This is how you connect on a human level (and it's the easiest way to write)
An edited version of this content originally featured on my LinkedIn page. To read these tips as I release them, come and connect over here!
Someone rightly challenged me on my brand the other day.
Because everyone these days is talking about connection. Like so many things, it’s fast becoming a meaningless cliché.
So… copy that connects – what’s it mean? How’s it different? Why does it work?
Writing copy that connects is the reason I set up my business 14 years ago. I’d spent nearly a decade in an industry where connection – at least through content – wasn’t a priority.
And I wanted to do things differently.
I now write and teach connection copy (and believe in it so strongly that I trademarked the term last year).
When a piece of content truly connects with you, it’s the start of the most eloquent, meaningful conversation. You feel seen. You think, ‘This person gets me’. You know the content might have been sent to a thousand other people, but it’s speaking to you.
The language is familiar. The tone and cadence are positive, yet comforting. The words seem to echo your own thoughts.
So you stop scrolling, and start to listen.
And it’s easy. It’s easy to read because there’s a purpose, a logic, a flow. It feels genuine. You get a sense of the writer’s intention. The words somehow feel real, tangible. Trustworthy.
And they make you feel something. Excitement. Curiosity. Desire. Anger.
Sometimes you continue reading simply because the content is so targeted, so relevant – it’s exactly what you’re looking for.
When you’re exhausted by the falsely energetic world of social media, and you’re jaded by the jargon of B2B corporate copy, and you instinctively ignore anything generated by robots, connection copy feels like it’s been written personally for you.
So you absorb the content, you engage with the brand behind it, and you trust in their purpose. And when it comes to buying from them, or working with them, or championing their cause, that genuine human connection is already well embedded.
You can read more about Connection Copy and how I’d apply it to your brand here.