23 May From ‘Meh’ to ‘Wow’: Why Copywriting Matters for Your Small Business
Catchy words. Flashy slogans. Fascinating facts.
First impressions are everything.
And when it comes to your business, the first impression you give your clients and customers can be the determining factor in how successful you become.
Luckily, there are a variety of ways for you to successfully connect with your target market. One of these ways is to captivate people with the words that surround your company. This means promotional dialogue, slogans, marketing schemes, or product descriptions – all of which fall under the category of copywriting.
Once you realize the power of words, and start seeing them as a type of introduction to your customers, you’ll realize just how valuable they can be. So how do you start thinking about these styles more effectively? Let’s start things off by learning more about copywriting itself.
Why Copywriting Is Important For Your Business
Once you’ve stepped back and taken time to discover the core of your business, you can start building a brand style for your writing. This might be something suave like the brand Old Spice, or it might be peppered with quirky sarcasm like Charmin (yes, the toilet paper brand).
Whichever style you decide, make sure that it’s well-defined and speaks to your target demographic and what you’re hoping to promote with your business. Write it on your office whiteboard, and post it on your office walls. Make sure that everyone in your business is well aware of the direction your company is headed.
Not only does having a well-represented direction allow everyone to feel part of the mission, but it also creates the ability to have a cohesive vision. Cohesion is one of the most important factors in successfully building copy that will amaze. Not only does it allow for your business to work together and find a common tone and purpose, but it allows potential clients to feel your company is more credible, responsible, and will be able to communicate effectively.
What is Copywriting?
Simply put, copywriting is the art and science of words that drive customer interactions with your business. These words can be used in a variety of different ways, including promotional materials, ads, product descriptions, web pages, and blogs.
Being able to skillfully create and use these channels for communication is key to successfully running your business. Considering the following to transform your words from ‘meh’ to extraordinary:
Know Your Audience: Doing research and determining who your target market is will be invaluable when it comes to writing copy to reach them. Whether you’re trying to reach trendy millennials or traditional baby-boomers, having this insight will help you set the tone and choose the words you use. One of the best ways for you to start writing effective copy is by knowing your brand. Not sure where to get started? Try some of our helpful tips for branding.
Write A Great Headline: Don’t underestimate your headline. If you want potential customers to read the rest of your content, you’ll need a headline that’s engaging and makes people hungry for more.
Draw People In (Make The Sale): Ultimately, even if it doesn’t seem like it, copy is used to sell your company, your product, or your service. Which means that it’s pivotal for you to remember to use language that is engaging, persuasive, and draws people in.
Explain Yourself: Once you’ve captured the attention of your audience, don’t forget to explain to them why they are there (and better yet, why they should remain). Remember to address questions before your reader even has to ask them. Why is what you’re offering meaningful? Why is it better than your competitor?
Invest Time To See Results: Great copy does not happen overnight. So, make sure you give yourself the proper amount of time to work on it. Realize the importance of getting your copy right. While it might be tempting to pump out your work, the results you ultimately receive will depend on how much time you allowed for thoughtful planning. Don’t rush the process!
An important principle to remember is that the way you perceive your copywriting is probably the same way that your audience perceives it. If you feel ‘so-so’ about what you’re publishing, it will probably have that appeal. If you think it’s hilarious, there’s a good chance that others will find it funny, also. Make sure you invest time and effort into building a great style that reflects time and thought on your part. People will notice the difference. Even in today’s marketing world, where consumers are constantly being barraged by marketing, you can create copy that stands out by following five basic copywriting principles.
1.Make ‘Em Laugh: Or make your readers cry. Or create some kind of emotion that’s going to keep them engaged and reading. From the very first line, you should be capturing the attention of your readers. This might take some work, but the results can be well worth the effort.
2.Don’t Be Sloppy: Take time to double (and triple!) check your grammar and spelling. Make sure that your writing style is clear and crisp, so that your message isn’t lost. It’s always good to get a couple of different eyes on a piece as well. Don’t be afraid to bring others in when you’re in the drafting stage.
3.Blurred Lines Aren’t Classy: One of the best ways for you to reach out to your customer, with copywriting, is for you to be specific, precise, and try to focus more on the benefits that your customer will get, rather than on the features you’re providing. Think of it as a friend promoting a product, rather than a salesman – the greatest marketing will always be from those who come across as knowledgeable and trustworthy.
4.Use Whitespace: Nobody wants to look at miles of text. Make sure you take advantage of what’s known as “whitespace” or the space between paragraphs and sections. Use this to your advantage! Numbers, lists, and bullet points are a great way to get your point across without subjecting your readers to miles of text.
5.Art Meets Science: One of the biggest keys to great copywriting is to remember that it is both a science and an art. While there is, of course, a creative side to writing copy, there are also scientific rules that guide the success of these endeavors. Do your research, and don’t forget to have fun!
Recruiting The Right Team
When running a small business, one of the most valuable things you can do is to hire a team that excels at their individual roles.
While it may seem tempting to do it all yourself, it’s important to realize the value of spending your time managing your business, while surrounding yourself with people you trust to do the rest. If creating copy that captures and excites your target market isn’t your strong point, then consider bringing on someone that can. First time bringing on someone to help out? Try these tips:
Step 1: Plan Ahead In order to attract the right talent, you need to have your ducks in a row. People who are going to be passionate about your mission will need to have a clear idea of what it is. Make sure that you take the time to have your mission statement and clear guidelines and goals written out for the team that you’re trying to attract.
Step 2: Be Upfront About Goals And Challenges Small businesses require a lot of work, and having someone who can be flexible about that work is something that can be invaluable. Make sure that you’re upfront with job candidates about what their roles are, and what challenges they may face along the way.
Step 3: Hire People Who Reflect The Company Culture If you want to attract young and tech-savvy customers, hire a young, tech-savvy team to help create the copy to reach them. Really take the time to establish your company’s culture and goals in order to have an easier time bringing on (and initially attracting) these team members.
Step 4: Group Interview Gauge how well your team works together, before hiring on someone new, try conducting a group interview. This can let you see how possible candidates interact with others, and give you an idea of how they interact with management and co-workers.
Try Your Hand! Copywriting Starts Now!
Now that we’ve covered the basics of copywriting, it’s time to get to work! Whether you have a team, or you’re managing your company’s copywriting singlehandedly, the world is waiting to hear your unique spin on your business’ story.
Remember: your unique approach to connecting with your customers is what will ultimately make you succeed.
This isn’t a mission for the faint of heart. Like most things worth doing, copywriting takes time, commitment, and a multitude of tests to see what works best. Don’t be shy – get out there and find the style that works best for you.