Why is great copy so important?
Running your own biz takes courage. That confidence can often crumble when you sit down to write copy or content. How do you write with authority, ffs?!
Well, you don’t have to be a copywriter to write with confidence. But you do need to understand the power of storytelling, empathy and relationships.
That’s what builds connections, relationships and trust. Here I explain why great copywriting is the bridge between you and your clients, and the catalyst that can help you reach your marketing goals and sales targets.
How to use copywriting to build confidence in your brand
Copywriting is fundamental to a successful business. The ripple effect of having well-written website copy, emails and social media posts is epic! A heady combo of juicy hooks, storytelling and empathy, the better the copywriting, the better your connections and conversions will be.
Whether it’s elevating the sales of a new service, connecting to your ideal client or positioning your business as the go-to brand in your field, using clear, consistent and compelling messaging that resonates with the right people will inspire them to take action.
To really nail your tone of voice, understand your audience and build confidence in a brand, here’s what you need to do to create powerful copywriting for your business.
Listen
Really well. To all the little things that you may not notice – your clients’ turn of phrase, what they believe about them and their brand, why they do what they do and who they’re doing it for.
Empathise
A deep understanding of what makes your clients tick will help you communicate with them better. Empathising with your people will mean your audience never gets left behind.
Have compassion
Gone are the days of bro marketing, in which people’s insecurities are preyed upon. Slamming people into insecurity so they buy stuff is a horrid thing to do. But sometimes we need to bring up difficult topics. And we can do that from a place of kindness.
So, how do I write web copy that converts?
Great web copy should be clear, concise and compelling. Your audience should be able to read it, get the info they need, then get in touch or book a call. It should make them feel relieved, nurtured and understood (see points above).
Keep things simple. Internet users are skim readers, they don’t read deeply. They want info, right now. They bounce from point to point, ready to bail if they don’t get what they’re looking for.
Your website, from your home page, to your about page to your latest sales page, should be a place on t’internet where they know someone has taken the time and energy to think about what they need, and provide an elegant solution.
Too much text, for example, leads to website overwhelm. Website overwhelm is an actual thing and is the digital equivalent of being chased by a sabre-toothed tiger.
A shit website experience can raise your heart rate, bring on anxiety and in extreme cases end with computers being thrown across the room. OK, a bit extreme, but we’ve all rolled our eyes in frustration when we can’t find what we need after trawling a site.
You want your readers to feel safe on your website, not drained and frustrated. They want to feel like they came, they saw and they conquered.
Remove the clutter and your conversions will go up. Here are four questions to ask when writing copy that converts.
1 What is the copy’s goal?
Every piece of copy has to have a goal. It could be getting people to book an appointment or call with you, download a lead magnet or leave a comment. The main aim is to move people along to eventually make a purchase. Be crystal clear on what your copy is going to help do that.
2 How is your service going to make your client’s life better?
Don’t talk about how wonderful your brand is. Talk about the issues your audience is facing. This is where empathy comes in. Climb into their heads, imagine their challenges and what they need to overcome them.
If you’re a brand photographer, for example, you may be thinking that your ideal client needs some decent images. Actually, they need to feel confident in selling their business online. If they don’t have professional photography, it will be harder for their people to see their true value because the presentation doesn’t match the product or service. This leads to poorer connections and lower sales. Fresh, exciting photos will inspire confidence.
Remember, every piece of copy you write needs to solve a problem.
3 What’s the transformation?
What is the magic that will help make your client’s life better? What intangible benefits will you provide? Let me use hiring a copywriter as an example. A good copywriter will unravel your ideas and turn them into copy that converts. They’ll also craft non-corporate copy that sounds like you, but better. And great copy saves time, makes you money and grows your business.
Using storytelling copywriting techniques is a great way to help people resonate with your message. Picture it like a bridge at that moment. They’re on one side of the bridge, knowing, feeling and doing certain things in their current state of now, needing your service or product but not having bought it or having worked with you yet. And you’re going to try and walk them over the bridge to a different place where they will know, feel and do something different. You can do this via telling stories that will resonate with them.
4 How am I going to structure my copy?
Be clear on the structure of your copy. Your home page will need to be treated differently to your About or Services pages, for example. A blog needs another set of rules again, as does email or an Instagram post.
Whatever you’re writing, you’ll need:
a hook to grab your readers’ attention
a problem you need to solve
a solution to a problem
the magic transformation
a call to action.
Why is copywriting important for a brand?
It doesn’t matter if you’re a photographer, interior designer or florist, or if you run yoga retreats, make lampshades or sell vintage homewares online – effective copy is needed by all kinds of creative brands to sell.
How would it feel to know that your copy is what sets your website apart?
And that your copy could help your brand get into the hearts and minds of your clients or customers?
Imagine writing emails that really strike a chord as well as remind your people why they need you in their lives.
What if you actually wanted to post on IG because you know what to say, why you’re saying it and who you want to say it to?
Don't be afraid of writing – it's the best way to connect with your people and infuse them with your amazing energy for your services or products.
And you don't have to force it down their throats – you can be super-subtle with your words but still make a massive impact.
I hope this blog inspires you to look at how great copy can help you grow your brand.
Please comment to let me know whether this has helped you write your latest sales copy or blog content.