If you’ve noticed that your business isn’t soaring the way you expected, your website isn’t generating much traffic, and your conversions are far below your goals, you could have an issue with your copy.
Copywriting is a huge part of the puzzle of business success. Without solid copy, it’s extremely difficult to make sales. However, it extends further than that. Without a compelling copy, you’re unlikely to gain any traffic on your website, your brand won’t stand out, and you’ll fade into the background.
This article will showcase 3 copywriting fundamentals that you can implement today and give your business a digital boost. But first:
What Exactly Is Copywriting?
Copywriting is, as many copywriters will tell you, salesmanship in print. While content writing surrounds educating or inspiring the reader, copywriting aims to convert. Everything written in copywriting is driven toward an action. A lot of the time, this action is selling, but it can also include signing up to an email list, attending an event or webinar, or anything that involves clicking a button,
In short, copywriting is writing with the goal of conversion. You’ll find digital copywriting in a businesses:
- Website
- Marketing emails
- Sales funnels
- Sales pages/landing pages
The 3 Copywriting Fundamentals
Solid copywriting that converts can’t be achieved by just anyone. There are professional copywriters who have trained for years to understand the art, science, and business acumen needed to create a piece of writing that’s effective.
Good copywriting understands the psychology behind the buyer, develops a strong sense of empathy, and has incredible research skills to ensure every word is packed with purpose.
It’s always advisable to outsource to a professional copywriter. Whether you choose to do so through an agency or an individual freelancer is up to you, but if you pick a copywriter who has a strong copywriting portfolio, subject knowledge, and aligns with your brand’s message and purpose, you can rest assured that your copy will convert.
However, if your budget doesn’t allow for a copywriter yet, or if you want to give it a shot yourself, here are the 3 key copywriting fundamentals that you need to follow:
1. Write for “The One”
A common mistake that many copywriting business owners make, especially in their first year, is to talk to everyone in their copy. They’ll try to cover everyone in one small passage, and as a result, the message is completely diluted.
Potential buyers need to feel like you’re speaking directly to them. So, if you’re writing for a butcher, a baker, and a candlestick maker all in one go, it’s impossible to get that “this was written for me!” feeling.
The references you make and the language you choose need to be a direct reflection of your ideal buyer. That’s why it’s so important to spend some time filling in your buyer’s persona before you launch your product or service.
2. Write the Way You Speak
Another copywriting mistake that many startups make is to write the same way you’d write a job application.
Ultimately, we’re taught from a small age to use large vocabulary and complicated sentence structures to prove our intelligence. We respect intelligence and immediately trust those with solid subject knowledge. In most careers, this would still apply.
But you’re not in a 9-5 job anymore — you’re in the world of business. And that requires a totally different outlook.
It takes practice because it goes against everything you’ve been taught since you first went to school. But, ultimately, you need to keep things as simple as possible. No more complicated sentences. You just need to write the way you speak.
When creating compelling copy, your reader should feel like you’re there with them, drinking a cup of coffee and having a chat. It should be warm, targeted, and easy to read.
However, don’t mistake simple writing for easy writing. For most, it’s harder to write a short, simple sentence that mimics spoken language than a long, drawn-out paragraph. Simplistic writing is a challenging skill to master.
3. Drive the Benefits
Next up on our list of copywriting fundamentals is the importance of benefits. There’s a lot of debate about the impact of features in the copywriting world. However, one thing we can all agree on is that benefits are generally far more effective at making a sale than features.
So, what’s the difference between a benefit and a feature in copywriting?
- A benefit answers the question: What does the product/service do to transform my ideal buyer’s life?
- A feature is: what does the product/service do?
This becomes clearer in the following example:
Say you own a kitty litter business. You’re launching a new product that traps and neutralizes the smell of cat litter. We’ve identified the pain point (the pain of a thousand and one cat owners — trust me, I am one): the smell of cat litter taking over their home, and being embarrassed to have any visitors over because of it.
This new litter is made from wood pellets and clumps immediately. Those two elements are features. However, if we open this up and find the benefits, it’d look like this:
Made from wood pellets: The benefit here could be that it’s cost-effective, friendly to the environment, and soft on your kitty’s paws.
It clumps immediately: The benefit here could be that it stops the smell in seconds, keeping a cleaner home that you no longer need to feel ashamed of. Plus, there’s no more resentment toward your fur-baby!
In all of your copy, you should emphasize the benefits. Benefits sell while features tell. Feel free to use features, but always drive them home with a benefit.
Give Your Business a Boost Online With Expert Copywriting
Copywriting, as you can see, isn’t something you should risk with a DIY job. Of course, there are times when investing in a professional copywriter isn’t a possibility. If that’s the case, then follow our fundamentals. When you are at a stage where you can invest in expert copywriting, it truly will bring your words to life, capturing your brand’s message, heart, and soul.
About the Author
Liz Slyman
Over the past decade, Liz has worked as a copywriter and digital marketing executive for a multitude of companies from startups to mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing, and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.