If you’re a small business owner with little marketing experience, it can be difficult to know what to say and how to say it when it comes to your marketing collateral. Hey, sometimes you can have years of marketing experience and still not know what to say and how to say it. That’s why people often find themselves hiring or contracting a copywriter. A copywriter’s job is to take all the nuggets of information you have about your product or service and turn it to something interesting and engaging, in your brand’s voice. Great copywriting is essential to great advertisements, websites, social media, brochures, product catalogs and more. And while there are a ton of reasons your marketing copy is important, here are three that stand out:
1. There’s so much content floating around, your copy has to be good to break through the noise.
2. Your copy is a reflection of your brand and your business. It shouldn’t leave a bad impression.
3. You use copy to connect with your target audience, make that connection a meaningful one,
I get it, everyone can’t afford to hire a copywriter or to even bring on a freelance copywriter for assistance from time to time. If that’s the case for you, here are a few questions to ask yourself about your copy as you write it:
Is it engaging?
Engaging copy makes you want to read more. It tugs at an emotion or desire. It’s easy to follow and transitions smoothly to make its point. In a perfect world, engaging copy is always accompanied by great imagery or other media-rich content.
Does it make sense?
It’s easy to write in circles, especially when trying to explain complex ideas. Make sure your content is organized and easy to follow. When writing longer pieces, consider starting with an outline to create the structure for your content.
Does it sound like something a human being would say in real life?
Don’t get hung up on trying to sound super duper intelligent. No matter how many fancy industry terms you stuff in a paragraph, if your target consumer doesn’t understand it, they aren’t gonna buy whatever you’re selling. Consider an actual conversation that might take place between two real people who have interests in your product or service. Use that conversational tone to craft easy-to-read copy.
Is it smart?
But you just said…? No, not that ‘smart’. Smart meaning did you think it through? Is it clever? Have you efficiently covered all you need to cover in the most clear way possible, with the least amount of words possible? Smart copy works conceptually and literally, and complements surrounding elements like graphics and photography.
Is there a point?
Do you have a clear call to action? Are readers leaving with a bit of information they didn’t know before? Did it make someone laugh? Or cry? If you ask someone, “What was that [marketing collateral] about?” Could they tell you easily? Make sure it’s worth a person’s time to read what you’re writing.
Has someone else read it?
An extra set of eyes is most always a good thing. Get someone to read your copy after you’re done to make sure it makes sense to someone other than you, and to check for grammatical errors.
What tips do you have for successful copywriting? What brand do you think gets it right? Want to talk more about copywriting? Send me an email at firstname.lastname@example.org.