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Copywriting

Persuasion Principles To Write Converting Copy

How To Use Persuasion Principles To Write Converting Copy

There is a lot noise in the world. 

And it can be deafening. 

That’s why you as a business owner need to be more persuasive and more engaging in your conversations with your target audience to rise above the noise. 

How do you go about doing that? 

You use persuasion principles to write converting copy. 

What Are The Persuasion Principles?

Robert B. Cialdini, author of Influence: The Psychology of Persuasion, developed these persuasion strategies to influence people to do, think, or say certain things. They’re easy strategies to use in your business writing that help customers understand exactly how valuable your services are. With the right persuasion tactics, you can give your potential leads clear vision for how you can improve their lives. 

Before you get into a mindset of persuasion is simply manipulation, I want to reframe that thought. 

With your copy, I don’t want you to force anyone or manipulate anyone to purchase your offering if it isn’t solving a real problem (whatever that problem will be). For example, we offer copywriting services. However, if a person is dead set on not producing any copy (for whatever reason), I am not going to manipulate or force them into something they are not interested in. That’s sleazy and is not the intent of this article. Instead, we’re just using these principles to frame your work in the best possible light.

Reciprocity

Reciprocity is one of my favorite persuasion principles. Maybe it’s my people-pleasing tendencies, but I love giving something back if someone has given me something. Reciprocity is “a relation of mutual dependence or action or influence” (WordHippo).

BNI is a referral networking organization that exemplifies this persuasion principle really well. They rely on the principle of “Giver’s Gain”. In other words, if I give you referrals, I will receive referrals in return. In my personal experience with BNI, this rings true every single time I pass qualified referrals to another member. 

Commitment & Consistency

This may top reciprocity as my favorite principle. From an early age, I remember being frustrated when people would say “yes” and then say “no” when a better option came along. As a result, I developed a mentality that my “yeses” will be 100%. There is no turning back. No returns or takebacks. When you commit and remain consistent, you build credibility with the other party. 

In simple terms, this is best displayed when you make your vows to your spouse to love them through sickness and health. But it could also show in your public pursuit of a conspiracy theory (even if the evidence stacks against it). 

Social Proof

Social proof might sound like a foreign concept, but we all know it by a more familiar term – peer pressure. When you employ social proof in your writing, you’re using the age old tactic of “C’mon! Everyone else is doing it!” 

While we’ve all heard we shouldn’t jump off a cliff (even if all our friends are doing it), social proof is surprisingly effective. 

Likability

You know what they say… It’s critical to build your know, like, and trust factor with your audience. And that’s because people buy from people they know, like, and trust. 

Recently, I talked with a salesperson who retired from a company after 30 years. His clients stuck with him over decades not because he had the best product or even the best price. It was because if there was ever an issue or if they ever had a question, they could pick up the phone and talk with my friend. 

 After my friend retired, the company’s relationship with the client strayed. It got to a point where the client called my friend directly to help solve the problem. Turns out, the new salesmen at the company approached the relationship as a transactional one. 

If you can, approach every client relationship (prospective or otherwise) with a relational perspective. Be likable. Get to know them. Build a friendship. 

Authority

Let’s say you don’t have a likable personality, don’t have social proof, don’t want to give back, and lack consistency. Even then, we have a persuasion principle for you!

Establishing authority is a great persuasion tool for all business models. Even if your business was founded this year, you have one employee on staff, and you’ve never made a large sale, you can still establish your authority in your industry. It might not be easy, but it’s possible!

It’s like resume building right out of college. You’re not going to lie, but you’re going to focus on your business’s strengths.

Scarcity

We’ve all done it. We’ve all been at a super sale of our favorite stores and bought something we shouldn’t have. What drove each of us to temporarily go insane and ignore our carefully constructed budgets? Was it the “Don’t miss out! This sale is ending soonsigns that elevated your heart rate? Perhaps seeing that thing you wanted so badly sitting on an empty shelf put you in a panic. 

We’ve all bought into the idea of scarcity. The thought might have crossed your mind that if you didn’t grab it right that second, you might never find such a good deal again. Finding a way to frame your own products or services in this mindset will create an urgency for clients to take action and will ultimately close deals.

Persuasion Principles Applied In Copywriting 

So now that you know about the persuasion principles, how do you actually go about applying them in your copywriting? 

Reciprocity in Copywriting

“So, what’s it in for me?”

Buyers today expect to receive something in return for their business. It isn’t a case of giving payment and receiving what you asked for anymore. You, as a business, must do more. Think, “How can I reward loyal customers? How can I show clients that our partnership will be mutually beneficial?” 

The easiest way to do this is to create some sort of high-value offer like a guide, template, or cheatsheet. Something that your audience will find valuable without requiring even more from them. 

For example, we created a bunch of resources over the last year. One, in particular, has been really effective for us in giving value away for free. It’s our How To Answer The 6 Most Important Questions On Your Home Page Guide. If you look further down this page, you’ll find what you can discover inside the guide without having to fill out your contact information. 

Here are a couple more ideas for how to write out this reciprocity principle. 

Commitment & Consistency in Copywriting

At FocusCopy, we exist to build up and support female entrepreneurs. Now, we don’t exclusively work with female entrepreneurs; however, we want to find opportunities to help those women, create custom offerings to grow their businesses, and generally cheer them on as they grow their ventures. 

We are committed to our mission, and we make that commitment known in our writing. If you read any of our blogs or even just peruse our website, this mission is consistently visible. Make your commitments known to your audience!

You can demonstrate your consistency through helpful statistics. Do you know how much money you save your clients in the long term? Do you have 100% customer satisfaction? If there is solid evidence that your business can achieve a consistent result, let your customers know. 

Social Proof in Copywriting

No one likes to feel like an outsider – especially when being an insider has so many benefits! Call out all the ways your potential customers would “miss out” if they didn’t decide to work with you or buy your product. More importantly, highlight all the benefits that are waiting for them if they decide to say yes. 

Show off glowing reviews from favorite past customers, highlight impressive brands you’ve worked with, and lean on the tangible data that proves just how good you are at solving your customers’ problems. Social proof is all about making a customer wish they had worked with you sooner. 

Likability in Copywriting

You can be more likable in your writing by being more personal and vulnerable. The About Page on your website is an awesome place to tell your story and build connections with potential customers. But you can be personal in any and all of your business copy. 

If you’re worried this might make your copy seem unprofessional or too touchy-feely, try looking at it another way. You’re just a human being talking to another human being. You want to help solve your customers’ problems and make their lives easier. Being professional does not mean acting like a corporate robot, so don’t be afraid to show a little bit of who you are in your writing.

Authority in Copywriting

If you have credentials – whether those are awards, certifications, etc. – list those. For example, you may boast that you’ve worked with over 75 brands across 4 countries, are endorsed by some hotshot celebrity, or have completed your Ph.D. Maybe your product is super high quality and blows your competition out of the water in every demo. Before you start writing, create an outline that puts your greatest strengths front and center.

Scarcity in Copywriting

When you put pressure on your target audience through limited time offers, deadlines, or limited availability, you increase the value of your products or services in the minds of your customers. That’s why we saw a shortage of toilet paper at the beginning of the COVID pandemic. People thought they wouldn’t be able to get toilet paper, so they cleared the shelves of every grocery store. 

If you’re selling services, you only have a finite amount of your time to sell. Remind your customers that your time is limited and valuable. 

Learn How We Persuade Your Potential Clients

If you don’t have time or struggle to write your own copy, we’re here to help. Whether you need a persuasive website, newsletter, or blog, we can turn your copy into a powerful sales tool for your business.

Contact us today for a free discovery call and get back to running your business.

Focus Your Copy On Conversation & Conversion

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content marketing skills

5 Content Marketing Skills For Business Owners To Master In 2022

As a business owner, I know you already juggle numerous responsibilities – including content marketing. You might be your business’s marketing director, copywriter, and social media manager on top of everything else you do. But, no matter how talented a writer you might be, every content marketer needs a variety of skills to convert prospects into customers.

As a content marketer, you need to create content to improve sales. No matter how creative or witty your writing is, it’s not worth your very valuable time if it doesn’t profit your company. Improving the following skills will allow great writers everywhere to become great content marketers. 

5 Skills Every Content Marketer Needs To Convert Customers

Whether you’re writing for one small business or a large franchise, every content marketer can benefit from developing the following skills. So, even if you’re the busiest of business owners, make time to improve your content marketing skills and save yourself time, money, and headaches in the long run.

Looking for a team of writers who can consistently communicate in your brand’s voice? Sign up for a virtual cup of coffee with FocusCopy so we can talk about your marketing goals. 

Editing Skills

Even very talented writers still have to work on their editing skills. Make no mistake – editing is not just looking for spelling or grammar mistakes. Anybody can use Grammarly to help with that! While those errors can make a page look unprofessional, editing serves a larger purpose.

When editing a piece of business writing, you want to read and re-read the document. Is your document as clear as it can possibly be? Without clarity, you risk confusing your customers and ultimately discouraging them from working with you. 

Think about how you can use as few words as possible to get your point across. Shakespeare once wrote, “Brevity is the soul of wit.” If you want to truly impress your customers, don’t weigh down your web pages or newsletters with clunky vocabulary words or long sentences. Your readers are busy, and you’re fighting for their attention. So, get to the point! 

There’s an endless amount of content to create to promote your business, so you’ll want to train yourself to write quickly. After all, you have a business to run! So, learning to edit quickly is equally as vital as learning to write quickly.

Search Engine Optimization Skills

Most people have never even heard of Search Engine Optimization (SEO). Regardless, SEO dramatically impacts who learns about your business. When your websites and blogs are optimized for search engines like Google, your website will appear higher on search engine rankings.

If you want your website to ever reach your target audience, you’ll need to brush up on your SEO skills. Even a basic understanding of SEO can dramatically influence the traffic to your website. 

Once you understand SEO, you can make small changes to your website that will dramatically affect your Google ranking. You can research keywords to create strong titles, adjust your sentences for readability, and even include helpful transition words. 

Does brushing up on your SEO skills sound like learning a foreign language? At FocusCopy, SEO is second nature to our copywriters. Schedule a meeting with FocusCopy today. 

Research & Interviewing Skills

As your business’s copywriter, you’ll have to cover a variety of topics. While you certainly know a lot about your business, you might have to write about totally foreign topics. This is completely common for the average content marketer who might write for multi-million dollar businesses one day and for a local mom-and-pop shop the next. 

You’ll want to brush up on your research skills so you can answer any questions you might have while writing. One way to find reliable answers to your questions is to interview an expert. Improving your interviewing skills will allow you to effectively collect data for your copy. 

Time Management & Organization Skills

As a content marketer, you know how difficult it is to stick to a schedule. Writing is often draining, and anyone who has stayed up the night before an essay is due knows what I mean. 

A growing business needs a lot of copy – newsletters, emails, blogs, website pages, and more. And it’s important to keep a consistent schedule. You don’t want your customers to forget about you until you manage to send out a newsletter six months after the last one. 

Creating a content calendar and sticking to it will help keep your business at the forefront of your audience’s attention. Work backward! First, plan how often you want to post a new blog or touch base through an email. After that, break down your goals into daily tasks. If you want to post a blog once a week, start drafting that blog five days (or more) before your publication date. 

Set realistic timelines and schedule enough time to consistently meet your goals. It’s okay if you have to reevaluate and change your calendar! The point is to find a schedule that works for you and your business. 

At FocusCopy, we use a project management software called ClickUp that helps us juggle all the tasks we have to do in a day. You can even use ClickUp to improve your time management and organization skills for all the parts of your life, professional and personal.

Data & Analytics Skills

After you have published your work, it’s important not to stop there. You need to evaluate what works for your business and what doesn’t.

Really, analyzing your data should be the easiest part of content marketing! But, most people don’t want to commit to the extra effort. Regardless, even if you worked really hard on a blog, it might need further tweaking. You might not be hitting the right notes with your audience, or you need to choose more popular keywords. 

Analyzing the performance of your content also helps you to make strategic decisions for future content. You can stop making the same mistakes and prevent yourself from wasting even more time in the future. 

FocusCopy Has The Content Marketing Skills To Grow Your Business

Even if you excel as a content marketer, creating every word of copy for your business is time-consuming and tiring. If you feel burnt out writing your business’s copy, FocusCopy is here to help.

Don’t spend hours of your life writing copy when you know you have a million other responsibilities. We want to grow your business with copy that accurately represents your brand and converts customers. Contact FocusCopy today to get back to running your business.

Focus Your Copy On Conversation & Conversion

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

Experiencing Burnout? How to Navigate Your Marketing Strategy When You Need To Take A Step Back

Experiencing Burnout? How to Navigate Your Marketing Strategy When You Need To Take A Step Back

Friend, can I be frank with you? 

I have never experienced burnout before until Q3 2021. 

You see, it was inevitable. 

I kept pressing forth with miniscule breaks to survive the pandemic. I didn’t want FocusCopy – my first company – to be a casualty. Then even more detrimental, I took on everyone’s emotional burdens this year.

Thanks to the Law of Attraction, I was attracting more disaster and emotional weight than I knew what to do with.

From the numerous suicides, deaths, hospitalizations, illenesses, failure, and exhaustion… I took on all the pain. 

For a minute, it seemed like the world was crashing down.

If that’s you right now in the holiday season, you’re not alone. There is more burnout going around – especially with entrepreneurs – than anything else.

And when there is burnout, the first thing to go is the one thing that drains your energy.

Is that thing for you marketing?

Burnout Is Real & Serious

Before we get into the nitty gritty of navigating your marketing strategy when you need to take a step back, I want to free you to take a step back. Your mental health is imperative. If you need help, reach out to a counselor or mentor.

As a leader of your company, you need to take care of yourself first

Your team needs you to be at the top of your game.

I recently scheduled what I hope to be quarterly one-on-ones with each member of my team to see what they need to better succeed, how they want to adjust their roles, and how I can better support them. One question I asked was, if you were in my position, what would you do differently? 

One of my copywriters immediately said, “I’d take a week-long vacation.” 

Gut punch.

If burnout, having 4 people in one day telling me I need to take care of myself first, and the stresses of being a business owner in this day wasn’t enough, then that statement tipped the scale. 

(Thank you Caroline for your wisdom!)

1. Figure Out What Fills You

The first thing you need to do is figure out what fills you up. Get inspired again! You started your business for a reason. For me, I love marketing (content and email especially) and passing referrals. 

For so long, however, I was stuck in editing and dealing with client “fires”. Once I figured out that editing was an essential task but it wasn’t filling me, I hired a fantastic editor. Now, I’m free to do what fills me up.

With that being said, what part of your job do you love and feel fulfilled while or after doing? 

Consider reevaluating the tasks you delegate. This may sound crazy, but you can even decide to retake ownership of previously delegated tasks. 

Yes, that’s adding to your plate. But hear me out… 

This would be a part of restructuring delegations. You’ll take this task on because you love it, but will ask your team to cover new tasks that you really don’t enjoy. 

Take this blog for instance. I employ a team of copywriters. I don’t need to write this myself, but for me, writing clears my mind and rejuvenates my creativity. So this is one task that I added back on my plate. 

Need help coming up with a marketing plan that converts and works with your busy schedule? FocusCopy is ready to partner with you and bring your business to the next level. Schedule a meeting with me today!

2. Evaluate What’s Most Critical

As you may discover, you may not be able to give up everything that doesn’t fill your cup. Trust me, I’ve tried. There are some critical things that you can’t neglect – sales, accounting, delivery, etc. 

Write down what’s critical in your business that cannot be outsourced or delegated. 

Some examples may include:

  • Speaking engagements
  • Social media marketing
  • Email marketing 
  • Blogging

These are the tasks that most often require you to show your face. 

But that doesn’t mean you have to take on all the subtasks yourself. Ask for help coming up with ideas, drafting social media posts, or even asking an employee to hold you accountable for things that you need to get done. 

Just because you own the business, it doesn’t mean you have to run it alone. 

I hope you have a great team like mine that you can rely on to make magic happen. But don’t forget their potential is probably more capable of helping you with your own tasks than you realize. And if you haven’t reached the point in your business to hire employees, there’s a plethora of services you can outsource to get things done. 

Don’t sell yourself (or your sanity) short by trying to do it all and be everyone’s everything.

3. Delegate, Delegate, Delegate

But especially when it comes to content creation, can you outsource or delegate those tasks? 

For example, you could delegate your speech writing to an intern or copywriting firm. Your graphic designer could put together your slides for you. At this point, you’ve skipped all the subtasks for a speaking engagement. Now, all you have to do is practice through your presentation. 

What about email marketing? Write all the documentation with email templates, tasks, and instructions for your team. They can either write your emails inside or outsource to an email service provider. Depending on your preferences, your team can either schedule those emails themselves or you can schedule them (already designed and ready to go).

Depending on the type of social media marketing you’re conducting, you can either delegate either all or most of those tasks. For video that requires your voice or face, have your team come up with the ideas, script the video, source the music, and edit your videos.

Ready to delegate your copywriting to the experts and get back to what matters most? Contact FocusCopy to schedule your free consultation.

4. Cut Costs If You Need To

With delegation, you can drastically increase your costs. If that’s the case, look at your team. Do they have free time to take on other tasks? 

The other day, I was recently reminded of my team member’s previous work experience. It was just the experience I needed to offboard some work that was draining all my energy.

Guess what I did the next morning? 

I rewarded myself and my dog George by taking a longer morning walk than usual – enjoying our Houston “winters”. If it wasn’t for moving that task off my plate, I would’ve walked quickly and checked my phone for emails from clients too many times to really take in the beauty of my morning walk.

Sometimes cutting costs means reevaluating your work flow. 

While that may feel like an overwhelming time suck, it could mean a much more productive and happy you moving forward. So look at your tasks management tool and consider what can be moved around. Give your team the opportunity to show their potential rather than assuming you’re the only one who can handle certain tasks. 

After all, didn’t you start your business to truly start enjoying life while providing for your family? 

When you take the time to step back and rearrange a few things, your quality of life and business success may very well increase along with your newfound inspiration and reinvigorated ambitious drive.

Ready To Navigate Away From Burnout Towards Optimized Content?

Outsource your most time consuming and creative energy draining marketing task to the copy pros at FocusCopy.

We know writing copy can be frustrating. With our combined experience, we have a process that works. And in following that process, we consistently write copy for our clients that truly converts.

Ready to hand over the writing, lighten your load, bid burnout adieu, and watch your business grow? Let’s grab a cup of coffee, streamline your goals, and structure the right process for your business. Schedule your consultation today!

Focus Your Copy On Conversation & Conversion

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

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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! 

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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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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
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

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Write A Strong Hook

7 Steps To Write A Strong Hook In Your Copy To Keep Your Audience Engaged

Did you know your hook could be all it takes to capture your target audience’s attention, even if you don’t consider yourself a great writer?

In fact, all it takes is some creativity and keeping your readers at the forefront.

Whether you’re illustrating the pain points you can alleviate or sharing a personal story, you want to connect to your readers on a human level. This is what pushes that, “Oh my gosh, I totally relate!” sentiment to convert readers to paying customers.

Keep Readers’ Eyes On The Page With Intriguing Hooks

Writing content to promote your business isn’t always easy. But what’s even worse is if the people you’re writing for aren’t reading your copy. It’s frustrating, feels like a setback, and can get your mind spinning about what you should be doing differently. But sometimes, all you need is to rework your hook.

Need a little help coming up with the perfect hook? We can help craft a message specifically for your target audience.

What Is A Hook Anyways & Why Should I Care About It?

There’s a good chance you’ve heard the term “hook” in discussions about writing. It’s that opening line that keeps your eyes moving down the page to learn more. 

Otherwise, a swipe of the finger will have them reading or watching something else. And if they’re searching for something specific, you may have pushed them to move on to what your competitors are offering.

How To Write A Strong Hook Your Audience Wants To Read

The most important aspect in getting your message across is to write copy your audience actually wants to read. And we’re here to help you capture attention so you can continue spreading your message and growing your business. 

1. Speak To Your Ideal Clients Or Audience

Do you know who your ideal audience is?

These are the people your business is made for. 

They have problems that you can solve through your product or service. You saw a need and went into business to provide a solution. Now, all you have to do is get people to realize they don’t just need the product – they need your product. 

Suppose your business primarily targets women in executive positions. In that case, you may state, “As an ambitious woman busy crashing glass ceilings, is your life revolving around other people’s needs while you’re left with never-ending to-do lists?”

Here you’ve called out your target – ambitious women. And you’ve humanized their personal needs and let them know that you can relate. Any career-driven woman chasing ambitions on top of caring for children and running all the errands will be excited to read what life-changing solutions you are offering.   

2. Raise Eyebrows With Shocking Statistics Or Going Against The Grain

We’re not encouraging click-bait, but instead, consider how you can raise ‘brows by going against the grain. Something different, quirky, startling, or surprising that will set you apart from the tons of blogs and articles out there. 

In your search bar, simply type in your keyword + statistics (or stat or stats). Before you know it, you’ll have a variety of data to choose from. So find something relevant that speaks to your target audience, and it will lock in their attention to read past the first line of your copy. 

As an example, consider the many new, toxin-free cosmetic lines available in the U.S. Type in: toxic cosmetics + statistics = “Since 2009, 595 cosmetics manufacturers have reported using 88 chemicals, in more than 73,000 products, that have been linked to cancer, congenital disabilities, or reproductive harm.” If you were in the market for safer cosmetics and skincare, would you keep reading?

Don’t have time for research and writing? Find out how FocusCopy can take writing off your hands and help your business grow. 

3. Illustrate Pain Points That Alert Readers To A Threat Or Urgent Warning

Without realizing something was lacking in your industry, would you have started your business in the first place? The pain points in our lives are what drive innovations and new businesses. 

Don’t be afraid to push on those pain points to alert your readers to threats they need to know about. 

For instance, imagine you are selling umbrellas that wick away water and dry off quickly. Before and during hurricane season, you can warn your audience of upcoming bad weather. 

In this instance, your hook may be, “With a week’s worth of rain heading our way, don’t let a soggy umbrella soak everything in your purse and the floor of your office or home.” You are helping them with a heads up about the upcoming rain and offering a preemptive solution to their chronic, weather-related pain point.

4. Keep It Relevant & Confirm Beliefs

Sometimes with creativity also comes the need to reign it in!

You could have the catchiest phrase you’re dying to use, but if it’s not relevant – you may have fallen off course. After all, you need to keep the focus on what you’re offering and who would actually purchase your product or service.

Another proven method to make that needed emotional connection is to confirm your reader’s beliefs. Imagine you own a tire company but many of your potential customers don’t know what they need. 

You could write, “Tired of the tire salesman trying to frighten you into purchasing the most expensive set on their floor? We’re tired of watching our friends and family get scammed. That’s why we started TrustyTires. The only tire provider whose goals are to keep you safe and save you money.”

5. Factor In FOMO Worth FOMOing

The fear of missing out is such a universal feeling that the acronym FOMO caught on quickly and swept social media by storm.

There’s nothing like FOMO to get us googling. Whether or not we end up jumping on the bandwagon, we want to be in the know. 

So hit your audience with curiosity punches that will get them wondering, “What am I missing out on and how could finding out improve my life?”

Consider a super affordable wash and fold laundry service. For apartment dwellers who are paying $2-$3 per machine, this may come out to only an extra dollar or two more than what they’re spending on DIY laundry anyways. 

With so many people living in apartments, the benefits are bound to cause FOMO in jealous neighbors. Consider a hook similar to, “Are you wondering how your neighbor with kids has time to do everything and keep their house clean? Save time and your sanity by letting us take on the laundry so you can have more time to focus on what matters the most.”

Passing on the chore of laundry may be the most FOMO thing worth FOMOing about to your audience, so let them know!

6. Don’t Be Afraid To Get Personal & Vulnerable Through Storytelling 

Too many times, people only present the successes that came after their hardships. But that’s not the way to create an emotional connection with your audience. 

Is there a story behind your passion? Was it something that happened to you as a child? Or maybe in your previous career?

Don’t be afraid to get personal and share the vulnerabilities that got you where you are today. Whether that’s from a hard upbringing, challenges at a previous job, or just one day or instance when things weren’t great. More people can relate to your vulnerable side than your successful one. 

And maybe your story isn’t as heart-tugging as others you’ve heard, but that is ok! There are so many people in the world searching for someone to relate to their struggles. So be the voice to the voiceless and embrace how you got to where you are today.  

7. Back Up Statements You Portray As Facts

While this might be last on our list, it is certainly not the least. This is because your credibility is the most important thing you have to offer.

Shocking statements to grab your readers’ attention is great – but make sure you’re not falling away from any truths. Nowadays, fact-checkers are quick to call out anyone who even strays from the straight and narrow. 

Don’t let creativity take away from your credibility. Hook your target audience with vulnerable stories or surprising statistics. And most importantly, back up statements you are portraying as facts. Either with statistics, a quote directly from the source, or just owning your own truths. 

While this will protect your credibility, it will also help it grow. Wouldn’t it be great if your audience began using you as a source for what they need to know? Not only does this build brand awareness and loyalty, but all those extra clicks on your website won’t hurt either. 

Don’t Have The Time To Write Your Own Hooks & Copy? 

If getting into the groove of writing doesn’t fit in your busy schedule, FocusCopy can help. 

We help businesses in every stage identify their target audience. Then we craft copy to get the message across. From writing the hooks to closing the deals, your to-do list is overwhelming. Let the experts at FocusCopy do what we do best – helping businesses grow.

Ready to get back to focusing on what’s most important? Contact us today to get started.

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