Copywriting is an important and integral part of your business. One that cannot be overstated or over-emphasized. Because it is used on everything from your email to your brochures, your Social Media Marketing, and even your website.
But who do you turn to when you want the perfect words to say? Do you have the time to take away from your business to take writing classes? Who keeps your team all rowing in the same direction when you’re away?
You can have it done for you!
As a business owner, you have a lot on your plate. So if you’re like most, there just isn’t enough time in the day to do all the things that need to be done. However, how do you make sure that your messages all paint a common picture of your business and your products or service?
The good news is that you can have white-label solutions that can save you a lot of time, money, and frustration. Here’s just a small sample of what you can have done for you:
However, this is more than just another over-the-top, hard-sales method. In fact, good Copywriting is so much more than that. Well-written copy can make or break your every advertising campaign you have or you will ever attempt to run.
10 ways to use Copywriting to dominate
Growing and scaling your business to new heights is an awesome goal to have. But getting there takes a lot of hard work and let’s be honest, running a successful business is a team sport. So who on your team is really good with writing copy that sells?
What do you do when you need the rights words, for the right audience, at the right time?
Here are the top 10 ways you can leverage great copywriting:
#1 Explore the benefits of your products or services
People want to know what’s in it for them. So what better way to let them know than by showing them? Explaining or better still, demonstrating the benefits of your offer builds interest in your products and/or services. Additionally, the right prose will add value for your audience too.
So you have to know your offering inside and out. You need to be able to explain it in great detail and you also have to have a keen understanding of how it will make your customer’s life better. However, if you cannot go at least three levels deep into your product, you’re just going to be wasting your valuable time.
#2 Leverage your competition’s weaknesses
One of the easiest and most powerful ways to get people’s attention is to solve their problems and make their life easier. So with that in mind, research what really pisses customers off about your competition. Then all you need to do is exploit those pain-points to the maximum.
Since this takes time and effort to research, you can use it to really spice up your ad copy. You want to not only find that pain button, but you also want to push that button several times. When you are good at understanding their pain, you can be good at solving it too.
#3 Know your customers
Knowing is half of the battle. So understanding your audience, what annoys them, and better yet knowing what they value is a major asset. Because when you understand your target audience, you start to love them a little too. And when that is authentic, people will flock to your business.
But you also have to do a good job with addressing #1 and #2 as well as everything else that follows. Knowing your customers is absolutely essential for any of these other Copywriting secrets to work. So take away this pivotal piece and the rest of your marketing will fold like a deck of cards in the wind.
#4 What’s in it for them
First, you must realize that people are mostly interested in how they will benefit from something. So you have to think about how your business will help them save time, save money, or add prestige to your customer’s lives.
There are a lot of different ways you can do this. But the most effective ones depend on your target audience and well, really knowing what makes them tick. Also, you need to clearly communicate how your products or services are going to help your audience.
However, you need to keep this one thing in mind – your products or services are not nearly as important as how it makes your customers feel. Does it meet your customer’s needs and is it hassle-free?
#5 Always keep the focus on your customers
Do you remember grammar in your early school days? How about ‘first-person’ or ‘second person’ and ‘third-person’ pronouns? In other words, use a lot of ‘you and your’ versus I, me, we, they, them, and us.
It takes some practice, but you should always use second-person pronouns when writing copy for any advertising. You haven’t seen anything but second-person pronouns in all the written copy of this article for example. Additionally, you will find that it works much better than the alternatives.
#6 Understand your media channels
Be aware, that as you write copy for your ads, your landing pages, and even email, that your audience and the platform dictate tone and style. For example, how you address an audience on LinkedIn is a lot different than how you reach an audience on Twitter. So the same applies to your ads and pages on Facebook, Instagram, Google, and YouTube.
Also, your different types of ads and promotional materials will require different styles of the copy. But you should also take every opportunity to communicate your marketing message. So just remember there are more different ways to use some written copy in everything you do, not just the traditional way.
#7 Avoid information-overload
Too much information (TMI) can be just as bad as (or worse) than not having enough information. But you also have to keep in mind that confused people won’t buy from you. TMI will lead to people simply skipping over your content and ads in favor of something less confusing.
Always remember your audience when you are creating marketing copy. Unless you are advertising something highly technical or very complex, remember to KISS (Keep It Simple Stupid). You have just a small window of opportunity to capture someone’s attention.
#8 Encourage them to do something
Ask for the sale. Or at the very least, entice them to click on a link to your content or your offer. In addition, always keep in the back of your mind that closed mouths don’t get fed (or get the sales). So every single article, ad, or other content should be asking your audience to do something.
This is called a CTA (or Call To Action). It is by far the most important part of any copywriting exercise. You can look at it this way, you already did the work of winning over someone with your copy using #1 – #7. So now you ask for the sale. Clearly and concisely state what it is that you want them to do.
#9 Be honest
Big corporations have legal departments that check their ad copy and marketing to keep the company safe from liability. However, small businesses (probably yours too) cannot afford to have a lawyer review every single ad or brochure. So one of the easiest (and cheapest) ways to avoid problems is to just tell the damn truth all the damn time.
You don’t want to be like some of those slimy rip-off artists that make lots of promises and under-delivers. But if you do that, or if you insinuate something that isn’t true, it’ll cost you a lot more in the long run. So again you need to just be honest and truthful all the time.
#10 Spelling and grammar are your friends
So here is one of the critical points that you don’t want to fail to do. It can be as simple as you proofreading your work. At the minimum, you should be using some form of a spellchecker, but that rarely catches (accurately) grammatical errors too.
Alternatively, you can use a better program such as Grammarly or pay a professional to do it for you. But nothing turns most semi-educated people off to your ads than reading like you’re a buffoon. Again, nothing will scare people away from ads you create faster than confusing, hard-to-read, misspelled garbage.
Copywriting: Done for you!
So there you have it. Writing your own copy for ads, articles, etc. isn’t that hard to do. But you do need to spend some time on it, do your research, and put some effort into developing an outline.
Or you can go the easy route, save yourself some time and maybe even some aggravation. Although we do not offer it as a standalone service, we do use it with everything we do. Especially as part of our ROI Ninjas system.
Want to write better copy?
Spell-checking your copy is just the first step. You also need to use proper grammar with all of your written copy. Additionally, you need to check your tone, readability, and context too. Because long, complex, and heavily technical concepts will have your intended audience running away.
So you have three options. Hire someone that has the skillset, use an app like Grammarly, or ignore it. But if you are reading this then you are likely trying to sell something and ignoring it isn’t a very good option.
Charles is the owner of C. E. Snyder Marketing LLC. His background includes 30+ years in the fire service. Since 1999, he has also become a published author and a public speaker from 2004 on. He is widely respected as the “go-to” guy for Digital Marketing, websites, and SEO, recently being recognized with the 2020 Best of Lancaster in Digital Marketing Award.
Charles is also known as “The Marketing Ninja” and is a serial entrepreneur. His favorite quote is “Make Stuff Happen!” Also, his personal interests include spending time with Ann, his fiancee, playing the occasional video game, and growing mutant eyebrow hairs since getting on the wrong side of 50 years old.