The key to good copywriting is consistency. But how do you guarantee consistency in your copywriting when multiple people write for a business?
All copy should follow your brand’s messaging, keep a strong brand voice, and speak to your target audience.
How To Write Consistent Copy That Converts
Many CEOs and founders of small businesses start off writing their company’s branding material. However, as your business grows, new responsibilities might pull you in all sorts of directions. As more tasks are added to your already busy schedule, writing tends to be the first thing to go out the window. But without writing copy, you’re doing your business and all the hard work you’ve put into it a disservice. Bottom line? Most businesses cannot rely on one writer for all their needs. And that is especially true for growing businesses who can’t afford to lose momentum.
You’re left with two options:
- Continue writing all of your business’s copy. Feel overwhelmed, behind, and frustrated with the quality of work produced under pressure.
- Hire someone else to take on your writing responsibilities. Feel relieved, ahead of the game, and excited to do the work that matters most to you.
We get it – letting someone else speak on behalf of your company is stressful. But, you can ensure your copy stays consistent by providing your team with the following tools and strategies. After all, how do you think we write copy for several different businesses across various industries daily?
Create Your Brand Messaging
Your brand messaging is the underlying message your company is always sending to your audience. It’s the obvious (or not so obvious) reasons your product or service will improve your customers’ lives.
In your brand messaging, you want to communicate:
- Why your business is different
- What your business does
- What sets your business apart from the competition
- How you will improve your customers’ lives
- What the customer will accomplish because of this product or service
Your Core Message
At FocusCopy, we use our brand messaging to keep a consistent voice in all our writing. Our brand messaging can be broken down into one core message:
Whether you don’t have time to write or hate writing, FocusCopy records your brand voice and creates copy that speaks to your target audience’s needs with your voice.
If you’re hiring copywriters to take over your company’s copywriting, work together to create consistent brand messaging. Your writers can use this brand messaging throughout your business copy. Get as specific as you can! Having a core message statement they can reference will help your copywriters “stay in character” when they’re writing for your brand. You can even develop a longer brand messaging guide that explores your brand messaging in detail.
Ready to make a move towards consistent content? Schedule a meeting with FocusCopy today.
Define Your Brand Voice
Your brand voice is the personality that shines through your business’s copy. Maybe your brand voice is synonymous with your voice. You, after all, know your business better than anyone. Maybe you’re a very casual writer, and you appeal to your target audience through humor. Or, maybe a serious tone is more appropriate for your industry.
Regardless, you don’t want your copy to jump from humorous to sardonic to serious to irreverent. You want your audience to recognize your tone as a part of your brand.
Think about Coca-Cola. While they’ve developed their brand, their voice has largely stayed positive, friendly, and down-to-earth. This consistency in your copywriting creates a familiarity with the brand, and customers know what to expect from Coca-Cola and their products.
Think about the adjectives you want people to use when they describe your business. Trustworthy? Compassionate? Cutting edge? What do you want your customers to feel when they interact with you and your business?
When working with copywriters, it’s important to communicate the voice you want to convey. Maybe there are some statements you love (or hate) to use in your copy – let your team know! Start brainstorming, and think of strategies. These strategies will help you effectively communicate the voice you are looking to capture.
Identify Your Target Audience
While appealing to an audience of all ages and backgrounds sounds profitable, a broad audience will only make your business copy sound more generic and bland.
Ultimately, trying to engage everyone means your business will engage no one. Narrowing your target audience allows your business to focus on the people that would be best served by your products or services. Your business will also have the opportunity to show some of your values and personality.
It’s vital that your copywriting team understands the customer base you want to reach. Knowing a brand’s target audience affects how a copywriter structures an entire blog, website, or newsletter. Communicate with your copywriters and discuss your ideal target audience.
Are you having trouble finding the time to write copy? We understand, and we’re ready to help. Contact FocusCopy today to start producing high-converting copy.
One way you can identify your target audience is by creating customer profiles. These profiles will help you and your copywriting team. You’ll understand who those target customers are, their motivations, and how to position an offer to them.
Customer profiles can get incredibly specific and might include a variety of characteristics. This can include age, gender, marital status, location, stage of life, occupation, job title, income, and personality. You might also brainstorm your customers’ goals and values or what objections they might have to making a purchase.
One customer profile might symbolize your most common type of customer. But, you don’t have to feel limited by your current customer base. Are you interested in working with a particular type of customer? What does your dream client look like? Creating customer profiles is an opportunity to reevaluate your marketing and branding strategies. These profiles will allow you to brainstorm methods for reaching your ideal customers.
Create Your Full Package With FocusCopy
At FocusCopy, we understand that your business is your pride and joy. Through consistent and customer-converting copy, we want to help you reach your target audience.
No matter your time or budget, we have “Done With You”, “Done For You”, and “Do It Yourself” plans that will revamp your business and copy. With professional, consistent copywriters, you can be sure your business copy will still sound like you. Pass on your business writing responsibilities, refocus, and get back to running your business. Schedule a call to discuss your copywriting needs and goals over a cozy cup of coffee. We can’t wait to meet you!