Over the last 5+ years, we’ve talked to hundreds of entrepreneurs, and there’s one consensus that we all agree with…Copywriting is the most time-consuming task in the marketing suite. And most people really don’t enjoy it.
With the need for more time, it highlights the critical importance of systems.
When I first started my career as a digital marketer (and eventually copywriter), I learned a lot from Ryan Deiss. And this quote sums up how I view systems and processes – especially when it pertains to copywriting.
“Instead of thinking about our business as a series of disconnected checklists, we now saw it as an orchestrated flow where one activity moved seamlessly to the next like a beautifully choreographed dance.”
Ryan Deiss, Get Scalable: The Operating System Your Business Needs To Run and Scale Without You
Now, I want you to replace “business” with “marketing”.
You need effective and on-brand copy to attract the right leads into your pipeline. But how do you accomplish that without spinning your wheels and spending a ridiculous amount of time and money doing it?
Simple.
Systems.
But we’re less here to talk about our systems because we want to focus on yours.
Why Entrepreneurs Need Systems
When you have systems, you are more consistent. When you are more consistent, you’re able to scale – whether that be adding new processes to the mix or simply doing more of the same. And when you can scale, you have more flexibility with your time, money, and resources.
You didn’t become an entrepreneur to be a slave to the business.
That’s why having systems should be a priority as a service-based entrepreneur.
Dream of taking a month off for that vacation? Balancing raising your children and your business simultaneously? Focusing more of your time on the business rather than in it? Selling or getting acquired?
It all starts with creating systems based on your proven practices.
Already wondering whether our team can do this for your business instead? Let’s put it into action.
What Systems Every Entrepreneur Needs So They Can Write Better Marketing Copy
Let’s go back to your marketing for a minute. You need to start at the core of it – your message. Yes, colors, logos, fonts, and design are important for your brand. But it all starts with the words. Especially if your work hasn’t gotten the spotlight it deserves – yet.
Here are the 3 systems every entrepreneur must have if they want to write, produce, and/or publish better marketing copy.
1. Brand Messaging
The foundation of your marketing systems – your Copy Systems – is your brand messaging. This should consist of your:
- Core message
- Company bio
- Unique selling proposition
- Value proposition
- Tagline
- Values
- Brand adjectives
This information is critical to give you and your marketing team (whether it be in house or outsourced) direction of how to describe your brand. Even the best wordsmiths will struggle to write clear messaging for brands without an identity.
2. Brand Voice Guide
Now, they know what they are saying, they need to know how to say it. And that comes with your brand voice. An entrepreneur simply does not have enough time to write it all – nor do they have the brain space. Trust me, I’ve tried. But a brand voice guide is an effective way to tell a marketing team exactly how you speak and/or write.
Consider describing your brand’s voice, tone, varying situations where the voice may shift, and examples you want to use as reference.
Feeling stuck on this one? Revisit your best and worst-case client stories while considering what was said, how you responded, and the results of those communications.
3. Customer Avatars
Finally, you have the most important system – your customer avatars. This isn’t your age-old avatar that is solely based on demographics. We want you to dive deep into the psychographics – their values, challenges, pain points, objections, questions, viewpoints, etc. All to uncover who your customers truly are.
From there, you can start to evaluate whether your content pillars are something they’d be interested in, what benefits they respond to, and how to best convince them to buy into what you’re selling. Because you’ve done this work and understand who you speak to regularly, it makes it easier to produce content they would engage with or respond to most.
Put all 3 of these detailed sections together, and you get a solid snapshot of who you are, what you do, and how to best convey your messaging.
Ready To Create A Memorable & Energizing Brand?
It starts with the right messaging. Are you looking for…?
- More continuity, consistency, and scalability in your marketing?
- A better way to communicate your value?
- Strategies on how to create better and stronger relationships with your audience?
- On-brand AI-generated and human-generated copy?
Explore how our Fundamentals Package can establish the foundation for you to grow leaps and bounds.
