The best social sharing snippet from Masha in this interview… “Your website isn’t an online resume.”
In this episode I talk with messaging strategist, Masha Koyen, about how to infuse emotion and authenticity into your website to attract your dream clients. Learn actionable tips for creating relatable brand stories, using storytelling, and making your audience feel understood.
Timestamps
01:10 The Importance of Emotional Connection in Messaging
04:59 Building a Relatable Brand Story
07:21 Leveraging Storytelling Techniques
09:59 Using Language that Resonates
12:58 Differentiating with Emotional Benefits
16:54 The Role of AI in Copywriting
25:48 Practical Tips for Your Website and Socials
Where to Find Masha
Listen On Apple Podcasts
Listen on Spotify
Watch the Podcast or Read the Post Below
Making meaningful connections through your website can feel like an uphill battle. With the rise of AI-generated content and an overload of information, standing out and resonating with your audience has never been more critical. In this conversation with Masha Koyen, a messaging strategist and website copywriter for interior designers, we explore actionable ways to infuse emotion and authenticity into your website and marketing to attract your dream clients.
The Power of Emotional Connection in Messaging
One common pitfall for service providers is creating websites that focus solely on their qualifications, services, and credentials without forming a connection with their audience.
Masha emphasized the importance of weaving emotional connection into your messaging. When your audience lands on your website, they should feel understood and recognized.
The key? Knowing your audience inside out.
“You don’t want to attract just anyone. You want to attract very specific people,” Masha explained.
By conducting deep-dive client interviews, you can uncover insights into your audience’s pain points, motivators, and desires. This allows you to create copy that resonates deeply and ensures your audience feels seen and valued.
Steps to Creating Emotionally Resonant Messaging
- Start with Your Brand Story
Sharing your “why” can create an instant connection. Your audience doesn’t need a laundry list of your achievements; they need a relatable story that humanizes your brand. Why do you do what you do? What journey brought you here? This helps build trust and makes your brand memorable. - Leverage Storytelling
Storytelling allows your audience to experience your services vicariously. Use case studies, testimonials, or even behind-the-scenes glimpses of your workday to bring them into your world. For example, a detailed testimonial can help potential clients visualize what it’s like to work with you and the transformation you provide. - Speak Their Language
Avoid industry jargon. Instead, use the words and phrases your audience uses when they talk about their challenges and goals. This not only fosters familiarity but also positions you as someone who truly understands their needs. - Shift the Focus to Them
A simple but powerful tip: use “you” and “your” more than “I” and “we.” This small change reframes your messaging to focus on your audience and their needs, making them the hero of your story. - Highlight Benefits Over Features
Listing features is helpful, but your messaging should emphasize the outcomes and benefits your audience will experience. Think about how your services simplify, enhance, or transform their lives. For instance, instead of saying, “I manage your project from start to finish,” explain how they won’t have to stress about managing contractors or searching for materials.
Differentiating Yourself in an AI-Powered World
While AI tools can assist in content creation, they can’t replicate the nuances of human connection or the authenticity of your personal story.
“Nobody can replicate your journey, your background, or your story. That’s yours,” Masha said.
Use AI as a tool for efficiency but remember to inject your personality and unique experiences into your messaging. This is your secret weapon for standing out in a sea of automated content.
Putting It All Together
To make your website more engaging:
- Revamp your “About” page with a relatable story.
- Revisit your services page to clarify the benefits and outcomes you provide.
- Use testimonials and case studies to showcase real-world results.
“Your website shouldn’t just talk about you. It should be a platform where your audience sees themselves,” Masha concluded.
By focusing on connection, authenticity, and storytelling, you can create a website that doesn’t just inform—it inspires and engages.
The Takeaway:
Treat your website as more than just an online resume. Use it as a bridge to connect with your audience on a human level, helping them see themselves in your story and envision the transformation you offer.
