Yes, I know. It’s your website, your project, your art. But focusing too much on yourself can hurt your website copy. And it’s not necessarily that writing about yourself is bad; it’s how you do it that makes all the difference. It’s common for us humans to focus on ourselves, and to a lesser extent on others, but good copy is about telling stories that will interest your readers. As artists, one of the most important things we can do is focus on others. After all, we’re talking about fans here. We’re talking about the people that come to your events and buy your merch. These people are royalty. So, when you write, blog, or email your audience, make sure your copy isn’t too self-centric. Following these guidelines can improve your web copy 10-fold.
1. Cut down on the personal pronouns that exclude your audience (I, my, etc)
Tip: Try using “You” instead of “I” in your website copy.
For instance. which of these do you think sounds better to a fan?
“My band had the greatest show last night. Thanks for coming to see us.”
“You guys made last night’s show the best on the tour. We can’t thank you enough.”
Try changing the focus of your sentences from yourself to your audience and you’ll feel the love come right back. Even when you are talking about yourself in a story or an anecdote, remember that the purpose of the story should be to entertain your fans, not to paint yourself as a golden God.
2. Share More Than Your Own Stories
If you have a blog, always ask your fans to share their thoughts and stories in the comments section. Make sure to engage with the people who do chime in because they will feel validated and probably come back to join the conversation again. Ask your your fans if it’s OK to share some of their stories in your newsletter. Chances are, they’ll be more than flattered to do so.
3. Don’t Be Afraid to Get Real
When you are talking about yourself, don’t be afraid to be honest, vulnerable, and normal. Fans like to relate to the everyday aspects of an artist’s life (even though they suspect you’re life is much more glamorous than it actually is). Feel free to write bios that tell your audience more than just what music academy you attended or bands you’ve played in. Talk about your other hobbies, likes, and dislikes. Let your fans know that the reason your latest project is hung up is because of the wedding you’re planning or because you have to finish dry-walling your basement.
When you’re writing to your fans, make sure you thank them for participating, for going to your shows, even for just reading your newsletter. Let them know how important their support is to what you are doing and how it keeps you going.
5. Share Your Passion
Yes, I’ve been harping on about how not to talk too much about yourself in your website copy, and now I’m saying “talk about yourself.” Confusing, right? The thing is, if something turns you on, chances are, it will also resonate with your fans. If you feel like you’re writing a boring newsletter or blog post, it will read like a boring newsletter or blog post. So make sure that whatever you write about is something that really matters to you. Your audience will pick up on that, and they will appreciate it.
In the end, the best way to communicate to your fans is both with passion and compassion. Write your website copy with both in mind, and your fans will gobble it up.
What are your thoughts on writing copy for your website? Let us know in the comments below.