5 Secrets to Great Copywriting
Writing compelling copy which will drive customers to placing an order is really, really tough. It's even harder doing it for your own business - you're simply too 'inside' your business to know what matters to your customers. And anyway, you got into business because you're great at your job, not because of your degree in English, right? Unfortunately, for many small businesses, knowing how to sell is absolutely key - but many people don't have the skill set needed to do this properly. We very frequently help businesses write copy which will help them top sell, and I love the look of delight on our clients' faces when they exclaim 'Wow! You've made my business sound... really good!' It's not rocket science though - let me introduce you to a few trade secrets...
1) Know your audience. If you run a children's play group, your writing style should be very different to that of a company who's target customers are solicitors.
2) Sell benefits, not features. Don't tell your customers you've added an extra button, tell your customers how the extra button will save them time/ make their ordering process easier/ save them money. The new processes you've just introduced may be the centre of your world, but probably don't matter that much to your customers.
3) Be succinct. Don't waffle - you'll simply fail to hold your customers' attention. To keep things short and sweet, use the PEC formula - that's Point, Evidence, Comment. You'll see an example of this in action below.
4) Good grammar saves lives. My English teacher at school used the classic example of 'Let's eat, Grandma' and 'Let's eat Grandma' to illustrate how an absent comma can completely transform the meaning of a sentence. She might have been dotty, but she was on to something there. Not sure if you've got the grammar quite right? Read it aloud and see how it sounds. Sloppy grammar will really let you down - and the same is true for spelling, so be sure to run a spell check before you finish.
5) Get someone objective to check what you've written. By 'objective', I mean someone who doesn't work in your company - and ideally someone emotionally detached enough to be honest. Does it make sense? Do they understand it? If someone outside of your business gets what you're saying, you've done it!