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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!

Questions To Discover Your Brand Voice

5 Key Questions To Learn How To Discover Your Brand Voice

Copywriting / By / August 31, 2021

Learning how to discover your brand voice sounds complex and tedious. But once you start answering the questions you need to ask yourself, it becomes quite a bit easier. 

Now, you may think: Is it really a big deal if I don’t have a brand voice? 

Do I need one?

Yes! And not because we’re telling you to do so, but because companies with a brand voice sell better and make more money. It’s the one thing that gives you the warm and fuzzy feeling when they hear it. A well-developed brand voice is both familiar and trustworthy.

Everyone knows about the big brands like Apple, Google, and Coca-Cola. But even today’s large companies started small not too long ago and increased their revenue by creating a brand voice that’s all their own. These companies include ones like:

  • Billie: Billie launched in 2017, raising $6 million at its initial stages. By 2019, the razor company dedicated to women raised $25 million, led by Goldman Sachs Private Capital Investing Group.
  • Poo-Pourri: Saw an 80% increase of $15 million to $27 million in sales after a digital campaign went viral.
  • Casper: The mattress company earned $100 million in less than two years.

On top of each of these being great ideas, what do they all have in common? Their branding is recognizable and pushed them to the next level, seeing a huge return on their investment.

We’ll walk you through the 5 questions you should be asking to learn how to discover your brand voice.

Struggling to find your brand voice or unsure of where to begin? We’ve got you covered. Get started with us, and we’ll write it for you!

What To Ask To Discover Your Brand Voice

Did you know it takes about 5 to 7 impressions for customers to start recognizing a brand?

Finding your brand voice can be overwhelming to think about. But it doesn’t mean you can’t do it. In fact, if you have about 20 minutes, we’re sure you can answer these questions yourself and get started.

Grab a pen and a clean sheet of paper or notebook. Don’t worry about being too detailed. Even if you scribble your answers quickly, you’ll have an outline to go off of when you’re ready to think about it more deeply.

Reading along for a quick skim? That’s okay, too. These questions aren’t tricky and shouldn’t leave you confused.

1. Who Is Your Audience?

Let’s start with something you may already be familiar with. 

In other words, this question is asking, “Who the heck are you talking to?”

If your audience is primarily middle-aged men who are married and lean on the conservative side, write it down! If you cater more to a younger audience that’s diverse and single with no children, write that down. Or maybe you aim for high net worth individuals who consider themselves workaholics. Whatever the case may be, jot it down and have it on paper.

Pinpointing who you’re talking to will eliminate a ton of other brand voices that currently exist. Doing this can also help you get a more narrow idea of how you’re already talking to your audience during the following steps:

  • Initial conversation or consultation
  • Following up on the exchange if necessary
  • Sale
  • Thanking them for their business
  • Responding to positive and negative feedback
  • Reaching out to get them to return, sign up for something, or any other call-to-action (CTA)
  • Talking to returning customers

Running through your business model or sales process gives you a better idea of your tone, wording, and other aspects of your brand voice.

Need some extra help? We have a special process to help businesses establish their own brand voice with a handy guide. 

2. How Are You Different From Your Competitors?

You’ve likely heard this time and time again. But it’s because it’s important to decipher what makes your business unique and different from your competitors. This answer could include things like longevity, special certifications or licenses, quality of staff, and so on.

Then, you need to ask why your audience would care about what makes you different. You can then place your focus on turning those unique features into benefits for your customers. 

3. Who Do You Want To Sound Like?

Whether you’re hoping to mimic your own voice or that of someone else, it’s important to decipher what you plan on sounding like. One way to get this down in your notes is to list a bunch of adjectives that describe your brand.

Some examples include:

  • Witty
  • Friendly
  • Relaxed
  • Casual
  • Professional
  • Educated
  • Authoritative
  • Inspiring

You don’t have to use these exact adjectives but think of some on your own. They could even come from client testimonials you’ve read or heard in the past. 

This step leads us right into the next one…

4. What Do You Want To Avoid?

This part isn’t as fun but is oh-so-necessary. Consider what you’d like to avoid when moving forward with your branding. Write down a bunch of adjectives that you want to refrain from or avoid altogether.

Another way to do this step is by writing down negative adjectives you’ve heard about your business to help you decide how to steer away from sounding that way. 

For example, perhaps you’ve read the reviews, and people tend to say your business is inconsistent and sloppy. It’s harsh and may not even be true. However, it’s essential to listen to feedback and turn it into a positive opportunity by seeing what you can do with it. First of all, consistency is key. Then, sounding too informal may not be the best decision depending on the market you’re in. If people expect you to sound professional, you can still do so while showing your human side.

5. What Do You Want People To Feel About Your Brand?

Finally, go back to who your target audience is. Then ask yourself what you’d like your clients to take away from interacting with your brand. Envision their absolute best “buying” experience and explore those feelings and emotions. Whether you sell a product or offer a specific service, it’s critical that you walk through their process, focus on their pain points, and understand how your business helps. Find some descriptors or even personal stories that accurately encompass your brand.

Don’t Lose Out On More Money And Get Help Finding Your Brand Voice

86% of customers say authenticity is important to them when deciding which brands to support. This is why it’s even more important than ever to make sure your business has a brand voice to showcase. This doesn’t mean you need to make the next viral TikTok. It just means people value businesses and business owners being themselves.

What do you say? Are you feeling inspired to get going on your brand voice?

If you don’t want to go it alone, reach out to us for help on learning how to discover your brand voice!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Schedule Discovery Call
Productivity Tips For Entrepreneurs

4 Productivity Tips For Entrepreneurs To Accelerate Marketing Results

Entrepreneurship, Marketing / By / August 29, 2021

Maintaining daily productivity is a delicate balancing act. Between your personal life, mental and physical health, and all the daily tasks involved in building your business, learning how to keep everything straight is a bit of a curve. 

But once you have a foundation for managing every little detail, you’ll find that you can accomplish anything you set your mind to doing. 

And your business will grow as a result! 

So to help you start tackling your ever-growing to-do list, keep these productivity tips for entrepreneurs in your bookmarks for a reference guide, and you’ll see your marketing results catapult! 

Accelerate Your Marketing Results With These Productivity Tips For Entrepreneurs

If you’ve ever found yourself saying, “there has to be a better way to do everything,” it’s time to lay down a foundation that will catapult you to success. 

Most productivity tips for entrepreneurs are like habits. They will take time to apply and implement. But if you practice patience as you’re trying new things and keep showing up each day, these habits will eventually stick.  

Does your business need website copy that connects with your audience? Feel like you’re wearing too many hats? FocusCopy brings clarity and engagement to your B2B marketing so you can close more leads. Want to get started? Schedule a call so we can talk about your goals! 

1. Find The Routine That Works For You 

If you don’t feel like your current routine is serving you and your goals, it’s time to reassess. Routines are the most crucial, make-or-break component of your productivity. 

Working at different times each day will drain your energy fast – not to mention waking up at different times or going to bed at different times. 

A routine is what keeps you on track. It’s what guides you through each hour of the day. It helps you stay focused. And most importantly, it is what tells you when it’s time to step away from your desk. 

A good, consistent routine will improve your productivity significantly. A bad, chaotic routine will leave you feeling drained all the time and like nothing is ever getting done. 

While it can take quite a while to find a routine that works for you and make it stick, once you find your groove, you’ll find you’re able to produce results on a consistent basis.

Don’t be afraid to experiment a little when creating your routine. While it’s common advice to start work early in the morning, we all have different biological clocks. 

If waking up at 4:30 every morning isn’t your cup of joe, think of your ideal wake-up time and when you feel the most focused. Then, build your schedule around those hours. When you wake up matters much less than how consistent you are with your schedule – which brings us to our next productivity tip.

2. Stay Consistent

Consistency can be a bit of a double-edged sword. When you consistently practice good habits, your productivity will soar. But the more that harmful habits start to creep into your daily routine, the more your productivity will suffer. 

All those little short social media scrolls can start to add up. And before you know it, you’ve lost an hour to distraction. 

Start by tracking your time! We are habitual time trackers. Every single task we have in our process is timed. It holds us accountable and helps us focus on the task at hand. We track all our time inside ClickUp (affiliate link here), but we also use Flow (a Pomodoro timer app) if we need to be seriously focused.

At first, building consistency is difficult. I’m not going to lie to you. It takes time, patience, and diligent effort to put good habits into practice. 

However, consistency begets consistency. The more you do a certain habit, the faster you will be consistent. This doesn’t mean that some days aren’t going to be slightly harder. Whether you’re feeling more tired than usual or just not feeling it at all, it’s normal to have off days. But consistency is what helps you show up anyway. 

And remember, what you put into your business is what you will get out of it. So as you might imagine, putting in the effort every day will start to add up. 

3. Take Breaks Seriously

Breaks are huge. Even though it can be difficult to designate a stopping point when it feels like you have so much you want to accomplish, even entrepreneurs need rest. Remember, we’re humans – not machines! 

And in reality, long workweeks can actually cause us to see diminishing returns on the time we put in. And since time, not money, is the most valuable investment you can make in your business, use it wisely. All of this is to say: quality, not quantity!

Pro tip: it is okay to take breaks in your marketing. This is your permission slip to take a break when you need it most. Can’t handle the amount of business you have? Turn back your marketing.

4. Find Your Flow 

The structure of your schedule acts sort of like a predictor for the success of your day. In other words, you cut out unnecessary distractions that go into making multiple decisions when you have a clear idea of what you’re going to be doing and when.  

It might not seem like making decisions can harm your productivity, but you would be surprised! 

Did you know that high-performing entrepreneurs and leaders often talk about wearing the same thing every day? That’s because they’re cutting out the number of decisions they have to make (and thus, the number of distractions). As it turns out, more choice isn’t always a good thing. 

And while it might sound extreme, some researchers have recently estimated that we make thousands of choices in our day-to-day lives. The exact estimation? 35,000! 

Can you imagine how much extra fatigue builds up as a result? From choosing what and when and where to eat, to our clothing for the day and the tasks we set for our business – try to make fewer choices, not more! 

Time-Block Your Emails & Meetings 

Speaking of decisions, think about creating a time block for responding to your emails or taking meetings over Zoom. 

Designate a time in which you will have your inbox and Calendly open, and then do your best to commit to that timeframe. In a way, time-blocking is kind of like setting healthy boundaries. You need them. Your emotional health, your relationships, and of course, your productivity all benefit from boundaries.  

Because pausing your work to respond to messages or meet with clients can slow down your work significantly. Every distraction or notification you switch your attention to can cause you to lose focus and steam on the task at hand. And once you stop working on something, it can be much more difficult to get back into the groove. This also means…

Avoid Multitasking

You’ve probably heard talk before about “being in the zone” or even felt like you were in the zone yourself while you’re working on something engaging. And that’s actually because “being in the zone” is a real psychological phenomenon! 

It’s called “Flow”. And when we enter a flow-state by eliminating distractions and focusing our attention on one thing at a time, we can actually produce a lot of results in a shorter period than if we were constantly switching our attention from one thing to another. 

A good way to keep your focus on a singular task is to turn your phone onto airplane mode, mute notifications on your desktop if you’re working on your computer, and then set a timer! 

Try to work on just ONE THING for as long as the timer is counting down, and see how much you accomplish. Setting a timer is also a great way to help you get out of a slump on a particularly low-energy day. 

Looking for more helpful content for your entrepreneurial journey? Stay up to date with our newsletter and content for tips and tricks, marketing advice, and support. Sign up for the FocusCopy Insider’s List! 

Delegate Tasks

Similar to cutting out distractions, if you have a team, delegate tasks so that you can focus your attention on other priorities. 

Your team is a group of people you should trust – so you know that by delegating them an assignment, they will be able to rise to the occasion. 

Additionally, if you don’t have a team yet, think about forming one if you’re at that stage of your business. Having a group of people you can depend on is huge for a business owner’s productivity. And feeling like you’re supported can help you combat feelings of imposter syndrome that so many entrepreneurs face today.

“Eat The Frog” 

Speaking of sayings… Have you ever heard the advice, “eat the frog”? This means that before you do anything else on your to-do list, you tackle the thing that is giving you the most anxiety or that feels the most daunting. 

When we get the harder things out of the way first, we actually help our productivity because we gain a sense of accomplishment before we even take lunch. 

This can boost our motivation and help our minds stay clear and focused because we aren’t distracted by all that dread building up in the back of our minds. 

While it’s perhaps the most difficult time-management skill to put into practice, (and can certainly be the most intimidating!) with all things, we get better the more we do something. And adopting this habit early in your entrepreneurial journey will help you see incredible results. 

It’s okay if you have to season the frog a little first, though. No judgment here!

Want To See Your Marketing Results Catapult? 

The life of an entrepreneur and business owner involves wearing a lot of hats. But connecting with FocusCopy for all your copywriting and content marketing needs allows you to hang up your writing hat and focus on other parts of growing your business. We want to help you succeed by converting your prospects into long-term clients, as well as offer you support on your entrepreneurial journey. Find out more about our services and let’s hop on a call! 

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Schedule Discovery Call
blog as a health and wellness coach

Why You Need A Blog As A Health And Wellness Coach

Marketing / By / February 19, 2024

Calling all coaches! Have you ever thought about why you need a blog as a health and wellness coach?

You may think they’re only for semi-famous coaches or professionals who use their website as their main source of traffic. You may even think you just don’t have the time for it because it won’t benefit you.

But health coach blogging of any kind can do wonders for your business as well as the brand you’re building. And they’re not just for cutesy photoshoots to share on social media platforms! In fact, Harvard Health Publishing says that health coaching is effective. 

Blogs that are written in your voice share a sense of your personal side, which helps your audience to connect with you more. Blogs also help place you as a quality resource or authority within your field, which looks incredible to readers who are open and willing to learn more about what you have to say.  

Still not convinced? Read on and find out more about why you need a blog as a health and wellness coach.

Have other questions about copywriting for your business? Reach out to get going on blogging, website writing, and so much more.

4 Major Reasons Why You Need A Blog As A Health And Wellness Coach

The best part about blogging is that you don’t need to overthink it. As long as you have genuine advice and put it together in a way that makes sense, you’re golden! 

Not to mention, having one blog, even if you aren’t sure what you’re doing, is better than having nothing at all.

Let’s take a look at exactly why health coach blogging can help you.

1. Boost Your Website’s Ranking

When it comes to battling it out for a better online ranking, health and wellness coaches who already blog have a leg up. However, it’s important to say that it’s never too late to start blogging. Because the algorithms change so much, no one is guaranteed a top spot on any search engine. Boosting your website’s ranking takes some time and work, but can improve greatly with blogs.

The cool thing about blogs is that they have a few elements built within them that bump up a website’s ranking without thinking about it too much. 

Target Those Keywords

Keywords are going to look like what most people would search when hopping online. In the health and wellness industry, for example, that may look like the following phrases:

  • Finding a local holistic health and wellness coach
  • Delicious vegetarian recipes with added vitamins and minerals
  • Best exercises for maintaining a balanced mind

On the other hand, they may look more bare-bones like:

  • Health
  • Healthy living
  • Mental health
  • Wellness tips
  • Daily health practices

As you can see, many search terms range from extremely broad to very specific. But that’s what’s great about the internet…there’s something for everyone.

Target certain keywords surrounding your business by using some helpful (and sometimes free) tools like Yoast SEO and Semrush.

Include Headlines And Subheadings

Headings and subheadings may seem like they appear because an English teacher told you they had to be placed within an essay forever ago. And they were partly right!

Not only are they an ideal way to break up the text, but they also provide some mega bonus points in the SEO department.

Place in headlines and subheadings that include your target keywords or phrases. Doing so will place your blog above others without headlines and you’ll show up easier without having to search for specific terms.

Come Up With Relevant And Original Content

This is important because you don’t want to get too caught up in replicating someone else you may admire. You also don’t want to get flagged for plagiarism. One way to avoid these things is by using your blog as another form of communication with your clients.

In other words, talk to your audience in your blogs just as you would speak to them in person. It omits the use of words or phrases that you wouldn’t normally say and prevents you from sounding too cookie-cutter.

Set Internal Links

Internal links are all a part of playing the game of SEO. These links lead to other pages on your website, leading your audience where you’d really like for them to go. Whether that’s a contact or purchase page, internal links help them get there quickly.

Furthermore, using these links within your blogs helps your website rank as Google is able to find it easier. They help gauge how your website is put together and what you find to be a priority. If Google finds it important, it’s more likely to rank higher than other pages and websites.

Add Videos And Images

Videos and photos are a fun way to keep your audience engaged throughout your blog discussion. They can even help pull them in and persuade them to read a blog they didn’t intend on reading. In addition, if you’re explaining something that may be tough to understand, photos and videos can help.

Choose high-quality images that are relevant to your subject. Then, by adding a caption, your image is about 300% more likely to be seen than the body copy itself.

2. Establish Yourself As An Authority Figure

Who do you turn to when you’re searching for information online?

Chances are, you read blogs to get information from people or organizations who have an established blog page. Now, this doesn’t necessarily mean they are the end-all and be-all of the subject matter you’re searching. But it does mean they did the work to put together the material and publish it online. Because of this, you and others are more likely to see them as authority figures and return to them for more information in the future.

You know your material, and you have a passion for it that goes unmatched. Show it with a blog packed full of your insight and best practices wrapped up in your voice. Ask for engagement and thoughts. Get others involved in the discussion and answer your clients’ frequently asked questions comprehensively.

3. Lead An Audience To All Other Tools Offered

Blogs are a natural way to lead your target audience to your services and products for sale. This step is better known as the one that hopefully makes you some money!

For example, you’ve just written a blog on ten best practices for meditation at home. Someone reading and getting to the end of your blog may want to know who they can hire to help them with more stuff just like that. Here’s where you come in with some killer call-to-actions (CTAs).

These CTAs can be:

  • Interested in my services? Contact me today to get started on your health and wellness journey.
  • Ready to reach the better version of you? Order the health and wellness package that fits you best.
  • Tired of feeling mentally exhausted? I can help. Call me today to get started.

They’re simple but effective ways to lead someone to another level of your business. The end goal? Getting them one step closer to making a buying decision.

4. Build Your Brand

Finally, health coach blogging builds the brand that is you and everything you have to offer. You may be on every social media platform that exists and then some. Or you may be sticking to your website. Wherever you are in your business journey, blogging can help expand your audience and target those you want to work with.

When people read your blogs, they get an idea of:

  • Who you are
  • Your voice
  • How you can help
  • Why they should care about you

Anything that puts more of a face to your business as a health and wellness coach couldn’t hurt. 

Now you know why you need a blog as a health and wellness coach. Remember, ranking with SEO methods is just as important as making it less about B2B writing and more about the human-to-human connection.

Having trouble navigating your branding? Contact us today and we’ll get started from scratch just for you.

No Time To Write? Not A Problem.

You believe in helping others. And we believe that you have something important to say. This means there’s no need to hold back when it comes to marketing your own health and wellness business. 

If we know anything, we know blogging as a health and wellness business does so much more than people realize. If you’re aware of why you need a blog as a health and wellness coach and just want to get started, you’re in the right place. With us, you’ll get a better blogging plan and a copywriting team whose main move is making your business its top priority. 

Grab a cup of joe with us and see how health coach blogging for your business can get you results and revenue you may be missing out on.

generate leads with a book

How To Sustain A Business’s Growth & Generate Leads With A Book

Marketing / By / August 24, 2021

Ever fantasized about writing a book? 

Your name on a shiny hardcover.

But beyond the spine wrapping around your words, there’s another reason (a more profitable reason) for you to write a book. 

My friend, author of 20+ books, and the founder of Plug & Play Publishing, Weston Lyon and I sat down to talk about how to build a business with a book.

Not a professional writer? Don’t worry about it!

Plenty of business owners and entrepreneurs have written about their experiences and expertise, because it matters. Ultimately, you don’t need to be a professional writer to have something to say.

My friend, author of 20+ books, and the founder of Plug & Play Publishing, Weston Lyon and I sat down to talk about how to sustain a business’s growth and generate leads with a book.

What Are You Doing To Support Your Profit Centers?

Hitting every avenue of your profit centers is going to be the key to unlocking your business’s unlimited potential. It’s also important not to neglect one over the other. As you may already know, running a business takes a semi-seamless tango of the two to keep your company running smoothly. In addition, focusing on both profit centers keeps customers happy, too.

Front-End Profit Centers

The front-end of your business is the part that current and potential clients are likely to purchase or order because it’s geared towards a new client relationship. Your front-end profit centers include business efforts related to marketing, public relations, how you make your sales, and so much more. In other words, front-end centers include pretty much anything that attracts clients to your company.

Deliverables, such as digital ads, printed brochures, and pamphlets, can all resemble front-end examples. These types of deliverables often take the cooperation of several people or departments to produce. However, as we’ve said before, it takes more than the focus of one profit center to keep up with a successful business.

How To Improve Front-End Profit Efforts

Consider how your business strategies help the front-end part of your business. If it’s been a while since you’ve evaluated your strategies and you seem to be hitting a wall in growth, it’s time to go back to the whiteboard.

A few items you should take a look at and expand upon include:

  • Social media
  • Blogs
  • Website copy and design
  • Email campaigns
  • Additional learning opportunities to stay on trend

Need help with blogs, website copy, or other areas of writing for your business? Schedule an appointment with me to see how FocusCopy can help.

Back-End Profit Centers

Your back-end profit centers are going to relate to what happens behind the scenes of your business. This includes areas such as whoever deals with finances, administrative needs, and other forms of documentation. While this particular profit center isn’t seen by your customers, it’s where your profits lie. A back-end profit center that operates smoothly creates the flow of the business and sets the foundation for increasing its revenue every year. It’s essential and works in conjunction with the front-end to create a comprehensive business plan.

Better Support For Back-End Profit Centers

Similar to your front-end efforts, think about the last time you questioned whether your operations are running smoothly enough to continue to see growth. If you feel as though you’ve reached a standstill, it’s time to bring the team together and find active solutions.

Some areas of your back-end profit center you should focus on include:

  • Time management and efficiency
  • Gaps or areas of lost revenue
  • Ways to support your departments and team members
  • Software and applications used daily
  • Sales methods

Allowing yourself to question and rethink each one of these can ignite inspiration and get you on the right track once again.

How To Generate Leads With A Book

A book at the end of the day is an authority builder. When I first met Weston Lyon, he asked for my home address. Even though I may have thought that was an interesting question (especially in today’s digital world), I was absolutely thrilled to find his book, Stop Chasing Prospects, in my mailbox. 

Immediately, Weston jumped up as an authority. It’s one thing to be able to self-publish books for business leaders. It’s a totally different thing to work with a self-publisher who has also authored 21+ books. 

So how do you go about generating leads with a book? 

Give It Away For Free

This sounds counterintuitive, but wait a second. Because chances are, you’ve received items for free (or nearly so) that kept you going back to the source. And we know what you’re thinking. Giving your book away for free doesn’t have to include you standing in your own storefront passing them out to every person you see. There are a number of ways to get your book in someone else’s hands that doesn’t feel too pushy or salesy.

Ship It And Eat The Shipping Costs

Just like Weston did with me, you can be straightforward with the people you talk to and offer to send them your book free of charge. For starters, who doesn’t like receiving free stuff? Second, whoever you send it to is likely to be excited about it and feel valued that you’re willing to share something with them that is so personal to you.

Here’s an idea… say you’re not too comfortable with asking for this information in a one-on-one conversation. You can create a simple form fill page on your website asking for customer information with the incentive that they’ll receive a free copy of your book.

Worried about getting too many requests? Shoot an email with the page linked and say it’s only available for the first 20 people. Create a sense of urgency and you may be surprised at who jumps at the chance.

Position It For Free With The Person Paying For Shipping

Another way to bring your book to the forefront of someone’s mind is offering to send your book with a small shipping fee only. It’s better than asking someone to pay for the entire book plus shipping costs.

Don’t be afraid to make it a bit more enticing by offering a sneak peek (a page or two) of what you have to offer. Leave your audience hooked and wanting to know more. All they need to do is pay for shipping, and your knowledge can be theirs!

Include It Within A Subscription

Another good example of giving your book away for free is by seeing if you can include it with a subscription someone is already interested in. Audiobook and KindleUnlimited are just a couple examples of subscription-based services that also offer free books. This works because someone knows they want to pay for the service anyways, so why not get a free book with it? And if your book happens to help them out, all the better!

Sell It At Speaking Events Or Conferences

Finally, use your book to your advantage when performing at speaking events or conferences. The bottom line is people who are interested in what you have to say will be engaged enough to want to hear more. This is the ideal opportunity to talk about your book and lightly touch on its value without giving it all away.

Reach A Level Up As A Business Owner

If you can learn how to generate leads with a book, you can uplevel your entrepreneurial spirit. Don’t overthink it! Whichever route you choose, keep it simple and feel free to continue connecting with your customer base because you have a true passion for what you do. They’ll be glad you’ve shared your ideas and opinions, and who knows? They may even ask to hear more from you in the future.

Learn more and watch Wondering Whether Writing A Book Is Your Next Step? An Interview With Weston Lyon.

Interested in writing a book to grow your business?

Access author of 20+ books, Weston Lyon’s eBook on the 27 reasons why business owners say you should write a book.

Access eBook Now
mistakes business owners make

Top 10 Mistakes Business Owners Make When Copywriting Themselves

Entrepreneurship / By / February 20, 2023

As a business owner, you have a lot on your plate. But avoiding inevitable mistakes business owners make when it comes to copywriting is essential. While writing for your business may seem like a small task and the least of your worries, it affects how people view you and your services.

Ask yourself… How many times have you come across something poorly written or executed, and you simply want to give up on the entire purchase? 

Whether you were looking at a menu at a restaurant or a website for a service you need, you likely didn’t stay long enough to see more. Every day, spelling mistakes, errors, funky layouts, and so much more cause readers to move on to a company’s competitors. If your business has old copy full of misinformation and mistakes, you could be losing out on revenue.

While it may not feel fair, people turn elsewhere because they don’t take businesses seriously when business owners make mistakes within their copywriting.

We’ve got the art of writing for websites, blogs, and numerous other assets down. But we realize not everyone knows what to avoid.

Read on for more information about mistakes business owners make when writing their own deliverables.

Too short on time to write for yourself? Give us a shout and get started right away.

Top 10 Mistakes Business Owners Make When Copywriting

Some of your most prized characteristics as a business owner can end up being your downfall when it comes to copywriting. Whether you’re a perfectionist or focused on being super-efficient, it may not be the best approach to take when writing. 

It’s a hard pill to swallow, but it’s true! 

We’ll walk you through each step and talk about the things that could get in the way of your writing.

1. Proofread Or Don’t Publish At All

We know we sound like a broken record, but it truly is important to proofread and pinpoint any errors you can find.

It helps to read your own text out loud and see if you can find any common mistakes business owners make along the way. Remember when we mentioned people judge your business based on the way it presents itself? According to RealBusiness, nearly three-quarters of web users pay attention to the quality of copy on a business’s website.

What To Look Out For:

  • Spelling
  • Grammar
  • Flow
  • Incorrect use of capitalization
  • Punctuation
  • Sentence structure
  • Acronyms not easily recognized by your audience

While not everyone reads with thorough deliberation, people are still paying attention. Proofreading is especially important if you’re passing along information that requires it to be correct. This means, being one digit off on your contact number or a period mark shy of a complete email address could set your potential customers into a frenzy of confusion when trying to reach you.

Could they look it up elsewhere and find the correct information themselves? Sure. But they shouldn’t have to when they’re relying on you to give them the information they need. They may start to think that if you can’t be trusted to offer the right information, why should they trust you with their business? 

Don’t leave it up to your customers to decide whether your company can be trusted and proofread before hitting publish on your marketing assets. 

2. Bring The Focus Back To The Customer

Oftentimes, we notice that businesses get so excited about what they have to offer, that they forget why they’re in business in the first place. And with a whopping 63% of consumers (76% for B2B buyers) who expect your business to know their unique needs and expectations, there’s little room for error.

But it’s my business. So shouldn’t the writing be about me and my business? Isn’t that what my customers care about?

No, not really. This can be one of the toughest realizations business owners have to deal with, but it’s important to say. 

Your customers care about what you can do for them. Talking about yourself, your story, image, and even community involvement are going to be pretty useless in the long run if you don’t remember to think about your business as serving others.

Too much of you isn’t always a good thing. You’ll bury your customers and lose your initial goal.

If you’re reading your existing or drafted copy and start to think it’s looking a little saturated with your business and less about your customer, take a step back. This doesn’t mean you need to scrap everything you’ve written. You can use that information for newsletters, email updates, and other marketing materials. 

But if you know you need to pull the focus back towards the customer, try these few steps and ask:

  1. What do you do?
  2. Why do you do it?
  3. What’s the reason someone should care?
  4. Why again? (Yep, repeat the above step.)

It’s easy to lose focus when writing material for your business, but do what you can to bring it back to your customers.

Need help revising and reaching the main goal? We’re the team with the know-how to help.

3. Features Are Not Benefits

Like focusing too much on yourself, writing about the features of your business can cut into how it can benefit someone. 

For example, if you’re a brand new hospital opening in a busy neighborhood, you may be inclined to say things like:

  • Large Parking Lot
  • Plenty Of Staff
  • Daily Appointments Available
  • Fully Staffed Cafeteria
  • Innovative Machinery

All of these things don’t sound horrible. But they also don’t map out the genuine benefits to someone who may need to go to this hospital. All of these things are features rather than benefits.

A few ways these can transform into benefits include saying:

  • Easy Access And Private Parking Lot Off I-72
  • 2:1 Patient Ratio With Friendly Staff
  • Short Wait Times For All Appointments
  • Healthy And Affordable Food In A Fully Staffed Cafeteria
  • $80 Million In Updated And Innovative Machinery

With these examples, you’re giving your readers details about your features combined with benefits without bogging them down with too much information. Take a look at your writing and see if you can spruce up any of your features and transform them into benefits.

4. Look At The Big Idea

Your benefits, business plan, and everything in between includes great information. However, try to avoid getting distracted from the bigger picture. What is it that you want to accomplish? Stick to your end goal and ensure you have Call-To-Actions (CTAs) throughout your writing that match your goal.

Before writing, consider your big picture. Some examples of this could look like the following:

  • Are you looking for more social media followers? 
  • Do you want to inform people about who you and your business are?
  • Is there a product you’re pushing that you want people to buy?
  • Are you attempting to establish a voice?

Whatever your goal is, it should reflect in your writing. This leads us right into one of the next critical mistakes business owners make when copywriting.

5. You Forget One Or More Call-To-Actions

If your writing doesn’t include Call-To-Actions (CTAs), you’re missing out big time. According to Wordstream, “Emails with a single call-to-action increased clicks 371% and sales 1,617%.“

What Is A Call-To-Action?

A Call-To-Action, or CTA, is a button or clickable link that says “Buy Now” or “Call Us Today”. They’re buttons that inspire your reader to take action right away. Without them, you’re forcing your reader to search further to take action with extra steps. Customers want their experience to be as easy as possible. If you’re asking them to do it on their own, they may talk themselves into taking action later, compare by going elsewhere, and so on. You want them to have the option to make a decision right away after they’ve read your compelling copy.

6. Avoid Hitting Publish And Forgetting About It Altogether

Once you choose to publish your copy, you may think you’re good to go for many years into the future. This is just not true. You need to tap into engagement and get feedback from your audience to find out if there is room for improvement.

Don’t get us wrong, publishing your copy is a big step and is a huge cause for celebration. Especially if you have copy you’ve been working on for a long time, trust us, we’re toasting with you on finishing! But don’t forget to check back on it every so often and ensure the messaging, Call-To-Action, and everything else still rings true.

If you’ve changed your business model in a significant way, have new products available, or anything else that needs to be addressed, do so in your copy by updating it regularly. Revisit your copy if it’s been a while and you feel it may be outdated. Finally, double and triple-check to ensure everything looks good and is mobile friendly. 

7. Perfectionism Kills Potentially Great Copy

As a business owner, you’re probably a little bit obsessed with perfection. And there’s nothing wrong with that! When it comes to running your business, having a type-A tendency is a must. But when it comes to copywriting, it can be an absolute nightmare.

Why? Because when you keep writing, saving, going back to writing, and so on, expecting it to be perfect, you’ll never get it done! And you’ll have likely missed your window for getting your message out there at the right time.

We know it’s easier said than done, but let go a little and get your copy out there once you’ve hit all of the important aspects of your bigger picture.

8. Keep It Simple

You work within your industry, but chances are, most people reading your copy don’t. They may even know nothing about your business, who you are, or what you do. So it’s important to write as if you’re speaking to someone who knows little to nothing, which may mean cutting out complicated text or technical jargon.

We get it! You don’t want to have to feel as though you need to “dumb down” your copy because you believe your audience is smart. And that may be true! But for someone who is new to your business or may not be within the same industry you are, too much high-level text can be intimidating and throw someone off from reading what you have to say.

In addition, making the text too complicated can lead your audience to your competitors. Keep it simple and make it easy to follow.

9. You’re Keeping Your Copy Too Top-Secret

In other words, don’t be shy about your copy! Give it to a second pair of eyes to take a look at and make sure you’re moving in the right direction.

Similar to perfectionism, you may be hesitant to share your copy with others until it’s done. But additional members of your team can help identify errors and make suggestions.

Because they’re seeing your writing for the first time, they’ll be able to read it as a consumer and know if it’s sending the right message. Choose someone you trust for this task. Whether it’s a co-owner, manager, or someone else who has a little bit of writing experience. Trust select members of your team and let them help you.

Furthermore, be careful about sharing your copy with too many people. One or two opinions are helpful. Any more than that may begin to cloud your judgment and produce conflicting ideas or suggestions.

10. You Aren’t Really Proving Your Point

Here’s where your previous experience and past results come in handy. In other words, if you have a point to make, then prove it with facts and figures. This may mean you need to dig into your revenue files, ask your financial department, or search for information online. But it’s worth it if it’s impressive.

Are you attempting to convince someone to buy your start-up product? Let them know you’ve made over $5 million in sales in the past year.

Would you like people to put a little more faith in your services? Let them know you have a 4.5-star rating on Google, Yelp, or any other review sites. 

It’s okay to brag about yourself a little to prove a point and convince others to trust in your business. Feature your highlights in places like main headlines, subheadings, or callouts. Keep in mind that these are likely the areas of your writing that they’ll read when scanning your text.

Want to improve your website copy? Download our free guide and start with your home page.

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Lessons We Learned In Our Second Year In Business

FocusCopy Turns 2 Years Old

Entrepreneurship / By / August 16, 2021

FocusCopy turned 2 years old over the weekend (August 15, 2021)! 

I am immensely proud of what my team has accomplished, how our clients have grown their businesses, and that we’re still growing.. 

How We Got Here

When I think back to when we first started, it was a completely different story. 

At the time, I was 24 years old, stubborn to a fault, and relentless to make this company work. Businesses needed better copy. And I was the woman to do it! Back then, I was doing all the marketing, writing, documentation, sales, networking, operations, bookkeeping, and working out every little detail that would arise… But it didn’t matter at that point. I loved starting my own business!  

Of course, the pandemic struck only 6 months later. 

Thankfully, resilience and fresh eyes pushed through. 

Remarkably, we grew and hit our 1 year anniversary. 

Starting year 2 was a different beast. 

When we began our second year, the team included my co-founder Stuart Broderick, a part-time copywriter, and myself. But within a couple short months, we added 2 full-time copywriters to the team. We started working with 30-year-old, multigenerational companies. The most incredible people were coming out of the woodwork and trusting us with their copy. It was an exhilarating ride!

In the first 6 months of 2021, we quadrupled our revenue. 

And while this is a nice story to tell, I now know why one of my favorite mentors often said: 

“Let me teach you why you should never be an entrepreneur.”

6 Lessons We Learned In Our Second Year In Business

If year 1 was exhilarating, year 2 is exhausting. However, we expect year 3 to be electrifying. 

1. Entrepreneurship Is Exhausting.

As I write this blog, I feel this in my bones. 

Entrepreneurship is exhausting. 

There’s no sugar-coating it… It’s not for the faint of heart at all. 

Don’t misinterpret that though… 

Entrepreneurship is absolutely worth it because it has provided so much purpose in my life. 

So if you’re choosing to go down this path, anticipate the exhaustion and create space in your schedule so that you are not overwhelming yourself. Breaks are critical to the success of an entrepreneur. You need more of them than you think!

To give you an example, towards the beginning of year 2, I was working 7 days a week. 

It actually wasn’t until November 2020 (15 months into business) that I took my first weekend off. My husband and I actually ended up submitting and getting an offer accepted on our first home that very same weekend. 

My next break was in May 2021 where I took 2 business days and the weekend off. But guess what? The company didn’t crash and burn to the ground. Clients still got their deliverables and were more than satisfied with them. 

Breaks provide so much clarity and much needed rest. 

Preaching to the choir here… You need time to not think about your business. 

One of the counselors that we write for recommends taking a 1-2 day “vacation” each month. It doesn’t have to be grand or extravagant. But it has to be time well spent away from the business and unplugged from the world. This is one the most important lessons I’m taking with me into year 3. 

2. Surround Yourself With Supporters.

This lesson still applies from last year. As an entrepreneur, you need to surround yourself with other entrepreneurs and people who want to see you succeed. Never before have I had so many people reach out to me… When I didn’t show up in July because we were so deep in client work… When I kept quieter than usual in virtual networking meetings… When they just had a feeling…

2021 has been rough for just about every person I’ve talked with this year. There have been multiple deaths, numerous hospitalizations, burnout beyond anything I’ve ever seen before, and of course, exhaustion – both emotionally, and physically. As a natural empath, my heart has been burdened. While it’s an honor to be that safe place people turn to for support, it’s been especially taxing lately. 

I’ve had to rely on my support system as I rely on the air in my lungs. 

So, more than ever, find people (whether they are entrepreneurs or not) that text and call you with messages of encouragement…

“God’s been placing you on my heart for some reason so I just wanted to say you’re in my prayers and I’m rooting for you sista!”

“Hey friend! Wanted to check in and see if everything is okay! You’ve seemed kinda quiet lately.”

“It’s okay to not to grow month over month. Sometimes, you need to stay the same as the previous month to catch your breath”. 

“I read this book and I think you’d find this really helpful with your growth.”

Find people that will lift you up when you need it, laugh with you about your mishaps, hold you when all you want to do is cry, and remind you that you, too, are human and have limits. 

You need support, friend. 

Emotional, physical, and spiritual support. 

3. If It Feels Off, Don’t Do It.

This. Trust your instinct! This goes with hiring, networking, clients, sales… Everything! 

It doesn’t have to make sense from an outside perspective, but it has to feel good. 

One thing we ask ourselves before engaging with anyone is “would we actually want to grab a cup of coffee and hang out with them?” 

So to my clients that are reading this… I absolutely want to hang out with you! I want to learn from you, hear your story, cheer you on, and be a shoulder when you need it. 

We use that question listed above because in our business, we see all angles of the business. It is not uncommon for clients or partners to find emotional support in our meetings because we believe in building meaningful relationships and creating a safe place for them. 

Can you imagine if we didn’t like who we were meeting with? Our response would feel awkward and inauthentic.

So lead with your gut in front. It won’t steer you wrong! 

4. Document, Document, Document.

This has become a huge part of our business this year. Documentation is HUGE in downloading the expert’s brain and replicating steps. This step is how you really scale a business. 

Plus a business is typically worth more if there is documentation compared to a company without any documentation. 

Start by looking at the most obvious tasks and goals in your business. For us, that included producing website copy and blog copy. Document each step. What do you need to do before you start working on that assignment? How do you complete the task? What happens after the task is completed? 

5. Trust Your Team & Let Go Of Control.

If you followed lesson #3 and lesson #4, then you have no excuse but to trust your team. You’ve done 90% of the hard work. Now, you have to sit back and see them flourish. 

This was a fun lesson for me to learn. It wasn’t until one of my team members told me, “Lauren, I can take this off your plate” that I remembered I hired them for a reason. They are more than capable. They are the people I trust to make it happen. 

Systems, processes, and quality checks make it so much easier to loosen your grip on the day to day operation. That also makes it so much easier to replicate your successes over and over again.  

6. Hire a Business Coach.

This was one of the riskiest but worthwhile decisions I’ve made so far. Truth was, I couldn’t rely on my memory of what my mentor told me before he died in 2017. I felt lonely. I wasn’t holding myself accountable. And my business was growing faster than I could keep up with it. 

So we set goals and I had my marching orders. 

And goals were not only met, but exceeded. 

If you need recommendations for business coaches, reach out to me. I’ve networked and worked with dozens and dozens of business coaches across the US. Here are some of my favorite people:

Year 3, Here We Come!

In my mentor’s words, let me show you why you shouldn’t be an entrepreneur so that you see the true value in entrepreneurship. It’s the most difficult job in the world, but it’s also the most rewarding job. At the end of year 2, FocusCopy is now supporting 5 families and has written for over 50 brands across the US and Canada. 

With our third year in front of us, I’m looking forward to the challenges ahead, helping even more businesses grow, and connecting with others who are on the same crazy path of entrepreneurship.

comprehensive business homepage

What Critical Components Your Comprehensive Business Homepage Needs

Copywriting / By / February 20, 2023

You’ve got a ton of ideas, the keyboard is ready to go, and you’re (finally) in the mood to start writing a comprehensive business homepage. There’s just one problem…

Where do you begin?

You’re not really a professional copywriter, graphic designer, or web developer. And you’re not sure what’s supposed to be on a homepage. But do you truly need to have any of those skills to write a comprehensive business homepage?

No! As long as you include a few key elements, you can easily write one that boosts your business.

It can feel overwhelming looking at a blank page – not knowing where to start. It’s normal to feel this way, and you’re not alone. However, we also realize it’s exciting and leaves you tingly with emotions when you think about your own business.

Consider how far you’ve come, where you’re going, and how much you’ve grown. And then remember that you’re an amazing business owner, and you can do anything. Read on as we walk you through some of the essential elements of a successful homepage. 

Have more questions? Download our How To Answer The 6 Most Important Questions On Your Home Page Guide here.

9 Best Practices To Write A Comprehensive Business Homepage That Generates Revenue

If you’re completely stuck trying to find a solid layout for your website’s homepage, here are a few elements you should definitely include.

Spend The Most Time Creating Strong Headlines

We read all the time. It may not feel like it, but skimming articles, looking at ads, and even taking a quick peek at a gossip column counts as reading. But something a lot of us have in common is that we don’t typically read down to the final detail.

Okay, so we do. But we’re copywriters!

However, the average person scans rather than spends a ton of time reading. 

This being said, you’re going to need some strong headlines to pull your target audience in. Simultaneously, you’ll need to keep them engaged with the who, what, where, when, and why through headlines alone.

Make them catchy, short, clear, and keep them to the point.

Take a look at PandaDoc’s headlines – there’s a clear benefit (time savings) there. Your headline does not have to be complicated. Avoid overthinking it!

To access Pandadoc, use our affiliate link here.

Don’t Forget About Your Headline’s Sidekick: Subheads

Similar to a headline, subheadings should be descriptive enough to pull your audience in while remaining concise. A good way to think about subheadings is by looking at them as a reliable sidekick to your headlines. You want them to go with your headings and give additional support to someone who may just be skimming your page.

Subheadings are a great way to elaborate on your main subject. For example, if you have an impressive number of years of experience or a fantastic total sales amount, then consider putting it here.

Use A Primary Call To Action (CTA)

Having CTAs throughout your web pages is crucial. It’s especially important for your home page. CTAs are what prompt someone to stop reading and start buying.

What does a CTA look like? They look something like this:

  • Ready To Get Started? Register Now
  • Don’t Wait. Contact Us Today!
  • Call Now. We’re Available 24/7.
  • Shop Now

Pretty simple, right? Yet about 70% of small business B2B websites don’t have a CTA.

Have A Secondary Call To Action

If your business offers more than one opportunity for customers to connect, you may also want to include the secondary call to action. By doing so, they may not buy or contact you directly about your services, but they will at least engage in other ways.

A secondary CTA could look like this:

  • Subscribe To Our Newsletter
  • Sign Up For Texts & Get 15% Off
  • Visit Our YouTube Channel
  • Read Our Blog

While none of these actions require your audience to purchase anything, they all get them one step closer to doing so.

Tip: When you use a secondary call to action, ask the designer to make it a ghost button or a different color / outline. In the example below, you can see that ClickUp’s primary goal is to drive people to start a trial versus create a free account. The filled in button is primary. The ghost button is secondary.

To access ClickUp, use our affiliate link here.

Explain How Your Product Or Service Works

What is it that you do? Now, ask why your audience should care.

If you truly have something to offer your target audience, it should be easy for them to get started. If it’s not, break it down into pieces on your homepage that the average reader can understand.

Offer a step one through four, create a layout from start to finish, or guide them through the purchasing process with a visual asset like a photo or video. The reality is, if it doesn’t look easy, your audience is likely to turn elsewhere for what they need. 

Identify Who You Serve

Have you asked yourself who your target audience is? Define it. Clarify who purchases your products or services and think about them in other aspects of their lives.

If you already know your audience, ensure you’re using the voice that matches your branding. Straying away from this can hurt you rather than help you. Then, talk to your audience in a way that helps them relate to you. Ask questions and give solutions surrounding your business.

It’s all part of a formula that really works! Get more insight by downloading How To Answer The 6 Most Important Questions On Your Home Page Guide.

Showcase Your Credibility

You can compose a comprehensive business homepage by fleshing out the answer to, “Why your business?”

A few ways you can put this section together is by pointing out your:

  • Number of years in the business
  • Deals closed
  • Revenue to date
  • Rating on Google (or Yelp, Indeed, Facebook, etc.)

And finally, tell your story in a hard-hitting but genuine way. Maybe you want to help people be better versions of themselves. Perhaps you’d like to help get it all done for someone else. Or maybe you want to provide an amazing product you’ve spent years perfecting your craft on.

Whatever it is, answer the question, “Why your business?”

Hubspot

Incorporate Photos And Videos

If you’ve got them, flaunt them. Visual assets are a game-changer and can be an incredible way to show off your business. 

According to a study by Brain Rules, information presented without images is only retained about 10% of the time. When that same info is passed along with an image, 65% of the information is retained three days after the fact.

For videos, 70% of YouTube viewers turn to the popular platform for help or how-to videos, answering questions about their hobbies, jobs, or studies.

Bonus tip: Boost the download speed and make sure all photos and videos load quickly.

Don’t Forget About Your Navigation On Your Comprehensive Business Homepage

Another critical component of your homepage includes your navigation – better known as where to go when visiting your website. Without a navigation bar or banner, your website may come off as confusing, hard to follow, or worse…unusable. This could lead to users clicking out and visiting your competitor’s site for what they need instead.

It may take a little extra work, but believe us when we say having navigation on your homepage is essential.

Offer A Final Call To Action

At this point, you’ve answered the who, what, when, where, and why of your business model. You’ve sat down and typed out your story, reminisced on your experience, and reflected on your customer base. Now, it’s time to pull them in for one final hurrah (so to speak).

End with a question, short description, and a CTA that prompts them to choose you and your services.

An example of this would be, “Are you tired of feeling misled and lied to by the xyz industry? Give us a call today and see how we can save you time, money, and the headache of having to do it yourself. Call Now.”

Kartra.com

There Is A Write Way To Create A Comprehensive Business Homepage

Your days are packed as a business owner. We completely understand, which is why we offer a number of copywriting services and resources for all types of businesses.

Don’t have the time? We do.

Don’t have the know-how? We’ve got you covered. 

The truth is, if your homepage isn’t well-written, you’re likely losing conversions. Don’t waste another minute of potential revenue, and download our free How To Answer The 6 Most Important Questions On Your Home Page Guide.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Start Updating Home Page
essential elements in a blog

6 Essential Elements In A Blog You Need To Include Today

Copywriting / By / February 19, 2024

Anyone can write a blog. 

But not everyone can write with all of the essential elements in a blog.

It does seem as though anyone can place a block of text online and call it blogging. And we love reading blogs of all kinds as they can come in handy.

Recipes, how-tos… you name it! But there are some pretty critical elements a blog needs for it to offer any true benefits to your website. That’s right. There’s personal blog writing and then there’s blog writing to improve your business.

Don’t get us wrong! Blog writing for businesses by no means has to be defined as boring. A blog should still have flair and personality. But it should also take the time to hit all of the right notes and provide quality content to the reader.

In addition to connecting with your audience, you can get some pretty incredible boosts through Google and other popular search engines as well. Continue reading for more information on the 6 essential elements in a blog.

Include These 6 Essential Elements In A Blog

It’s possible to put together a captivating blog with your voice, even if you aren’t a professional copywriter or content writer. Here are 6 ways you can create all of the essential elements in a blog that flows with ease while including the information you want, all in one place.

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1. Attention-Grabbing Headline

Make it snappy. Seriously, there’s no need to over (or under) explain yourself. If your headline says everything it needs to in only a few words, don’t feel pressured to make it longer. On the other hand, you don’t want it to be too short and unable to stand out among a variety of other blog topics.

List-Making

When making lists, it’s always nice to keep it to the few most important points and say it all within the header. For example, when looking at “Different Ways To Bake A Cake” versus “5 Ways To Bake The Perfect Birthday Cake”, which one would you rather read?

The point is, you could very well have all of the essential elements in a blog. But if the title doesn’t grab the attention of the reader, they’ll never know because they won’t read it at all. 

How-Tos

It’s okay to spell out headlines with words like “How To” if that’s what your blog is about. In fact, if someone is looking up “how to change my oil”, they may be more inclined to click the one that says, “How To Change Your Oil In 7 Easy Steps”. 

A headline that includes its intention is way more helpful than one that is too vague or unclear such as, “Changing The Oil Of A Car”. There is no excitement or defined direction of where this type of blog will go. 

Technical Writing

When you’re writing more technical pieces, this is where you’ll want to be a bit more information-heavy. These types of headlines should be straight to the point and descriptive. This means your headline should be descriptive enough for it to grab the attention of someone within the industry who’s also familiar with the material.

2. Captivating Introduction

Pull your audience in. Tell a short story, hit them with a fun (or shocking) fact, and make them want to learn more. You can do yourself and your readers a lot of good by starting with a lighthearted anecdote before diving into the details.

A solid introduction should be under 300 words, long enough to fill out the beginning but short enough to prevent any rambling. And of course, end with a call to action (CTA) in case your reader makes a quick decision based on your brilliant writing.

3. Balance of H2, H3, and H4 Headers

What would you rather read… one block of text of over 1,000 words? OR 1,000 words broken up into helpful tidbits along the way?

Even with all of the other essential elements in a blog, long blocks of text are unsightly and boring. In addition, they can be confusing for someone who is trying to read quickly and stay on track. Break them up with smaller headlines and, on occasion, bullets to make it flow better.

These types of headers combined with keywords can also give your SEO ranking the push it needs to reach your reader’s top search pages when they’re looking for expert advice.

4. Featuring Image (With Alt Text)

Also known as alt tags or alt descriptions, images with alt text help increase your SEO ranking. It also helps those who are visually impaired know what an image is without being able to fully see it. Alt text on your images can also assist readers if your image glitches or appears broken. There won’t simply be an empty space there; text will let readers know something is there.

5. Featured Keyword or Keyphrase

Having a keyword or keyphrase within your blog is critical to its relevance and ranking. If you use a keyword or phrase correctly, you can increase your views and bump up your website’s ranking. 

But be careful! For example, if you own an auto shop and write a blog on the most common causes of a check engine light, the phrase “check engine light” may be your go-to keyword phrase. But if you use it too much and too often, your blog can be flagged for “keyword stuffing”. However, there’s an easy fix. Go ahead and use the key phrase 5-6 times (based on a 1,000-1,500 word blog). Then, use phrases such as “check engine signal”, “check engine alert”, or “check engine warning” to add some variety and get the SEO police off your back. 

6. Links

Similar to using keywords and phrases, adding links throughout your blog can advance your website’s ranking. However, links also give your readers more resources and information as they read along. This is especially great if you’re using your blog to inform your audience and sell them on something you know can help. 

Links can also be a great way to cite sources, take your audience straight to your list of services, and assist them in exploring outside of your blog. 

7. Actionable Call To Action

Sprinkle in a few CTAs throughout your blog that apply to your topic or offer a service related to its subject. 

For instance, you may be writing a blog about blog writing for businesses (wink wink). Take the time to save your audience from doing their own deep-dive and present them with comprehensive copywriting services tailored to their needs within the same line or paragraph. 

This is a sleek and simple way to guide your audience where you want them to go without shoving a loud ad in their face as they read.

Crunched For Time With No Room For Writing?

Call the one-stop-shop copywriting team. Because we completely understand when you’re pressed for time but need your marketing and other writing assets on par with your business. Elements such as website writing, blogs, email marketing, and so many other assets shouldn’t go neglected. We’ll take the time you don’t have to come up with creative solutions for your writing needs.

Interested in learning more? Contact us today and we’ll find a way to work together.

Focus Your Copy On Conversation & Conversion

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build a business with a book

How To Build A Business With A Book

Entrepreneurship / By / February 19, 2024

When you’re questioning how to build a business with a book, first thing’s first. Try not to think of your book as another deliverable you need to rush through to reach the end product. 

Because it’s so much more than a deliverable. It’s a tool. And it’s a pretty powerful one, too.

I get it… You could spend a ton of time and money getting your book written, published, printed, and wonder if it’s all going to be worth it. But what you should know is that it absolutely will be worth it if you keep in mind that it’s one of the most impactful tools you’ll have on hand.

By writing a book for your field, you can use it in every single avenue of your business. From inspiring others and giving advice to increasing sales and enforcing client relationships, read on to find out more or watch this in depth video with author of 20+ books and founder of Plug & Play Publishing.

How To Build A Business With A Book

According to Weston Lyon, building a business (especially a service-based business) can start with a book. And there are several reasons and strategies how to get there.

Become & Be An Authority Figure

You have a wealth of knowledge and countless amounts of experiences in what you do. Writing a book can set you up as an authority figure within your industry. Clients want to hear about what they’re searching for from the experts who know best. They’re much more likely to trust whatever is said when it comes from you – a business owner and entrepreneur. 

The best part about writing a book and using it for your business is when it covers a topic you’re passionate about, the sky’s the limit. And your clients can sense that as well. You’ll keep them engaged, and they’re more likely to turn to you in the future when they’re searching for reliable and professional information. 

Check out Weston’s free Authors Confess guide to avoid any mistakes in becoming an authority.

Stand Out From The Competition

Let’s put it this way… If potential customers are faced with a company who performs similar services but sees you’ve published a book about it, who are they more likely to choose?

We know who we’d pick!

Chances are, there are a variety of other businesses just like yours. But how many of them have a helpful book, or even a simple guide, giving their audience the information they commonly have questions about?

Hear us out… Because you don’t need to be able to cover complex material or be the next Elon Musk to put a book together. Your credibility lies within your ability to run your business – knowing the ins and outs of what you do. 

For example, if you’re a fitness guru and want to bust some common myths you’re tired of hearing when it comes to health and wellness, write your own book about it! You’ll automatically shine among the rest of the competition.

Market, Market, Market

Picture it… You’ve finally published the book you’ve been dreaming about for so long. Now, what do you do with it? Make it part of your marketing strategy and see a return on your investment. One of the biggest mistakes you can make is not using your book as a part of your business model.

Take advantage of your hard work and build a business with a book by using it at:

  • Trade Shows
  • Speaking Opportunities
  • Other Marketing Or Networking Events

Don’t forget to use it throughout your social media by offering tidbits and tips to keep your audience hooked and wanting to learn more. Incorporating your book into marketing your services can help you generate leads and convert more people into higher-paying clients. 

Let your book sit around unappreciated, and you may find yourself feeling stuck. A book with quality substance should last you for years to come. Don’t be afraid to use it for that long! Get everything you can out of your efforts. 

Trust In Your Legacy

If you can connect with others who share a love for your work, believe that you’re contributing to something bigger and trust yourself. It takes a lot of courage to put yourself out there and create something that could live on for years to come.

Your book doesn’t have to stop at someone’s coffee table. Consider this: if your clients and readers take your word to heart, there’s always a chance they’ll tell someone else about you. This means your book can change hands when the time is right – inspiring others to read what you’ve written and continue the pattern.

Once you’ve done the hard work, it’s okay to be proud of it, too.

Gain Testimonials & Strengthen Client Relationships

Once you know people have read your book, get their feedback. If you were able to help someone out, then ask them to send you a testimonial. And use it on your website, social media, and wherever else your book shows up.

What’s really important here is that you truly listen to what they have to say about it. Taking in positive and constructive criticism can help strengthen your relationship with your clients and ensure they feel heard. It’s true. Not everything you hear will be easy to take in, but it can help you and your clients in the future to know what they think.

Retain Clients & Share Your Expertise

Already have a solid client base? Offer your book as an add-on to the services they already pay for and watch them be amazed. They’ll wonder how you have time for it all, which is great. Keep them wondering how you build a business with a book, and maybe they’ll go to you to see how it’s done. Allow them to take part in the conversation with your expertise leading the way. 

Having a book to showcase your years of involvement in your business can help clients see how: 

  • Dedicated you are to your craft, no matter what it is
  • Willing you are to share your knowledge with others
  • Motivated you are to keep your legacy moving
  • Committed you are to your clients by providing quality information they can use

An Interview With Book-Writing Genius Weston Lyon

build a business with a book
Weston Lyon
Founder of Plug & Play Publishing
Author of 20+ Books

Okay, you have a laundry list of benefits you can count on and the know-how to build a business with a book. Are you interested in learning more? I met (virtually) with the founder of Plug & Play Publishing to discuss how to build a business with a book in depth.

We know you can’t wait. Click here to watch Wondering Whether Writing A Book Is Your Next Step?, and download his free Authors Confess guide here.

Copy Toolkit

What You Need In Your Copy Toolkit To Write Effective Copy

Systems / By / June 9, 2021

If there is a process, an automation, or an easier way of doing something, then people will do it. Why? Because people naturally do not want to do more work than is required. 

Makes sense. 

Copywriting isn’t an easy task – even for us professionals. 

It requires creativity, effort, strategy, and time. 

That’s why many companies either hire a copywriting team like FocusCopy or avoid writing any copy at all. If it’s the latter, then they are usually so consumed in their business because they need to speak every word of copy. That also usually indicates that they are not able to grow their business beyond a certain point. 

Thankfully, there are a couple of tools that speed up the process (even by a couple of minutes). Before we get into the copywriting tools we use, what’s the copywriting process without any aids? 

What The Copywriting Process Is Like Without Tools

Without copywriting aids, this is what a general copywriting process looks like:

  • At least 1-2 hours of meetings per deliverable to capture knowledge and brand voice
  • High potential for writer’s block because staring at a blank page is the worst thing you can do for copywriting
  • At least 30 minutes of research for copy deliverable
  • Multiple rounds of revisions from the approver (whether that’s you or someone else)

Depending on what you’re writing and how quick you are at reviewing, the review alone can take 1-2 hours (if you stay focused).

However, once you implement a process that works and use the tools that you know can help, you’re on the right path to great copy.

It may sound more complicated than it really is.

And you may be asking, “where do I even find those tools?”

The good news is that we’ve (pretty much) tried them all over the years, and we have our favorites right here.

Tools You Need In Your Copy Toolkit To Write Effective Copy

As professional copywriters, we want to share what we have in our copy toolkit to write effective copy. 

Hemingway App

This is not your basic Microsoft Word spell check. The Hemingway App does so much more and makes it easy for you to follow along while writing and editing your work.

If you’ve ever struggled to read through and fix items in your own writing, know that you aren’t alone. In fact, we have our own internal process to ensure we’re viewing each piece with fresh eyes before hitting “Send.”

The Hemingway App helps by going through your writing and highlighting issues such as:

  • Grammar
  • Spelling
  • Punctuation
  • Complex sentence structure
  • Passive voice and more

You can get the Hemingway Online Editor for free OR buy the Hemingway App for a one-time purchase of $19.99.

Yoast SEO

Copy Toolkit

Writing tools are great. But there’s more to creating good content than spell check apps. Yoast SEO is a search engine optimization plugin that works with WordPress. With an estimated 64 million websites using WordPress, chances are Yoast SEO could benefit you, too. 

Using Yoast SEO helps your website show up to the audience base you really want. And it can get more viewers from Bing and Google than you would have otherwise. Also, it can help increase engagement with your audience and get more visitors from social media platforms.

There are a ton of free courses available for you to learn SEO and so much more. Yoast SEO offers a free and paid version of its services for businesses and websites of all sizes.

WordHippo

Copy Toolkit

Have you ever had a hard time coming up with a word or phrase for something you know is at the tip of your tongue? Maybe you didn’t have your morning cup of joe like you usually do. You might have even skipped out on your routine yoga session and now your whole day is thrown off. 

These scenarios make WordHippo the perfect pal to have when your brain is feeling a little on the foggy side. The best part about it? You can work off fragments of a thought, plug it in, and see what comes up. Usually, it knows where your thought process is heading and can fill in the gaps when you’re not so sure.

WordHippo is one of the best online applications to help you find the right word or phrase you’re searching for. But it’s also good for creative writing and has other useful tools, including:

  • A thesaurus
  • Translations
  • Rhymes
  • Definitions
  • Antonyms
  • Synonyms 
  • And more!

Discover more and greater words here. 

Google Docs

A tried and true classic, Google Docs comes with its own toolkit for spelling and grammar checks. It highlights and catches basic mistakes you might make as you write. This can help you clean up your writing, make it more clear, and easier to follow.

In addition, gone are the days of emailing warped or incorrect docs back and forth. You can also bid adieu to crashed servers and lost files. Google docs is a fantastic way to draft and share your docs as needed without all of the confusion. And since it lives in the cloud, it auto saves your work as you go. Features like link sharing, viewing edit history, and comments ensure your team is working in sync every step of the way.

Brand Voice Guide

When you know you need to get going on your website copy but don’t know where to start, we have just the thing.

Consider creating a Brand Voice Guide that defines the exact voice, tone, and messaging your business needs. Here’s the truth… If you have no idea how your business should sound or who it needs to speak to, you’ll never have quality copy that gets customers to your front door.

A Brand Voice Guide (which you can create yourself) is the key to producing future copy that gets others excited about what you do and why you do it. 

And hey! If you don’t have the time or don’t feel comfortable writing your own Brand Voice Guide, we get it! As a business owner or manager, you have a million other things going on and you simply don’t have anything else to give to your company’s writing. Call in the experts with the creative know-how, and we’ll get one started for you.

Other Tools

We know we didn’t list all of the tools out there to help sharpen up your copywriting skills. These are the ones we find most helpful, but we’re aware that everyone has their own style and flair for writing. Feel free to comment below ones that we should consider or others who are writing should consider.

Have a writing to-do list you need taken care of? Contact us for more information about writing for your business.

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FocusCopy® caffeinates your brand messaging so it energizes your target audience to take action. 

(281) 916-4949 | info@FocusCopy.com

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