End posts with a soft 'learn more' instead of a sales pitch

Nancy Anderson… so many people to help us with content production over the years, and it just doesn't really work. I have a very specific brand voice that we have to nail. Words really matter, especially in emotionally sensitive topics or niches, like pre and postpartum fitness and health. And healthcare in general, I think, it's a very sensitive area, so you have to be careful with what words you use and what you say. But yeah, I'm just super picky with it.

Nancy AndersonBut recently, we are trying something new, we're bringing them on and I'm trying to get them to understand the brand voice. They're sending over these scripts to review and I'm like... I'm like, "Every word in this..." and he's like, "Okay, so what I'm hearing here is you never want to sell, you never want any copy that's going to sell," and I'm like, "Pretty much, yes." "And at the end, you just want to end it with a soft sell, like, 'Click here to learn more,' like, 'DM me to chat.'" That's what I want. I just want the connection first because I want people, before they get to the paywall, before they're asked to start a trial or even asked to sign up, I want them to know who we are, to feel comfortable with us, to feel safe with us, to feel that we're credible. And in order to have her feel those things, we need to connect with her. We need to build rapport. We need to have responsiveness.

Nancy AndersonI think that this is crazy, but I don't think that a lot of brands do it, but this is just... I mean, maybe it's my niche, I don't know, maybe it's my personality type. But every DM and comment across all social platforms, every email, every in-app post, comment, and DM gets answered within 24 hours and has been for eight years.