Being a business owner takes a lot of work. Yet, it can be one of the most rewarding and fulfilling things you do. Part of driving your business forward is good copywriting. Eek – just the word writing might bring back memories of your junior year English class. “Writing feels like I’m doing homework again!” you might be thinking.
It can feel that way, but copywriting can be very doable and even fun with the right approach! We’ll show you how to begin writing effective copy, but first, let’s look at why copywriting is so important and where you might use it most.
Why is copywriting important for marketing your business?
Copywriting is significant for any organization. Why? It:
- Helps you reach your audience
- Builds relationships with prospects
- Increases conversions, harnessing the power of persuasion
- Provides brand clarity and understanding
Types of Copywriting
According to a study accomplished by the Content Marketing Institute, “94% of B2B small business marketers use content marketing.”
Business requires a lot of writing, including:
- Social media marketing
- Advertising
- Emails, including campaigns
- Blogs
- Website material
- Brochures, signage, flyers, & stationery
“But that’s a long list, and I don’t even know where to begin!” We get it. As business owners ourselves, we understand there’s a ton on your plate, and you’re likely wearing many hats. So, where should you start?
7 steps to create engaging and effective copy
According to Neil Patel, “The majority of businesses use content marketing, and yet most of them fail.” But we’ll show you how to set your copy up for the best opportunity to succeed.
1. Create an Outline
Develop possible title ideas, headings, and subheadings for your piece. This outline may change as you dive more into your topic (see step 2), but it’ll give you some writing guidance and direction. Don’t worry – this outline isn’t written in stone. You’ll likely revise as your work comes together – it’s all part of the process! Yet this outline will act as a guide as you write, edit, refine, and repeat.
2. Research
Thanks to Google, few stones are left unturned when it comes to finding information. Whatever you write about, you must first learn about. That’s half the fun, isn’t it?
Start with finding reputable sources (e.g., scholarly articles, subject matter experts, thought leaders, etc.). Open a Google Doc and begin taking notes. We prefer using bullet points rephrased in our own words (you don’t want to steal someone else’s work!). If you’re quoting another person, give them credit by linking their name and organization with their website.
3. Write Ugly First!
Your initial writing may be ugly as you begin to put your notes together. What?! Yes, ugly. But that’s ok! Often, the uglier, the better. The goal is to capture the root of what you want to convey to your audience. Don’t worry; you’ll have plenty of time to refine it later.
4. Nice to Haves
As you’re developing your initial content (remember, ugly is good) ideas, try to incorporate the following:
- Make it interesting (ask yourself – would I want to read this?)
- Include a CTA, or action step, at the end of your piece (what main action do you want your audience to take?)
- Include story where possible
- Be clear & concise (we just don’t have much in the form of attention spans these days)
5. Say More with Less
Technology has altered our attention spans, and your audience is no different. As you refine your writing, aim to say more with fewer words – writing clearly and concisely; make sure every sentence serves a purpose.
6. Proofread, Reread, and Proofread Again
Ensure your copy conveys the intended meaning, flows well, and doesn’t have grammatical errors. One way to identify any mistakes is to read your copy aloud. Another strategy is to run your piece by a friend or family member who enjoys proofing. Often, an extra set of eyes can make all the difference.
7. Have Fun with It
Writing doesn’t have to be dry or boring! Add some of your own personality to it and be creative where possible. If you’re a B2C, add emotion for a better connection. With B2Bs, keep sales top-of-mind and make sure you’re conveying all of the most essential information.
Also, remember your audience and remain consistent with your brand – voice and tone are vital in ensuring others understand and receive your message.
Copywriting is vital for businesses, and by following the above steps, you can begin building confidence in your writing skills. Do you still have questions or concerns about creating copy for your business? At CreativCat Design, we understand the power of impactful copywriting and can support your business with engaging and effective content.