Good writing skills are essential when telling customers what you do both on- and offline. The words you use when selling your products or services are the lifeblood of your business.
Yet, so many business owners have nightmares even thinking about writing, or they think they’re great but in fact, their copy is rather unoriginal and boring, meaning it brings in fewer sales.
If you know how to write copy that connects and resonates with your audience, the problem you have in your business is how to deal with the demand – which is, let’s admit, one of the best problems to have.
Here are a few suggestions that can help you write better copy:
- It’s not about you, it’s about your customer.
This is by far the most common mistake I see in leaflets and the website copy of SMEs: They are a bit too self-centred.
Instead of saying ‘this is who we are and what we do’, adopt this viewpoint when writing:
- This is who we are in relation to you,
- these are your problems,
- and this is how we can solve them.
- Use words your customers use.
Instead of trying to sound super clever and super professional, see how your audience communicates when talking about what you offer and choose the words in your copy accordingly.
How to find out what words they actually use? Carry out a thorough market research:
Find out where they hang out, check into online chat rooms and social media groups – these are by far the best places to sneak into the mind of your potential customers.
- Show your personality.
We all recognise copy that has no personality: It’s stiff, robotic, dry, boring, sounds unnatural and makes you want to just skip reading it.
Gone are the days when a company could exist as a set of logo, letter fonts, products nd services. People want to know who the founder is, what sort of beliefs they hold, so let your personality shine through your copy and beat the drum for the values that are important to you.
- Distance yourself from your business.
When you’re involved in the day-to-day running of your business, this is extremely difficult but essential. If an honest friend can give you an unbiased viewpoint, make them proofread your copy and tell you what they think.
- Be original.
The best way to avoid sounding like a copycat is to write as you speak. We’re all influenced by others. To samey-proof your writing, make sure you put away all those materials that inspired you and just allow your words to emerge.
Now, I’m curious about your take on this. How do you make sure your copy is engaging and original? Do you have any other tips that you could share with us? If so, please don’t hold it back and leave a comment below.
If anyone you know is struggling to figure out how to write for their business, please share this post.It could light a spark, may produce an AHA moment and help them connect with their audience.
As ever, thank you so much for reading and sharing your experience and insights with all of us.
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