7 Copywriting Tips For Small Business
It doesn’t matter how awesome your product or service is if you can’t sell it with words.
It’s the copy that can be that final push in the right direction when it comes to converting customers. And if you struggle getting that right, you’re brand could suffer over the long term.
While expert copywriters spend years honing their craft, there are small tips you can pick up as a small business owner to improve your copywriting skills.
Let’s face it; even small tweaks can lift conversion rates and translate into profits.
So, grab a notebook and your favorite pen. Class is in session. Today’s lesson: copywriting tips for small business owners.
Tip #1: Get laser focused
A lot of small business owners struggle with writing copy because they are trying to be everything to everyone. Instead, get super focused on exactly who your customer is and what problem you’re trying to solve for them.
Think of this person in everything you write on your site. You’re speaking not to everyone, but directly to them.
That’s the first step you should take on your copy journey.
Tip #2: Research is your friend
The last thing you want to do is sit down and type with stream of conscious thinking. Great copy is intentional. It hits the specific needs and emotions of your customers.
Research. Get in touch with your customers (past and present) and ask them why they chose your product. Read reviews. Reach out to people who didn’t buy and see what they say.
All of this information is super valuable to crafting great copy.
Tip #3: Be a storyteller
Think of the ads, commercials, and even Tweets that have made an impact on you. What do they have in common?
Usually, these successful campaigns are all about telling a story. Stories help make potential customers relate to your brand. They pull at the heartstrings or help identify a common thread.
The big brands focus on storytelling all the time so you should too!
This is just one way to start establishing trust with your potential customers. And, since you did your research, you can weave in the stories of the people you’ve spoken with, real customers, to help hit points home.
Tip #4: Less is often more
Most people associate copywriting with long form sales pages. And while that is a common approach, it might not be the best approach for your brand.
A lot of times with copy, less is more.
Piktochart is a good example. In three sentences, you know what they do and the problems they solve for customers.
So as you sit to write your copy realize you don’t have to write a thousand words when one hundred will do just fine.
Tip #5: Use everyday language
A lot of small businesses lose customers when they try to sound like something they aren’t. They talk at people. Instead, focus on having a conversation with your customers.
Reflect this idea in your copy. You don’t need to ‘sound smart’ to attract customers. Talk to them in a friendly and approachable way. Sure, use the right industry language and jargon when it’s needed, but don’t go overboard.
Feeling stuck? Think about it this way: if you were at an event with your ideal customer how would you chat with them? Super stiff and boring doesn’t sell. But friendly, genuinely excited about the industry, and approachable does.
Tip #6: Remove emotions from editing
We all think we’re amazing writers so it can be hard to take a look at it with an objective eye when it comes time to edit.
Don’t let this happen. It’s hard, yes but essential that you are critical with your copy. Read it slowly and carefully. Never be afraid to cut (and be sure when you want to add more).
As you read each sentence ask yourself:
- Is it speaking directly to your ideal customer?
- Is it in the voice of your brand?
- Is it keeping people interested and pushing them to read the next sentence?
- Are the spelling and grammar ok?
Once you’ve given it an overview, sleep on it. Come back the next day and take another look. And, don’t be afraid to ask others for a readthrough and feedback.
Tip #7: Think about the design
Yup, design matters today. If your website looks straight out of 2003 then you’re going to lose people even if your product is fantastic and your copy is killer.
So write with design in mind. Know where you are going to emphasize points with italics, bold, and bullets. Have lots of white spaces and plenty of headings as you go.
Consumers today are far more likely to skim than read so format your copy in a way that works with scanning and catches the eye at just the right points.
These seven copywriting tips for small business owners should help you get started. Once you’ve got people interested in what you’ve got to say, use interactive content to get them even more excited about your brand!