Templates can save us time…most of the time. Templates like contracts, role descriptions, financial planning, and others are very useful because we don’t have to re-create them every time we get a new client, for example.
However, templates that are related to copy are a wolf in disguise, in my opinion.
In my work with clients, mainly when I worked as an Online Business Manager and Launch Manager, I have seen templates that don’t help. They take more time to use and the results are usually far from the expectations.
I am referring here to templates for sales pages, email sequences, all templates to do with writing. These templates usually go like this:
Word word word [fill blank] word word word [fill blank] word word.
Word word word [fill blank] word word word [fill blank] word word.
Word word word [fill blank] word word word [fill blank] word word.
And this pattern continues. You get the idea.
Heck, I’m guilty of using such templates myself! I remember trying to write the copy for my website and really struggling. It took me days trying, so that my website would sound more like me, but borrowing too many of someone else’s words didn’t help. The result was a mix of words that didn’t mean much to me.
And I still see some freelancers using such templates from client to client. It does not look good, nor does it look professional!
Using a template like this is like trying to write with your hands handcuffed. You’re blocking your creativity and you’re not letting the divine guidance come through. And if you don’t like what you put out into the world, your audience is going to ‘sense’ that. Everything is energy, right?
I have copy templates in my business too that I share with my clients. And my templates go something like this:
- Big promise
- Benefits
- Your story
- Etc.
So I’m guiding my clients by advising them what to write about, but I don’t give them any pre-written sentences.
I ask them to focus on the two key ingredients for a successful launch & business [link] and they then let their inner guide do the writing.
The result?
Copy that reflects their understanding of their particular audience, copy that reflects their values, vision, personality. Copy that feels aligned with their brand!
In my experience, when we are clear on who we serve and how, and especially WHY, we are the best copywriters for our businesses.