Attracting readers’ attention these days is harder than it’s ever been, but employing the best copywriting strategies available can help.
Think about it this way. As a consumer you have more choices than ever before. You can do business with the people and the companies that you genuinely like. If a customer experience doesn’t go your way, there’s little holding you back from trying somewhere new. When you are in the market to make a purchase, what draws you in?
Creating a strong brand message means thinking from the readers’ perspective. It means you stop pushing what you want and learn how to provide people with a warm message and a strong value.
Below are some of the best copywriting strategies to accomplish that. They can help with website content, blogs, landing pages and more. The next time you are looking to draw people into your website, make sure you consider these.
6 of The Best Copywriting Strategies for Small Businesses to Grow
Make the Benefit Obvious – By now it should be apparent that your reader doesn’t have all day. They’re not going to stumble through muddled content when there’s no apparent incentive. So, here’s what you can do…
Put the benefit in your headlines. Build your argument starting in the first sentences. Don’t focus so much on the technical features. Focus on how you improve your customers’ lives. A convertible makes people feel alive. Improved RAM on a computer makes work seamless and enjoyable. An emergency plumber restores peace of mind.
These things should be front and center. Don’t get bogged down in details from the beginning. Show people how their lives will improve. Show them the benefits.
Don’t Make Your Reader Work Too Hard – Have you ever clicked on a web link or opened an email to see large blocks of text in a document that’s well over 1,000 words? Again, you’re not the only game in town. If you make your reader have to sweat it out, chances are they may go somewhere else first. Here’s what you can do…
One of the best copywriting strategies out there is to keep the paragraphs small. A few sentences is all you need. If the document is considerably large, consider breaking it up with images. You could also use a program like Canva to create infographics, or other visual elements. Bulleted lists and subheads work well to break down lengthy content as well.
Stop Trying to Prove You’re Smart – Genuinely helping the reader will go a lot further than talking over them. So if you’re in tech, engineering, IT, or another complex field, you probably know more than your average client regarding your industry. That’s true in so many places. What you have to do is be able to explain things in a meaningful way, without being condescending. Here’s what you can do…
Eliminate the geek speak. If there are industry words your clients will have no idea about, then it doesn’t help them when you use them. Explain things in a simpler way. Picture yourself sharing coffee with your target customer. If their eyes gloss over while you speak, you can adjust. Same goes for your copywriting.
You can be helpful and provide value without loading people up with unnecessary jargon and acronyms. The same goes for large words that belong in academia. If your customer has to look it up, you’ve already lost.
You can work to keep your writing casual as well. Even in the b2b space, it’s people buying from people. Go ahead and start a sentence with the word “and” or “but.” Write shorter sentences to vary the rhythm. Do things that made your high school English teacher squirm.
Tell People What You Want Them to Do – Nothing is more frustrating than a web page, blog post or landing page that just drops off. You may have made a strong point and gotten through, but if people don’t know how to act on it, they may not act at all.
Conversely, if you give people more choices than a McDonald’s menu, they may be paralyzed and not do any of it. Here’s what you can do…
Make sure that your piece of copy has one good ask. This is your call to action. You can repeat the same call to action in multiple places within the writing – especially if your content is of any substantial length.
When you end a blog post or a web page, try to do it with strength and conviction. Make people picture life without your product. Could they survive? Maybe. But wouldn’t it be easier if you had XYZ solution instead?
Know the Difference Between Formal and Professional – I’ve already mentioned that it’s good to be casual. People buy from companies with a laid-back brand image because they come off as likeable in a world of boring stiffs. But there’s a difference between being informal, and being unprofessional.
Spelling and grammar mistakes can end you. All caps and exclamation points are the internet’s version of yelling. These things are unprofessional. They distract from what may be an otherwise flawless message. Here’s what you can do….
Read your work out loud. You might catch things you otherwise would let pass. Word, Pages, or whatever processing software you use comes with spelling and grammar checks. Use them. Ask a colleague or a friend to look over your piece before you publish. You can also hire a marketing copywriter or copy editor. Keep it in the realm of the professional if you want conversions.
Invoke Emotion – People buy based on emotion. They buy because the product or service makes them feel safe, happy, comfortable, etc. One of the best copywriting strategies you can employ is to appeal to this emotion. Here’s what you can do…
Give people an emotional reason to act right up front. Research the words that invoke the strongest responses and learn how to use them. Find examples of successful headlines in the past and see if they can be adopted to fit your business.
But don’t stop there. Use the words in your website copy, blogs and other copywriting materials as well. Make sure that your call to action contains an emotional appeal. Even if you sell something that feels somewhat ordinary, see if you can’t find that emotional draw. It’s a difference-maker.
Employing the best copywriting strategies available can help set your business apart from the competition. They can make your organization feel more human and more likeable. The words you choose every day can set your organization apart. Make sure you are deliberate in how you use them.
What are some of the copywriting strategies that have helped you in the past? Hopefully this sparks some ideas for things that you can potentially tweak for next time you set out to do some writing. If you’re feeling a bit overwhelmed, or would like to discuss a project, contact me today.