You may be accidentally isolating your audience. Here’s how to fix it.
If you're afraid to sell your product or services, it’s most likely because of a bad experience you had. It could have been the sleazy car salesman, the guy in the mall with the hair straightener, or even a coach.
One part of ethical marketing is being aware of the language you use in copy. Considering how it makes people feel and the level of transparency that you give. Sometimes it looks like investigating commonly used language. Which is what we are going to do.
You should know that, as a fellow neurodivergent entrepreneur, I can only speak about experiences I've had or that others have expressed to me. A lot of people think that if you're neurodivergent you understand everyone who's neurodivergent, and that's not true. So know that this is not exhaustive.
Another thing is if you have used any of these phrases, don't worry because we're all learning.
Know that this isn't to shame you. This is to show a different way of marketing without (accidentally) isolating people who identify as neurodiverse. Once you start to see these things, you notice them a little bit more and more in writing.
Here are 7 phrases that you should consider swapping out for your (possibly neurodiverse audience), but first…
Why use inclusive language in marketing?
1) We don't know who is watching us online, what they are going through, or what their abilities are. When we hear about creating an ideal client profile , we always talk about what are the problems that your client is having and how your offer can solve them. We don't take into account their psychology because each individual is, well, human.
With an estimated 15-20% of people who are neurodiverse there is a chance that the person on the other side of the screen, reading your copy is too. Are we thinking about their perspective?
2) When we talk about the ideal client, we talk about turning them off or not wanting to appeal to everyone.
That's true, but in that case, it doesn't mean turning off people who are of a different ability or who are neurodiverse. It's more about people who don't need your offer or people who aren't ready for your offer.
Side note: No one has to self-identify to you their abilities, but we do have a part in being mindful of our language.
1) Get rid of body shaming language
Dilemma: In the world of Instagram, you see a lot of talk about creating “binge-able content”. But if you don’t know, binging is actually a serious symptom of a mental health disorder.
The intent behind this phrase is that you should make your content enjoyable. So enjoyable that it leaves people on the edge of their seats, just like your favorite TV series or book would.
Another common phrase is “getting ready for swimsuit season”. Even though there are 28.2 million results for this phrase, more and more people are becoming aware of body consciousness. Of feeling their best rather than looking a certain way for a certain season.
Alternatives: Instead say something like ‘saveable content’ ‘shareable content’ or even ‘snackable content.
As for “get ready for swimsuit season”, be specific to the desire that people have actually told you. Whether it’s taking control of their health after illness or getting in shape to run a marathon. People like specifics even if it doesn’t apply to them because it feels more realistic.
2) Calling your offer a '“no-brainer” and not explaining why your offer matters to them
Dilemma: Have you ever seen that an offer is dubbed a “no-brainer.” There are two problems with this:
1) You're saying it's, it's a no-brainer like this investment is a no-brainer and that is not true. People are different at different budgets and your offer could still be a lot of money for them.
Even though it's valuable, they can’t afford it. Guilting them into a decision by saying it's "a no-brainer" or an obvious choice is not ethical.
It also discourages autonomy. Your audience can think about their decisions. They can go through your other offers. You don't want to end up selling a product to someone who's not the right fit. That's not good for you or your business either.
Alternative: This is an opportunity for you to dig deeper into what doubts they have. Maybe you need to pivot your message or maybe you aren’t speaking to the right person.
Either way, you need to show why this offer matters to whoever is reading your page. Don't belittle them for not understanding why your offer is a fit for them. That’s your job to inform them (or for your copy to do the talking).
3) Qualifying in and out
Dilemma: If you’ve been in the online space awhile, you may have seen the, “You're not the right fit if you don't want to change” or something along those lines.
*Insert eye roll*
This is condescending and honestly, lazy. Obviously, people want something to change. That's why they are looking at your offer.
The case could be that the offer is not for this person right now. Or it’s not in the budget because they aren’t the right client. It's not because they don't want to change.
Alternative: Be direct and specific. Some examples,
This would not be for you if you were in your first year of business.
And explain why. Is it because they still are growing in their business so it wouldn't be a wise investment?
If you don’t know who your client is, this offer won’t help you
And then offer them a freebie for those who are in an early stage of business to do just that.
This investment starts at… (for those who are budget-conscious)
And give them a lower-priced option to work with you
4)Ignorance around why your reader is not taking a desired action
Dilemma: A lot of sales pages will mention the word “action takers” to create urgency or for bonuses. The thing is that most people are not quick decision-makers. They will need more time to think about buying your offer.
The problem with this verbiage is that you're implying that those who take longer to make decisions don't take action. That's not true.
They are people who need more time to process information (cough, me, cough). Plus, you can be on someone’s lists for years before purchasing anything from them.
If someone doesn’t make a decision to buy during a certain amount of time doesn't mean that they don't take action (And let's be honest, not making a decision is still taking an action, so that literally does not make sense). The bottom line is that they just did not take action on your timeline.
Alternative: Create emotional urgency in your copy. Again, remind people this is a problem you have and this is why they want to solve it. Use storytelling to paint the transformation in a way that is ethical.
5) Promising unrealistic expectations without context like “more ease or confidence”
Dilemma: We all like the idea of having ease and confidence, but it’s not possible that one service or offer is going to do that. It may alleviate pressure from one part of your business. This puts way too much pressure on your offer because your offer is just a piece of the pie.
For example, as a website copywriter, I can confidently say that website copy is a great investment if you hate writing about yourself, don’t know what to say without sounding salesy, or just appreciate the professional eye of a copywriter.
BUT at the end of the day, when the website copy is done, YOU still need to market it. You aren’t going to attract clients immediately and have your troubles disappear.
And you might think this is obvious and that people know that, but when you are in a state of exhaustion over getting.the.thing.done. shiny promises look better and better.
2) They're hiring you for the job because it hasn't been easy or they don’t have the skills to do it. Maybe they’ll never find it easy. Maybe they will keep hiring you. Let them know that you can help them (and of course back it up with some amazing copy).
Alternative: People are skeptical of marketing and selling. They know that things won't completely change your life, but we're all still looking for that quick fix, don’t play into those quick fixes. Be honest. Emphasize alleviating the problem that they are having. Believe in your skills so that they can have belief in your skills too.
6) Not being descriptive to your reader
Dilemma: Honestly, I might have to write another blog on this copywriting principle, because if you haven’t noticed the overall message of this blog is to be specific and clear. Always.
Let’s go back to the example in this blog on personality packed copy. The examples used tend to have a brand voice that is energetic, lively, bold, or maybe humorous. I don’t know about you, but I have social anxiety and have been on escitalopram for 14 years. I don't fit that preconceived notion. Neither does a fraction of your audience.
This could potentially isolate others who do not fit into this box too. All because you aren't being clear on what personality-packed copy means. BTW: It just means copy that sounds like you, the human.
Alternative: What does the personality, brand voice and tone of your audience tend to look like?
Maybe they're more pensive. You can show pensiveness with punctuation.
Maybe they're more nostalgic. You can still show a love of nostalgia with storytelling.
Whatever your personality is, is enough. Copy that is true to you and that your audience can picture themselves in is where it’s at.
7) Using outdated language
Dilemma: We’ve all grown up hearing these phrases
I was blind to what was going on in the world
I was feeling bipolar
This is insane
If you are using them to exaggerate a point is where the problem lies (And if you do identify, be clear on that.)
Alternative: Use strong adjectives from Wordhippo.
I was unaware of what was going on in the world
I felt like I was riding a see-saw of emotions
This is unbelievable
Takeaways
There is no shame if you've used these phrases before. Now that you know you can learn and unlearn. The point is to continue growing and expanding in your language. Also, note that there are too many phrases to know that could be potentially isolating or not. These are just a few examples that are most common in marketing. So what can you do:
1) Phone 2 friends, one who has no idea what you do and who is in a shoulder industry. Get at least two perspectives.
2) Hire a copywriter for a website co-author package. This is different than an audit in which you get suggestions on what to do. There is strategy and strengthening and optimizing of your copy, that YOU write.
You’ll get a guide of prompts, where to write it, and why. Plus, you get the custom treatment with a brand messaging guide that serves as your North Star of messing.
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