Writing your escort profile or ad can feel like a right pain in the arse. Particularly if you’re new to the industry and you’re writing your first ever profile. And I get it. I’ve been a copywriter for 13 years and not once have I heard a business owner say, “I had such fun writing my about page and marketing copy.”  (Oh, yeah, I write for lots of industries. Not just for companions.)

Fair enough. 

Copywriting isn’t their forte. And it’s possibly not yours either, which is why you’re here. 

If you’re feeling frustrated because conversation comes so easily for you usually. You’re funny, you’re great company, and you’re up for adventure. But why is it so darn hard to capture all that in words? 

Please know that you’re not alone. I’ve worked with many companions now, all facing the same struggles. And so if you’re feeling frustrated that you’d ad isn’t doing enough (or anything) for you, then you’re in the right place.

I’m going to offer you 5 really simple copywriting tips that will spruik your ad so it:

• works hard to make you stand out
• conveys what’s most memorable about you
• captures your distinct voice (but not in a creepy Ursula-Arial way)
• is easy for clients to read, holds their attention and encourages them to take action. 

Ready? Then let’s write some great escort profile copy, dodge some common pitfalls, and get you feeling good about, well, you. 

1. Welcome your readers with useful information

Your headline is the toughest bit of copy you’ll write. It’s got to attract and hold the attention of your ideal customer. I like the phrase, grab em by the eyeballs because that’s what a strong, useful, effective headline should do.

Your headline should:

• communicate your unique selling point (USP)
• address your ideal audience 
• create intrigue.

That’s a lot to juggle in a small space.

One thing I noticed with a lot of profiles is people choosing to open with the line, ‘Hello and welcome gentlemen, ladies and couples.’ Or, ‘Hi, I’m [NAME HERE].’ And they both feel like a bit of a waste of an opening. 

The first sounds generic and cookie-cutter. Lots of companions use this line. The second gives your reader information they’ve already got. They’ll have already seen your name. And while ‘hi’ and ‘hello’ is polite, it doesn’t tell your reader anything. 

Headline writing is difficult. But here are three tips for a quick headline fix.

1. Pick out what makes you different to any other escort. And write this in your headline.
2. Explain how this difference benefits your audience. 
3. Try to convey who your ideal client is. You may achieve this through the language you use, how you describe them or you. (I’ll talk a bit more about this shortly.) 

Number three might be difficult to fit into the headline, so no dramas if it doesn’t work. But definitely aim for point 1 and 2.

To give you an example, an effective headline could be:

Relax and unwind in the company of an adventurous, kinky companion so your next business trip is one to remember.

Granted, this isn’t the snappiest headline. But I’ve:

• identified a difference (I’m adventurous and kinky)
• explained how it benefits them (a chance to relax and unwind) 
• acknowledged who I do it for (professionals who travel often).

It tells someone a lot more about me and my business than saying “Hello”.

2. Make more of your features

Having touched on benefits in point one, lets dive a little deeper into this subject and how it actually works.

In marketing-land (a real place full of coffee fountains, 24/7 TV ads, and people giving themselves awards they dreamed up and funded) we make a big deal of selling benefits over features.

This is because people – your clients – are only interested in why the thing your selling is good to them. Why should they care? How does it benefit them by making their life easier, or better?

People are only interested in themselves.

Wherever possible, if you’re explaining something about yourself (a feature) try and link it back to why it’s important to the client. For escorts, listing physical features and interests is common practice. It’s useful for clients to know this information. But you can elevate your copy by explaining how these features and characteristics benefit them.

Here’s an example.

Let’s say you love gaming and cosplay. You then need to spell out how your personality trait benefits your client.

It could mean:

• you’ve got a huge dress-up wardrobe so they never see you in the same outfit twice.
• you can satisfy a huge number of gaming roleplay fantasies.
• you love all kinds of games, from the ones you play on the computer to those you enjoy in the privacy of the bedroom. And you’ve got a playful imagination to match.

That one seems quite straightforward because it’s pretty unique. But what if you say one of your best features are your legs? How could having great legs benefit your client?

• They look amazing in heels and a skirt, that your client can enjoy the sight of all evening.
• You’ve got a huge range of stockings and tights for clients to choose how to dress your legs.
• You enjoy close embraces and wrapping your long legs around those you feel close to.

You can get pretty playful with these. There are so many ways you can put a spin on your chosen features and personality traits so it relates back to client benefits. I’ve done it with my love of heavy metal on this page.

3. Maintain a consistent tone

Different website pages have different purposes. The about page tends to be informative and entertaining, whereas etiquette and booking pages are often functional. But all of these pages should maintain a similar tone of voice (ToV).

Not sure what tone of voice is? Read this. 

Want to work on defining your tone of voice? I highly recommend this. 

One trap I see a lot of companions falling into is that the ToV on their home, about and service pages sounds very friendly and playful. But there’s a complete change of tone on the etiquette and booking pages.

Sometimes when reading these sites, there would be a complete departure from the friendly, approachable, playful person I got to know on the first few pages. And was now met with someone functional, straight-taking and emotionless. As a reader, it leaves me feeling uncertain.

I get there are lots of tire kickers out there and you need to weed those people out. But such a sharp change of tone on those pages compared to the warm, welcoming tone on the about and home pages that there was a clear disconnect. It made part of the site feel disingenuous.

If you struggle with this on your site, I suggest reading your copy out loud. Make small language changes using words and phrases that you use in conversation so it sounds like you throughout.

A great example of how to keep a consistent tone, even on the very functional pages, can be found on the ASOS site. Take a read of their Returns Policy. It still sounds light, breezy and engaging.

4. Let your copy breathe

Long paragraphs and winding sentences are difficult to read. They’re even harder to read on the screen of a mobile device.

Good web copy has what us marketing folk call ‘readability.’ There are a couple of things you can do to help make your copy more readable.

• Keep sentences short.
• Limit paragraphs to four or five sentences maximum.
• Leave plenty of white space between paragraphs and if possible, leave space between lines.

With this last one, it’s more of a design point rather than a copywriting point but it’s important to keep in mind.

5. Always check for errors

Being human means we make mistakes. And that’s OK. One or two typos slipping into copy is no biggie. But if you’re not a fan of writing or you’re writing in a non-native language, always give your copy a thorough edit.

Do this by stepping away from what you’ve written for a few hours or days. Your eyes will spot errors more easily when looking at it afresh. 

If you’re not confident with editing, you could hire a freelance editor to help you out.

As well as working to keep your copy as error free as possible, editing highlights any structural oddities in your piece. There should be a logical flow to what you’ve written as you move from one paragraph to the next.

When you’re writing about yourself and writing a lot, it’s easy for tangents to drag you off in an irrelevant direction. As a result, your copy becomes long-winded and full of information that probably doesn’t interest your audience.

If you’re interested in learning how to improve your own copy with editing, read my copywriting quick win guide: How to edit your copy.

Learning from your copywriting mistakes

Copywriting isn’t easy. I’ve been writing professionally for 13 years and I still mess up. The best way to improve your writing is to tweak and play with your copy. It’ll come good over time.

These five copywriting errors I spotted may be the starting point for your copy revamp. If there’s anything you want a hand with — if you’ve got a headline you want me to look at or something you think sounds odd, but you can’t work out why — then try my free copy review offer to test my ideas.

Happy writing!