Behind every commercial, ad, movie poster and billboard are none other than small business copywriting strategies at play.
See, copywriters (writers who specialize in crafting persuasive sales, marketing and professional text) are every big business’s secret weapon. They’re the sentence-slinging magicians who bring products and services to life for consumers. Without the right words to capture an audience’s attention and convert their interest into investment, even the hottest commodities will stay on the shelves.
And as a small business owner, it’s even more important for you to take advantage of every selling opportunity through the power of compelling copy. By the end of this post, you’ll know exactly how you can leverage copywriting to secure more customers and sales.
But first things first:
What exactly is copywriting?
Copywriting is simply persuasive writing used in marketing and promotional materials such as flyers, website content, promo videos, product descriptions and social media content. The key word here is: persuasive. A copywriter’s goal is to get people to purchase your product, and their superpower lies in their ability to take potential buyers on a journey from skeptical to smacking the buy button®.
So, how does copywriting benefit my small business?
Copywriting gives your overall branding consistency, makes it easier for your customers to find you through the power of search engine optimization (SEO), builds trust with your core audience, and helps you achieve your overall business goals.
Now, there are several different types of website copywriting services, but the big 3 are:
- Marketing Copywriting: Any copywriting that is promotional in nature falls under this category – branded stickers, flyers, billboards, YouTube videos, commercials, etc. This type of copywriting employs the use of clear, sales-driven messaging.
- Social Media Copywriting: Voice and tone are of the utmost importance here because garnering attention on social media depends heavily on authenticity. Plus, you can have a little more fun with an informal style, emojis and brief but impactful communication.
- Brand Copywriting: Brand copy is unique, timeless and created to speak directly to the needs and desires of targeted audiences. Small businesses rely on copywriters for this service to communicate their brand messaging in a way they understand but often can’t quite articulate.
Now that you’ve got the basics down, let’s see great copywriting in action. Here are some examples of copywriting you may have seen before:
“Believe in something. Even if it means sacrificing everything.” – Nike
The athletic giant used this divisive yet iconic ad featuring former NFL quarterback Colin Kaepernick to take a stand, but it was worth the leap: according to analysts, the company gained $6 billion in market value because of it.
“Get it together and manage projects the right way.” – Basecamp
Sometimes less is more. Clear, direct messaging works when it tackles the problem and provides a solution in one fell swoop.
“Treat yourself to a winter wonderland.” – Vacasa
There’s nothing like tapping into emotions to really make your copy sizzle. Feelings drive decisions, so even if you’re a copywriting beginner, it’s paramount to ensure you’re writing in a way that triggers emotions that move your target audience to act.
And if you want to write great copy for your business, here are a few helpful tips to keep in your back pocket:
Small Business Copywriting Tips
Tip #1: Don’t forget who you’re talking (and selling) to
As excited as you are about your product or service, it can be easy to focus so much on what you’re selling that you forget who you’re selling to. Don’t make the mistake of talking more about your services (or yourself) before you’ve even let your readers know what’s in it for them.
Once you have their attention, keep it! Don’t get so lost in the sauce of what you’re selling that you lose your reader’s interest. Remember, you’re competing with every other small business out there for your audience’s attention, so make every word count.
Tip #2: Use engaging headlines.
The headline is your first (and most important) opportunity to get your readers to notice your small business. Make sure you use a headline that draws them in and stops their scroll. With a strategic headline, you’re well on your way to accessing the hearts (and minds) of your target consumers.
Tip #3: Yes, grammar matters.
Mistakes in your writing can easily turn readers away – and no, we don’t mean slang or jargon. You want to show your readers that you’re credible and trustworthy, and grammatically correct copywriting is how you put your best foot forward.
Tip #4: Don’t forget the CTA.
A strong call to action (CTA) should be included toward the end of every piece of copywriting. After convincing potential customers why, they should purchase your product, they need to know where to go to get it. Make it easy on them with a clear, specific CTA that points them directly toward what you want them to buy or sign up for.
The takeaway: Great copywriting for your online business should grab your reader’s attention using intriguing headlines and persuasive copywriting that elicits emotion and compels them to buy.
And while copywriting courses can help you learn all the copywriting secrets, if you don’t have the time to acquire a new skill, it’s the Word Stylistz team to the rescue. Just head over to the Word Stylistz Product Lounge for engagement-boosting, sales-converting, done-for-you copywriting services that’ll put your small business on the map.