Before your copy or content will sell, it HAS to do these two things

The reason why so many business owners find that their content and copy doesn’t convert as well as they’d like is because they jump straight into selling.

“Here’s why my service is great, here’s why you should buy it!” okay, great, but before your copy can sell, it needs to do TWO things: 1. connect, and 2. paint a crystal clear vision of their future self.

Sounds obvious, but it isn’t!

If you ever think “my content just doesn’t convert” and “people don’t engage when I post” then it’s likely that you have one or both of these issues within your content - and lucky for you, I’m about to tell you how you can change that.

PART 1. CONNECTION

We (as both consumers and business owners) buy from people we feel connected to, not just people who sell to us. Think about it. When you feel a brand, a service, or a person really gets you, you’re naturally drawn to them. You don’t have to be convinced to stay - you want to.

And this is especially true for those of you selling something a bit intangible like life coaching, personal growth, mindset work, and other transformations that don’t come with a clear ‘before and after’ photo. Your ideal clients must feel a connection to you and to the possibility of who they could become through your work.

When your copy connects, it creates a feeling of trust, relatability, and realness. Your readers aren’t just hearing what you do; they’re feeling seen and understood by you.

And that’s where the magic happens.

Creating connection within your copy isn’t just about being “friendly” or “relatable”. True connection digs deep into understanding your audience and reflecting that back to them in a way that feels real.

HOW TO CREATE CONNECTION IN YOUR COPY AND CONTENT

1. Mirror their language

Pay close attention to the words, phrases, and tone your ideal clients use, especially when describing their struggles or goals. A goldmine for this can be found in places where they naturally express themselves - think comments on social media posts, forums, or answers from any customer feedback or questionnaires you’ve run. Then, incorporate this language into your copy. When your audience sees their exact words, it creates an immediate connection because they’ll think, “wow, that’s exactly how I feel!”

2. Acknowledge their current reality

Don’t jump to promises of a better future without first acknowledging where they are now. Showing empathy for their current struggles before suggesting solutions validates their feelings and demonstrates understanding. In your copy, directly address their current state. For example, “right now, you might feel like you’re giving everything, yet nothing seems to be moving forward.” This lets them know you see and understand them before you try to guide them anywhere else.

3. Create a sense of belonging

Position your brand as a “home” for them, a place where they can feel understood and supported. People naturally connect with brands and people that make them feel they belong. Use language that makes them feel part of a community. For example, “welcome to a place where real change happens” or “you’re not alone in this - you’re part of a group of people who really get it”. This makes them feel like they’re joining a journey with others, not going it alone.

PART 2: SPEAKING TO THEIR FUTURE SELF

Creating a vision of your ideal client’s future self is about tapping into a powerful force in buyer psychology: aspiration. It’s not just about selling them a product or service - it’s about selling them a new identity, an upgraded version of themselves they’re yearning to embody (even if they don’t know it yet).

This is where true impact happens. By showing them what’s possible, you’re illuminating a path they might not even have fully visualised for themselves, opening doors they didn’t know they wanted to walk through. And then you go beyond just sparking interest - you ignite desire. Instead of thinking, “oh, that sounds good,” they feel “I need this”. And this is where they shift from being curious to being committed.

HOW TO HELP YOUR AUDIENCE ENVISION THEIR FUTURE SELF

1. Highlight the deeper desire, not just the practical need

Move past the obvious results and tap into the emotional, often unspoken desires your ideal client holds. This is not just about solving a current problem; it’s about becoming the person they’ve quietly dreamed of being. So instead of saying, “I will help you lose weight”, paint the picture of their future self: “Imagine becoming the person who feels powerful AFin every room, who radiates unshakeable confidence and finally has control over their health”. You’re appealing to the transformation of their self-image, not just a practical result.

2. Speak directly to their aspiration with inclusive language

Frame the journey as one they’re already part of and one that’s entirely achievable with your support. Using language that includes them in the vision is crucial in making the transformation feel accessible and real. Say, “you’re ready to step into the version of yourself who knows their worth and attracts success with ease. Let’s make that vision a reality”. This helps them see the journey as one they’re actively on and makes your offer feel like a natural next step.

3. Position your offer as the obvious pathway to becoming their future self

Make it clear that your offer isn’t just a solution but the key to the transformation they’re seeking. Position it as the step they need to take to become the person they’re meant to be. Instead of just listing features, frame your offer as the way to step into their aspirations: “This isn’t just a course. This is the next step in becoming the entrepreneur who commands their business with pure confidence and knows how to bring in BIG money”. This way, your offer becomes synonymous with their vision of success.

BRINGING IT ALL TOGETHER: CONNECTION + FUTURE SELF = COPY THAT CONVERTS

When you combine raw, real connection with a crystal-clear vision of your audience’s future self, you’re not just writing content - you’re creating a magnetic pull that makes buying from you the one and only option. This is the secret to copy that doesn’t just sell - it grabs attention, fires up emotions, and flips the switch from “yeah, maybe…” to “hell f*cking yesss!”

Once you start doing this, your ideal client will stop dead in their tracks to read your content because your words are speaking to their soul. You’ll make them feel seen and understood because they finally see a future that feels not only possible but inevitable with your help.

This isn’t about polite interest - it’s about sparking a desire so fierce they can’t help but lean in. So next time you sit down to write, don’t just ask yourself what you’re selling - ask yourself who you’re calling in and who they dream of becoming. Speak to both, and watch your copy go from “nice” to absolutely f*cking unforgettable.

The time for playing small is over.