Expert copywriters know how to help you grow your business…
I may not know you, but I’ll go ahead and assume the best – you’re probably really good at what you do. You make a top of the line (Fill in the Blank), and you’ve helped countless people in the process.
There’s likely more you can do to connect with your audience. A quality product or service doesn’t equate to automatic success. An expertise and efficiency in creating your product or service doesn’t necessarily equate to a larger audience, or increased sales.
Expert copywriters spend their day connecting with the audience. It’s their job to help businesses connect with their audience in a more meaningful way. It’s their job to help a client connect with their audience in a meaningful way.
The secrets that expert copywriters employ to help their clients are freely accessible to any business. All it takes is some basic psychology, empathy, and persuasion skills to convert readers into customers.
You want to know more?
How Expert Copywriters Market Your Business
Accentuate the Benefits – You don’t sell a product or service. You sell an experience. A car company sells the feeling of going down the Interstate at 80 miles per hour with the top down. A landscaper sells a healthy lawn. A plumber sells a system of running water that the homeowner doesn’t have to think about.
You get the idea. This is far different than selling a product feature. No one outside of a few select loyalists cares how much RAM the computer has. They care how many browser windows can be open, what videos they can edit, or what games they can play.
What is the true end result of using your product or service? How do you make things faster, safer or better? This is what expert copywriters will highlight. Now you can do it for yourself.
It’s About What Your Customers Want – Your website and your marketing campaigns are not about simply discussing what you sell. They are not a commercial for your company.
They are vehicles for a two-way conversation. They are about identifying with your customers’ pain point, and presenting the solution for easing that pain. They are designed to efficiently tell your readers what action they can take to make their lives better. This is true in every marketing piece that you produce.
Emotion Leads to Reader Action – You can rattle off every logical argument for buying your product and still not get the sale. Your product might be the most ideal solution on the market, yet this may not be enough to get the reader to take action. Why?
Because emotion sells. What happens when they don’t go with your solution? Fear or greed can be big drivers. But so are altruism, happiness, and safety. Expert copywriters understand what emotions are invoked from using (or not using) your products. They understand how to convey those emotions in a way that resonates with readers.
Keep Your Readers Moving From One Sentence to the Next – Your job in writing content is to keep readers invested from one sentence to the next. This is true from the headline, all the way to the call to action. Compelling, interesting content is the best way to keep readers moving through your content. But there are other factors as well.
You’ll need to eliminate stopping points. Grammar mistakes and spelling errors can cause people to close the browser window and move on. Using large industry acronyms and words that go undefined can also provoke a lack of interest from your reader. When they only take a few seconds to determine whether they want to read your content, you’ll want to do everything you can to make that easy for them.
A Compelling Headline is Critical – Let’s walk through the logistics of how your customer finds you. They enter a search term, and scroll through a page that includes your web page or blog post. There are at least nine other results on the page. A headline that provokes curiosity, makes a compelling promise or highlights a benefit can make all the difference in the world. This is also true if they you’re your content through social media.
Give Your Readers a Call to Action – Expert copywriters don’t assume that you know exactly what action you are supposed to take. They walk the reader through the process. Web pages, blog posts, brochures and sales letters all need a call to action to help the reader clarify what action they are supposed to take.
Sales letters and landing pages can show the reader exactly what happens if they elect to continue on without your product. They can show why the current status quo is unacceptable, and how one simple action can dramatically help improve your life.
Not all calls to action involve asking for the sale. It may be that you want your reader to share, comment or download. Go ahead and ask.
The strategies that expert copywriters use to improve client copy are accessible to all businesses. Make sure you are doing everything you can to create the type of compelling copy that will resonate with your audience and improve your business.
What are you doing to improve the content you produce?
Matt Brennan is a Chicago area marketing writer and copy editor. He is also the author or Write Right-Sell Now: How to Create Content That Grows Your Business.