Grow Your Business With These 4 Copywriting Services
In today’s fast-paced digital era, brands need effective communication to stand out in a crowded marketplace. Copywriting is a powerful tool that can be used to strategically and consistently connect to your target audience and grow your business. The words you choose to describe your brand and speak to your audience play a crucial role in shaping your brand identity and driving business success.
What this blog covers:
Website Copy
Email Marketing
Blogging
Lead Magnets
Compelling Website Copy: The Gateway to Your Brand
Your business needs a website with strong, compelling copy. When it comes to website copy, concise writing is key. Your website is often a potential customer/client’s first interaction with your brand, so you need words that are backed by strategy and leave a lasting impression.
Things to consider for your website copy:
The Five-Second Rule: Within the first five seconds of opening your website, a viewer should be able to understand what your business offers and why they should buy your product or work with you. Does the first page of your website contain a short one or two-sentence elevator pitch? After opening your website for five seconds, would someone who has never heard of your brand be able to close their computer and tell a friend what your business does?
Call-to-Action (CTA): Throughout your website, there should be obvious CTAs. These often take the form of buttons prompting a person to take action, like “Buy Now” or “Schedule a Free Consultation.” It may seem like you are over-doing the amount of CTA’s, but this is what leads to sales. Potential customers/clients don’t take action unless they are prompted to take action.
Simplicity: Short, concise copy helps people quickly understand your offer within a short attention span. Business owners often write long product descriptions or offer explanations, hoping website viewers will trust their business and want to interact with their brand if they know every piece of information about it. Although product transparency is beneficial for increasing trust in your brand, you will lose your audience’s interest by overexplaining. Your copy should still be able to both explain your offer and build audience trust in limited words.
Email Marketing Consistency: Building Relationships Through Email Series
Email series are the next step in optimizing your marketing strategy. Well-planned, story-driven email series will build relationships with your audience and make your brand memorable. These are short reads that highlight the problem your product or service solves and eventually include a CTA to make a sale.
Things to consider for your email series:
Compelling Subject Lines: Before someone on your email list reads through your email content, they need to be compelled to open the email in the first place. Writing an enticing subject line is the most important part of each email in your series. Some examples of subject lines that will get attention are asking questions that address your audience’s pain points, using statistics that prove the usefulness of your information, and offering discounts for your product or service.
Tell a Story: Storytelling makes information more accessible for readers because our mind picks up on patterns. There’s a character, a problem, a journey, and finally a solution. Your audience can relate to the information you’re offering when you create a story from their pain point and position them as the main character. Spread this storyline over an email series with a CTA at the end. For example, the first three emails can introduce a problem and relate to your audience, and the remainder of the emails can offer your brand as a way to help solve this problem.
CTAs: An effective email series guides the reader to take action, but pushy CTAs can deter a potential customer/client. Each email in your series should contain a CTA that leads the reader to buy your product or contact you for your services. However, you only need one email out of your series (your final email) to contain an “ACT NOW” CTA that makes the sale. The majority of your email series is helping your reader warm up to your brand, then the final email closes the deal.
Blogging: Offering Knowledge to Build Trust
Long-form content is an effective way to showcase your expertise and gain the trust of your audience. It can also improve your search engine ratings. Some business owners are hesitant to invest in blogs because they believe blogs give away too much “free” information. Yes, you are offering your clients insider knowledge of your industry, but in doing so, you’re presenting your expertise and gaining their trust to work with you or buy your product. Usually, the more people know about an area of intrigue, the more likely they are to seek the help of a professional.
Things to consider for your blog:
Consistency: Adding a blog to your website can increase your search engine ratings. Posting blogs consistently will boost your search engine ratings even more. The more often you post on your blog, the better. Incorporating SEO keywords into your blogs is another way to boost ratings.
Maintain a familiar voice: When you post blogs more consistently, you are likely to gain a following of readers who come back to view your content. The best way to ensure this will happen is to maintain the same tone of voice in each blog you write for your website. Readers will become familiar with your writing, which builds a relationship and leaves them coming back for more.
Pose a question: A simple way to increase engagement with your blog posts is to end with a question for your readers. This can start a conversation with your readers and gain more attention from the rest of your audience. Responding to comments is a great way to show you care about your brand’s community.
Lead Magnets: Providing Value to Draw in Business
Have you ever gone to a website and been greeted by a pop-up asking you to enter your email in exchange for a free PDF download or access to a free webinar? The answer is most likely all the time. These are examples of lead magnets. Free, valuable resources, like ebooks, can position your brand as an industry authority and generate leads. B2B brands are more likely to benefit from solid lead magnets over pop-ups with simple coupon offerings.
Things to consider for your lead magnet:
Targeted Content: Your lead magnet should address a specific pain point or challenge your target audience faces. If your lead magnet is presented as a guide to help your audience alleviate a personal pain point or help reach a specific goal, then a website visitor will be compelled to offer their email.
Professional Design: When it comes to lead magnets, it’s worth investing in a graphic designer to elevate your offer. This will enhance the perceived value of your offer and help your brand come across as professional and knowledgeable. A well-designed layout creates a memorable reading experience that makes it easier for your audience to follow along and retain information. A designer will also help fix your writing in a way that easily flows to your CTA at the end of the lead magnet.
Clear CTAs: Again, it’s all about CTAs. You will add a new person to your email list with each lead magnet download and have another excellent opportunity to call your reader to take action. Whether this action is simply to lead your audience to a sales page on your website or a more direct call to action that prompts your audience to “Buy Now,” always include a next-step action plan at the end of your lead magnet.
Conclusion
Choosing the right words to sell your brand's story is what converts potential customers/clients to loyal brand advocates. Strategic copywriting is the game-changer that your business needs. Whether it’s optimizing your website copy, mastering email marketing, crafting engaging blogs, offering valuable lead magnets, or all four, investing in the power of words is how you will take your brand to the next level.
Want to hire a copywriter to do all the work for you? I’m currently open for Spring 2024 bookings and always looking to connect with new people. Book a FREE Discovery Call with me to discuss how we can grow your business together.
