“The secret to a meaningful, profitable business is putting the spotlight on your customers, not on you” – Marie Forleo
Your copy can either pull customers in or push them away. The mistake many business owners make with marketing is focusing the attention on themselves rather than their customers. Whether you are writing copy for your website pages, sales brochures, blog posts, or advertisements, your focus needs to be on the customer and what they care about.
They don’t notice a business and think, “Oh, I would like to support this business because they seem knowledgeable and witty.”. They would much rather go with a business when they think, “Great, this business offers me exactly what I wanted.”. When you write compelling copy with your customer in mind, you will be more likely to convert leads into sales.
When you write copy for your website, make sure you consider the following things:
Avoid cluttered copy
Cluttered copy will make you lose website visitors. If a visitor first has to decipher what you have to say, they would rather leave and find a website that is easier to understand. Avoid the use of unnecessary words just to make up word count, and avoid using jargon. State your point plainly without trying to be too fancy. Don’t use more words than necessary – get your point across without using too many descriptive phrases.
Tone and style
Don’t confuse formal with professional. You don’t need to write in a way that makes it seem as if you’re talking to an interviewer. Use natural language, but make sure that your spelling and grammar are correct. An informal tone can still be professional when you use proper language. Compelling copy doesn’t need to be seen as manipulative either, as long as you’re not promising more than you can deliver.
Focus on your customer
Use the type of language and the type of words your customers would use. Try to see your product or service from their eyes instead of what you wanted it to be. Don’t use words that make it sound like you only care about yourself and your own opinions. Instead, offer them exactly what they want. For example, instead of focusing on “We have the top experts in the city”, rather say “We can help you achieve exactly what you want”. This removes the focus from you, thinking you are the best, to focusing on exactly what the customer needs.
Fulfil the customers’ needs
Your customers will always ask the question, “What’s in it for me?”, and you need to be able to answer this question. Your approach should be to satisfy a need they have. And your copy should be able to persuade them that you can fulfil that need.
Write great headlines
A headline should be attention-grabbing and unambiguous. Write a few possible headlines and only decide which one works best at the end. A reader should never have to read a headline twice to understand what it says. Unless you’re actually trying to be “punny”. Also, tell the reader what’s in it for them as early as the headline.
Choosing blog topics
When you pick topics to write about in your blog, consider writing about topics that will interest your followers. Don’t just choose topics that are directly related to your product or services – these tend to sound too “salesy” and might scare some potential customers off. People will care about using your business if you care about the things THEY care about. Read some more about writing awesome blog posts here.