Marketing your business these days means writing a lot of copy. From blogs to emails to social media captions, writing copy can easily feel like a full time job!
If you are like me, you probably aren’t a trained copywriter, and writing may or may not be one of your favorite weekly to-dos. I hear you!
The thing is… your copy matters. Words have the power to elevate and connect your audience to your brand, and they help you create a cohesive story across multiple platforms. In essence, your copy brings your brand to life.
So today I’m sharing three easy strategies for writing better copy that will connect and engage your audience, and ultimately drive them to take action.
Before You Start
Before you dive headlong into your copy, you need to start by knowing your audience. Who is your ideal client? What are their pain points, needs, likes and dislikes? What is their background and personality like?
Before you can speak to your audience in a way that resonates, you need to know who you are speaking to. Don’t skip this step! If you feel like you don’t have a clear picture of who your audience is, start by reading my guide on finding your ideal clients.
1. Create a Conversation
While the ultimate goal of your business is trying to sell in some shape or form, this is NOT the way to approach copywriting. Instead, think of your copy first and foremost as a conversation.
Imagine you are sitting down for coffee with your ideal client. How would the conversation go? Is your style friendly and relaxed, or direct and to the point?
Your copy should be authentic and true to who you are, so there is no need to adopt a different voice or style that doesn’t fit your brand.
Talk to your customers in your copy like you would talk to them in real life. This not only brings a more personal touch to your captions and blog posts, but it helps your audience get to know the real you before they ever meet you in person.
2. Emphasize Value
It is easy to get focused on talking about your product and all of its attributes, which can wind up feeling overly-salesy.
Instead, use your copy to speak to the value your customer will get by using your product. Having a solid brand story that you can reference is so helpful in accomplishing this.
Your brand story focuses on your ideal clients and where they are now – essentially their needs and pain points. It also highlights your product/service as a solution that helps your client get to some ideal endpoint that improves their life in some way.
When you infuse your brand story into your copywriting, your copy starts to tell a story that truly connects with your audience. Help them see the desired end-state that you are helping them to achieve and all the ways that you want to make their life better.
3. Don’t Forget the Call to Action
Every piece of copy you write, whether it’s for your website, social media, or even print collateral, should include a call to action (CTA) that inspires the reader to do something. This could be commenting on your post, clicking a link to your website, downloading a freebie, or signing up for your email list.
No matter what the action is, it’s important here to again emphasize the value that the reader will get by taking action.
If you are offering a free social media guide, instead of saying simply “Download” your CTA might be “Learn to write better copy”. This is specific and emphasizes the value of the offering.
When you start incorporating these three strategies into your copywriting, I think you’ll notice increased engagement by your audience AND a decrease in the overwhelm or stress you feel about writing your copy in the first place. Talk about a win-win!
How do you feel about copywriting? Do you love or hate it? Tell me in the comments!