How to Attract More Clients with Specific Marketing Copy (and Why Our Brain Loves It)
Why Being Specific in Your Marketing Copy is a Game-Changer
Do you ever feel like your marketing copy sounds good, but isn’t quite landing with your audience? You’re not alone. A lot of coaches, therapists, and practitioners in the helping field write well-crafted messages that still don’t connect. The problem isn’t the offer; it’s how the brain responds to vague versus specific language. (Spoiler: the brain loves specifics!) Let’s dive into why this happens and how to fix it.
The Brain Science Behind Specificity: The Reticular Activating System (RAS)
Before we get into the juicy marketing examples, let’s talk brain science. Ever notice how after you decide to buy a certain thing, you start seeing it everywhere? It could be a purse, dog, car - or even a haircut you're considering. That’s your Reticular Activating System (RAS) at work. It’s the brain’s filter, constantly sifting through the noise to find what’s relevant to you.
Some sources claim that we're exposed to around 4,000 to 10,000 marketing messages per day, depending on factors like location, media consumption, and technology use. So, we're pretty dependent on our filtering system to sort out what's ACTYALLY important to us.
Your marketing copy is one of those “blips” in your audience’s radar. If it’s too generic—like “Unleash your potential!”—it doesn’t trigger their RAS because it’s not tied to anything specific in their lives. But, if you talk about a clear outcome or situation they can relate to—“Get clients consistently without having to rely on social media”—boom! You’ve caught their attention.
Scientific Breakdown of How the RAS Works:
The RAS helps the brain decide what’s worth paying attention to.
When we read something specific that matches our experiences, the RAS flags it as important.
The more relatable and concrete your marketing language is, the more likely your audience is to engage with it.
Why Vague Copy Doesn’t Cut It (Classic Marketing Jargon Fails)
We’ve all seen copy like this:
"Unleash your potential!"
"Unlock your success!"
"Achieve your dreams!"
These sound nice, but what do they really mean?!
The human brain has to work to deconstruct what that would look like in everyday life. And let’s be real—if your audience has to think too hard, they WILL scroll past it.
Here’s another one:
Classic Example:
“Transform your life: Book your 30-minute discovery session today and break free from limiting beliefs!”
On the surface, it looks good, right?
But ask yourself: What does “transform your life” mean? What “limiting beliefs” are we talking about? It leaves too many questions, which is why it’s not pulling your clients in.
Making Your Copy Relatable: The Power of Specificity
Now let’s see what happens when we get specific. Compare the above examples to these:
“End the cycle of burnout: Book your 30-minute session to create a self-care routine that fits your busy schedule, so you can stop feeling overwhelmed and finally enjoy your work again.”
Stop wondering if love is ‘just not for you: Book your 30-minute call to heal from past disappointments, shake off the ‘not good enough’ feeling, and attract a partner who aligns with the future you want.”
See the difference? You’re painting a clear picture of what life could look like after working with you, and that’s what gets your audience thinking, “I need this!”
Real-Life Examples: Before and After
Let’s break down some real-life examples to see how specificity wins:
Generic Copy:
“Build your dream business by joining my 8-week program.”
Specific Copy:
Stop feeling like you’re hustling without progress: My 8-week program is designed to boost your visibility, bring in clients consistently, and start earning more without working around the clock."
Generic Copy:
“Unlock your potential: Take control of your health and well-being!”
Specific Copy:
“Feel energized and confident: I’ll help you lose those 5 pounds that make your fave jeans squeeze out those little muffin tops. We'll reduce sugar cravings, and build a sustainable wellness routine that works around your life.”
Notice how the second examples are tied to real outcomes that your audience can immediately imagine. This is where the magic happens!
Messaging That Makes Your Clients Want to Buy
So, the next time you sit down to write your marketing copy, remember: specific is better! Whether you’re a life coach helping clients overcome burnout or a therapist offering support with anxiety, the more clearly you can describe the transformation you offer, the more your clients will connect. And that’s when your copy will truly start to convert!
Implementation is What Creates Results
You're realizing the importance of being specific in your copywriting, but you want accountability to actually implement this. I help you do just that. First we make sure you have an offer that sells (there's actually a formula to this). Then we improve your online visibility (reach). However, visibility is not enough - you need to connect to the RIGHT people. And finally we make those people want to buy. Sounds good? Let's go! Book your Attraction Marketing Discovery Call!