The Power of Nuance in Your Copy and Messaging

In the world of marketing, we’re often taught to paint a vivid picture of our ideal client in our copy.

Whether it’s in a social media post, sales email, newsletter, or blog post, we’re told that we need to know our ideal client’s favorite color or the brand of shoes they wear or the movies they love. 

And when this advice is given, I understand where people are coming from. They’re speaking to the power of specificity. 

The more specific you can be, the greater chance you’ll connect with your audience.

And while it’s true that specificity is important and these details might add a layer of that, they often miss the mark when it comes to GENUINELY connecting with your audience.

Because let’s be real… not everyone has the same favorite color or coffee order. Heck, some people don’t even drink coffee. (I’m not one of those people, but nevertheless. 😉)

The truth is, people are more than their material preferences. They are intricate beings, shaped by their experiences, beliefs, and emotions.

Which is why instead of harping on this idea of specificity, I instead want to discuss the power of nuance in your copy and messaging. 

It’s in the nuances of your audience’s feelings, problems, experiences, and ultimate desires where the REAL connection lies.

What Is Nuance?

Before I dive deep into this concept, let’s first define what nuance even means. 

By definition, nuance refers to subtle, slight variations or distinctions within a particular situation, conversation, or expression.

It involves the presence of small differences that might not be immediately obvious or easily noticeable, but significantly impact the overall meaning or understanding of something.

The way I really like to think about nuance is in the form of art. You can look at an impressionist painting and observe the different details and brush strokes and how they use different light and shadow to create a beautiful piece of art. 

When you look at it closely, it may not seem like much of anything at all. But when you stand far away and notice how all of those elements come together, each nuance plays a huge part in creating something magnificent. 

Nuances can exist in language, behavior, emotions, or any other aspect of human interaction, often adding depth, complexity, and richness to our communication and experiences.

And this is especially true as you’re writing copy and crafting messages for your audience!

Nuance In Copywriting

Nuance in copywriting is the art of diving deeper beyond the surface level. 

People’s preferences, such as their favorite business book, can vary widely, but what they have in common that will make your marketing powerful is the nuanced and complex emotion around a specific problem.

So, what does this look like in your copy and messaging?

In crafting compelling copy, the focus should shift from the superficial to the emotional.

What is your ideal client currently struggling with? What is the true problem they’re experiencing? How do those struggles make them feel? And what is their ultimate desire?

And let me be clear: defining each of these questions takes some extra digging. 

When you read each of those, you probably have something that automatically pops into your head, but my challenge to you is to take that 5 layers deeper. 

When you do, you can hit on the core emotion or desire behind the problem much more deeply.

The reason this matters so much is because when YOU are highly aware of what your audience is feeling and the emotions they might be experiencing, you can use that language in your marketing and your message will resonate much more powerfully.

When you focus on these deeper pieces versus the characteristics of an ideal client, you’re able to capture their attention like never before and it makes them more interested in what you have.

Imagine your ideal client feeling understood, not because you guessed their favorite movie, but because you comprehend their fear of the unknown, their desire for growth, or their craving for belonging.

Nuanced messaging speaks directly to their emotions, fostering a GENUINE connection that can lead to real results in your business.

Embracing Nuance in Your Copy

So, how can you infuse nuance into your copy? Start by empathizing deeply with your audience. 

Conduct research, engage in conversations, and listen actively to understand their emotions, desires, and pain points. Then, weave these insights into your messaging.

Use language that resonates emotionally instead of generic statements that you see everywhere. Craft copy that evokes feelings, tells stories, and addresses the nuanced aspects of your audience’s lives. 

This is where the real power of copy and messaging lies. 

Remember, it’s not about the type of coffee your audience drinks or the type of car they drive – it’s about understanding and addressing how they feel.

Additional Copywriting Resources

This copy and messaging tip is just one of the many tools that I’m constantly teaching to my clients, students, and now YOU!

If you’re in need of more copywriting tips like this, you’re in the right place and the following resources were created with you in mind:

• Blog Post: 3 Questions To Ask Yourself Before You Start Writing
• LaunchFlow Roadmap – if launching is in your future, this roadmap was created to help you learn the 5 flows of fun and repeatable big money launches 
• 90-minute 1:1 Epiphany Sessions – have an idea that you can’t seem to flesh out on your own? Lean on some expert eyes (it’s me!) to help. In just 90 minutes, you’ll have a sensible, aligned, smart game plan to make it happen. And if we have time, we can work on key messaging as well!