Good copywriting is essential to the marketing success of any small business. If you want to engage your customers, entice them to buy your products or get them to sign up for your newsletter, you need amazing copy to do the job.
Are you getting your start-up off the ground, operating an independent outfit, or running a small-scale venture with a partner? Whether you’re doing social media marketing, inbound marketing, content marketing or direct marketing, lacklustre copy can scuttle your marketing efforts before even they take off.
To make the best impact with your copy, follow these 10 essential small business copywriting tips.
1. Write attractive headlines
To hook your readers, you need an attention-grabbing headline. A catchy headline will compel your audience to click on your blog post, open your email or read your article.
Headlines that work well are those that promise a benefit to readers and offer useful content specific to the reader.
2. Focus on benefits
Your customers are not going to care about the features of your product or service. What they do care about is how your product or service can help them.
So focus on the benefits of your product or service in your copy. How will it make their lives better? What problems will it solve? How can your product or service help your customers do their job better, free up their time, save more money or improve their health?
3. Know your audience
Your copywriting should revolve around your customer. To do that, you need to understand who your customers are and what they’re looking for. One way to learn more about your customers is to create buyer personas.
Knowing your customers’ profile and how they make decisions will help you to create content that speaks directly to them. Provide them with useful and relevant content that will guide them throughout the buying cycle.
4. Keep it simple
These days, most audiences have short attention spans due to information overload. Many consumers, especially those with mobile devices, prefer to skim instead of read.
To maintain your audience’s interest, keep your content simple. Use short sentences, bullet points and lists to break up paragraphs. And leave out the jargon.
5. Write in the second person
Use “you” instead of “we” in your copywriting. When you write, speak to your readers by using “you”. Talking directly to your audience through this “one-on-one” speak creates a better connection with them. No one wants to read a website or brochure where it’s all about the company. When you put the customer at the heart of your content, you’ll get more leads that may eventually translate into sales.
For example, this blog is written for you so that you can learn about ways that can help to supercharge your content and improve the effectiveness of your marketing strategy.
6. Understand your medium
It’s important that you understand the medium that you’re writing for. Writing a thought leadership article to be pitched to a national newspaper is completely different from writing a blog post to be uploaded onto your website. Writing a brochure is also different from writing a newsletter.
Whatever your vehicle, you’ll need to adjust your writing style accordingly.
7. Focus on SEO and your keywords
A web presence is not a “nice to have” but a “must have” for all businesses. But how can your customers find you if you don’t rank well in the search engines for the keywords related to your products or services?
That’s why you need to pick the right keywords to optimise and put in effort to make your search engine optimisation (SEO) a success.
8. Include a call to action
As a small business, you want to get the most out of your content. The end goal of any business is to get customers to buy your product or service. Depending on where they are in the buying lifecycle, you want to bring your customers one step closer to making that purchase by asking them to take a specific action. It could be something as simple as asking them to view another article, comment on a blog post, sign up for a newsletter or register for an account.
So always close your copy with a call to action, even if you are not directly selling anything yet.
9. Create an engaging lead paragraph
Your headline grabs your reader’s attention. But it is your first paragraph that holds their attention and entices them to read further.
Put the most persuasive arguments or the best ideas in your lead paragraph. The strongest points should be at the beginning of your article.
10. Always check spelling and grammar
Always review your spelling and grammar. Sloppy text can make your business look unprofessional.
If you’re not bothered to ensure that your copy is error-free, you could end up losing potential business.
Build your brand with sharp copywriting
If you’re trying to build your brand, sharp copywriting can help you tell your story and connect with your audience.
To get on the right track, follow our small business copywriting tips. But if you’re stuck or find that you have neither the time nor expertise to churn out expert copy, consider hiring a freelance copywriter instead.