We’ve talked about the importance of building an audience. We’ve talked about why mental health professionals should have a blog. We’ve even talked about using social media. You now understand the importance of speaking to an audience. But how do you have meaningful conversations with your virtual audience?
It may not seem like most forms of copywriting can create a conversation with your audience. Who’s having a conversation through their screens? How do you engage your audience virtually? The truth is, there are lots of ways mental health copywriters use words to engage with your readers. Some examples are through your website copy, blogs, emails, and social media.
The key is to make your writing a two-way communication. Social media is the obvious form of two-way communication. You can have a back and forth with someone on all forms of social media. This is really important to remember when using social media for marketing purposes. Everything you write should speak directly to your virtual audience and make them want to like and comment back. Then you can comment back to them, and so on.
If you’re writing a blog, you need to write in a conversational tone. You want your readers to imagine talking to you about the topic. They should hear your voice speaking through your blogs directly to them. This creates a feeling of being in a meaningful virtual conversation with you.
Your blog should have a comments section so that readers can communicate directly with you. This gives them a way to literally turn what they just read into a two-way conversation.
Website copy is just as important when having a meaningful conversation with your virtual audience as blogs and social media. When someone lands on your site, you want them to feel like you’re talking directly to them. You need to hit their pain points right away. And you should have a section where they can contact you directly to continue the conversation.
Emails are also a great way to have a meaningful conversation with your virtual audience. You’re dropping into their inbox on the regular. You’re speaking directly to them. We all check our emails constantly, and if your emails are getting read, then your reader should feel like you are speaking directly to them. Those emails should feel personal. This is how you engage your audience virtually.
Who Are You Talking To?
In order to make your audience feel like you’re speaking directly to them, you need to be crystal clear about who your audience is. You’ve got to narrow down your niche and know exactly who your ideal client is. What do they do for a living? What are their hobbies? How old are they? Do they have kids? Pets? Like to travel?
You want to give your virtual audience what they want. In order to do that, you and your mental health copywriter need to do some market research. Once you know who your audience is, find out what they like, what they don’t like, and what you think they need to hear.
Sometimes you’ll find that they didn’t know they needed to read it until you gave it to them. But once they’ve read what you have to say, they should come away from that piece of copy satisfied that you gave them what they didn’t know they’d been looking for.
One of the reasons mental health copywriters want mental health professionals like yourself to write blogs is that they establish you as a thought leader in your field. By doing that, people will put stock in what you have to say. They’ll listen. This creates trust. Your audience will keep coming back. That’s how you create meaningful conversations with your virtual audience!
Speak in a Conversational Tone Directly To Your Virtual Audience
If you notice, I’m speaking directly to you. I use the word “you” throughout. You should be doing this in all of your copy, regardless of the form. Copywriting is different from the writing you’re probably used to. It’s less formal. You want to feel like the person whose copy you’re reading is in the room talking to you.
Speaking in a conversational tone is key when it comes to engaging with your virtual audience. It makes them feel like you’re having a conversation. They may be more apt to leave comments, share your blogs or social media posts, or even reach out to you directly.
That’s what we’re going for- engagement. This has many forms. It can be likes or comments on a social media post. It can be a direct message or an email. It can be a phone call to set up an appointment with you. This is what I want for you! But the only way to do that is to speak directly to your audience in a way that they feel like you’re having a conversation.
Because you are.
One other thing to note is that it’s really important to steer clear of jargon. You need to write like you talk. But all of you mental health professionals are incredibly sharp and well-educated. It’s easy to get jargon-y. Don’t. Speak to your audience the way you would talk to someone who knows nothing about psychology.
Prepare To Converse With Your Virtual Audience
Now that we’ve covered the basics, it’s time to dive deep. I write words in your voice directly to your audience. I do the research to find out what your audience likes, wants, and needs. Then I help you engage in meaningful conversations with your virtual audience.
Contact me to get started on a copywriting journey with a mental health professional who writes for other mental health professionals.