People buy from and invest in people they know, like and trust. But they also want to know that you know what you’re talking about and offering. You can do both of these things using your Instagram content.

But Instagram is a noisy place – there are literally BILLIONS of users and the algorithm means its hard to stand out in a sea of noise.

Your biggest weapon against that? Your captions.

How can you write a caption that stops the scrollers in their tracks? How can you write a caption that speaks directly to your ideal client?

There are a few things you want to think about: 

• First, like with EVERY piece of copy and content you create for your business, you need to know who you are talking to.

This is your ideal client – and you need to know so much more than just their demographic aspects like gender and age, and you definitely need to know more than their made up name and favourite order from Starbucks. You need to understand their likes, dislikes, wants, needs, fears, dreams. 

All of the things you need to know for creating amazing website copy and sales page copy is the same stuff you need to know for creating really good Instagram and social media content.

• Then, the person you need to know about – your ideal client? Make sure you are talking directly to them in your caption! This means firstly writing content that you know they want and need to see. What are they struggling with? What would they resonate with? 

• Then also make sure that you make it clear you are talking to them. Use “you” (that’s y o u ) and speak as if you are talking to this one single person, your ideal client (this is why I we do the exercise I talk about in Episode 10 – so that you have this person and can have them in mind when creating copy and content). 

You should try to use the same sort of language that your ideal client would use. This is so that they will really resonate and identify with your caption and you as a business owner. Think about your own brand identity and voice. You need to realise that what you put out on Instagram is representative of your business and brand. So, you want to make sure it is consistent with how you speak on your website in terms of tone!

• My final tip is to just begin writing. I see far too many people put off starting to create content because they are consumed by this idea that it has to be perfect from the get-go. Nope, that is not true, and it is perfectionism standing in your way. Get started and improve as you go. Learn what your audience finds captivating. Learn what you enjoy talking about. It’s all learning, experimenting and growing! 

In Episode 12 of the Copy Coach podcast I’m digging into this subject even more.