Copywriting Tips to Help Promote & Sell Your Business
‘Copy’ is the written text you use in your brochures, press releases and on your website. Whether you’re writing about your company or your products, amazing copy is essential to your business.
For this week’s marketing tips post I wanted to share a few copywriting tips that will help make the job easier. Some of the tips are particularly useful for online writing and will help improve your website and social media updates.
I’ll add a copywriting tips disclaimer here. Copywriting can be tricky, even scary to some and it’s not always easy to get right. I had my first professional writing job when I was 15 and it’s still something I have to work on, but these tips do help make the job easier.
1. Think About the Audience.
Think specifically about the people that are viewing your brochure or browsing your products. What information would they want to make them buy? Think about your own online shopping experiences … what information did you look for before buying? Make sure all of this information in included in your writing so people aren’t left asking questions.
2. Determine the Benefit.
To move people from browser to buyer you need to show the benefit of your product. Determine what problem your product solves for your customers and work this into your company and product descriptions.
3. Sell Your Uniqueness.
The industry provides lots of greetings cards and gifts to choose from so you need to show what makes your offer unique. Get people excited for your product and what makes you special.
4. Set Your Goal.
With every piece of copy on a web page you need to be writing for one specific goal. On a category or search results page this might be to click the ‘more information’ button. On a product page it might be to ‘buy now’. Whatever the goal you need to tell people what to do with a call-to-action (CTA); ‘find out more’ or ‘buy now’ tells people what to do next.
5. Be Aware of Your Keywords.
Keywords are the words and phrases that people type into search engines; vital for online writing. Usually your keywords will be your company name or product name. If you’re naming your product keep in mind what your customers would type into a search bar. If you’re promoting yourself on social media or marketplaces sites like Amazon or Etsy, keywords will help get your product found.
As well as in product names it’s a good idea to include the occasional reference to keywords in general company or product descriptions. BUT be careful not to over-stuff! Too many occurrences of your keywords will make an unpleasant read for your customers and look spammy to the search engines.
6. Keep it Short & Sweet.
People tend to ‘scan read’ websites and emails. When you’re writing an email to a customer, a press release to a journalist or your website text it’s best to avoid big words and long sentences. Keep your words and sentences short and people will keep reading.
This can be particularly tricky for some university graduates where your writing had to be the very opposite of short and sweet. I myself try to overcome this issue every time I write a blog post. (In case you were wondering this feature has been rated ‘ok to read’ on a readability test). If you’re curious to know how easy to read your writing is try using an online readability tester.
7. Add a Little Personality.
Be enthusiastic and positive, you don’t want your description to be dull! Think about what you sell, why you sell these products, and what makes your cards or gifts the best. Avoiding dry descriptions of your business and products will keep people engaged and interested in what you do.
8. Avoid Repetition.
Text can be unpleasant to read if it’s full of repetition. Scan you writing for repeated words and phrases. If you’re using the same words a lot look up alternatives in an online thesaurus and replace them.
9. Address Objections.
When you’re selling online you need to think about the objections customers may have to buying your product. A customer might be unsure of the size or worried about the quality of your product. Think about any objections they have and address these in your copy; provide specifics such as size information or evidence of quality to remove any doubts.
This is particularly important for online writing. On your website customers will make quick decisions and you don’t want a lack of facts to stop an enquiry or sale.
10. P.A.S. = Problem. Agitate. Solve.
Any article of copywriting tips wouldn’t be complete without an idea of what the professionals do. A common formula that professional copywriters use to sell a product is called P.A.S, which stands for problem – agitate – solve. This involves looking at the ultimate problem that your product solves, agitating that problem and then offering a solution.
You’ll find lots of examples online but here’s one from thecopybot.com.
Don’t worry you’re not alone. However, stay that way and you’ll never accomplish anything of significance (agitate).
Fortunately, there’s a book called ‘Insecure No More’ that will teach you how to be more confident and courageous in just 30 Days (solve).
Buy it now (call-to-action).”
Think about how you can incorporate P.A.S. into your product pages or brochure. Solving a problem will let your customers see the value of your offer.
I hope these 10 quick copywriting tips will make you feel better about the idea of writing your next product description of press release. If you have any questions about writing for your business please leave a comment below and I will do my best to answer.
Image credit: Sergey Zolin on Unsplash.