Copywriting Basics for Business Owners

So, you have a product you are trying to sell. Even the most amazing product struggles to sell without proper marketing. Advertisements are everywhere, though. How do you make sure that your ads don’t get lost in the deluge of fancy words and flashy pictures?

The simple answer is to hire a copywriter. The not so simple answer is that copywriters are useful but expensive commodities that not all small businesses can afford. Especially as selling becomes even more virtual post-pandemic, this special type of writer is in high demand, driving up the cost of their services. As a business owner, it is possible to write your own copy that is not only effective but inspiring too. First, it’s important to take some time to understand what copywriting actually is.

What is Copywriting?

Not to be confused with the legal process of copyright, copywriting is using words to sell products. It can’t just be any words, though, it has to be the right words. Writing for marketing must have an end goal that motivates people to take action. Whether that action, or conversion, is to follow a link, purchase an item, or make an appointment, the writing must be persuasive enough to make readers want to follow through.

This writing, known as “copy” can be in scripts, print, or online and is everywhere. Even the spam mail you get on a regular basis is copywriting. The copy establishes a voice for your brand and advertises your goods and services. It tells a story and captures the imagination, drawing in audiences with compelling writing. You aren’t just selling a product but a lifestyle and a promise.

Different Types of Copywriting

Advertisements have been around almost as long as the sale of goods and services has been. Over time, the act of ad writing has been refined to a science, with an artistic flair. People may have all kinds of different personalities, but psychology works on most people the same. Breaking down what makes people tick and applying it to writing simplifies selling your products.

There are about nine different types of copywriting, each with its own target purpose.

1. Marketing Copywriting- These are sales driven pieces like online ads, YouTube videos, and direct mail to generate leads and promote a business. This usually the beginning of a marketing funnel. Visit https://www.clickfunnels.com/blog/sales-funnel-copywriting/ to learn more about the complete sales funnel.
2. Email Copywriting: An email that details a transaction or is a newsletter. It includes engaging headlines and clear calls to action.
3. Social Media Copy- These messages are developed specifically for the audience and age group that uses the platform.
4. SEO Writing- Copy that is intended to increase search engine rank using search engine optimization. The most common SEO tools are key words and title tags.
5. Brand Copywriting- This kind of writing further develops a brands values and vision for their audience.
6. Direct Response- Limited time offers and pop up ads that encourage potential customers to take immediate action.
7. Technical Writing- Content that teaches or informs about a product or process while encouraging consumers to make a purchase.
8. Public Relations- This type informs news and media outlets of new developments in your company.
9. Thought Leadership- Typically white papers or opinion pieces that take an in-depth look into a specific subject.

Click here for a deeper look into the different types of copywriting.

The Elements of Copywriting that Sells

Sometimes copywriting can seem like a mystic art that either can’t be conquered or requires the teachings of an ancient mentor tucked away in a remote jungle. Fortunately, it’s actually a lot easier to learn that it seems. There are a few basic elements in every good copy that aren’t too difficult to learn with a little practice.

• Proper Grammar

  • While it might feel ridiculous to point out, proper grammar is an important but often overlooked part of copywriting. Especially in short form copy, an error can be jarring and give a poor impression of a company. You have probably seen how up in arms people get over grammatical errors on social media. Businesses that make errors elicit an even stronger reaction.

• Avoid Jargon

  • Industry specific terms turn people away. They assume since they didn’t know what the ad meant, it wasn’t designed for them. Always speak clearly in plain English.

• Be Persuasive

  • Make it clear why a potential customer needs the product. What is unique about it? What service does it provide? What inconvenience does it alleviate? What are the special features and how are they beneficial? Make it very clear why a buyer would want to invest in your product and services. Along with the facts, present the emotional hook. You aren’t just selling an item; you are selling an addition to their life. So, what are you adding to their life: luxury, protection, or maybe even adventure?

• Include a Call to Action

  • The first half of the battle is describing the product in an appealing manner and the second half is getting them to follow through with an action. Once you make people desire your product give them a clear next step to follow through on.

• Search Engine Optimization

  • While this part is exclusive to online copy, it’s essential, especially in the internet age. Optimizing your ability to be found on search engines like Bing and Google helps generate organic leads in your marketing funnel. Keywords are a big part of SEO, but it is better to generate quality content than to fit in awkward keyword placing.

• Get to the Point

  • Good copy is direct. Leave out fluff and filler words and make your point in a concise manner. Shorter, more punchy sentences are more likely to catch and keep attention than longer sentences that drag on.

• Attention Grabbing

  • Don’t leave the best for last. Grab your audience’s attention right away. Start with a crazy fact, a statistic, a number- something that will grab attention in the first sentence. Start them reading and then keep them reading.

• Platform Specific

  • Not every platform is suited to a one size fits all copy. Each channel and platform draw a different demographic, so be sure to write your copy in a way that suits the target style.

• Know Your Audience

  • Understand who will be reading your copy. Take time to research your demographic and appeal to the specific niche you will be addressing. Medicare supplement ads make no sense to put on TikTok. Metaverse ads will land flat on daytime TV. Build a clear understanding of who you are trying to reach and write with them in mind.