Fire up your truth muscle – you’ll sell more.

Here’s the thing: if you’re writing copy about your business, you should be able to feel the tingles.

In fact, I’m not gonna lie. I was driving home from an event yesterday with my friend who’s an amazing love coach, and when we were talking through the message in HER business, I felt it in my nether bits.

I am not making this up.

I’m meeting too many business owners – smart people, passionate people – who look at copywriting and writing content for their business as a dreaded chore.

On a certain level, I get it. It’s a commitment.

And as a culture, we’ve got a thing about commitment.

It doesn’t always feel sexy.

But what if really committing to truth telling in your sales copy was the hottest thing ever?

What if when you wrote about “the pain” or “the problem” for your people, you felt it in your gut – and your heart sank in your chest – and you got a bit choked up?

I want to share some examples with you that I’ve been crafting with some of my higher level peeps.

They’re for sales copy (read: sales pages), but even if you’re not to that point in your business, if you plan on marketing your groups online, I want you to see what’s possible.

And how different it is from a lot of the fake stuff out there, that’s not connected to anyone’s empathy or viscera. It’s just following a formula of manipulation.

Let’s be clear: I’m still showing y’all how to manipulate other human beings. I own that. But I once attended a yoga talk years ago, where a husband and wife team talked about “the yoga of relationship.” And here’s what they had to say:

We are manipulating each other all the time.

My goal, as a writing teacher and mentor, is to show you how to manipulate your people in a clean way. So you are really just holding up a mirror to their lives, and asking them a simple question:

“Is this really how you want your life to be?”

Example #1 – Parenting Coach

One of the business owners in my Writing Brigade was at the Writing Intensive with me two weekends ago in Miami. She was working on a sales page, and wanted help with her messaging – it didn’t feel clear + powerful, like she wanted it to be.

The offer: A program to train parents how to let go of how they were parented, and step into a whole new way of connecting and relating to their kids – and then turn around and teach other parents how to do it, too.

The angle she started with: “Have you been looking for a way to make money doing what you love?”

The problem with that: This is a powerful, bad ass woman. That copy is weaksauce. No one walks around saying “I love parenting, I wish I could make a business out of it” It’s just not true.

What we came up with instead: “Do you watch other parents yell and treat their kids harshly in the grocery store – and it really bothers you… and you want to intervene… but you’re never sure quite how?

And then, when you’re honest with yourself, you actually treat your kids harsher than YOU want to – and you’re not living up to your own standards, but you just don’t know how to do it any differently?”

This is a rough cut – I’m sharing more of a post card scene of the problem, than actual word-for-word copy – but I want you to feel the difference. When I said this out loud in the Writing Intensive, the whole room said “Oh. Wow. That sucks.”

That’s powerful truth telling copy.

Example #2 – Love Coach

A love coach wanted more clarity on her point of view. She knew what the “pinch point” is for her clients – they are single women who are beautiful, successful, and have everything… except a great relationship. She just wasn’t sure how to express that powerfully.

Her point of view is that you can’t just do therapy or process within yourself, to actually let love in. You’ve got to go back to your folks, and open up space in your own life by talking with them and feeling compassion for them. She believes that modern women are trying to do TOO much “on their own” – and we actually need to view our love lives as a reflection of how we were raise + what we watched about relationships growing up. (Yeah, I know! POW!)

What she started with: She riffed. I asked her a series of questions, and just let her rip. (This is a great way to find your message – just talk + let me listen!)

What we came up with: “You’re beautiful, smart, and successful. You’ve developed the skill of getting everything you want. Which I love. But here’s the thing – that skill that’s gotten you so far in life is actually blocking you from letting love in. And the more you “process”… the more you try to “put yourself out there”… the further you get from the relationship you want.”

I tell you all this because it’s tempting to think you just need to study how to write hot email subject lines and headlines that stop them dead in their tracks.

And yes, that’s part of it.

But at the end of the day, your message, your sales copy, your point of view, lives in your bones, blood, and breath. You embody it. You stand for it. It takes time to find this message. But THIS is what moves people. In your writing, yes, and also in your videos, your emails, onstage, and in conversations.

So, I invite you to dance with this idea this week. Step up. Stand for something that’s YOURS. That separates you from the other people talking about your topic. Reveal it. Revel in it. Let other people feel it. And trust that your truth will not only set YOU free… it will free your clients + followers, too.