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Lauren Jefferson

Lauren Jefferson is the Co-Founder and CEO of FocusCopy – a full-service copywriting agency. She loves everything copy, digital marketing, and coffee!

Consistency In Your Copywriting

The Key To Consistency In Your Copywriting

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:

  1. Continue writing all of your business’s copy. Feel overwhelmed, behind, and frustrated with the quality of work produced under pressure.
  2. 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.

Customer Profiles

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!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
AI For Copywriting

AI For Copywriting: What’s The Sitch?

From Sci-Fi movies and novels to virtual assistants like Apple’s Siri on our phones, we’ve all encountered AI in some shape or form. 

The technology is rapidly evolving, and it won’t take long until AI is increasingly ingrained into our everyday lives. 

What Is AI?

AI, which stands for Artificial Intelligence, is a field of computer science that focuses on teaching computers and machines to think like humans. Basically, AI encompasses systems or machines that replicate human intelligence. And, different types of AI have different capabilities. 

Some AI, like Sophia (the world’s first robot citizen), are able to communicate and have conversations. Others, like IBM’s Watson seen on Jeopardy! back in 2011, help organizations run more efficiently.  

It’s true – there have been significant leaps in this area of technology in recent years. However, today, AI is a tool for improving our day-to-day lives. 

For example, if a business uses a Chatbot to talk with customers, then they’re implementing AI. Drive a Tesla? Well, your vehicle is part robot, so to speak. 

And now, we’re even seeing AI used for things like communicating. Within the application and research of AI is a subfield called Natural Language Processing (NLG)

NLG enables computers to read, analyze, and understand written words within their context in the same way humans do. Basically, the goal of NLG is to teach an AI to comprehend language and output natural-sounding language as well. 

How Is AI Being Used For Copywriting?

In the past couple of years, AI for content and copywriting has become a popular service. For one, creating content day after day requires a lot of mental energy. 

So, for writers dealing with writer’s block or needing help brainstorming, AI copywriting tools can assist with the ideation process. 

When To Use AI For Copywriting

AI copywriting programs are valuable tools for business owners, marketers, big brand name companies, and even human writers. And, AI copywriters promise to increase the value they offer as the technology advances. 

Specifically, AI copywriters are quite capable of producing short paid SEM ads, simpler blog articles, or complementing your SEO efforts with targeted keywords. However, you may also find a use for AI copywriting depending on your business objectives. 

Perhaps the most important factor when choosing whether to use an AI copywriter would be to compare your short and long-term goals. 

You’re Pressed For Time

AI copywriters can be an indispensable tool for entrepreneurs leading busy, hectic lives. It can help create a large amount of marketing copy in a very short amount of time. 

Likewise, if you’re a marketing agency with a high content output, investing in AI services can support you with multiple quick-turnaround deadlines. Since AI writers can get the ball rolling on a blog or campaign almost instantly, you cut down on time spent brainstorming ideas. 

Larger companies like eBay and Chase utilize AI copywriters to produce web ads in bulk. Usually, these are very short ads that are quite basic. 

While a human could write these ads, using an AI writer is cost-effective for big corporations. Furthermore, it also allows human writers to focus on more important projects. 

Need to create thoughtful and meaningful high-converting copy, but don’t have the time? Reach out to FocusCopy to learn how the experts can help strategize and create copy that will help your business grow.

You Aren’t Concerned With The Voice

Is your primary goal to produce more content without devoting a lot of time to the tone and voice of every piece? Adding AI copywriters to your arsenal can significantly scale your output. 

However, we should let you know that every piece of content you use AI to produce won’t be nearly the same level of quality you could expect from a professional writer. 

You’ll more than likely run into awkward phrasing, ambiguous language, and content that feels less thoughtful. I don’t want to lean into a cliche and say that it will sound “less human,” but, at its core, the language produced by AI does feel that way. 

At times it can feel stiff. Other times, it can feel quite lazy – like a very basic first draft of a piece.  

In terms of how it sounds, you’ll want to be sure your goals are defined and that AI can help you achieve those goals – not hinder them. 

It’s Not Public Facing

When the work you’re producing isn’t meant to be seen by a lot of people, AI can help streamline the creative process. But if you intend for the copy to be public facing, you may be editing more than intended to make it sound like it came from a human.

You’re A Better Editor Than You Are A Writer

AI writing programs actually seem to do quite well writing grammatically sound content. But that doesn’t mean it’s always accurate. For example, here are a few sentences about cosmetics we generated using AI: 

  • Join us as we make you kind of pretty inside and out.
  • Our products are even safe to use on sensitive facial skin, like if you have rosacea or any other type of sensitive skin.
  • We just want you to be pretty and not have your bank account empty.

The problem with these sentences is that they lack concrete, specific language. And too often, they simply don’t make sense and miss the mark. So, if you’re an adept editor and can quickly edit to get the sound and grammar right, AI could significantly speed up your drafting process. 

Limitations Of Using AI For Content Marketing & Copywriting 

More often than you might expect, AI is capable of producing great ideas and even great copy. 

However, its limitations start to become clear when you want highly authentic, thoughtful, and meaningful content. 

For example, long-form content is just one area where an AI might struggle to produce quality results. AI programs usually include reputable sources for their articles and won’t plagiarize existing content. However, if you want your content to have thoughtful commentary, communicate intricate details, and convince readers to take action, AI may fall short. Think B2B copywriting, complex blog topics, landing pages, white papers, case studies, etc. 

It’s helpful to read the mission statement or taglines AI companies are using on their website: 

  • Jarvis.AI: “We’re a group of friends living in Austin, Texas on a mission to help you break through writer’s block with the help of artificial intelligence.” 
  • Copy.ai: “Introducing the end of writer’s block.” 

A common thread between AI companies and users of their services is that AI copywriters are tools to enhance and augment a copywriter’s work, not replace it completely. 

Remember, AI-produced content can feel stiff and flat. The copy isn’t always personable or emotionally engaging. 

An AI’s language abilities will get better over time as it reads more and is exposed to more content. However, writing copy with emotional depth and creativity will probably be a big hurdle to get over.

AI Copywriter vs Human Copywriters 

So, let’s talk about the other important differences between using AI versus partnering with professional copywriters. 

But first, the biggest difference lies in how the work is produced and the process itself. 

When you partner with a real team of copywriters, you’re getting more than quality copy alone. You’re working with individuals who have your goals on their minds. For instance, FocusCopy is always thinking of ways to help our clients grow their business or tackle the obstacles that are in their way. 

A good copywriter strives to understand your vision and brand. They ask questions to learn more. They want to get to know your audience as much as possible and really understand the big “why”. 

In short, it’s a collaborative partnership! 

Ready to partner with the experts to build your brand, convert customers, and grow your successful business? Contact us at FocusCopy today!

AI Copywriters And Human Copywriters Working Together 

When human copywriters partner with AI copywriting services to produce work, the result is often stronger. Moreover, writers experience less burnout, and marketing strategies improve. 

AI can produce a larger body of work at a much faster rate. This frees up time for a human copywriter to dedicate more thought and time to the bigger picture. This includes tasks such as:

  • What content topics to produce
  • Researching competitors
  • Studying well-performing copy
  • Brainstorming new ideas
  • Producing higher-quality content
  • And so much more!

Furthermore, a human copywriter can analyze funnels and strategies falling short and tweak the process to find what works. 

Let’s Get The Focus Back To Your Marketing Strategies 

Ever feel like you’re alone on your entrepreneurial journey? Building a business takes a lot of time, commitment, and effort! But the team at FocusCopy wants to help you achieve each one of your ambitious goals. Learn how we can provide support with real copy that converts. The FocusCopy team’s process includes writing in your voice to establish your brand consistently to help your business grow and be successful. Schedule a call today to learn more!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Repetition In Copywriting

Repetition In Copywriting: The Key To Conversions

When you scroll through blogs and articles, are you really reading every single word? Or are you like the majority and find yourself skimming through the copy?

It makes sense. You are simultaneously very busy and have a world of knowledge at your fingertips. With so many options of content to read, it’s easy to get distracted. That’s why you find yourself switching from one line of copy to the next before you’re done reading the first one. 

Moreover, our attention spans are short. We may as well be goldfish in a pond forgetting everything every 10 seconds. 

So like most people, you scan. And depending on the writing style of the copy, you may or may not walk away with something that sticks.

This is where repetition comes into play. Copywriting needs to be constructed in a way that gets the message across. Furthermore, repetition in copywriting is key to conversions. 

Embrace Repetition In Your Copy & Watch Conversions Rise

When you write copy, assume your audience has the memory of a goldfish. Give them the information several times over throughout your copy. That way, as they scan through, they will leave understanding what it is you’re selling and why they should buy from you.

Chances are, you’ve read through the notes of the copy you write.

So much so that the keywords and USP (unique selling proposition) are second nature.

This is where writing copy can get tricky!

Keep in mind that your audience will be reading with fresh eyes. Don’t dismiss repetition in copywriting as redundant. Instead, embrace and craft repetition wisely to get your message to stick. 

To convert readers into paying customers, you need to do more than just briefly mention the benefits of your product or service. You really need to focus on becoming memorable. Re-reading similar phrases and keywords throughout your copy will put readers on the path to retaining your info in their short-term memory. 

Writing high-converting copy can be daunting when running your business already takes up all your time. No need to fret! Reach out to FocusCopy today to learn how we can get the right message to your target audience and convert readers into paying customers. 

Introduce Yourself To Customers, So They Remember Your Message

Imagine yourself in your target audience’s shoes. They’ve never heard of your business before, but your copy caught their eye.

With the density of information, chronic interruptions, and goldfish attention spans, it’s a safe bet they won’t remember every word they read. So with that in mind, remember – if it’s important, it’s worth repeating. 

Furthermore, you want to repeat for clarity. However, when we say repeat, we don’t mean to copy and paste the same phrase throughout your copy.

Instead, get crafty with your copy. Find ways to rephrase your USP, keywords, benefits, features, and more. 

For instance, consider you own a nursery that sells flowers. You’re certainly not the only nursery in town, and your prices may not even be the most competitive. So what makes you worth your audience’s time? This is where the USP becomes very important. 

The nursery doesn’t just need to tell people what they do and sell. You need to let your audience know your business is the authority. Your plants are better than competitors, bloom bigger, last longer, aren’t covered in bugs, and aren’t treated with toxic chemicals. 

So throughout the copy, you (the nursery owner) will touch on the various benefits and keywords repeatedly. Leaving readers knowing that you have the most knowledge, take the most care, and produce the best plants for your customer’s home and garden. 

Help Your Audience Get MORE Familiar With Your Business

Now let’s consider the audience that is already familiar with your business. They recognize your logo and have some idea of what your business provides. 

The pressure is on to convert these people into customers before they buy from your competitor. When they read through your copy, keywords signal their brain to remember your business for more than just the short term. 

The nursery, in this instance, will show its audience throughout the copy that they are the number 1 authority in flowering plants. If you want to add a touch of nature to your home, you know that this nursery is the best place to shop. Their experts can help you choose the right plants for your home based on wants, needs, and available sunlight. 

As the audience skims through copy, they are reminded over and over again of the many benefits of shopping at this nursery over the competition. It’s that repetition in copywriting that solidifies the customer’s opinion of the nursery. Without repeating keywords and phrases, the audience won’t remember exactly what benefits the nursery offers and why. 

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.

Provide Solutions To The Struggling Customer 

Now let’s think about the nursery’s (hopefully) future customers. They have purchased several houseplants and can’t keep them alive for some reason.

These audience members are wary of investing in more plants because they don’t know what they’re doing wrong. Is it the abundance or lack of sunlight? Too much or too little water? Are they using the right soil?

By skimming through your copy and re-reading the keywords, they are gaining trust in your business. They are starting to realize that the problem with keeping plants alive stems from purchasing them from the wrong retailer. 

But by now, they have read through your marketing campaigns enough that the answer is ringing clear. They know the solution to their struggle is something your business can provide. And why do they know that? Because they’ve read several different variations of your USP while simply scanning through your blog, newsletter, website, social media posts, or more. 

Keep Up With The Happy Customer

Once a reader converts into a paying customer, the challenge is to retain their business. While gaining a new customer is a reason to celebrate, it’s their repeat business that will aid in your business’s success. Furthermore, a repeat customer will eventually tell their family, friends, neighbors, co-workers, and more about why they love your business. In turn, one happy customer who keeps coming back can result in a ten-fold increase in sales. 

So what’s the secret to this magic?

To put it simply, don’t put converted customers on the back burner. 

Instead, engage with them on a different level. For instance, do you have different marketing strategies for your target audience and for customers who have paid for your product or service? If not, it may be something to consider. (Pssst… FocusCopy can help!)

Most importantly, keep the repetition of your message going strong. The nursery owner would remind their customers that they are their best plant source. Moreover, don’t let readers forget about the valuable services you provide. Do you have experts on-site to help pick the best plants for their house? Or do you need to make sure you don’t expose pets to potentially toxic-to-them plants? There may be a thousand different things to consider. But here’s the clincher – no one knows them better than you!

So tell the world what it is you do. Show them that your product and/or service is helpful and valuable. Rephrase and reframe your USP throughout all of your copy. Rinse and repeat. 

Convert & Retain Customers Through The Power Of Repetition In Copywriting

Are you feeling ready to take on the world? We’re here to cheer you on!

But if getting started throws you for a loop, that’s ok because we have a solution just for you. FocusCopy works with small businesses (like yours!) to build your brand voice and craft finely tuned copy that really converts. 

Ready to do away with the blank page and the taunt of the blinking cursor? Schedule a call to discuss your copywriting needs and goals over a cozy cup of coffee. We can’t wait to meet you! 

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
how to improve your writing

How to Improve Your Writing Skills: A Guide By Professional Writers

For people who want to begin improving their writing, for personal or professional reasons, it can feel daunting sifting through all the different resources and “How-To” articles online. 

So, this guide aims to not only be useful for veteran writers who want to really hone their craft, but for entrepreneurs who want to write their business copy, and for anyone who’s just starting to put pen to paper.

10,000 Hours? There’s A Better Way to Become A Good Writer (Or How to Practice Deliberately) 

Have you ever heard that achieving mastery in a skill takes 10,000 hours? While putting 10,000 hours into anything will probably make you an expert, it isn’t exactly necessary for improving your writing skills. 

See, the quality of your practice techniques plays just as important of a role in your growth as the number of hours you dedicate to your skill. If you instead prioritize the skills that will help you see the biggest results from your efforts, you’ll become a better writer that much faster. 

Define Your Writing Goals: Get As Specific As Possible!

So, all this to say – define your goals! 

What kind of writing do you want to create? Are you just wanting to improve your email communication skills? Put together better blog articles? Rewrite your business’s website copy? Or simply learn how you’re feeling at the end of a long day? Of course, there are a lot of other writing goals you might have. But clearly defining these goals helps you create a plan of action. 

Once you have a goal in mind, try to go even deeper. For example, if you feel like you’re always looking for the right word, get familiar with a thesaurus. Or maybe you want to write stronger titles and subject lines. 

Whatever your goal may be, honing in on what you want out of your writing will not only motivate you to keep practicing, but it gives you a sense of direction. This means you can avoid the experience of overwhelm when you start Googling around. 

Are you a solopreneur looking for support in growing your business? Partner with FocusCopy! Together, we’ll explore your goals, eliminate your marketing roadblocks, and help you at each stage of your journey. Arrange to meet for a discovery call today

Adopt A Growth Mindset 

Before we go any further, let’s get the hard truth out of the way: there’s no magic bullet to becoming a master writer in a short amount of time. 

Spanx didn’t just become a $1.6 billion company overnight. It took 21 years to accomplish that. 

Like building a recognizable and valuable brand, becoming a better writer takes practice, time, and effort.

This isn’t to deter you from writing but instead is a gentle reminder that whatever you put into your writing is what you’ll receive out of it. 

So with that being said, embrace the journey! 

Try to accept that improving your writing won’t exactly happen overnight, but remind yourself that you WILL become a stronger writer as long as you keep showing up. By doing this, you’re equipping yourself with a powerful mindset – one that is invaluable for accomplishing your writing goals. 

Even though it’s discouraging at times to not progress as quickly as you’d like, that isn’t a reason to give up completely! A growth mindset acknowledges the reality that everyone grows at their own pace; and that any progress is far better than no progress at all. 

[Related: Tackle The Lies Imposter Syndrome Tells You]

It’s Better To Go Slow Than Fast 

When we want to learn a new hobby or skill, it’s tempting to dive headfirst into as many resources, learning materials, or books as we can. Eventually, your bookmark folders are so full of links and pages you don’t even know where to start. 

You load up on so much information that now it seems like there are too many paths open for you to take and it’s hard to nail the right one down. 

Well, this has a term: it’s called analysis paralysis. When you don’t know what option is best because there seems to be a plethora, your progress in the skill you’re working on slows down dramatically. 

But here’s the thing: you do want to go slow, but not because you’re spending all of your time trying to decipher what you should learn first. 

Consistent, daily efforts are the real goal here. So, try to start with a few strategies instead of many. 

How To Be Consistent

If you’re wanting to write the copy on your website, follow our how-to guide, and write thirty minutes to an hour each day for a week. 

The same goes for any form of writing, though. You’ll improve your writing much faster and more meaningfully if you choose just one thing to focus on each day rather than trying something new every time you sit down to write. While you do want to try new strategies, (more on this a little later), you need a solid foundation first. Practice specific skills every day, and you’ll see measurable results from your work as time goes on. This is another area where having clearly defined goals is also so important. 

When you try to do too much, it can feel overwhelming and impossible to get to the result you’re reaching for. Think about when you were in the high school band, played sports, or any other activity that required you to practice. 

If you were presented with a challenging piece of music, you might have initially been turned off from it completely or felt like you would never be able to learn it. But breaking the score down into smaller parts allowed you to slowly learn how to hit all the notes, tempo changes, and eventually, play the whole piece. 

Improving your writing skills is no different. 

Break it down, go slow, and you’ll be surprised how much your writing develops!  

Find A Writing Mentor 

Even if your mentor of choice is from the last century, studying the work of a writer you admire can have a profound effect on your growth. When you find a writer whose style you’re particularly drawn to, take a step back and think about what it is about their work that you find so enthralling. 

Do they make every word count? 

Can they seem to breathe life into the smallest of details? 

Does their writing light a fire inside of you? 

Whatever reason it may be, something is pulling you to their work. Try to uncover what it is, because once you figure it out, the reason speaks to what kind of writer you want to become. 

It doesn’t matter if you’re writing poetry, short stories, or putting together an email campaign for your eCommerce business – collecting samples of writing you love and that inspires you is key for not only your development as a writer, but for your motivation to keep showing up and putting words on a blank page. 

Understand Your Audience 

If your audience is just for you and you alone, then that’s okay! But if you’re writing for your own business, it’s helpful to understand who your audience is. Because once you know the language your audience speaks, you can write directly to them!

So, dedicating more time to studying your target audience’s problems, wants, and needs will give you a stronger foundation for writing copy that resonates.  

The Art of Self-Editing

While you could consider self-editing less important to improving your writing than, well, writing itself, self-editing is a fundamental skill every writer should hone. 

Editing your own work can be challenging. Mostly because as writers, we can be invisible to our blind spots. There might be areas where our writing falls short of our goals and expectations, or there are parts where we just aren’t as clear as we should be.

Learning how to self-edit is about teaching yourself where your weaknesses might be or showing you the places where you can improve and become a better writer that much more quickly. Because if we don’t know where we might be struggling, we could continue to make the same mistakes over and over again. So understanding where you are and where you can improve is like equipping yourself with a personalized manual on how to reach your writing success. It’s also helpful to remember that a first draft will almost always need refining. But you have to have a draft to start with first! 

How do you become a better self-editor? 

Read Your Writing Out Loud! 

Reading your writing aloud is perhaps the single best editing strategy a writer can practice. When you read your writing out loud, you catch punctuation or spelling errors much more easily, and of course, you can hear how your writing sounds. 

This is especially helpful because when you read something out loud, it’s almost as if you’re reading it as the reader and not the writer. It allows you to experience your writing with a fresh perspective. You’ll be able to catch where the writing sounds awkward or gets jumbled up or where sentences carry on far too long.

Print Out Your Writing 

If you mostly write using your computer and keyboard, try printing out your work. In the same way that reading aloud can give you another perspective on your writing, so can holding a physical copy of a document. 

Printing your work out allows you to make marks on the page, which engages your editing skills. It’s also an incredible tool for organizing your writing. Instead of scrolling up and down a page, cutting and pasting sections until they’re organized logically, being able to refer to each paragraph instantly can help you put the pieces together. 

Done Is MUCH Better Than Perfect 

Though self-editing is a great skill to pick up on as a writer of any level, try not to get too carried away with the revising process. It can be surprisingly easy to keep editing your work and rewriting sections, hoping to get everything just right – until you’ve spent much more time on the piece than you intended. 

So, all this to say, try to put in a hard deadline to finish the piece. 

That way, you’ll actually hit “Publish”! 

Write In A Different Genre Or Format

Challenging yourself to write something completely different is a great way to spark new inspiration and creativity. By branching out to different writing styles or content pieces, you could end up finding new ways to express yourself.

When you experiment with new genres, you’re actively broadening your writing knowledge. This allows you to pull from a variety of different styles to create unique pieces. And, this helps you refine your own style as well.

Need to produce a wide variety of content for your audience? From well-researched blogs to engaging email campaigns, FocusCopy can produce content that will build your community, and help scale your business. Contact us to learn more about our services

Read: The Real Secret to Improving Your Writing 

Reading is the number one habit any writer can practice to see their writing grow. No matter what kind of writing you want to improve in, there is content available to read! 

From movie scripts, literary novels, Social Media ads, promotional emails, and more, when you read the content you want to create, you’ll start to pick up on how different writers approach the writing process. You’ll also learn new words, refine your punctuation and grammar, and get a sense of how to create a writing voice. 

So, pick up a few books or start collecting pieces of writing that you like and save them for your reference! 

Hand-Copy To Learn Copywriting

When you were first learning how to draw, did you ever trace pictures? It can be a helpful tool for learning how to draw because you can get a sense of how to form shapes or lines. 

Well, hand-copying writing is very similar. When you hand-copy a piece of writing, the goal is to slow down and consider each word that the writer is using. 

This exercise is best done by hand with a pen and paper because writing by hand helps you remember the information you’re copying down. Think of hand-copying writing as a way of taking notes like you would in class.

Ready To Craft An Authentic Digital Storefront With FocusCopy?

Whether you’re building your business from the ground up or transitioning away from traditional brick and mortar to the online space, having a professional website is crucial to your success. With our website writing course, you’ll learn how to outline, brainstorm, and write copy for your website that connects with your target audience. Explore our resources here.

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does your business need a content writer

Does Your Business Need A Content Writer?

Business owners of all kinds deal with a variety of problems. You cut checks for employees, talk to clients daily, and go the extra mile to keep yourself on top of numerous responsibilities. But how are your marketing efforts going?

Even the most composed CEOs feel overwhelmed when it comes to writing for their business. On occasion, you may even feel burnt out and uninspired. Writing is time-consuming, tedious, and takes plenty of planning. You might truly feel you don’t have the time for it all! And that’s okay. There’s an entire world of content writers out there to help you define your goals and put your ideas into action.

There are blog posts, press releases, email marketing campaigns, and countless other forms of communication – it’s a lot to deal with. But hiring a content writer for your business could be the key to elevating your success (without blowing your budget). 

We’ll walk you through topics to think about when making your decision to hire a content writer. We’ll even show you what to look out for before you hire one!

Need a content writer for your business? Schedule a chat.

8 Signs Your Business Needs To Hire A Content Writer

You might think content writers won’t be available to handle your small to medium-sized business. Actually, content writers are more likely to work with private companies rather than public ones. This is great news for you because there are plenty of writers out there who are interested in earning your business. 

Especially if you experience any of the following…

1. Writing Anything Is Your Worst Nightmare

Many of our clients say they simply hate writing. And that’s okay! We get it. We love what we do. But even we aren’t always best friends with writing every second of the day. Some of the most common concerns our clients face before passing on their writing projects include:

  • No time to write
  • Don’t know how to write well
  • Obsessed with perfection
  • Afraid someone else’s writing won’t sound like them

Sound like you? It’s time to talk to the copy baristas at FocusCopy to solve the problem.

2. Your Backlog Of Projects Keeps Piling Up

Again, time is typically the enemy here. We have clients who are so focused on their end goal, they lose track of their initial writing tasks. You’re probably too busy and falling behind on important deadlines. Or (even worse) you find yourself making promises to clients without a plan for your deliverables in place. None of this means you can’t accomplish your goals. But with a content writer, you can turn a lack of structure into a timely schedule.

3. There Are No Resources When You’re Falling Behind

You need fresh content. But you don’t have anything ready to go. This is why it’s crucial to have extra work or even older writing that’s reusable. You should have a working log of blogs, social media posts, and other evergreen resources you can use when you’re short on content. That way, your material is still valuable while saving you time when work or life gets hectic.

4. Visits To Your Website Are Lacking

Have you checked your SEO rankings lately? Even more simple, have you googled your business to see where you stand? 

Looking into your ranking opens the discussion of whether you need a content writer for SEO purposes. If you’re not targeting certain keywords or phrases, chances are your competitors will. A content writer who’s familiar with SEO can research and create copy with your SEO objectives in mind.

5. You Have No Idea What Your Audience Wants

Your message sounds as though it’s getting lost in your writing (or someone else’s). This is a huge problem because B2B buyers are 50% more likely to make a purchase when they feel an emotional connection. What now?

It’s time to refine your audience. It’s okay to take a step back to the basics and ask yourself who you’re speaking to and why they should care. Think about and jot down who your audience is and how your business benefits them. How does your company make their lives easier? Once you’ve nailed down who your audience is, you can concentrate on the clarity of your message. 

6. Your Type-A Personality Isn’t Getting The Job Done

Perfectionism is a wonderful trait to have in several aspects of your life. Chances are, you aced studying in school and you’re the main point of contact when planning a trip with your friends. But when it comes to writing, perfectionism can get in the way and prevent you from publishing your work. With a ton of drafts sitting in your drive, you may as well not be writing at all.

It’s hard to let go and trust someone else with your brand. But if you work closely with a content writer, you’ll be surprised at how much they can do for you that you haven’t been able to do for yourself.  

7. No One Else On Your Team Can Take Over

Your team is swamped, and no one has an extra hand to lend. Plus, one of your employees is on vacation and another is out sick. Hiring a content writer doesn’t guarantee someone is on call 24/7. But by working with an experienced content writer, you’ll get a master of time management who meets deadlines and takes critique as though they were born to complete your projects.

8. You’re Getting Drowned Out By The Competition

Drowning in the competition? There are several other aspects of writing that help boost your website to the top. A simple long-form blog won’t push you to page one anymore. Additional aspects such as search engine optimization (SEO), meta tags, readability, big benefits, and so much more affect your visibility. Content writers know this and will integrate each aspect into everything they write to stand out from the competition.

A Checklist For Your (Potential) Content Writer 

Here are some things to look for when hiring a content writer…

Experience & Range

If you can find a content writer who has experience writing in your industry, that’s great! Otherwise, find someone who has a portfolio that shows their range and ability to work across different industries.

Understand Their Process

A good content writer will know the tools, techniques, and other resources needed to create quality content. Get a feel for how they operate and find out if it’s a fit for you.

Set Clear Goals & Expectations

Let potential writers know what you’d like to achieve and what you expect them to do along the way. Are you a fan of self-editing? Tell them. Will you have several quick deadlines? Be honest and upfront about your schedule. The more they know, the more they can do to help.

Request Referrals & Read Reviews

Find out who else they’ve worked with and ask for referrals. Get a feel for who the writer is in a professional or personal setting to see if they’re someone you’d like to work with.

Discuss A Budget For Your Business

Have an open conversation and talk to potential content writers about your budget. You may be surprised at what a content writer can do even if you’re unsure whether you can afford one.

Does Your Business Need A Content Writer? You Can Find Hot & Fresh Copy Right Here

We understand business owners’ challenges. It can be hard to let go of even a singular part of your business. Nevertheless, hiring a professional writer helps get the work done. There may be a learning curve. However, a great content writer will deliver what you need right on time. If you’re consistently catching up on your own work, hire a content writer and have it done for you.

Ready to make a move towards consistent content? Schedule a meeting with me today.

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content marketing tools

7 Content Marketing Tools To Reach Your Ideal Audience

You’ve spent hours of your life coming up with business and content ideas to get your brand out into the world. But how do you go about marketing your content so your target audience will actually see it?

This is where content marketing comes into play. Since content marketing has such a huge role in the success of your business, you better believe companies have created tools to get the job done. 

To help you establish your brand and get your message to the masses, I’m sharing the tools we use to manage our own content marketing. After all, how did you hear about FocusCopy in the first place?

Tools We Use To Manage Our Content Marketing

The best content creation in the world is mute without successful content marketing tools and strategies. So let the world see and hear about your business. 

PandaDoc Makes Tracking Proposals & Contracts A Breeze

When you’re creating content for a client, it’s typical to send for approval before hitting publish. PandaDoc simplifies that entire process. 

Whether you’re sending proposals, quotes, or contracts, PandaDoc helps to track documents and makes e-signing a breeze. Being able to save templates, and edit them as needed, means we can sign on new clients and make new deals seamlessly. 

With its certified signature page, you can rest assured that your contracts are official and binding. Plus, it makes e-signing a simple process, no matter where in the world you may be. 

Wondering how to use your own voice to get your brand out into the world? FocusCopy can help. Reach out today to learn how we can write copy in your voice and take the task off your plate.

HubSpot Keeps Client Management In One Place

The great thing about my favorite content marketing tools is how they work together!

For instance, HubSpot integrates with both PandaDoc and Google Workspace. It’s a one-stop-shop software for client management. 

Not only does it pull in the documents I create in PandaDoc, but it also tracks my Gmail communications with the clients. So rather than searching my email every time I need to reference notes, I can just log in to HubSpot!

In addition to having all client communication in one place, I can easily review all documentation and contracts in the same place, too. It’s a win-win for tracking client progress and having everything I need in one spot.

Moreover, clients and potential clients can schedule meetings through my HubSpot link. Because it connects to my Google Calendar, it acknowledges times when I’m busy and recognizes availability in my schedule. Another thing that I love, it ensures I have a 30-minute buffer between meetings. If you’ve ever found yourself with 9 hours of back-to-back meetings, you understand that those breaks are necessary!

ClickUp Helps Keep Tasks On Track

As your business grows, it will get more difficult to keep track of the to-do list in your mind. That’s why using a task management tool, like ClickUp, is so helpful. 

ClickUp allows you to customize the tracking phases of each task. Additionally, you can assign team members to different tasks and include all of a project’s documents in one easy-to-navigate location. With features such as time tracking, we know exactly how long it takes to complete each task. This allows me to analyze my team members’ strengths and know where they may need help in other areas. 

Like I mentioned above, I love how these tools work together. ClickUp connects to Google Workspace, which allows me to send emails via ClickUp.

Furthermore, we can create entire processes to meet our exact needs. For example, our clients who are on a retainer basis can upload documents directly to ClickUp. It keeps everything in one place and our productivity thriving. 

Not every business owner has the time to dedicate to writing copy. That’s where we can help. Contact FocusCopy today so you can get back to focusing on what’s most important. 

Google Workspace Elevates Collaboration

Google has come a long way from just being a search engine. Formerly named G Suite, Google Workspace makes creating, collaborating, communicating, and tracking documents simple.

Users can access the same documents in real-time, offer suggestions, leave comments, and even tag others in for review or questions. Additionally, Google Workspace can link to HubSpot and ClickUp.

Moreover, through Google Workspace, we can manage permissions allowing only who we want to have access to certain documents.

While Google Workspace offers so many services, it’s a safe bet that you can work with the basic package. It’s filled with familiar layouts that are easy to learn and use. So start small, and adjust as your needs grow.

Google Drive 

The days of saving everything directly to the computer are over. Google Drive is a cloud storage service that allows users to save and organize files and documents. It’s simple, secure, and accessible from anywhere with an internet connection. 

Google Calendar

The calendar that keeps my world in order! With its ability to link up to both HubSpot and ClickUp, I never miss a beat. Plus, team members can view each other’s availability making in-house meetings easy to schedule.

Google Meet

Everyone has been on Zoom at some point by now. But did you know if you already have Google Workspace, you don’t need to pay for Zoom or Slack for that matter? It has all the functions of Zoom, but it’s easier to use, and you likely already have access.

Google Chat

Very similar to Slack, but without the cost, Google Chat keeps the FocusCopy team in constant communication. We set up our Google Chat to be like Slack. Our favorite functions include private messaging, group threads for each client, and the ability to set up Google Meets immediately within the chat. 

Google Docs

There’s a good chance you are familiar with Microsoft Office, and if you are, you’ll realize quickly that Google Docs works just like Word. From the layout to the functionality, it’s a seamless transition. However, there is an added benefit of being able to send documents to clients for review. We typically set client permissions to comment only to make sure we get their feedback on deliverables without worrying about permanent changes being made accidentally.

WordPress

WordPress is by far the easiest content management system (CMS) on the market. While many startups like to use Wik and Squarespace, there is a huge benefit of using WordPress instead. For starters, you actually own your website and have the ability to switch hosts. With the competitors mentioned above, you risk losing your site if you miss a payment. 

Additionally, WordPress is known for its great blog posting function, which we obviously love. And there are millions of themes to allow users to customize their sites exactly how they want. 

Did I mention how user-friendly WordPress is? I’m no website developer, but I can navigate website development on WordPress with no issues. If Lauren the Copywriter can handle website devo on WordPress without calling the IT guy, so can you!

Elementor 

There are a ton of page buildings out there, including Divi, Beaver, Oxygen, and so many more. But Elementor is by far my favorite – plus, it works with WordPress! 

With Elementor, your website will look both custom and professional. Plus, you can make changes at the drop of a hat. After all, you need to update your website copy frequently to keep it relevant and effective. 

Another great part of Elementor is the community support. We’re considered experts in this community and field questions of other users pretty often. Sometimes, that human-to-human help and advice can make a world of difference. 

Yoast SEO

WordPress has made using plugins so easy that they work seamlessly together. The FocusCopy team uses the Yoast SEO plugin to ensure our content always meets the highest technical SEO standards. 

The world of SEO is constantly changing, and we want to make sure we’re keeping up with the latest updates. This is just one way we ensure our clients’ content is steadily climbing the Google ranking ladder. 

Let FocusCopy Manage Your Content Marketing For Real Results

Does running your business take up all of your time? We understand, and we can help.

For busy business owners like yourself, running the business and getting your message to your target audience are two separate jobs. We help people just like you by creating copy in your voice to help establish and grow your brand. Ready to see growth while reaching your ideal customers? Contact FocusCopy today to get started.

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power words that sell

These Power Words Will Evoke Emotion And Make Sales

Copywriting is so much more than typing out a string of words. It influences the human mind and evokes emotion that encourages readers to take action.

Whether that action be to subscribe to an email newsletter, follow a brand’s social media accounts, or ultimately make a purchase – aiming readers in the right direction takes finesse.

All this to say, words are important. Incorporating the right words into your copy can lead to success. Whereas using the wrong words may dissuade a reader from taking action and never convert them into a paying customer. 

At FocusCopy, part of our process is to use power words that sell. Because our success lies in our clients’ success.

Understand The Psychology Behind Power Words

Words are powerful and can strongly influence a person’s life. Moreover, a single word can have a drastic impact on an entire conversation. 

So how do you know which words to use in your copy to reach your goals?

It takes practice, empathy, and a human outlook. At the end of the day, your goal is to invoke emotions that will persuade your audience to take action.

Use These Words To Keep Your Readers At The Forefront

Vague statements directed to every soul on earth don’t invoke much emotion. Use these words to address your specific audience and really bring your reader to the center of your communications.

Are you wondering when you’ll find the time to write copy, much less – include the power words you need to sell your service or product? Contact FocusCopy to find out how we can write copy in your voice to reach your target audience.

You. 

Yes, using the word “you” lets your reader know you are talking to them directly. As a business owner, making the copy about the reader’s wants and needs is critical to building rapport. And using “you” in your copy will bring your reader to the center of your story.

Reader’s Name.

Dear Lauren,

I’m happy to have you here to learn how xyz can not only help you reach your target audience but also help convert them into clients…

OK, I’m interested! First of all, I assume right off the bat that I gave them my information. Once I confirm that this writer didn’t just buy my info from the dark webs, I continue to read their message. Overall, I feel seen as a customer.

We. 

When used correctly, the word “we” can portray a partnership. For instance, “Together, we will get to the root cause of your chronic symptoms to find long-lasting results that work for you.” 

Tips. 

Everyone wants access to insider tips from the experts in their field. If you’re in the business of IT Security, consider blog titles such as “5 Tips To Improve IT Risk Management” or “10 Tips To Prevent A Data Breach”. Not only are these topics that non-IT experts search for on Google, but they are sure to get clicks because people want to protect their businesses and personal data.

Proven. 

Before making an investment, don’t you want to know your money is being spent wisely? We can boast about the incredible benefits of every product and service known to man. However, proven results are the clincher your readers want. 

Success. 

Everyone is looking for successful outcomes in their endeavors. Do you have a service that could help clients’ businesses reach their goals more effectively? If so, then you are in the business of helping other people find success.

Amazing. 

Good, great, wonderful! All these words convey positivity. However, don’t be afraid to boast that your product or service can yield results that will leave the reader feeling amazing.

Save. 

While there are people in this world who care much more about ease than cost, there are far more who care a whole lot about saving money. If your business provides cost-efficient tools for your readers, let them know they can get great results while saving money. I know I’d be interested!

Free. 

To piggyback off of savings, many, many people will opt to try anything free. Why not? No harm, no foul on the consumer if they’re not reaching into their wallet, right? Plus, as long as what you’re offering for free has value, it may just convert some samplers into longtime paying customers.

Simple.

What are we as humans if not constantly striving for simplicity? Fashion choices aside, when it comes to improving our lives, no one wants complicated or complex products or services. 

Long-Lasting Results. 

Results are one thing, but long-lasting results are an entirely different animal. While a myriad of industries can use this, it’s especially true for anyone in the health and wellness world. There are a million and one diet fads out there, but we all know the results only last as long as the diet. It’s those real lifestyle changes that are simple to incorporate and promise long-lasting results that keep people’s interest.

Emphasize Pain Points With These Words

Understanding the pain points of your target audience is key to reaching them on a human-to-human level.

Do you have a clear understanding of your ideal customers’ pain points? If not, then reach out to FocusCopy so we can write copy that will truly show how your product or service can alleviate your audience’s struggles. 

Failure.

While this word is a little harsh on its own, if used correctly, failure can invoke vulnerability from both the writer and reader. Statements such as, “I was running myself ragged to be everything to everyone, yet at the end of the day, nothing was working, and I felt like a total failure.” Ouch! Right? But, we’ve all been there. Whether it be that voice in our head or those of critics – as humans, we have a fear of failure that can either hold us back or propel us forward. 

Vulnerable.

Brene Brown has made a substantial impact in this world by removing the stigma of vulnerability. She defines vulnerability as uncertainty, risk, and emotional exposure. It’s a powerful word that reminds us that to be successful, we must put our vulnerable selves out there, risking failure yet hoping for the best. 

Devastating.

Evoking emotion tied to your audience’s pain points means you must empathize with their struggles. If someone has been through anything devastating – loss of data due to a breach, a difficult family situation, or even the death of a loved one – these can all be considered devastating. 

Stress.

It doesn’t matter who you are or where you are from – we all feel stress in our lives. Whether you’re coming from a wellness point of view or discussing the stress of living through a tragic event, it’s something we can all relate to. 

Induce FOMO With Words That Highlight Urgency

The fear of missing out is something we can all understand. Even if we’re not the ones to jump on the bandwagon, we still want to stay privy to what’s going on around us. 

Limited.

Do you have an offer that’s limited by time or quantity? If so, then be sure to tell your audience! There’s nothing like the risk of having something slip through our fingers to make a choice to move forward.

Deadline.

An early-bird deadline to sign up for exclusive offers or savings will for sure get your most interested audience members to take action.

Last Chance.

If anyone in your audience has the slightest interest in what you are offering, then it’s only fair to give them that one last chance. 

Expires.

Ewww expiration – that can be a scary word if you’re thinking about the food in your fridge. But it can also invoke emotion to take action before it’s too late and your audience misses out on the fun. 

New.

We all have that friend who always has the latest model or edition of everything, and it’s normal to feel a little jealous. So imagine if you are offered the newest edition of something you want. Wouldn’t you be intrigued to give it a try?

Let FocusCopy Take The Task Off Your Plate

Running a business is no small feat – it takes time, money, and energy. If you’re too busy focusing on the inner workings of your business, let FocusCopy take over your task of writing copy.

Websites, blogs, newsletters, social media, and so on are all crucial to the success of your business. However, they each need to contain content that is effective in converting readers to paying customers. At FocusCopy, we hone in on your brand voice to create content that your audience will recognize but will also grow your business. Ready to get started? Reach out to FocusCopy today!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Indoctrinate New Prospects

How To Indoctrinate New Prospects Into Your Brand

As a business owner, do you indoctrinate new prospects as much as you hustle to market your content to the right audience?

When running a business, converting your audience into paying customers is key to turning profit and growing your brand. This is what we call the indoctrination process, and it’s all about nurturing your leads.

Don’t forget to indoctrinate new prospects into your brand. This portion is often skipped; however, it needs to stay at the forefront of your marketing. From the lead magnet that prompted a lead to give you their email address, that welcome email that locks in their interest, all the way to following up after a purchase is made. And don’t forget about your website copy, blog content, exclusive offers, and so on. 

2 Steps To Indoctrinate New Prospects Into Paying Customers 

Indoctrinating new prospects starts with the lead opting in with their email address.

Next comes the welcome message, but it doesn’t end there. 

Welcome Your Lead Into Your Business’ Culture

You’ve done something right so far because a lead has opted in to receive your emails. But we all know how emails go. If it’s not done right, then we quickly hit unsubscribe because we don’t want an irrelevant chain of emails clogging our inbox. 

So how do you capture your audience’s attention and get them excited about what comes next?

On top of writing copy that represents your unique brand voice, your friends at FocusCopy write in a way that will indoctrinate your leads into your brand. 

Because at the end of the day, what good is great copy if it’s not converting leads into paying customers?

Are you wondering, “What is my business’ culture?” Let FocusCopy help you engage your audience with your brand specific voice through effective copy. Reach out today!

Introduce Yourself In A Relevant Way

So this takes a bit of finesse. You want to introduce yourself – but in a manner that is relevant to your product or service. 

Talk about who you are and how your business exists specifically to make your customers’ lives easier. 

However, you also want to keep it fun, light, and engaging. After all, people want to feel like they’re communicating with a person – not a bot.

Furthermore, this email might contain that special offer your audience opted in to receive. So make sure you include that piece of value. 

Then, to finish it off, give your audience a little taste of what they can look forward to with your future emails.

Focus On The Prospects Wants & Needs

In your next email to your lead, let them know that you understand their needs. They wouldn’t have subscribed in the first place if there wasn’t something that sparked their interest.

So the key here is to keep that momentum going while offering value to their own life or business.

To do this, you want to focus on their pain points and the solutions you provide. 

For instance, consider a hypothetical health food company, Raspberry Blue, that is pushing their new beverages. It’s no secret that there are tons of competing businesses out there. So this (fictitious) company needs their audience to understand why their product is the best option.

How do you do this? Tell them the benefits!

Raspberry Blue has been shown to improve cardiovascular health, give you that pep of energy to get through your day, and is a healthier alternative than your mid-day snack. Did we mention their drinks are low in calories, contain no added sugar, and are ultra low in sodium?

Bam! 

If you’re in the market for healthier alternatives due to a recent diagnosis of high blood pressure, wouldn’t you want to at least give it a shot?

We definitely would!

Show Your Prospect How Your Business Will Improve Their Life

By now, you’ve introduced yourself and your business. Most importantly, you’ve empathized with your audience’s pain points on a human level. 

Now, it’s time to really show your prospects how your product or service will improve their lives. 

Give examples, provide testimonials, heck – you may even offer a money-back guarantee. Because at this point, if they’ve opened and read 3 whole email newsletters, then you’re definitely doing something right. 

And like all communications, point your lead in the direction you want them to go. Whether that’s Order Now! or a link to your product or service page, make this next step easy. Tell them where to go and provide a direct link.

Don’t Leave Your Leads Out In The Cold

Here’s where we see business owners fumble the most. 

You’ve created content, utilized marketing tools to reach your target audience, and they are engaged! The proof is in the opt-ins to receive your emails.

Moreover, you’ve been sending them newsletters with value. They know you, they know the benefits of your product or service, and while they haven’t made a purchase yet, they haven’t hit unsubscribe. 

While you don’t want to bug them with a ton of emails and texts, you also don’t want to leave them out in the cold. 

This is where your conversational content keeps you looking human and your leads interested. Just because they haven’t given you their money yet, doesn’t mean they won’t.

Maybe they’re budgeting their next quarter, or maybe they just need a little more convincing. Either way, don’t give up on your leads. 

If running your business is leaving you no time to create consistent and effective copy, then FocusCopy can help. Through our services, you’ll be able to capture the attention of your ideal customers with value-laden content that will convert. Reach out today, and we can talk over a warm cuppa.

Continue Nurturing Your Leads With Value-Driven Content

The same care you put into your email newsletters should also go into every piece of content you create.

This means website copy, blogs, social media, texts, direct mailers, and so on. Stay in touch and stay relevant. 

Furthermore, if your audience is reaching out, despite not being paying customers, continue to engage. Doing so builds trust and credibility.

That being said, we’re not telling you to offer your services for free. But you can answer questions and give pointers. If the requests are encroaching on the services your business provides, direct them to receive your services as a client. And let them know why!

With a paying customer, you’ll be able to devote a whole lot more attention, and you’ll be personally invested in that person’s success. But again, it takes finesse. 

Continue to show up in their inbox with intriguing newsletters that contain backlinks to blogs to your website. Not only will well-written blogs with SEO improve your Google ranking, but you’ll be continually offering something of value that is relevant to your ideal customers. 

Need Help Indoctrinating New Prospects Into Your Brand?

Don’t fret! 

Your friendly copywriters at FocusCopy would love nothing more than to discuss your business goals over a warm cup of coffee. We help entrepreneurs just like you narrow in on your brand voice and utilize our tools to establish and grow your brand.

So whether you don’t know where to start or just don’t have the time, you can still reach and engage your target audience. After all, if you’re not indoctrinating prospects and converting leads into paying customers, how will your business become the success you envision?

Ready to put an indoctrination process into your marketing plan? Grab your cup of joe and contact FocusCopy today!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
managing your content calendar

A Step-By-Step Guide To Managing Your Content Calendar

You wake up on Monday, ready to start managing your content calendar. You take a sip of your favorite coffee (or tea) and breathe. Then, you decide today’s the day you’re going to get it all together. You open your calendar, and it hits you. 

It looks like a mess! Where do you even start?

Right when you start to organize, you remember a client meeting you have in 10 minutes. At this point, it’s easy to let the idea of planning go and move on. But then you’re back at square one every following morning. It becomes a pattern that you don’t know how to stop.

Don’t give up yet! There are steps you can take to reach peak efficiency and productivity. You can find a way to crack down on managing your content calendar – no matter how many meetings you have. 

Even if you don’t have the time, we do! Hire a copywriter to help create your business’s content.

10 Steps To Managing Your Content Calendar

Take each of these steps at your own pace. It’s essential not to feel overwhelmed while you make changes to your content management process. Loading up on too much can leave you feeling burnout and unmotivated to follow through.

1. Applications To Use For Improved Prep & Planning

Today, there’s an app for everyone! Regardless of what industry you’re in, everyone from social media managers to engineers can use these tools.

ClickUp

This project management app has everything you need in one place. Delegate tasks, track progress and even insert documents, pictures, and so much more. ClickUp is popular with marketing and advertising pros, IT teams, and project managers.

Monday.com

A nod towards the beginning of the workweek, monday.com is an app with plenty of templates for every industry, business, and team. People like it because it’s ultra customizable and has in-app automation. This app is good for growing businesses, enterprises, and small businesses.

Hive

Program managers and even attorneys like Hive. Why? Because it’s a visual project and time management tool that keeps things organized. Users note that it even saves time on billing.

2. Utilize App Features For Your Benefit

Don’t be afraid to dive into whatever project management tool you use. Explore all of the features that your app has to offer. You don’t need to use every feature, but experiment to find what works best for you. Hate the way your dashboard looks? No problem! Most applications are easy to alter without changing the settings for everyone.

You can find a video on YouTube to walk you through using the app and find what you like. Features like color codes can highlight the client you’re working on, which stage in the process you’re at, or pinpoint your task among many. And don’t forget to use your calendar to ensure you don’t miss a thing.

3. Organize The Old School Way

Physically writing your notes helps you remember and understand better than typing them up on a laptop. This doesn’t mean you need to write everything down, but there are some classic tools you just can’t beat, like a notebook.

Additionally, use sticky notes for ideas or notes you need to jot down quickly. If you allow too many of them to pile up, you’re more likely to take a look at them to clear them out.

Also, it’s important that you don’t leave out a handy desk calendar. Yes, you can still have all of your meetings recorded online. But let’s face it, computer and mobile alarms fail! So, it’s helpful to write it down and increase your chances of remembering it later.

4. Map Out Your Content Ahead Of Time

Plan ahead and make your life easier by having the following information ready to go.

  • Your Industry
  • Products or services
  • Strengths and goals
  • Social platforms you plan to post on

That way, the content can flow out of you, and you’re already on top of your publishing schedule.

5. Prioritize To Avoid Feeling Overwhelmed

Prioritizing goals is a must for any industry – delegate responsibilities wherever they need to go. If you’re a perfectionist or even a people-pleaser, assigning duties is tough. Talk to your people and ask if a task fits in with their workload. Set reasonable and defined goals for yourself and others to avoid feeling like you have to do it all.

6. Treat SEO As A Separate Task

Don’t lump your search engine optimization (SEO) tasks into your writing tasks. Not only is there a chance you’ll skip it, but SEO should be its own assignment. You don’t want to rush the process of searching for keywords. Additionally, you should allow yourself time to compare, do a little research, and give your content a better chance to rank higher than other pages. 

7. Ensure Your Team Is In The Loop With Open Communication

Errors and mistakes happen, but you don’t want them to become part of your regular routine – especially if a lack of communication causes these mistakes. Diminish the chances of making a copy fail by keeping the conversation open with your teammates. If you have questions, ask! Check-in with your colleagues, so you’re all on the same page.

Doing so keeps everyone involved in your process as you go.

If you need a content writing team in your corner, we’re here to help!

8. Keep An Eye On The Workflow

Don’t lose track of where you are on a project. Think about adjusting certain calendar settings that can help you keep up. Using features like weekly views and time slots will help you remain aware of which phase a project is in. However, avoid going overboard and onto the extreme micromanagement side. Finally, stick to deadlines, so you and your team don’t fall behind.

9. Leave Room In Your Schedule When You Need It

We’ve all overbooked our planners on the self-made promise of… I can absolutely get all of this done today.

But how’s that going for you so far?

Spread out your workload, remain within client deadlines, and keep your clients happy. But more importantly, leave room to breathe and make yourself happy, too.

10. Have Extra Content Ready To Go Just In Case

Missing information, unreachable clients, and emergencies happen. So work every month and get ahead of the game! Create evergreen content (for your business and your clients) like blogs, newsletters, and social media posts. That way, they’ll never age out, and you can use them to fill in the gaps when you’re behind on regular content.

Talk To The Team At FocusCopy For Your Next Project

We know managing your content calendar is important. Clients appreciate the extra effort, and that effort allows the work you produce to truly shine. We know because we’re always working on multiple projects at once. Without processes for content management, we’d be lost!

Looking to partner with a group of content writers for your next task at hand? Give us a shout!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
B2B copywriting

How Is B2B Copywriting Helpful For Businesses?

No matter the industry or product, every business can gain from copywriting. From bringing in organic web traffic to actually persuading customers to take out their wallets, copywriting helps businesses connect with their audience and create brand authority. 

Of course, copywriting does even more than this.

But for businesses who sell directly to other businesses, it’s essential to know how to write B2B copy. 

How Is B2B Copywriting Different From B2C Copywriting? 

While B2B copywriting (or business-to-business) is different from B2C copywriting (business-to-consumer), they share similarities. Copy should always be precise, focused, and engaging. A writer’s ability to convince a reader to take action is a key part of any marketing strategy’s success. 

However, B2B copywriting is different from B2C primarily because of the projects a B2B writer produces and the audience they target. 

For example, B2B involves selling and marketing to other organizations or businesses. B2C, on the other hand, markets straight to consumers. As you might imagine, a copywriter’s approach to these two audiences can look quite different. 

Audience & Tone

Different audiences connect with certain marketing languages and advertising.  Think about the last time you were shown an ad for a product that just wasn’t your thing. 

We all have different needs.

We all have different problems. 

So, it makes sense to say a product that’s marketed to other businesses will probably be less relevant to a consumer audience, right? 

The biggest difference between copy that’s written for consumer audiences versus businesses is the tone of the writing itself. 

While B2C copy uses a lot of pain points and emotions to build a connection with the reader and persuade them to take action on your offer, writing for a B2B audience requires a stronger focus on how the product or service impacts the business (usually time, profitability, or operationally). 

You don’t want the copy to sound like a car manual (or, maybe you do!), but you do want it to include enough data, information, and logistics on how your product or services is helpful for a prospect to reach out. 

While in B2C copywriting, your target persona could be dog owners who want safe leashes.

In B2B, you could be writing for software programmers who have a ton of experience in their field.

Can you see how your copy could be different between these two groups? 

All this to say, think about who you’re writing to. You aren’t writing to a robot that is the total embodiment of a business – you’re still writing to a human who works at the company. They may just have different goals and needs than your B2C audience.   

Here’s how the two forms of copywriting compare: 

B2B CopywritingB2C Copywriting
Logical (must make business sense)
Educational 
Technical but not too technical
Professional yet personal
Pathos 
Conversational 
Eye-catching
Trendy

But don’t confuse B2B copywriting for something boring. 

What Are The Goals Of B2B Copywriting? 

Although the style and process of B2B and B2C copywriting differ, their goals remain largely the same: to close sales, bring in more customers, and create brand loyalty. However, the way in which B2B copywriting achieves these goals is not the same as B2C. While content projects may be similar or have some overlap, the content of the projects themselves will have some variation.  

Looking for a team of writers who can speak your audience’s language no matter the industry? Sign up for a virtual cup of coffee with FocusCopy so we can talk about your marketing goals. 

Reel In Organic Traffic 

In the same way B2C copywriting can help drive organic traffic to your website, B2B copywriting strives to do the same thing – its focus is just on the type of traffic you’re bringing in. 

Through SEO-optimized content, brand awareness strategies, and email marketing, B2B copywriting is still trying to get businesses interested in your product or service. 

The kind of content B2B writers produce for organic traffic may contain the following: 

  • Blogs 
  • Ebooks 
  • Social media posts
  • SEO landing pages
  • Direct mail 
  • Press releases

Convert Prospects 

Of course, B2B and B2C share the same main goal – to close sales!

B2B copywriting does this a little differently, so the content produced for their bottom of the funnel (or BOFU) will usually contain information-packed pieces like case studies or white papers. 

Sealing the deal often requires a B2B copywriter to thoroughly address each detail about the product. The decision to buy isn’t made by just one person, but often by a team within a business. So a B2B copywriter needs to be attentive to details and able to clearly communicate each feature of a product. All while backing up their claims with real data.

Content a B2B copywriter will produce at the BOFU: 

  • Reports
  • Case studies
  • White papers 
  • Brochures 

At FocusCopy, closing more sales for your business is our priority. Find out how we can help you grow by scheduling a discovery call

Build Lasting Relationships With Customers 

B2B-focused content also aims to help you connect with your clients and establish a long-term partnership. Including detailed manuals for your products, user guides, or even creating FAQ pages allows you to build trust with your clients after they’ve made the purchase. 

This is another area where B2B and B2C are quite similar. You want to ensure that a customer feels taken care of at each point of the marketing funnel. You can’t just sell a product without detailed instructions and expect a customer to feel satisfied with their purchase.

At this point, they should know how your product can solve their problems. But customers will want to be able to easily find guides on how to actually use your product. 

So, set your brand up to create loyalty with educational, in-depth material. That way, clients will continue to return to your business for years down the line.  

Here’s the type of content you’ll want to create: 

  • FAQ pages
  • User guides
  • Testimonial videos
  • Q&A / Demonstration videos 

Industries That Need B2B Copywriting

Several industries can benefit from B2B copywriting. 

From email marketing companies like Mailchimp to medical equipment manufacturers selling machines to hospitals, the B2B copywriting world is quite large. 

Here are examples of businesses that would market themselves directly to other businesses or scenarios in which B2B marketing is the goal: 

  • Telehealth therapy companies marketing to private practicing therapists 
  • Photographers selling their services to real estate companies 
  • Data compliance consultants to healthcare companies and law firms
  • Fruit and vegetable farms to grocery stores 

And… the list goes on!

How To Write Compelling B2B Copy 

Leaning into your industry knowledge is the key to writing strong B2B copy. 

When you’ve done thorough enough research to understand the problems the industry is facing, you can deliver relevant products and content. You’ll also be able to immediately recognize what language your B2B audience wants to hear.

Typically, you want to avoid jargony language in B2C copywriting and speak to your audience’s level. However, with B2B copywriting, including industry-specific language is not only a good strategy but is a necessity. If you must use jargon, make sure to explain what those jargon terms actually mean – just in case your reader doesn’t know.

B2B copywriting is all about being able to (and excuse the cliche) walk the walk and talk the talk. You need to be able to speak directly to the people who are immersed in the industry. That way, they’re able to feel like you actually understand the issues people are dealing with. And you need to be able to back up your claims with rock-solid evidence. 

While you should always offer proof to your promises in all copywriting, when you’re writing for B2B, it’s especially vital. 

Ready To Brew The Perfect Cup Of Copy No Matter Your Business Model Or Audience?

While you’re handling the day-to-day tasks of running your business, the copywriters at FocusCopy are hard at work crafting copy that speaks directly to your audience. 

Our goal is your goal: to grow your business! Let’s hop on a call to talk about how we can help you achieve your marketing endeavors.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words