Ready to sound like yourself?
You won’t be shocked to learn that most of the brands that come to us for copy are NOT happy with the way their message is being presented to their market. The brand leaders have no lack of credibility. They are on on top of their game, respected in their field and well spoken. But when it comes to the copy that’s floating around their web presence, there’s a lot left to be desired.
The number one complaint is that their copy doesn’t accurately represent them. Luckily, that’s a problem that can easily be solved by completing a Character Diamond.
A Character Diamond has two axes. The vertical axis represents intellectual range by revealing all that makes you credible at the top and what makes you entertaining at the bottom. The horizontal axis shows the emotional range you’re willing to reveal in order to create trust while also showing vulnerability.
Intellectual Axis
Emotional Axis
The elevated conversion that comes with incorporating entertainment to balance trust pales in comparison to using the emotional axis to balance trust with vulnerability. All of this is explained in detail in the video tutorial you have access to when you grab your free Character Diamond template.
Example Character Diamonds
It may seem silly to create a Character Diamond if you’re currently creating your own copy, but the truth is that if you’re including elements from all four points on the diamond in copy you create, you’ll have better, higher-converting copy. And when you’re ready to hire copywriters, the copy you’ll receive from their assigned projects will be spot on or, at a minimum, far closer to your voice than if you don’t provide them this powerful insight.
Do a copy self-check to see if you love your messaging and how your market is connecting with it. Go through some of the content that your brand has already released. Cyber-stalk yourself by checking out everything from Amazon reviews to blog content, your YouTube channel and all your active social media accounts. Use the four quadrants of the Character Diamond to record what you experience. It’s an efficient way to see what’s missing.
As you create new content, use copy that includes elements from all four quadrants. Watch for improved interaction and higher conversion. What I predict you’ll discover is that alignment between the spokesperson and the brand’s written messaging creates psychological trust that makes selling easier. Any copy that is misaligned with your core message and voice will feel off and turn people away.
For recommendations on the top five uses of your Character Diamond, check out “How To Use Your Character Diamond.”
Let us know how it goes over in the private, practitioner only Heal At Scale Facebook Group!
