What comes to mind when you think about “copywriting”?
Do you think of lengthy sales pages, fancy leaflets, and amazing ads?
Copywriting is so much more than just sales messages. Copywriting is everywhere and a good copywriter is worth their weight in gold. But, as an online business owner, you’re probably going to have to do some of the work yourself, especially when you’re just started out and have a limited budget.
There’s no need to be put off. Most of the content you already produce could be called copywriting at least in some sense. After all, if you’re creating any kind of content with the ultimate goal of making a sale, that is by definition copywriting.
Whether you’re flying solo in business or you’re part of a larger business, if you’re responsible for writing any kind of content you have the opportunity to learn and to keep improving.
“The mind thinks in pictures, you know. One good illustration is worth a thousand words. But one clear picture built up in the reader’s mind by your words is worth a thousand drawings, for the reader colors that picture with his own imagination, which is more potent than all the brushes of all the world’s artists.” – Robert Collier
In this post you’re going to discover 6 places to improve your own copywriting skills without having to hire a professional copywriter.
Here’s where you can do just that:
Yes, it’s where you go when you’re bored and want to catch up on what your old classmate ate for breakfast, read the latest drama from old friends, or try to use your detective skills to decipher a cryptic message slating a mystery person. (You ok hun? Inbox me!).
But, as a business owner Facebook is much more than that. Facebook is where you can connect with potential clients and peers, no matter what business you’re in. So when you’re sharing your insights or your latest blog article with colleagues, you need to keep good copywriting in mind.
2. LinkedIn Profile
What makes you unique? What makes your business stand out from others and why should someone choose you? Your LinkedIn profile is the place to share what makes you the best person to solve your ideal client’s biggest pain points.
It’s where you show your expertise and talk with others on a professional level. But, LinkedIn has come a long way over the years and is no longer just a place to write your C.V online. It’s more than that. And like any social network, engagement is key. Be sure to spend time giving valuable advice, commenting on posts, and speaking to others.
Connect with old clients, potential clients, and business owners with similar clients to your own.
3. About Page
Lots of businesses get this wrong. The ‘About’ page on any website is usually one of the most visited pages, so it’s an opportunity for you to entice people to want to hand over their money.
“Your job is not to write copy. Your job is to know your visitors, customers and prospects so well, you understand the situation they’re in right now, where they’d like to be, and exactly how your solution can and will get them to their ideal self.” – Joanna Wiebe
Your about page is your chance to make them want to learn more about you but most of all, it’s about them, the customer.
Instead of starting your about page with your life story and listing out your achievements, make it about them. Lead with a question and paint the picture of how different their life is going to be once they’ve worked with you or invested in your products or services.
List out the benefits they’ll get from working with you.
And once you’re done with that, talk about yourself, shout about what you’ve achieved in business and where you’ve been published, what awards you’ve won. Just don’t lead with that.
You can see a good example of this in practice on the WP Elevation website. WP Elevation is Troy Dean’s high-end online program for WordPress agency owners. They start with a brief introduction before listing out the benefits of joining the program.
And finally, like every good piece of content, remember to always make the next step easy. Have a clear call to action telling readers what you want them to do next. That could be booking a call, downloading a freebie, or something else. But make it clear and make it stand out.
4. Blog Posts
All blog posts should have a job to do. It’s your job to decide what that job is.
Maybe your article is meant to lead your reader to a sales page or maybe you’re asking for readers to download something for free in return for their details. Maybe you’ve written your blog post to start a conversation. Or maybe it’s just sharing great content and inviting readers to learn more by clicking on related posts.
Whatever the aim of your blog post, it’s copywriting that entices your reader to take that next action.
Two hundred and eighty characters is very little space for creating compelling content, but that’s exactly what you need to do if you hope to use Twitter as part of your overall marketing strategy. And It wasn’t long ago that tweets were limited to half of that amount.
Think of your tweets like email subject lines or very brief summaries, and craft them to convey as much information as possible while teasing readers to make them want to know more.
And if you want to learn more about how to easily come up with tweets and social media posts from your blog articles, take a look at our free guide on how to do Twitter like a pro.
What about each time you send an email to your list about a new product or service or you want to let your audience know you have a new podcast episode or YouTube video out? Those emails definitely qualify as copywriting.
Even the personal emails you send to prospective clients contain what we would call copywriting.
“Before you begin the writing, be sure you know the purpose or mission or objective of every piece of content that you write. What are you trying to achieve? What information, exactly, are you trying to communicate? And why should your audience care?” – Ann Handley
The fact is, copywriting is everywhere in your business, from your sales pages to your invoices.
Whenever you ask a reader to take any kind of action, you’re writing copy, and the more comfortable with the idea of it, the better (and more natural) you’ll become.