truth is that the “transformation” you’re marketing will look differently, depending on your industry.
For some industries, deciphering this is really easy. For instance, if you’re a hair stylist or a professional organizer, it’s really clear to see the transformation you’re helping your clients make.
If you’re in a more ambiguous industry, it may be harder to see this part of your business at first. But there certainly is an underlying transformation that exists for every business. And I’m here to help you decipher that. And once you have a grasp on it, you can communicate that to your buyers.
Understanding the TRUE Transformation You Deliver
It’s also important to understand that many times, the transformation that you think you deliver is not necessarily the transformation your clients are taking away from their experience with you.
Take my business, for example. It’s simple for me to think that the transformation I offer as a copywriter is a client’s website or sales page being up and running, allowing them to use those tools to effectively sell their offers. But as I know from speaking with my clients, the transformation I deliver is SO much more than that.
Once my clients see their offers on their website or sales page, they attain more confidence. They have a stronger belief in what they’re selling. I help them transform the way they feel about their offers.
So it’s all in the framing. I don’t just say, “I help online entrepreneurs write strong copy that sells.” Even though – I definitely do that! However, there’s more to it than that. There’s an emotional component that is actually even more meaningful.
Those feelings of confidence and pride that I’m able to induce for my clients is what I focus on in my messaging. I know it’s something that sets me apart, and I know it’s something people yearn for. This messaging will speak to the people that want to experience these feelings.
Deliverables and Outcomes vs. Transformation
Another thing to understand about this type of messaging is that your deliverables and outcomes are not the same as the transformation you deliver. If you deliver blog posts or photography to your clients, those are your deliverables. If you’re a coach who helps clients overcome their current money mindset, that’s an outcome. But these are different from the overall transformation that you’re selling.
In fact, the transformation is much bigger than either of these things, and much more emotional. Let’s use the example of Cinderella. She has such a famous transformation story. But in the story, we wouldn’t identify her transformation as her putting on a gorgeous gown and glass slippers to ride in the pumpkin to the ball, right?
No, those are things that her fairy godmother did for her. But we know from the story that her transformation is deeper than that. Her transformation revolves around exiting a situation where she had no power over her own life. She realized things about herself that she hadn’t before – like how she was important, beautiful, and capable of giving and receiving love.
So what does this mean for you? It means it’s time to shift your attention onto the right things. Not the glass slippers, dress, and pumpkin carriage. Nope! Focus on the bigger meaning that your work has for your clients.
Sourcing Information From Your Clients
So you might be wondering at this point, how do I even start to figure out what the transformation I have to offer is? Where do I get this information so that I can start addressing it in my messaging?
There’s a simple place to get that information: from your clients!
The easiest way to understand what amazing transformation you’re delivering as a result of your business is by speaking to the people you’ve supported and worked with. And guess what? They’re answers will most likely surprise you.
So, at the end of every project, start practicing the habit of asking your clients, “What was it like to work with me? What did you like about the process? How has our work together changed your life or business?”
This may feel uncomfortable at first, and that’s normal. But it’s so important to solicit this feedback because it’s a messaging gold mine for you to use in your business.
Pay Attention to What Your Clients Have to Say: The Bottom Line
Paying attention to what your clients have to say and the emotion they have towards their work with you will help you understand the transformation you’re delivering.
Focusing on this transformation allows us to go deeper and paint a picture of how you will really affect the lives of your clients. It shows them how their life will look after you’ve checked off every deliverable and achieved every outcome.
The coffee break I’m assigning you today is to either reach out to a past client or an existing client. Ask them how their life or business has changed since they started working with you. And be sure to log this in a journal and continue to do this with all of your clients so you can detect patterns over time. This will paint a bigger picture of the beautiful transformation you’re delivering to your clients.
Thank you for reading! If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you!
And if you need some guidance on how to structure your copy for social media & MORE, check out The Copy Template Shop! See you back here in the next post — and remember, I’m rooting for you, always.
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
Grab my free Website Copy Roadmap and learn my five-step process to writing website copy that connects with & converts dream clients.
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