Do you ever wonder how a copywriter helps your business? I'll tell you. We help improve your marketing ROI by driving more customers to you, helping to make your business more successful.
This ‘copywriting’ acronym highlights the many areas where good copywriting improves your marketing efforts. You'll also find some tips and links to copywriting advice:
Content
Opportunities
Promote
Your business
Words
Respect
Inspiration
Tantalise
Impact
Newsletters
Getting started
Content
The term ‘content’ normally refers to online copy. But of course, copywriting is far more than ‘just’ blogs, web content, and social media. Copywriting skills help to create marketing materials that pack a punch — ads, newsletters, case studies and more. And they all need different approaches.
Opportunities
Copywriting skills help attract opportunities for your business. As well as writing for your social media platforms, you may be invited to write an article for an industry-specific magazine. Or guest blog for a well-known organisation that shares it with a wider audience.
When posting online and engaging with others, you may catch the eye of another business to collaborate with, creating more awareness for both of your businesses. Opportunities can be a game-changer!
Promote
As a business owner or manager, you’ll want to promote your business wherever and whenever you can. Copywriting skills help you write various advertising and marketing mediums: scripts for TV and radio ads; industry magazine ads and articles. Printed marketing materials: brochures and posters for conferences, shops and showrooms. And for sending to prospective clients.
Plus all those all-important posts for social media sites like LinkedIn, Facebook, Instagram or TikTok — wherever your customers hang out. Not to mention press releases for local and national papers and other publications. Remember — the better, more flexible the writing, the more impact you’ll create.
Your business
Writing about your own business can be hard sometimes. You know your products, you understand how your service works and how it can help your customers. But when you’re so close to it, writing in a way to make your customers feel that they need you isn’t always easy. That's when calling in a professional copywriter pays dividends.
But if you want to write your own copy, try to look at your product from your ideal customer’s perspective. Ask yourself why you should part with your hard-earned cash to buy it. What are its benefits? How does it help?
Words
Words can be powerful. Choosing the right words to attract your audience is almost a dark art. It's all in the psychology, so consider people's cognitive biases when writing your copy. Using the right words at the right time for the right audience is key.
Use words wisely. For instance, never say your product is unique unless you are 100% sure it really is.
Respect
When writing your copy or content, use simple language to make it engaging, fun, lively, serious, or whatever tone suits your business best. But remember — always write respectfully. Try not to be condescending or assume they know nothing about your business. Respect goes a long way! It’s all part of that ‘using words wisely’ thing.
Inspiration
Copy that's inspirational and engaging helps to keep your prospective customers' attention. Continue to inspire them as they become regular, faithful customers. You could write about the different ways to use your products in your blogs, newsletters and social media platforms. Inspire them to buy with special offers!
Tantalise
If your product or service allows you to tantalise in some way – to be a little bit cheeky, a little bit sexy – you're more likely to capture people's attention. You may be surprised at how you can use a little cheekiness in the most staid products – even insurance! Adverts, marketing messages and social media content can be full of tastefully tantalising messages to tempt new and existing customers into contacting you. Try it out next time you launch a new product.
Impact
Writing impactful copy helps to engage and influence your target audience. For this, keep your words to the bare minimum and use power words for the best impact. Too much waffle may lose them.
Newsletter
Newsletters are where your copywriting skills will be put to good use, and possibly even tested. In electronic form, newsletters are so easily deleted. Even when printed and posted, they can be binned. What a waste of your money! So, to grab your subscribers’ attention, use eye-catching headlines (no need to worry about SEO here). Short punchy paragraphs. Witticisms! Keep them entertained. And remember to include links to your website.
Not too much selling, though! Remember the 90/10 newsletter writing rule - 90% interesting, educational or entertaining copy, and 10% selling.
Getting started
Finding that opening sentence can be tricky. Think of something different, a bit out there perhaps, or amusing. Something to catch their attention, hook them in and make them keep reading. Sometimes I just start writing any old nonsense – as I’m writing, things begin to take shape. Then, later, I'll return to it and cut out all the fluff.
If inspiration seems to be elusive, give this blog a read – it should help.
After all this, if the idea of copywriting your marketing materials and online content is still daunting, there's no shame in asking for help. That’s what I’m here for – to save your precious time. Ping an email to jen@jennyhaken.co.uk or give me a call on 07799 648321.
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