How to write for a client’s personal page as if you are him?

They don’t talk about this openly, but not everyone maintains their personal pages on their own. There is nothing wrong. Not everyone has the strength, time, ability or desire to write on social networks. Especially if you need to manage a business, attract customers and solve a lot of other problems. But how to get into the style and tone of voice of a person and write as if you are him?

If you are an author who writes for the personal pages of experts, this article will be useful to you from a practical point of view. If you are an expert, save the material as a checklist for your copywriter.

Step One: Exploring the Client

Reading social networks is a must, but it’s not enough. Pay attention to the style of communication in correspondence: whether the client puts emoticons and brackets, writes in short or long phrases, briefly and clearly or in detail. Chat with your voice or ask to leave an audio message. It is there that you will hear the very tone of voice, feel the energy and charisma of a person, which you can then transfer into the texts.

My experience: if possible, I personally meet with the client. At a personal meeting, charisma, intonation are immediately read, a person is more relaxed, communicates in his natural manner. A whole picture is formed, in contrast to the same audio messages when you communicate by voice and cannot perceive the whole client. So far, all my clients are from Moscow, like me, so it turns out to meet with everyone. Someone I already know personally, which makes the workflow even easier.

If there is no opportunity to meet, then yes, audio messages and video calls will help you out. Yes, it is energy and time consuming, but this is a necessary stage to “count” a person, especially if you are not only writing texts, but also fully engaged in his personal brand, even if only within the framework of social networks.

It is also very important to collect as much information as possible about the client as a person. What are his hobbies? Can you write about family, children, friends, relationships in general? Who is this person outside of his professional side? In what roles does he see himself: family man, stay-at-home, traveler, musician, lover of Chinese tea and auteur cinema, etc.? What topics can you write about and which ones you can’t? What’s with a sense of humor? Is a person cursing in posts and in life or not?

All this will help to compose a complete portrait, because on a personal page people most often either write a lot about personal, in addition to professional notes, or tie expert posts to, again, their life experience or write them in their own special manner … For example, in our work chat you can see the phrases “Everything is cool, but add a little Clooney from Ocean to his posts” or “More jokes, less emotional snot – the client doesn’t talk like that.” All these are little things that make up texts that will be read by loved ones of a person and say: “Yes, as if she / he!” (and this is not just a word of mouth, we have such a case, documented in a review format).

Step two: do the content concept and plan

Everything is simple here. You need to understand what to write about. You create a concept with a list of possible topics and a rubricator, then create a publication plan based on it. Technically, everything is the same as for the pages of companies and brands. But the important thing is not to overdo it with expertise and usefulness.

For example, you write 20 posts to a client a month. Finding the perfect balance of personal and professional requires starting from the client again. Which approach is closer to him? What image does he want to broadcast? Are his personal posts about rest and hobbies or about knowing yourself and the world and being productive in everything? And professional – long, detailed, with references to past experience and facts, or short, life, presented through the prism of personal experience?

In general, here we again return to the first step – what kind of person is in life, then we broadcast on the social network.

My experience: I always use “2 + 3”, that is, for 5 posts a week – 2 expert and 3 personal. Moreover, personal does not mean posts for the sake of a post, because this is a person’s account and there you need to write about him, and the publication plan needs to be filled with something. I usually divide personal into 3 categories:

  1. The client wants to share something – a book he has read, an exciting game, impressions from a trip, etc., or communicate with the audience, find out or ask something.

  2. History – recent or from the past. Usually, such posts are written to share experiences (important for themselves or the audience), inspire something, lead to some kind of discussion or an important topic.

  3. Nice text. These are atmospheric posts, sometimes similar to art sketches. They are rarely written and not everyone knows how, the goal is usually to tell about what is happening in life, to share thoughts. My favorite type of posts, by the way, happens to be myself, with pleasure I publish such posts.

And then – choose the format that is closer to the client, or alternate everything.

A couple more important words about the rubricator – plan the rubrics by day of the week. This “teaches” readers that on certain days a person comes out with posts on certain topics, and they begin to wait for them.

Step three: collecting information for posts

Google is not your assistant, in the first month for sure. It is very important to rely on the information received from the client, since a personal page is a reflection of the experience, emotions, knowledge and expertise of a person, not Google.

Yes, in a month or a month and a half you will most likely get involved, “catch the wave” and be able to write a good expert post on your own – the client will only have fact-checking. But on a personal page people are interesting, their experience, values ​​and vision, and not dry expert information. Therefore, even if you have a deep understanding of the topic, you should always work in tandem with the client.

My experience: last year, while still in freelance status, I worked on a client’s personal Instagram page. We conducted an experiment: I prepared several posts without his participation, based on information from third-party sources. The style, presentation and tone of voice have been preserved. As a result, subscribers wrote in plain text in the comments that the blog seemed to have changed, there was too much benefit and little personal. We curtailed the experiment and concluded: in the personal account of the audience, first of all, a person with his own phrases, jokes, emotions, experience and vision of the world is needed. Something useful and expert within this – yes, the benefit “because there should be expert content” – no.

Step four: writing texts

This is the most difficult task. During your first weeks with a client, try using the following formula:

  1. Copy the client’s text comment with expert information directly into the document. If the comment is in audio format, rewrite it with text.

  2. Write an eyeliner and a conclusion to the comment.

  3. If the post is expert – to isolate the essence of the comment and rewrite it in the required format, keeping the style and presentation. Expand comment and add something related.

  4. Set aside the text and return to it in half an hour or an hour or the next day. Correct typos, grammar and stylistic errors. But not to bring it to the ideal, because the text seemed to be written by another person, not a professional copywriter. For example, if a person writes in short, clear phrases and this is perceived normally, write this way. But if he uses too heavy constructions, then this can be corrected.

  5. Polish up the result. Add humor if the client often jokes in posts, or a bright note to increase charisma. Add emojis or brackets if appropriate. Add linking phrases to make the text smoother, if it’s too torn, etc.

  6. Once again, read the messages from the client or a couple of his ready-made posts on social networks and compare the tone of voice with your text – did you hit it or not?

  7. Let a close friend of the client read the text, who is aware that he uses the services of a copywriter. For example, I use such a life hack if I know a client and someone from his close circle personally.

  8. Give the text to the client and ask him to make changes only in comment format, so that you understand what and how to fix, and take it into account for the future.

The main thing is to prepare the client for the fact that you may not be able to perfectly get into his style the first time. Yes, and in the first week too – sometimes it takes a long serious study or an experienced editor on top, especially if this is your first experience with texts for a personal page.

Final checklist

  1. Meet with the client in person. If it is not possible, call us by video link.

  2. Read the client’s social networks, pay attention to his communication in correspondence, ask to record a couple of audio messages.

  3. Get to know the client as a person: interests, hobbies, values. What image does he want to broadcast on social media?

  4. Draw up a content concept with a rubricator and a publication plan.

  5. Collect information for posts.

  6. Write texts.

  7. Request detailed feedback. Make changes.

  8. See your first publications on the client’s pages, rejoice.

  9. Request the first feedback on your collaboration in 2 weeks.

  10. Allocate time for communication with the client.

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