Copywriting & Content writing
I wish I may, I wish I might...
get
the right person to stay on my
site.
That’s what you want, right? Whether through organic search, a planned campaign or the blessings of Google, you want more people to visit your site – maybe even specific pages on your site – who want the benefits and relief your care management services deliver.
More than that, you want to pique their interest and get them to poke around, finding more and more reasons to stay and learn even more because they’re getting the idea you may be The One (sorry Keanu Reaves, you’re only ‘The One’ in fantasy movies).
You could be the one who’ll solve the problem that’s been keeping them up at night: how do I best care for my aging parent? My loved one? How do I solve:
- the distance involved
- headaches with other family
- long standing emotional turmoil
- not knowing how to discuss this with mom or dad
- balancing my work
We get it; we’ve served Care Management professionals since 2019, partnering with them to deliver messages that will connect with prospects – your prospects – typically an adult child trying to balance the situation and emotions of aging parents or chronically ill loved ones.
Copywriting and content creation are two very important ways to get that done. Whether on a blog, social media post, web page, email, webinar or give away (we call that a Lead Magnet), your content helps your prospect feel a connection with you, understand the impact you can make, both for them and their loved one. Your content also helps Google and other search engines decide whether you belong in a SERP (that’s search engine results page) for the person looking for your kind of profession, and can convince other websites to link to you.
So, do we just make it all up while consulting Chat GPT? No – the right language comes from knowing who, what, why and how. Let’s look at each:
Who is looking for you and the care services you offer? How might you define them beyond ‘a mom in her 50’s’? The more specific you are about who you serve, the easier it will be to portray you – honestly and completely – as having the solution they seek.
What is going on for them when they realize it’s time to make a change? Is dad’s thinking becoming a bit cloudy? Did mom have a bad fall? Are there disagreements with siblings about who’ll step in?
We know you often speak with prospects when they’re upset, confused, stressed or even embarrassed to share their feelings with you.
You’re the expert on what your typical prospect is facing when they see your marketing content and decide to take action on it. Let’s make sure we really understand their situation, their desired outcome before we write a word.
Why did they come to you to solve their problem? What did they read or see that made them think: “wow, they really get me!” What connected with them at an emotional level? Important to know, don’t you agree?
Where are they looking for their solution? Oh man – this one’s huge! You may have a teenager telling you to put your messages ‘here’ while your competitor is doing something else entirely and you haven’t got any idea where your marketing investment should land. Well, there are only 2 considerations when you decide to make your marketing line in the sand and that decision will guide us with your content – its type, placement, and frequency.
Uh, hang on; there’s another ‘how’ here: How do your clients want to feel as a result of using your care service? This is a biggie; it goes to the very heart of why someone will respond to your messaging and ultimately say yes, no, or not now. Marketing lives for feelings – for understanding what prospects feel when they seek you and what they should be when you’ve applied your services. In the care management world, you face an added challenge: your prospects often want to hide emotions – guilt, embarrassment, resentment, frustration can all be part of what they feel when they contact you and may not want you to see those feelings. So, your marketing role is to engage someone’s attention and interest; to let them know you understand how they might be feeling.
We want you to get maximum impact for your message. And, once we know who is your audience and where they are when they are receptive to your message, we may leverage content; a blog may become a video. An email may become a Facebook Live event or series of social media posts.
As much as we’d like to write or design content for you, we need to speak with you first. Let’s set that up here.
Features vs. Benefits
The most important thing to understand about copywriting is the difference between features and benefits.
Features are the “parts” of your services, what you do to earn your fee. On the other hand, benefits are the the sense of value people get when they use your care management services; often that’s a changed state of emotions, or quality of life and it’s huge.
“You” Not “We”
Pronouns matter a lot in copywriting. In fact, a basic rule of copywriting is to talk more about your clients and their needs than your company, brand, or services with your marketing communications.
The most popular topic anyone wants to talk about is themselves. So, in line with that, check the next box.
What’s in it for me?
This is another fundamental rule of copywriting. If the message you plan to send doesn’t tell recipients what’s in it for them, then you need to make some changes to the message.
Really, it’s only in fantasy movies that ‘if you build it they will come.’ Make sure prospects understand what will change for them as a result of purchasing your care management services.
What Our Clients Say
"It is just perfect Andrea. It needs to be posted on website, GG Facebook, LinkedIn and Instagram. I am very happy with your writing and promotion."
"The blog is wonderful. There is not a word I would change. You really really understood what I was getting at and put it into perfect wording."
We Produce So Much Copy Our Fingers Get Exercise!
There are so many ways to communicate – really connect – with your desired audience. Here are some samples:
Postcards, Squeeze Pages, Blogs, Social Media Posts, Site Pages, Email Series
Do you want to know a good marketing strategy for your company?
Copywriting and Content Creation is a great building block to leverage; that means get more bang for your buck. Want to learn how? Just ask; here – we’ve made it easy for you with our contact information.
- Email: andrea@marketingmagictips.com
- Phone: 516.647.6249