If you haven’t caught on with reading my frequent posts on IG about “homey” businesses, copy that feels like home, having a welcoming client experience—I’ve been learning/thinking about running hospitable businesses.

It was the impetus for Words of Home, actually. I created WOH as an intentional, pesonalized brand and website copy experience because of a deep realization that in a lonely world, we need more homey places; as people with values of welcome, we need to make sure our brands are fluent in hospitality.

Not just that the world needs more hospitable brands, but seeing first hand that when business owners feel at home in their brands (copy they love!), everything becomes easier, words resonate more, clients make informed decisions.

In the spirit of caring for people, as if we were inviting them into our homes, here are some ways we can approach our copy and marketing in order to make people feel at home.

Say it back to them.

This is a listening/therapy technique, so of course connects directly to hospitality. But I think we tend to get in our heads of what we think our clients want, or what WE want to give, instead of practicing listening. Use THEIR words! In your copy, your content, your emails, your calls. Let them know you hear them. 

Distinguish between privacy + aloofness. 

I’ve talked some about how I’ve moved toward more privacy online, especially since my little girl was born. I think with the ever increasing influencer culture, it’s easy for those of us who don’t really want to be influencers to distance ourselves from our clients. Not totally a bad instinct at all. But most of your clients probably don’t want to buy from someone who seems cold and stuck up. Even if you don’t share your whole life, let what you DO share be human and warm and welcoming.

Let trauma informed care practices guide your communication.

Can you tell that when I grow up I want to learn more about the human brain?

This “trauma informed” thing might seem strange in a copy and marketing context, so here’s what I mean:

Something that resonated with me so much when I first learned a little about caring for trauma survivors is just how important it is to tell them what to expect. “Hey, I’m just going to run grab my water bottle, I’ll be right back.”  No one wants to feel out of control, and just simple information can make life easier for everyone. 

Of course you don’t have to publicize your every move, and the internet by definition is a little random and unexpected, no matter what. But the principle is the same! Tell your clients what they can expect from you. If it changes significantly, let them know. 

A guide to help you find the foundation of your brand:

I made a reflection exercise called “Unearthing” that is designed to help you dig up the clutter surrounding your many business ideas and the versions you have been so that your business can become a settled, welcoming home for your dream clients. (And pro tip? Will almost certainly give you copy you can use right away.) Click here to have Unearthing sent to your inbox.