Today, we have a fascinating topic lined up: the difference between marketing copy and general copy, especially in the context of neurodivergent audiences. I’m thrilled to introduce our guest, Danielle Peters. We met on LinkedIn, where Danielle shared her unique journey from being a therapist to a marketing copy expert for neurodivergent business owners. In this interview, Danielle provides invaluable insights into crafting effective marketing copy for neurodivergent brains.
Understanding Marketing Copy vs. General Content
Danielle emphasizes the importance of distinguishing between marketing copy and general content. While they overlap, marketing copy always includes a call to action (CTA). A blog post, for example, becomes marketing copy when it directs readers to take specific actions, such as reading another blog, signing up for a newsletter, or scheduling an appointment. The purpose is clear and actionable, guiding readers towards a desired outcome.
Marketing copy also builds up to a CTA, much like a story leads to a climax. It has a place in the marketing funnel, whether it’s at the top, drawing initial interest, or further along, driving conversions.
Writing for a Neurodivergent Audience
When writing for neurodivergent audiences, several considerations come into play. Neurodivergent brains often need context, clear structure, and engaging formats. Here are key strategies Danielle shared:
Contextual Content:
Neurodivergent individuals need to understand the bigger picture. Explaining the ‘why’ behind your content helps keep them engaged. Stories that provide context and background are particularly effective.
Formatting and Visuals:
Proper formatting can make lengthy content more digestible. Use different font sizes, colors, headers, and bold text to highlight key points. This allows readers to scan and find important information quickly.
Concise and Simple Language:
Shorter sentences and simpler language are crucial. While many professionals write in complex terms, especially those with advanced degrees, it’s essential to translate this into plain language that’s easily understandable.
Visuals are powerful for neurodivergent brains. Images that illustrate your points can help with understanding and retention. Choose visuals that evoke emotions and make the content memorable.
SEO Considerations:
Balancing the need for SEO-friendly content with the preferences of neurodivergent readers is challenging. While SEO often demands repetition and length, it’s vital to avoid redundancy and ensure readability.
Emotional and Personal Connection
Danielle highlights the importance of reflecting your personality in your copy. Potential clients use your content to decide if they want to work with you. Therefore, your copy should not only inform but also connect on a personal level. Show your passion, values, and unique approach to attract the right audience.
Visuals and Emotional Impact
Visuals play a significant role in engaging neurodivergent audiences. Danielle suggests using images that not only support the text but also evoke emotions. Emotional engagement makes content more memorable and effective.
Key Takeaways
- Call to Action: Always include a clear CTA in your marketing copy.
- Contextual Storytelling: Provide context to keep neurodivergent audiences engaged.
- Clear Formatting: Use headers, font sizes, and colors to make content easily scannable.
- Simplified Language: Write in plain, concise language.
- Engaging Visuals: Use images to support your message and evoke emotions.
- Personal Connection: Reflect your personality to build a connection with your audience.
Connect with Danielle Peters
Danielle is passionate about helping neurodivergent business owners succeed. You can learn more about her work and get in touch with her through her website, TherapyCopy.com, or connect with her on LinkedIn.
This interview with Danielle Peters offers a comprehensive look at how to write effective marketing copy for neurodivergent audiences. By implementing these strategies, you can create engaging, accessible, and impactful content!
For more information about marketing your small business visit TheStephanieScheller.com!