You’ve crafted what you thought was the perfect homepage, newsletter, blog or flyer – and you’re feeling pretty chuffed with yourself right now.
But it soon becomes clear that the only person who got excited about your masterpiece was you. So what are you doing wrong?
Good copywriting is not just putting words onto paper. Writing copy that sells is a skill that can make a real difference to your business.
The principles of good copywriting predate the Internet and apply to print and online text – the bottom line is – you’ve got to engage your reader!
Here are some copywriting tips to get you started:
- Who is your customer? You can’t write anything worthwhile unless you know your customer. Think of some-one specific whose business you’re keen on getting and try to get into his or her head. Does he like Arsenal? Does she love expensive handbags? What makes them lose sleep? Call up a mental image of this person and imagine talking to him or her in the pub or over a coffee when you’re writing.
- NEVER write for groups Even if you’re writing something that you hope will be read by lots of people, you need to write as if you’re only ever going to have ONE reader. People switch off when they read phrases such as: “Many of you.” “Some of you.” They want to feel special.
- Write the way you speak Lawyers and businesspeople often shake their heads at this point, assuring me that this type of writing doesn’t apply to their special customers. Not so. Even the wealthiest, snootiest potential customer is human and responds to good copy in an emotional way. There are not many people who’ll be persuaded to do something by someone who speaks as if he’d escaped from the pages of a Charles Dickens novel.
- Planning Before you reach for your laptop and start typing, take a piece of paper and a pen, pour yourself a glass of wine and jot down a plan for the blog post, newsletter, homepage, flyer. Start with a goal – what are you trying to achieve? Do you want your customer to call you, visit your online sales page or fill out a survey?
- What do you want to say? Once you’ve nailed your goal, think about what it is you want to say – and here it’s important to think more about your reader’s needs rather than your own. So, you want your reader to know that you can sort out his finances? Think about how this will make life easier for him. For example, you could write: Do you want to spend more time on the tennis court or golf course and less time trying to stay on top of your finances? Why not let me take care of your finances, so you can work on your serve or improve your handicap.
- Don’t forget a call to action Tell your reader clearly what you want him or her to do now that you’ve persuaded them you’re the right person to contact. Link to your contact page or a page with more details of the offer you’ve talked about or the service you described.
I hope these tips will inspire you to experiment with your own copywriting – you’ll be amazed at the difference even these basic tips will make to your business communications.
Of course, if you’re rather be spending your time doing something else – why not let us help you work out who you want to talk to, what to say and how to write copy that sells.
Find out more about our new small business package here – designed to manage your online presence (and media presence if you need it) so you can focus on what you love to do.
Photo credit: Free Digital Photos.Net : Tiramisustudio