How to Write Killer Copy for Your Business
As a business owner, you’ve got a lot to juggle. Taking care of customers, bookkeeping, and evaluating the market is more than enough to keep you stressed. But is it all doable? Totally.
Revamping the copy on that outdated, desperately-in-need-of-a-makeover website, on the other hand? OVERWHELMING.
Every word you write for your business is an opportunity to get new leads and convert casual browsers to buyers. So, if those words aren’t chosen carefully, you’re going to miss out on A LOT of opportunities (read: you’re going to lose a lot of money!)
It doesn’t matter how awesome your product or service is. If your copy isn’t snappy and persuasive, if it doesn’t connect with your readers and inspire them to buy…they’ll hit the back button, toss your brochure, or change the channel faster than you can say, “money-back guarantee.”
So, use these copywriting 101 tips when writing all of your marketing materials. If you follow these guidelines, you’ll be converting casual readers to raving fans — and paying customers — in no time.
1. Decide how you want them to feel. Humans don’t buy strictly based on need. We buy what we WANT. Because of how it makes us FEEL. So, effective copy connects with consumers on an emotional level. Do you want to inspire them with the opportunities your service makes possible? Or unsettle them into buying your product for the sake of their health and safety? Identify how you want your readers to feel and write with that in mind. Bonus tip: brainstorm “power words” that evoke the emotion you want your customers to feel and sprinkle them in your copy.
2. Utilize the power of “you.” Sorry to break it to you but no one cares about your company. They care about themselves; they care about what your company can do for them. So, stop talking about yourself and your accomplishments. Address your customers directly. And tell them what’s in it for them to buy from you. Better yet, SHOW them. Focus on benefits over features and show them what their lives will be like with your product or service in it.
3. Write the way you speak. If your copy reads like a scientific paper or textbook, it’s either going to turn your readers off immediately or go right over their heads. Great copy has a casual tone and uses short, easy-to-understand words. It’s your salesperson on paper (or computer screen.) So make it sound like a human being.
4. Be concise. We’re being flooded with so much information on a daily basis, our attention spans are getting shorter and shorter. According to Oracle.com, studies show the average human attention span dropped from 12 seconds to just 8 seconds between the years 2000 and 2015. So get to the point, fast. Great stories are engaging but try to say more with less.
5. When all else fails, hire a professional copywriter. OK — obviously, this isn’t a tip for writing your own copy. But it bears including in this list. Because, sometimes, writing is just not your thing. And that’s ok! Writing persuasive copy takes time, hard work, and loads of practice. So, if you don’t have the time or energy to invest, outsource your project to a pro. Look for a certified copywriter with an eye for detail and an obsession with proper grammar.
In Conclusion
Writing killer copy for your business is not an easy task. If you follow these guidelines, you’ll be one step ahead of your competitors. But, if you’re short on time or just don’t have the inspiration, let me do the heavy lifting for you.
You deserve to be raking in the cash — not wracking your brain over how to grow your business. No more worrying about turning your features into benefits, using proper grammar, or sounding too sales-y. And no more burning the late-night oil, trying to complete yet another task.
I’m a certified copywriter who’s studied with Tamsin Henderson, one of the best copywriting teachers on this side of the equator. And I use a tested, tried-and-true approach that inspires your readers and makes your business sparkle. Visit copybycarrie.com for details today!
