Running a business and increasing your customer base requires a consistent improvement on your copywriting skills. Having a website is crucial for increasing your online sales, and that means writing for the web.
A business owner’s first instinct is to sell, and a good website can help you do just that. A premium should be placed on your website design, because that will help you move through the online process. But don’t sell yourself shot on the web page content, sales copy and business blog.
These are the pieces that will turn your readers into customers. They are the aspects to your business that will determine whether someone will leave your website within a matter of seconds without making an investment in your content, or whether they will read everything, and pull out their wallet to complete the sale.
5 Concepts for Improving Your Copywriting Skills
You’ll need to be a serviceable writer to be able to communicate your message, but the copywriting skills I want to discuss in this blog post have more to do with your mindset going into the project. Many times your instinct is to simply launch into the best way to sell your product or service. Your readers aren’t going to bite on spammy sales copy however.
This is what happens when you are thinking with your own interests in mind. Instead, step back, and learn how to think like your customer.
Believe in the product – If you don’t, no one else will. Whether it is a product you made, or a service you sell, resist the urge to give people the industry geek-speak. Explain the benefits. Tell people why you are different (and better) than the competition. Make them choose you, because you’ve clearly differentiated yourself, articulated your message clearly, and ooze passion as you talk about the effectiveness of what you do.
Know your target audience – Industry colleagues are going to have an extremely different take on your business than your target customer. Which one is your blog designed to speak with? And speaking of your target customer, do you understand what your different silos and verticals are? There may be various segments of customers you are looking to reach, each interested in your product or service. The more specifically you can speak to them in their terms, the more receptive they will be.
Relieve their pain – Your customer is coming to you because they have a pain they are looking to heal. You have to empathize with this pain, and show them you understand where they are coming from. How does your product or service relieve their pain and improve their lives? The more you speak from this perspective, the more you truly identify with your target customer.
Active listening – We live in a society where it is more fun to talk than to listen. For most people, there is an overwhelming urge to simply unleash what we have to say without spending the time to actively listen to what the other person may need. Chances are your potential and your existing customers can tell you what it is they are looking for. What kind of conversations have you had face-to-face with customers? Have you conducted any surveys, or asked customers for feedback following a purchase? Have you looked at what is being said online? All of these things can effectively shape the direction of your marketing message.
Keep at it – Your instinct might be to try writing your own website copy or blogging, and simply drop off after a few weeks or a month with little results. The trick is to keep going, and learn what your audience likes. You’ll find out when something resonates, through increased traffic and increased conversions. Like anything else, you’ll never improve your copywriting skills without that consistent practice.
Last, but not least
Of course, in order to truly improve your copywriting skills, you’ll have to do everything within your power to become a better writer. Study the writing that grabs your attention. Read as much as you can about the subject, and stay invested in the outcome.
Like anything else, it takes time. But becoming a better copywriter is a crucial part of improving your sales copy and seeing online success.
Matt Brennan is a Chicago-based marketing writer and copy editor.
