I recently finished reading the book Improve Your Copywriting by J. Jonathan Gabay and found his collaboration of tips on copywriting for a small business very helpful to either a first time copywriter or anyone looking to enhance their skill at the craft. This is the first part in a two part series. The first part will focus on tips for work to be done prior to writing, whereas the second part will address tips on execution. I have included some important points of reference from the book that I believe any writer, sales/marketing person, entrepreneur, or small business employee should have on hand when copywriting for their small business.

Keep the following in mind:

Before Writing, Research

Market research can be outsourced, however, for a smaller company’s budget, this is not usually an option. To conduct your own research, look at your competition and see how they’ve written, positioned and presented their copywriting. Use their strengths as a foundation to build your own, and witnesses their weaknesses as spots wherein your copywriting can excel.

The Internet is Large and it is Easy to Get Lost

There are millions of brands on the internet, so it is vital that yours is distinctly yours. In order to increase the interest and participation of your audience, incorporate social media into your website (Internet marketing) to initiate a sense of community with your brand.

“If Your Proposition is Relevant, the Reader will Read Further”

As previously mentioned, the interest is a great space with lots of content; your brand is simply one amongst billions. Do not delude your readers or attempt to be ‘creative’ by using clever headlines. Instead, get straight to the point of what you’re trying to say/sell. Time is money.

SWOT: Strengths, Weaknesses, Opportunities and Threats

SWOT: what to know about you and your surroundings before, during and after the writing process.

• Know your strengths and those of your competitors
• Acknowledge your weaknesses within your content or the logisitics around creating it (time, cost, etc.)
• Be aware of your opportunities (i.e. changing environment, changing consumer habits, emerging trends)
• Be on guard for threats from competitors

Do not Assume Success will Come by only Utilizing one Medium

There are dozens of ways a brand can market itself and customers are aware of this, which is why you will be soon forgotten if they’ve only seen you on one type of media. Customers have greater choice now than they ever have, so give them more ways of choosing your brand.

Improve your Copywriting also includes chapters dedicated to press releases, brochures, writing radio ads and creating television commercials and scripts. Regardless of what type of copywriting you’re looking to brush up on or learn about for the first time, I suggest reading the entire book; tips on copywriting, regardless of the medium, are all transferrable.

For more information about copywriting feel free to download our Copywriting Basics white paper, or for any questions relating to the services provided at VA Partners, reach out to us.