You must stay in business with limited resources, build relationships with new and existing clients, keep up with the finances needed to grow your operations and find the right people to work with.
On top of that, you must also cut through the noise and compete with larger corporations and companies, as well as other aggressive businesses looking to get into your space.
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Great copy (that is, written words) on your website, your advertising campaigns, your social media, your content marketing, printed materials, blogs and articles, press releases, or video and radio scripts can make a real difference out in the public arena.
Copywriting Tips For Small Business Owners
Your copy is also a way to tell the world about what makes you different too, which can help you position yourself against more established competitors.
Copywriting, when done correctly, can produce SEO (Search Engine Optimisation) benefits. If your copy is aligned with online searches, you’ll gain more potential of connecting with your target audience when they’re actively searching on the internet.
A great copywriter must engage your audience and make them feel something which motivates them to act – whether it’s the fear of being left behind, the need to belong, or the hope for a solution.
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Quality freelance copywriters with Marketing backgrounds are content writers who can help you create the right types of content (audio, visual or written) for your business through their expertise and experience.
So, while content creation is extremely important for your SMB, you don’t always have time to directly see to it. It’s best to reach out for help.
Furthermore, freelance copywriters understand the role copywriting plays in digital marketing success (i.e. website copy, social media copy, blogs, articles, SEO, SEM, etc.), which is important in unlocking numerous opportunities for your small business.
Seo Copywriting For Small Business Owners
At Melotti Media Copywriting, we can assist you with your content marketing needs while you focus on what matters most to you – growing your small business.
Acknowledgement of Country At Melotti Media, we acknowledge the Traditional Custodians of the Australian land on which we gather, meet and work today, and pay our respects to their Elders past and present. We also extend that respect to Aboriginal and Torres Strait Islander peoples here today.
Sign up for our free monthly content shots to get the latest business & marketing tips, tricks and advice all in one email.Not only is it critical to have marketing and advertising collateral that is visually attractive, but the words you use in those materials are also essential to your success. Without compelling and well-crafted content, your small business's value proposition could be ignored or overlooked. The result: You might lose prospective customers to your competition and possibly make a permanent bad impression.
Some Helpful Copywriting Tips For Small Business Owners
Unfortunately, copywriting is rarely a strong suit for many small business owners. And whether launching a bootstrapped startup or running an existing company, businesses often lack extra money to spend on hiring a professional copywriter.
If you struggle, like so many other entrepreneurs, with getting your wording just right, don't become discouraged. It's possible to hone your writing skills and make your copy more effective by keeping some best practices in mind.
Before you write, think about what you want your marketing piece to accomplish. A single objective will help you stay focused and prevent you from bombarding your target audience with multiple messages.
The Copywriter's Handbook: A Step By Step Guide To Writing Copy That Sells (4th 9781250238016
For instance, perhaps you're holding a free workshop or seminar to demonstrate your expertise to prospective clients. You decide to invite individuals via an email marketing message. Your objective is to have those individuals RSVP that they will attend your event. So, it would make sense to share a little about the subject matter you'll present, the credentials of whoever will be speaking, the date and time of the event, the deadline to register, and a call to action to RSVP to reserve a seat. But it probably wouldn't make sense to also include a list of your current sale items with an “order now” message.
Focus on the benefits of your products and services, not just their features. Tailor your copy to address how you will help customers achieve what they yearn for or avoid what will inconvenience or harm them.
Also, be careful with your pronouns. Use “you” more and “we” less. Check out the two versions of the same copy below.
Copywriting Help For Small Business Owners
In the first example, everything is about ABC Company. It doesn’t address the prospective customers and their needs. The second example, however, directly speaks to the reader and tells how ABC Company can provide peace of mind and cost savings. After every piece of promotional content you write, revisit your draft and make adjustments to ensure it is customer-focused.
Project your company voice authentically. If your company’s approach to working with your customers is easygoing and informal, writing in a conversational tone will better reflect the customer experience than if you’re overly formal in your word choice and grammatical structure. Your industry, type of business, and the characteristics of the customers you serve may affect how casual or formal a tone is appropriate for your website copy.
I’d be remiss if I didn’t mention a word of warning about being authentic, though. Easy does it with slang and jargon. If you’re not 100 percent sure your audience will understand certain terminology, find another way to get your point across. The same goes for using humor. Not everyone has the same idea of what’s funny or appropriate. Before interjecting your wit, I suggest asking a small but diverse group of individuals to review it and offer feedback.
Copywriting Software: 15 Tools For Writing Better And Faster Content
Know when to say “when” with your copy. If you overcrowd your marketing materials with too much text, they will look cluttered. You'll also overwhelm your readers and risk that they’ll tune out. Make sure you include essential information, but do so in as few words as possible. Get to the point, avoiding run-on sentences and big, intimidating blocks of content.
Don't assume that your audience will know what you want from them. Make it clear with a call-to-action (CTA) that grabs their attention. For maximal impact, consider using a strong verb or question to lead your CTA, coupled with either a reminder of the benefits readers will get if they proceed or what they will miss out on if they don't.
Rather than view the postcards, brochures, and flyers you receive at your home and office as “junk” mail, consider them copywriting samples that you can use as inspiration. As you happen upon pieces that you find attractive and engaging, keep them for future reference. It's helpful to have a broad variety (pieces of different sizes, from different industries, with different objectives) in your collection and sort through them for ideas on how to make your wording clear and impactful. Collecting junk mail also means you'll have samples on hand to show your graphic designer if there's a specific look and feel you want your marketing pieces to emulate.
Copywriting For Beginners: 6 Best Practice Tips For Small Business Owners // Niceday A Creative Studio
Besides the small business copywriting tips above, you can also get helpful insight from blogs dedicated to the art of copywriting. A few worth checking out include Copyblogger, Copy Hackers Agency, and Contently.
Dawn Mentzer is a contributing writer for Straight North, a leading Chicago SEO firm that provides a full suite of Internet marketing services. As a solopreneur and freelance writer, she specializes in marketing content — and collaborates with clients nationally and globally.
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