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How to Use Business Copywriting to Make Your Sales More Effective
How to Use Business
Make Your Sales
2 | How to Use Business Copywriting to Make Your Sales More Effective
If you’re a small business owner or freelancer, it’s
important to craft messaging that connects you
with the right customer or partner. The secret
to doing this lays in writing copy that’s smart,
informative, engaging, and clear.
Many small business owners think they can create
messaging that sells their service or product
instantaneously. Who needs a professional business
copywriter? After all, copywriting is just stringing
words together. How hard can it be?
The answer: very hard. Like all creative fields, writing
effective copy is an art form. The best copy is written
by professionals who have devoted countless hours
How to Use Business
Copywriting to Make
Your Sales More Effective
3 | How to Use Business Copywriting to Make Your Sales More Effective
to their craft. You may think that because you
started your business that you’re the authority
on selling it, but the fact of the matter is, you
need help with your copy. After all, you go to a
professional to build your website or design your
logo, right? Why wouldn’t you do the same for
the messaging you use to win new customers?
4 | How to Use Business Copywriting to Make Your Sales More Effective
Find a Professional
We mentioned this in our intro, but we’ll
keep repeating: unless you consider yourself
a writer, you’re going to want to outsource
your copywriting. A talented professional
copywriter will be able to work much faster
and produce better results than someone
who has never written business copy before.
Also, you may have heard the saying
“everybody needs an editor.” This is a case
where that phrase is especially true. Even if
you have an idea of what you want your copy
to say or accomplish, it’s always good to
have a second person working with you. This
other person can give feedback, introduce
new ideas, and catch those pesky typos and
grammatical errors that slip by all too often.
5 | How to Use Business Copywriting to Make Your Sales More Effective
Sharpen Your Message
So let’s say you’re going to be working with a professional
copywriter to craft copy for your website, social media
outlets, or emails. The first thing you need to do when
writing for any of these outlets is what you’re trying to
accomplish. Do you want people to purchase a product?
Visit your website? Watch a video? Tell a friend about your
product or service?
Whatever the case may be, you need to make sure your
reader knows exactly what information you’re trying to get
across. A good way to do this is by making the last line of your
copy a call to action like Watch this video! or Sign up for our
newsletter here! What comes before this should persuade
them to take this action. So if you’re asking people to watch a
video, explain its value. If you want people to sign up for your
newsletter, explain what makes it different from all the other
emails that land in their inbox over the course of the day.
6 | How to Use Business Copywriting to Make Your Sales More Effective
Know Your Brand’s Personality
There’s a difference between a
paragraph written by, say, Stephen
King and Jackie Collins. It goes
beyond plot and subject matter and
into a real that any professional
copywriter describes a tone.
Tone can be a tricky to nail. It’s
essentially the way you say
something and the mood your words
convey. It’s easy to read someone’s
tone in person. You can look at
someone’s face or the inflection in
their words, But in writing, it can be
tricky conveying the right tone. After
all, think about the curt emails you’ve
received from a boss or coworker.
Are they angry with your, or are they
just shooting off a quick reply so
they can get through the rest of the
emails in their inbox?
A talented copywriter will be able
to wrap your copy in a tone that
resonates strongly with customers.
They’ll also be able to match the tone
to the overall personality and goal of
your brand or business. For instance,
if you run a funeral home, the tone
of your copy will probably be serious,
serene, and reverent. However, if you
own a bar that’s known for getting
wild on the weekends, your copy will
likely be lively, fun, and irreverent.
7 | How to Use Business Copywriting to Make Your Sales More Effective
Know Your Basic Writing Rules
The fastest way to isolate yourself from
a reader is to ignore the basic rules of
writing. Now, some writing rules are
made to be broke. For instance, Apple’s
“Think Different” slogan from the
mid-80s is technically grammatically
incorrect (it should be “Think
Differently”) but the casual tone of the
final tagline conveys a mood and a tone
that matches the Apple brand: cool,
pioneering, and unexpected.
But there are some rules that should
never be broken. Typos, funky
punctuation, or poor sentence structure
can make your materials difficult or
annoying to read. It can also make you
appear sloppy and unprofessional - after
all, don’t we all snicker when we come
across a typo or a nonsensical sentence
on a website or blog?
Be sure that you or the copywriter you
hire have a solid grip on the basic rules of
grammar and spelling. If you’re tackling
the writing on your own, consider
grabbing a book that lays out the basic
rules of grammar and punctuation in
case you have questions when writing
your materials. And, again, even if you
feel confident enough in your writing
skills to tackle your own business
copywriting needs, it might be wise to
hire a copyeditor who can keep an eye out
for typos or other inconsistencies that
sometimes we don’t catch.
There’s an old saying that that the
medium is the message. What that
means is that how you decide to say
something - in the case of a small
business owner, that may be an
email, a webpage, a handout at your
store - is as important as what you’re
trying to say. On a smaller scale,
think of it this way: The question will
you marry me? has different weight
if the person asking it has it written
in the sky via airplane versus asking
it over a quiet candlelit dinner.
When you’re crafting business-related
copy, be sure that copy is living in the
right place. When writing, ask yourself,
“Is putting this message in an email
the best way to go?” or “What am I
telling my customers by putting this
message on my business Facebook
Even if you’re trying to push out
the same message over different
platforms and outlets, you’ll probably
want to change your approach. For
instance, an email can get more in
depth, while a tweet needs to be
succinct and to the point. Never try to
fit a message somewhere that feels
wrong. For instance, the funny meme
that relates to your business might
play well on your Facebook page - but
is it something you want to send out
via email? Maybe not.
8 | How to Use Business Copywriting to Make Your Sales More Effective
Use the Right Medium
9 | How to Use Business Copywriting to Make Your Sales More Effective
We spent a lot of time talking
about the importance of hiring a
professional copywriter, but there’s
also nothing wrong with teaching
yourself to become a great writer,
as long as you’re serious about it.
Visit your favorite bookstore and
you’re bound to find a wealth of
books that teach you how to write.
Some of these books will focus on
marketing or business writing, which
will obviously be useful, but don’t
shy away from books that are more
creative in nature. They can offer
insights that help your copy be less
stiff and more lively.
If you want to get serious about
copywriting, you can also consider
taking a class or two that will teach
you more about writing. Also, hearing
what your teacher and classmates
have to say will get you used to
getting feedback from people.
Also, look for business copywriting
that you like. What brands speak in
a way that catches your attention?
Which ones bore you? Which ones
excel on social media? Who has the
best email campaigns?
But there may be no better teacher
than experience. While books and
10 | How to Use Business Copywriting to Make Your Sales More Effective
classes can give you the basic tools
to become a great copywriter, you’ll
also get better just by doing it a lot.
Try to write every day, even if what
you’re writing is always related to your
business. Keep a journal, write letters
or emails, or write short reviews of
the movies your see and the books
you read. These little writing habits
may seem like nothing, but they’ll
eventually build a foundation that
helps you become a stellar business
11 | How to Use Business Copywriting to Make Your Sales More Effective
Design and copy are the two artistic
components that come together to
build your brand identity and connect
you with the right customers.
Neither should be taken lightly.
When it comes to crafting business
copy that gets the job done, always
aim for perfection. If you aren’t happy
with an email or pamphlet, rework it
until it’s exactly what you want it to be.
After all, that copy is potentially your
first interaction with a customer and
you want them to be nothing less than
All images are subject to copyright.Source: http://seocopywriting.com/21-ways-copywriter-can-help-small-business/