These Copywriting Ideas Can Serve as the Fuel for Your Business.
From time to time I have client work that requires writing on some fairly technical topics. As I scroll through a list of related websites, some make me want to poke my eyes out or bang my head against the wall.
Because they read like they are in another language. They aren’t addressing their potential audience. In short, they probably didn’t do anything for the business they represent.
If you’re reading this post, you’re better than that. You probably have some idea that the right copywriting ideas can propel your business forward in the right direction – with incoming emails and ringing phones.
Are you ready to see what your website copy and marketing materials can do for your business?
Below are 11 Copywriting Ideas For Your Business:
It’s about them – I know. The nerve of me to say that, right? You have 100 important talking points you want to include in your website copy. The truth is that your audience probably cares about very little of it.
There’s a lot of competition out there, and your audience is really only concerned about how to solve their problem. You’ll have to connect, and give them a reason to choose you. So tell them the most common problems you solve, and what your level of experience is. Help them relax and feel comfortable. Make sure you use inviting language. With that in mind…
Get conversational – There’s a significant difference between professional and formal. No matter what you’re doing online, there’s probably some level of competition. What’s the best way to stand out? Be you. Use contractions. Talk how you’d explain something in person.
Just because it’s being digested in written form doesn’t mean it has to be all stuffy. So run a few words together. Again, it goes toward making your audience relax and feel comfortable. It doesn’t really matter what profession you’re in. Whether you are B2B or B2C, people buy from people, and it always helps if they like you.
Don’t let them change the channel – Your blog offers a chance to educate, entertain and inform your readers. It’s your chance to stay front of mind with your audience. So when you have readers perusing your words, you want to keep them there.
You always have the opportunity to link throughout your posts. So as you mention something relevant that you’ve written about before, drop some links in the context of your post. This can help turn your blog into a valuable, go-to resource for your industry – and keep your readers with you for longer.
Include the important details – There are a lot of questions surrounding the perfect length for a blog post. The truth is, that can vary depending on the industry, and subject of the blog post. It takes more words to convey a complex idea, than a simple one.
But, every post should have all the important details. Don’t leave your audience guessing on something important – especially to meet an arbitrary length restriction. When I was a journalist, I had an editor who always told his reporters to let the story dictate the length. It was solid advice.
Create a sense of urgency – People will act more consistently when they need to. Give them a reason to act. If you have a limited amount of product, or appointment times, make sure and tell them. This is one of the most effective and proven copywriting ideas for getting people to act.
Learn storytelling – People want to read about other people. If you have success stories, or care to share about your origin story, it can endear your readers. These are the details they’ll remember.
You can also share a few anecdotes and give your writing a narrative flair. It makes your blog posts and website pages more compelling. Think of yourself like a feature writer, divulging interesting tales within your industry. This will keep your blog and website content more compelling. Your audience is better off if you learn some basic storytelling components.
It’s emotional – If you asked your readers, they would probably tell you that they buy based on fact and logic. But the numbers likely tell a different story. The most successful marketing plays on emotion. Make your reader feel excitement, passion or fear and they are sure to buy more.
Link out to the best sources – Remember, you are trying to create the go-to industry resource for your audience. When you find a blog post, video or other resource that handles a topic perfectly, link to it. It will help your search rankings, and can be a great way to establish relationships with others in your industry.
One thing: when you link outside of your website, set the link to open in a new window. That way they don’t completely leave you.
Consider the skimmers – Not everyone is going to want to read every word to get the message you want to convey. This is why it’s important to consider those who skim. You can do this by creating lists, bolding the important parts of your message, using subheads, including more videos, and writing shorter paragraphs.
Be concise – Here’s a fun little challenge. Every time you finish a piece, can you go through and shorten the word count by 10 percent? Cut the sentences that don’t do much to support the main point you are trying to make. Cut the words that are unnecessary. This will improve the quality of your writing.
Avoid Geek speak – You have your own industry jargon. If that language creeps into your copy, it can drive a wedge between you and your reader. Your reader may have to go look up a word, and there’s no guarantee they’d come back. There’s no need to prove you’re smart – instead strive for likeable.
There are almost as many writing styles as there are businesses out there. Some of the most successful businesses established their audience by incorporating their original voice. What copywriting ideas have worked for you? I’d love to hear.
Matt Brennan is a Chicago area marketing writer and copy editor. He is also the author of Write Right – Sell Now: How to Create Content That Grows Your Business.