An introduction to Connection Copy
The most personable and powerful way to engage your audience
When was the last time you read a webpage without immediately clicking away? Or made it to the second page of a long charity letter, before tossing it in the recycling?
It might not happen often – there’s too much noise, too many competing priorities – but when something does hold your attention for a few moments, it’s because the writer has formed a connection with you.
It might be because the language or voice sound familiar. Or you read details that evoke particular emotions. Or you simply find information you were looking for.
Whatever it is that stops you scrolling, that connection is a crucial ingredient in marketing. It’s the foundation of trust and, ultimately, loyalty to a brand.
And it’s not just integral to the relationship between you and your audience. Successful content relies on strong connections at your end, too.
When you feel a connection to the product or service you offer, writing becomes easier for you and clearer to your reader*
When you form a connection with your audience, you’re able to target your content very specifically, making it more likely to work
When you have a connection with your content, it’s more meaningful to write because you can see how it forms part of your overall strategy
So prioritising connection at every stage means you create more meaningful, targeted content that’s easier to write and more likely to get results.
I’ve built a framework that integrates connection principles into every copy and messaging project. It works for every company, in any sector. Whether I’m writing for global property investors or local nursery schools, financial services giants or quirky retail brands, Connection Copy® stands the best chance of helping you engage the right people.
Let’s look at it in a bit more detail.
*This one’s not as obvious as it sounds. If you’re an entrepreneur or CEO, your business is your world. But team members are sometimes too far removed from their company’s core offering, making connection much harder.
Frequently asked questions
What exactly is Connection Copy®?
Connection Copy is a personable, human and compelling way of communicating with your employees, clients and communities. It’s based on a solid, research-driven messaging strategy and the topics and language are carefully targeted to the reader, meaning it’s more likely to get results.
It’s also simple to write, natural to read and genuinely takes all the stress and complication out of writing business content.
Put simply, Connection Copy is the easiest way to engage people in a non-salesy way and give a positive impression of your brand.
Why did you trademark the phrase?
Because having helped hundreds of brands with their copy and messaging over the last 13 years, I wanted to formalise the framework that I’ve developed. It gives you confidence that when you become a client, there’s a proven system in place to help you connect more strongly with your audience. It also means I can help new and aspiring copywriters adopt a similar approach in their business, improving connection rates more widely.
Why is connection so important?
Because when your audience feels a connection to your brand – even if they’re not sure why, they perceive it as being friendlier and more desirable.
Connection adds genuine credibility, making something intangible feel real, which builds a solid platform for trust.
It also adds depth to your relationships, generating proactive and ongoing conversations and encouraging loyalty, rather than one-off transactions.
Will it work for our organisation?
Yes. Connection Copy works for global brands, small businesses, entrepreneurs, charities – whether you’re communicating with clients, employees or any other interested party. It’s based on what your audience needs to hear in the moment they read your copy, and considers what they’re also hearing from other sources – including your competitors. It’s flexible too and can be adapted to different audiences, making it ideal for more complex B2B sectors, including financial services, healthcare, property, legal and insurance.
Organisations who particularly get on board with the concept are people-led brands who:
Value strong relationships with your clients, employees and communities
Want to better engage and respect the people you work with
Know that a strong connection leads to trust and loyalty
Want to build a credible and aspirational brand
Why do audiences respond to Connection Copy?
Because they (and we) crave genuine authenticity. Real people. Real brands. We’re sceptical of vague and meaningless claims like ‘leading provider’ and 'innovative solutions' – they simply leave us cold.
We’re seeking meaning and purpose. Clear outcomes, rock-solid proof from people we’d trust. And we want your customer experience to be as quick and easy as possible. Get to the point. Show me you know me.
What is Connection Copy not?
Connection doesn’t mean over-familiarity. And this is not conversational copy. It doesn’t mean writing as you speak, because that doesn’t work for every brand. It is infused with the best elements of conversation, as that creates the most natural, lively and compelling copy. But it’s more elegant, more refined and more likely to work for every type of business.
It’s not serious, unless you are.
It’s not quirky, unless you are.
It’s not humorous, unless you are.
It always reflects you, and resonates with your audience.
How do we write Connection Copy – what does it sound like?
It reads like you – however that sounds. Tailored to your brand’s tone of voice, it naturally adds gravitas, compassion, positivity, wisdom or whatever traits are important to you, at all the right points
It uses real, human language rather than marketing speak, grandiose claims and corporate buzzwords
It’s always pitched at the right level, never too simple or too complex
It’s adapted to your reader making them think, ‘You get me’
It also gives the reader what they’re looking for, answering their questions before they ask
It includes real, tangible benefits and often proof from similar people
It’s respectful of the reader’s time, acknowledging their limited attention span
It’s inclusive, accessible, human-to-human copy of the best type
How do you incorporate Connection Copy into our projects?
I’ve spent a more than a decade developing a Connection Copy® framework that I use to write personable, compelling and targeted copy for your business.
It’s a streamlined and proven messaging blueprint that reflects your brand, your audience and the market. It helps you spark conversations, strengthen your brand, tell your stories, cement your reputation, attract new clients, engage existing clients, inspire your employees and grow your business.
