Many people ask me what they should hire a copywriter for and as a copywriter I’m tempted to say everything but the truth is you’re not going to hire a copywriter for all copy tasks because it would cover every single word you write for your business. Copy includes your website, blogs, all marketing material and social media too; copy is everything. Even if you decide to hire a professional, there will still be times when you are going to be writing your own copy so knowing how to go about it is really helpful.
Depending on your platform, who you are writing for and the place that you are writing in, your copy should change. For instance, the new rules on Facebook state that anything that is classed as a ‘call to action’ just won’t be seen by many people in your network. This means that the copy you write for a Facebook post will be an entirely different animal to a sales page and it’s not all about rules either. Consider your ideal client and the different expectations they have when they come into contact with your copy on different platforms. They will go into each space with different intentions and so will be looking for different things.
Here are my 3 tips but remember that i have intentionally kept them general so they can apply to different platforms.
1. If you are writing any sales copy be specific.
I see far too often, people being really ‘fluffy’ and general about what they’re selling and your potential client is left wondering what you even offer. They need to know EXACTLY what it is could do for them.
So for example a weight loss coach could say ‘I could help you lose weight’ but that’s not enough, how do you do this, what’s your USP? Your client could easily go to slimming world to lose weight so you need to sell what is unique about you and your business.
The weight loss coach should be more specific and say ‘I will help you lose weight by helping you enjoy food again and still eat chocolate.’
This is a completely different message and demonstrates the power of being specific so that the person reading it can understand exactly what you are going to do for them.
Your task here is to show your reader HOW have you helped other people? Using the weight loss coach again, it could be the results of real people who have lost the weight or have felt better as a direct result of working with you.
You can get this information from testimonials which you can include in your copy or on your website or Facebook page, but again, make sure those testimonials aren’t fluffy. You client doesn’t need to see ‘You really helped me, I love you.’ It is far more beneficial to get one that says, ‘You helped me lose weight whilst enjoying chocolate’. Or ‘I wanted to feel good about myself and eat normally and you helped me to achieve that.’
If you are collecting testimonials or asking people for them directly, be specific in what you ask them, for example, reach out and say ‘could you give me a testimonial and tell me how I have helped you do XYZ’ you will get more specific answers back and is a far more valuable copy tool.
Evidence doesn’t have to be through testimonials though, if I was writing sales copy for email marketing support, rather than just saying ‘I can help you write emails’ I could say something along the lines of ‘all the emails I write for people get an average of 53% open rate which is b double the industry standard.’ I can say that because it is true, I could even include a screenshot.
The key here is to be really specific and show of evidence how and what you’ve actually done to help people before.
3. Remember that people don’t actually read all of what you write.
People have busy lives and they will scan and skim read focusing on what catches their eye. This is true whether it’s a Facebook post or a sales page they’re not going to read everything.
So why bother?!
Well there is a way to get your story across even if your readers don’t read; share your message through the headings.
Use Sub headings that break up the text, they do more than just serve as a benchmark for lengthy texts, if worded properly they can actually tell your story in small chunks.
Whatever you’re trying to communicate, do so by making sure those key messages are in the subheadings you place throughout the text. As people are scanning through then, even if they are not reading every tiny detail, they are still able to understand enough to make it meaningful.