There is no substitute for quality copy. And not just copy that reads well and fits nicely on the page. The type of copy that reels in the reader; hook, line, and sinker.
The kind of copy that feels so uncannily familiar that it’s as if the person who wrote it read your diary and all of your DMs beforehand. That’s the kind of copy I’m talking about.
If you didn’t major in English or write poetry in the back of math class, or haven’t taken any copywriting courses, copywriting might be a challenge. However, just like any other skill worth investing in, crafting words that entice your audience like flies to honey can be practiced and developed. Eventually, good copy will come easy—and so will landing leads and closing sales.
This article will teach you the fundamentals of writing copy that will blow your audience away. But first, let’s discuss why good copy is important in the first place.
Why Is Copywriting Necessary for Your Business?
In the age of information overload, your copywriting is critical to getting people to read what you have to say. But, before we get into how to write engaging and persuasive copy that will keep your audience coming back for more, let’s first discuss why high-quality content is important in the first place.
Simply put, copywriting is important for your business because it allows you to stand out in the marketplace.
A great copywriting agency can create content that stands head and shoulders above the competition – something that’s engaging enough for people to read through the entire marketing material (or at least some of it) before deciding which company to buy from.
Your copy will tell your story, provide important information about your products and services, and educate people on how to solve problems that only you can cause. When done correctly, copywriting can boost your profits by persuading the reader that you (or your product) will solve their problem.
Dos and Don’ts of Copywriting for Business Owners
Because copy is one of the primary ways people will learn about you and your brand, it is critical that it be the best it can be. The overarching goal is to draw more attention to your business online, which means you must write in a way that distinguishes you while remaining true to yourself.
The two most important rules to remember when writing copy for a website are:
#1 Good Copy Is Clear and Concise—Most people don’t have the time or patience to read through long-form text on their web browser, even if they are motivated to do so.
#2 Good Copy Is Exact and Direct—The more ambiguous your copywriting for a website (or any other medium) is, the less likely someone will understand what you’re saying and take the actions you want them to.
Here are some more good copywriting dos and don’ts that business owners should follow.
Speak to your customer directly.
Use words and phrases that will pique their interest in what you’re writing. With your sentences, create scenarios that are uncannily similar to what they are experiencing at the time. Speak to their hopes and dreams as well as their pain and challenges.
Don’t overdo it with the words you use.
Maintain your focus on your company and industry. Even if you have a very niche business, don’t get so caught up in the details that you lose sight of the bigger picture. Avoid using crazy-big words that require a Google search to define if you want your copy to be easily digestible by the average person.
Maintain an up-to-date knowledge of current events.
While you don’t want to use too much slang in your word choices, you do want to be aware of how people communicate online. It’s critical to use words that people actually use and understand, rather than just ones that sound good.
Remember to be yourself.
Make sure that you’re writing in a style that you’re comfortable with. People can tell when someone is being fake (and they don’t like it), so don’t try to imitate a voice or style if it’s not what you’re used to writing in.
Maintain a conversational tone.
Instead of doing an infomercial where everything’s made to sound perfect and clean, write as if you’re having a conversation with your reader. Consider how you would address your spouse or best friend.
Don’t be scared to take a personal approach.
This is your business, after all. You should show the human side of it in both your copy and other content you create. This will make it easier for people to connect with what you’re writing about because they can relate on a more surface level.
Concentrate on providing value.
Instead of simply telling people what you do, give them something of value that is related to the topic. For example, if your company sells dog treats, explain how they are healthy for dogs and how they can help their coats stay shiny.
Keep this in mind when writing anything online: would I want to read this?
Where Should You Concentrate Your Copywriting Efforts?
Businesses today must maintain a strong online presence—and one of the most effective ways to do so is to copy one of these most effective methods. While many companies opt to hire a copywriting agency, there are ways for you, as a business owner or marketing department head that can improve your copy. Start with one and work your way through the list:
Your Webpage
Your website is the most important place to have good copy, because if people are looking for a product or service and can’t find it, they will leave.
Everything on your website should be tailored to reflect your brand and attract your ideal customer. There are opportunities for good copy everywhere, including your FAQ page.
Social Posts
You should make at least one post per day about what’s going on in your company, so that new visitors can quickly connect with you. Being personable and conversational while remaining professional is important in social media copy.
Blog Posts
If you don’t yet have a blog for your business, now is the time to create one. Blogs not only provide valuable information that is relevant and engaging to your audience, but they also help to cultivate relationships with potential leaders. People will begin to trust you as they learn more from you. And the more they trust you, the more likely it is that they will purchase from you.
Best Practices for Copywriting
There are tons of online copy courses and programs out there that can teach you how to write good copy. But, if you’re just getting started, keep the following in mind:
- Short sentences and paragraphs should be used in copy. This allows readers to quickly get the information they need while still providing enough detail to understand what you’re talking about without feeling overwhelmed or confused.
- Keep each paragraph to one idea. Consider each paragraph as a section when outlining a blog post. Each section should concentrate on a single idea to ensure that everything is clear and concise.
- Make use of bulleted lists. If you have multiple points to make in a single paragraph or sentence, use lists to keep them organized. This will also help readers who are skimming through the content rather than reading every word.
- Avoid using jargon, buzzwords, or acronyms. Any language that you and a small group of people understand should be avoided. Write for as large an audience as possible.
- Everything should be questioned. It’s easy for business owners to become engrossed in their own egos about why something is important. As you write, consider why someone would be interested in this.
- Don’t be afraid to delete things. A good piece of copy is rarely written in a single draft. It’s perfectly acceptable to go through four, five, or even fifteen versions of something before writing something that really hits home.
- Strive for a friendly tone. When you’re talking to someone, you don’t want to come across as an authoritative figure telling them what they should do. Instead, make it appear as if the reader is simply conversing with you about the subject matter of your post or article.
- Complex sentences should be avoided. Complex sentence structures can distract your reader and detract from your overall message. Keep it simple, and you’ll be able to write something that’s easier to understand for your reader.
To be a good copywriter, you must practice frequently. Look for every opportunity to craft a more compelling message, and your skills will improve over time.
What to Take Away
High-quality copy on a company’s website, social media channels, and marketing materials can help it succeed. It is what distinguishes the company from others in their industry and helps it stand out to potential customers.
So, if you want to improve your copywriting skills and attract more attention to your business, keep in mind that practice makes perfect—and the best time to start is right now.
Liz Slyman
Over the past decade, Liz has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.