As a business owner, no one will know your product or services the way you do – but how well can you describe them? Well written copy about your business is directly tied to the success of your marketing efforts. Here are a few things to keep in mind when using copywriting as a tool to boost sales and sharpen your skills!
Who Are You Talking To?
It is important to remember that although you are the expert, your customer might not be. When it comes to B2B copywriting, the goal is to sound professional and informative, without losing your audience completely in language they might not understand. While there can be a lot of material to cover – that is not the true purpose of copywriting. Don’t try to be so thorough that you come off sounding too complex. The real question here is, how well do you know your ideal customer? Have you tried asking them?
- If you haven’t already, create a survey! Use your results for copywriting inspiration. Offer your participants sales incentives and who knows, you may just gain another customer while trying to get to know them.
- Don’t have time for a survey? Reach out to previous customers or partnerships and ask for their feedback. Why did your product or service work for them? A case study is a great source of copy writing inspiration.
Also, another helpful tip is to write for one person in mind, almost as if you are having a one-on-one conversation with your audience. This will allow for your messaging to be more direct, rather than sounding like you are addressing a crowd.
What problems do your products or services solve? Most of the time, your customer will be searching for answers or solutions to problems that they are experiencing. Therefore, writing your copy from this perspective will allow your customer to feel like there’s someone out there who can help them and “finally gets it.” So, try to speak to their frustrations and keep the focus on them, rather than yourself (the business).
If you have conducted Keyword Research, then those keywords can act as pillars to build your content around. Inserting keywords into your copy is very useful because otherwise, how else will you rank for them? Pretty obvious right? With that being said, it can be easier said than done. The most common mistake is just simply keyword stuffing all over the pages of your website. You should include the keywords naturally in your content, so that it flows and makes sense.
Your headlines should grab your reader’s attention, but they are also part of SEO Copywriting. Thats because in your headlines, either on your website pages or on a new blog post, your keyword of choice should be included. Furthermore, one of the first things your audience and Google will skim is the relevancy of your page or blog headline. If you happen to use long wordy titles, be sure to include is within the first 65 characters.About 80% will read your headline, and only 20% will actually read the rest of your content. A good headline can increase click through rates, engagement and sessions.