Copywriting

Website Launch Checklist

The Ultimate Website Checklist For A Successful Launch

Launching your business’s website is an exciting time!

Aside from the time it will save answering the same questions over and over (and over and over) again, your website can be your most effective sales tool. Plus, a good website can also elevate your business’s legitimacy and boost your own confidence as a business owner.

But before you hit the big, shiny launch button, go through our website launch checklist first. 

Your Ultimate Website Launch Checklist

These 18 steps can make the difference between a meh website and a fully functioning site that makes your business stand out from the competition – for all the right reasons. 

Need help writing copy for your web pages? Click here to schedule a discovery call to learn how FocusCopy can help!

1. Proofread All Copy

There’s nothing like a grammar or spelling error to get the wrong kind of attention. For instance, one marketing professional who worked for one of Houston’s biggest public parks to this day can’t publish anything without doing a word search for the word “pubic”. It was a lesson in overly trusting spell check learned the hard way. After all, just because something is spelled correctly, doesn’t mean it’s the right word. But it taught her to ask her most stringent proofreading friends and colleagues to read over everything once (or twice). 

*Side tip – don’t ask people pleasers to proofread. You want the proofreaders who aren’t afraid to point out your mistakes before they’re out there for the world to see. 

2. Test All Forms

Having a website is a great way to capture your audience’s contact information. However, make sure the forms work! Fill out the link yourself and make sure everything comes through. Then, send the link to a few close friends, family, or colleagues to test it further. 

3. Set Up Google Analytics

Learning about your audience is one of the most critical parts of owning a business and website. Not only will it help you write copy that speaks to your target audience, but it will also help you adapt to their needs. For instance, with Google Analytics, you can monitor information about your audience that includes:

  • Their general profiles including age, gender, location, and more
  • The devices they are using
  • What of your pages, posts, and products are the most popular
  • How they are reacting to your marketing campaigns
  • Conversion rates
  • Website loading speed
  • And so, so much more!

Too busy running your business to dedicate time to writing compelling and converting copy? Contact FocusCopy to learn how we can take copy off your plate and help you meet your goals. 

4. Check Each Page On A Desktop, Tablet & Smartphone

The world is literally at our fingertips with smartphones and other handheld devices. Which means, your website needs to be compatible with desktop computers, tablets, mobile phones, and any other devices that become widely used in the future. 

This check box is two-fold. For one, you want your audience to have a great user experience. Otherwise, they’ll just skip on over to your competitor’s website. And secondly, it can help your Google ranking. Check out Google’s Mobile-Friendly Test tool here.  

5. Run Compatibility Tests

Plugins can elevate a website and this may have you thinking they’re your best friends. The problem is that, as in life, sometimes your friends don’t get along so well together. And the same goes for plugins! 

This compatibility checker is a great tool to double check that all your different plugins will get along and work efficiently together. If it’s not optimizing your website, the plugin may not be worth its hype. 

6. Create 404 Page

Sometimes websites run into an error. What you don’t want to happen is the people looking for your website to run across a “Page Not Found” error message. 

Instead, prepare now for issues that may come up in the future with your very own custom 404 page. This will help you prevent losing a visitor, improving user experience, and track errors. You can even set up email alerts to be notified of 404 errors so you can fix them as quickly as possible. 

7. Index Site On Google Search Console

I’m going to go out on a limb to assume you want people to be able to find your website once it’s live. Properly indexing and rendering your website is key to attracting new visitors (i.e. potential customers) through search engine results.

If you were to forgo indexing your site prior to its launch, you will essentially be putting extra steps in your conversion funnel. Furthermore, it’s important to realize that it can take weeks to get a new website fully indexed. To ensure your website is fully optimized in its “newness” phase, make sure to index sooner than later.

8. Submit Sitemap

The sitemap is the collection of URLs on your website that you want Google to index on the search engine results page (SERP). Most SEO plugins will handle this for you.

However, don’t assume details like this will always be perfect. Instead, triple check that 1) you have a sitemap and 2) it contains the right content and that it works.

9. Test All Links

This is as simple as it sounds – make sure all the links work!

If there is a backlink on your website, click it. Did it direct you to the appropriate web page? Great! If not, address what went wrong to ensure all your links are working properly. 

10. Test All Icons (Especially Social Media)

Linked icons are a great way to grow your social media following. As said above in #9, make sure the links work!

A well-designed marketing plan will point your target audience to your website. Many may find your website through your social media activity, newsletters, and so on. However, that doesn’t mean you don’t want your website visitors to try so hard to keep up with you on LinkedIn, Instagram, Tik Tok, Facebook, and any other social media platform you’re harnessing!

11. Add SSL Certificate

Are you familiar with SSL certificates? It’s the acronym for “Secure Sockets Layer” and it’s important for your security and reputation.

Without an SSL certificate, your audience may receive alerts that your website is not secure. That’s no good and will quickly send readers to your competitor’s website.

Plus, having an SSL certificate helps to increase Google ranking, essentially driving more traffic to your website. Additionally, SSL certificates indicate that you have taken the proper steps to protect your users’ private information – contributing to your credibility factors. 

12. Include Terms of Service & Privacy Policy

There’s nothing like a legality issue to throw a would-be successful website launch off course.

Speak to your business attorney to ensure that you have the right licenses for images, fonts, plugins, and more. 

Yes, the legal jargon is usually the “boring” part of any project. But it is so incredibly important! 

13. Benchmark Your Previous Website’s Data

If this is a new version of an old website, it’s time for a little side-by-side comparison. Basically, you want to see how your new site compares to the old one. A few things you should look out for include:

  • Gaps that provide data-driven insights to help fine tune your new strategy
  • Confirm testing procedures
  • Ensure all components are working properly
  • Double check that you have a system in place to track bugs and enhancements

14. Check For Brand Consistency

You don’t want to confuse your audience with inconsistent brand messaging. So, make sure that your brand voice and branded images stay on point. Refer back to your core message that speaks directly to your target audience. Moreover, check that any logos or images are the most up to date and have the same filter, colors, etc. 

15. Replace Placeholder Images With Final Images

When building a website, placeholders help keep the momentum going. However, don’t forget to go back through and replace all the placeholders with the final images. This will make your website appear polished, and your business professional and trustworthy.

16. Confirm The Copy Is The Latest Version

Especially when building a website, there are likely several renditions of web pages. If not labeled correctly, it can be easy to import the wrong version. Make sure that you are using the latest (and greatest) version of copy for your website. Don’t forget to have a few trusted friends give it a good proofreading before going live. 

17. Check That Hosting Can Handle Your Bandwidth

The last thing you want when your website goes live is for it to immediately crash because it can’t handle the traffic or amount of content on your site. Talk with your website host or designer to evaluate the amount of bandwidth you need. Here’s a quick guide on why server bandwidth is critical.

18. Send An Email Announcement About Your New Website

Be sure to celebrate your launch and let your audience know that you have a new website! You never know when a cold prospect or even an inactive client will re-engage with you. Take the opportunity to show that you’ve invested in your brand. 

P.S. Need a few prompts to make your website actually mean something to your cold prospects? Download this free guide for to answer the most important questions on your website.

Ready to Launch? 

Launching is an exciting time! But if you’re still struggling with the copy side of your website, let’s chat

Focus Your Copy On Conversation & Conversion

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

Salesy Copy Is Out, Authentic Branding Is In

Ever see an ad that makes you raise your eyebrows a bit?

You’re far from alone in that. In fact, today’s consumers are inundated with salesy marketing campaigns in every facet of their lives. You can’t open your email, social media accounts, watch a video, or even drive down the street without some type of marketing coming into your peripheral. 

If something seems suspicious, the facts don’t really matter anymore. That potential customer is already lost and may forever affiliate that brand in a negative connotation.

This is why it’s time to ditch the salesy copy. Instead, focus your marketing efforts on authentic branding that will comfort your audience and help them remember you.

So how do you make your marketing stand out for the right reasons?

You need credibility to show that your brand messaging is authentic. 

Otherwise, you’re just another fish in a pond of baseless sales tactics.

What is Authentic Branding?

Simply put, authentic branding and marketing is when you prioritize building your know/like/trust (KLT) factors with your audience over sales. It feels like you want to develop a relationship rather than a transaction. 

Remember the phrase, people do business with people they know, like, and trust. This mindset is the starting point to create an authentic brand. 

4 Tips To Ditch The Salesy Copy For Authentic Transparency

Getting the right message across isn’t as tricky as it seems. Sometimes all it takes is reevaluating your business’s mission and values. 

Don’t have time or the confidence to write your own brand messaging? Leave it to the pros at FocusCopy. Schedule your discovery call with us today.

1. Keep Your Authentic Voice Consistent In Your Brand Messaging

Have you defined your brand voice?

If not, then it’s time to discover, document, and implement your business’s authentic voice.

Your business’s brand voice speaks to your target market. Furthermore, a consistent brand voice builds credibility and helps your audience feel comfortable with your brand. 

On the other hand, an inconsistent brand voice can wreak havoc on your business’s marketing.

A few questions to ask yourself when honing in on your brand voice include:

  • How do you want people to feel about your brand?
  • What voice, tone, and words do you absolutely want to avoid affiliating with your brand?
  • Who is your ideal customer and audience?

FocusCopy has a whole workshop we go over with new clients. Sometimes, the questions are a little surprising – like which movie characters you relate to, how your friends describe you, and so much more. But I promise, there’s a method to the madness. Each question gets us closer to defining a business’s voice for the most effective brand messaging. 

Once you identify your brand voice, use it genuinely, consistently, and transparently. Moreover, don’t be afraid to show the highs and the lows. People relate to real life problems, it doesn’t need to be all sunshine and daisies. 

Additionally, if you make claims – back them up! Backlinking to reputable sources not only builds your own credibility, but can also improve your SEO efforts. (Psst…backlink to your own blogs and web pages, too!)

2. Show Your People, Products & Services With Authentic Photos – Not Stock

Sure, stock photos are great when you’re in a pinch. However, you may want to keep them in the last resort file.

This case study on Harrington Movers in New Jersey shows just how powerful authentic photos can be. When they decided to do away with the happy couple stock photo and get real, the results spoke for themselves.

In fact, they ran an A/B test with 2 new, yet authentic, photos. The first is a simple photo of their moving truck. The second is a photo of their actual team of movers in front of a moving truck. With both of the newer, authentic photos, Harrington Movers saw over a 45% increase in quote requests than with the stock photo.

Overall, marketing is a science. It’s why we love A/B tests! However, it’s important to not lose the human element. You can chase all the analytics and statistics, but you need to always remember that a real living person full of emotions and personal experiences is on the receiving end. 

On another note, make sure your photos are true! Have you been introduced to a new skincare product complete with before and after pictures? But when you look at the photos, you realize the person in the “before” is raising their eyebrows to create forehead wrinkles. The lighting is different in both photos and you realize that if this is the best they can do – it’s not a worthy investment. 

Investing in a brand photo shoot was one of my favorite marketing projects for FocusCopy. I now have a plethora of images that I own and use for featured images in blogs, newsletters, website copy, and more. Plus, it was fun! The trick is to hire a great photographer that makes you feel comfortable and that you trust (meet our favorite photographer).

3. Keep Your Marketing As Genuine As Can Be

On the same thread of using genuine and honest photos, your copy should follow suit. In other words, practice what you preach.

For instance, there’s been a lot of talk around the lack of regulations in the U.S.’s skincare and cosmetics industries. The facts can be quite shocking. Unsurprisingly, a lot of companies have jumped on the bandwagon to promote non-toxic products. However, are the people pushing these products concerned about all the toxins in their lives? 

If not, how can you be sure they even care and that their products are as safe as they claim?

People in this particular niche industry can show their genuine care and interest by showing that they take the same approach to other parts of their lives. As an example, they may show that they use effective yet non-toxic household cleaners or are making an effort to replace plastic containers with glass. 

The gist here is no matter your industry, your marketing will be most effective when it is genuine. 

Do you know what you want to say but not sure how to say it? Writing is the most cumbersome task in marketing campaigns and FocusCopy will work with you to define your brand voice for the most effective messaging. Schedule a discovery call today to learn more!

4. Grow An Organic Following (AKA Don’t Pay For Followers Or Engagement)

Social media brings us into each other’s lives like never before. Whether you keep a crisp profile that only shows the positives or get into the nitty gritty behind the scenes real life chaos, it’s amazing what people want to see!

It’s called social proof. And if done right, it can tremendously increase your brand’s reach. 

Having trouble getting started? Challenge yourself to show up on social media for a month straight. Yes, every day of an entire calendar month. I promise it’s not hard. Plus, you can have fun with it!

Been wanting to show off your dance or lip syncing skills? There’s no time like the present to pick a trending TikTok audio clip and go for it. 

However, make sure to keep the content focused on your target audience. 

Moreover, ask customers to send you or tag your company’s social media in their own photos using your product or service! There’s nothing like seeing real people enjoying what your business offers to instill social proof.

FocusCopy Writes Authentic Copy For Brands Worth Boosting

While writing comes easy to some, we’ve found the majority of people view it as their most cumbersome task. However, simple and direct communication is also very often the most persuasive and effective marketing tool. 

Whether you simply don’t like to write or don’t have time to write, it still needs to get done. FocusCopy allows business owners like you to focus on running and growing your business while we handle the copy. 

Ready to learn more about what FocusCopy can do for your business (and stress level)? Schedule your discovery call today!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Authentic Branding
Authentic Branding
Writing Copy With Empathy

6 Actionable Tips To Writing Copy With Empathy

Are your marketing efforts reaching your ideal customer?

There’s a whole science behind writing for business. Copywriting soft skills are critical to provoking emotion.

And empathy, well, it’s one of the most important and impactful elements.

Copywriters need empathy to infuse our work with humanity and thought-provoking copy. This allows our clients’ ideal audience to relate to the copy on a human level.

If you’re not reaching the right people, it may be because you’re missing the human elements your audience craves.

So how do you practice empathy in 6 actionable tips?

  1. Read books
  2. Create personas
  3. Ask more questions
  4. Engage with the people in your life
  5. Put the reader first
  6. Write conversationally

Don’t worry, we’ll dive into each empathy practice below so that you can strengthen your ability to breathe humanity into your writing. 

What is Empathy & Why Is It Important?

Empathy (/ˈempəTHē/) is the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner. (Merriam-Webster)

Why’s it important?

For starters, psychopaths lack empathy. 😬

There’s a lot more reason why it’s held in such high regard – beyond not sounding like a psychopath. 

Empathy helps us see a situation from another person’s perspective. This is incredibly important in all human relationships. 

Infuse your brand messaging with emotion-provoking copy that converts. Schedule a discovery session to learn more. 

Empathy: The Real Power Behind Your Words 

Since we write for businesses, our goal is to empathize with readers’ pain points. But it would be impossible to do this without putting ourselves in their shoes and really thinking about their struggles.

Furthermore, for the features of your products and/or services to stand out, potential customers need to understand how they will improve their lives.

This is best done by using empathy in words to illustrate the benefits that your business offers. 

For instance, does the what’s for dinner question make you cringe on a nightly basis?

What if you came across someone on social media or from scouring Google who offers a variety of services to make dinner time easier?

At the same time, what if they teach you to cook delicious and nutritious meals even your pickiest family members love?

And save money?

And reduce your carbon footprint?

There are a whole lot of life-changing benefits in that package! 

By empathetically connecting with readers, you can hone in on their pain points. Then, they will find the solutions your business offers more impactful to their lives. Next, your readers take the next step on the customer journey and convert!

Conversion can mean different things. It can include:

  • Download your lead magnet
  • Sign up for your email newsletter
  • Follow your social media accounts
  • Purchase your least costly service or product

But here’s the thing – any step on the conversion ladder is a win in a business owner’s book! 

As you continue to nurture your paying (and non-paying) leads with empathy, they will continue to get closer to being your best customer. 

How To Develop Copywriting Soft Skills Like Empathy 

While empathy is a normal human behavior, it comes easier to some than others. 

And no, it doesn’t mean you are a categorial psychopath. 

It just means you haven’t done as much work as the others to practice empathy. But like all things in life, this skill gets stronger with practice.

Explore these methods to develop soft skills for copywriting like empathy, compassion, and sympathy. 

Ready to hand your copy over to the pros? Schedule a discovery call and learn how we can breathe humanity into your business’s copy. 

Read Books 

There’s nothing like a good book to put yourself in another person’s head, even if that other person is a fictional character. Reading is the key to exploring and learning about other cultures and their struggles, challenges, and reasons for celebration across the world. 

Create Personas 

Have you ever had to create a character?

It sounds easier than it is, but also gets easier with practice.

For example, think about a school teacher named Sarah.

Now, consider what era Sarah lives in. What is going on in the world while Sarah is teaching?

Is she single, married, or have kids?

What does she do for fun?

How does she wind down after a busy day?

Does she exercise regularly and cook every night?

Or is she always so busy she can’t find time to workout and hits up the drive-thru after work every day?

Does she frequent the city’s finest restaurants nearly every night?

What products would make her teaching job easier?

Are there any services that would make the rest of her life easier?

These are all prompts to help you see the world from a new perspective. And through this type of practice, you can strengthen your ability to empathize with your audience. 

Ask More Questions 

One of our favorite questions to ask at FocusCopy is simply why?

Why did you start your business?

Why do you offer that service?

And why is success important to you?

Then, we keep asking why. This is because the why behind a need, want, goal, or ambition is so important to understand a person’s perspective. It helps us to empathize with them on a human level, write in their voice and tone, and engage with their audience. 

Practice asking more questions when speaking to friends, family, and colleagues. It will help you improve your relationships and might even inspire you to do something great!

Engage With The People In Your Life 

Introverts like us have got to put our social hats on every once in a while. No matter how cozy we are in our own homes, engaging with the people in our lives is important for so many reasons.

Aside from nurturing relationships, engaging with others helps build empathy. The trick is to listen carefully. 

When you understand what’s going on in other people’s lives, you better understand their challenges. Whether they need moral support or something more tangible, the key to determining their needs is to listen carefully and ask questions. 

Put The Reader First 

This might be a hard pill to swallow, but no one wants to read about you. What they want is to read about what you can do for them. 

You don’t have to totally dismiss your accolades, impressive collaborations, or esteemed colleagues. Their logos, reviews, and other mentions can be used to build credibility. 

However, the goal is to keep your business’s writing focused on the reader, not you. 

Write Conversationally 

Do you write the same way you speak?

If you’re not sure, give it a shot. There are several ways to practice writing conversationally. Here are a few of my favorites.

1. Read what you’ve written out loud. 

Does it sound natural? Would you really engage in an in-person conversation with those words? Or does it sound stuffy, and maybe a little too formal?

2. Try speech-to-text.

Do you ever feel like you know what you want to say, you just can’t write it? Then, try speaking it instead!

Most computers and phones have talk-to-text functions these days. Just hit the button and start talking. Compare your speech-to-text transcription with how you originally typed out the same message. Any glaring differences? Does it read more naturally? 

3. Write like you are talking to a friend. 

You wouldn’t turn a relaxed conversation into a formal business presentation, would you? But you still want to tell your friends about what you’re up to.

Those laid back conversations may be the ticket to writing on a human level. 

FocusCopy Breathes Empathy & Humanity Into Your Copy 

There’s a long list of jargon copywriters keep up with. From SEO and analytics to meta descriptions and content clusters, it’s easy to get caught up in the inner workings of the algorithm. 

However, what’s not ok is to lose the human element in an attempt to hit all the technical marks.

FocusCopy works with women-owned businesses to help them meet their professional goals while maintaining their authentic voice. We do this with continuing education, SEO, and most importantly – staying true to the brand voice.

Want to learn how FocusCopy can elevate your brand’s messaging? Schedule a discovery call with me today!

Focus Your Copy On Conversation & Conversion

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

What Is Copywriting?

Did you get through all of Mad Men and still wonder, what do they mean by copy?

We get this question a lot. Honestly, at some point in every copywriter’s past, they also wondered, what exactly is copywriting?

For those of us who have turned it into a fulfilling career, copywriting is in its most basic form writing persuasive and converting copy. But it’s not that simple.

Between understanding what consumers want, Google algorithms, and getting the message across in a way that’s consistent with the brand voice – it’s a science. Furthermore, it requires constant attention to industry standards, research, and fortitude to guide clients to the right messaging for their businesses. 

The Definition Of Copywriting

A quick glimpse into your inbox and physical mailbox will give you several examples of copywriting. From neighborhood civic association underwriter letters to a yoga studio’s emails offering a free first class, copy is everywhere. 

To define it at a high level, copywriting is the act of writing persuasive and promotional marketing materials. Moreover, copywriting’s goal is to motivate readers to take some form of action. This includes calls to action like: make a purchase, click on a link, make a donation, or schedule a discovery call.

Need a copywriter in your life to ensure your website, newsletters, blogs, email marketing, and print materials are working for your business? Reach out and find out how we can take the stress of writing off your plate with effective converting copy.

Copyright Vs Copywriting 

Due to them being homophones, copyright is often confused with copywriting. But it’s important to realize they are two different things.

Copyright is a legal term that protects original works of intellectual property. Whereas copywriting is a marketing tool used to convert readers into paying customers. 

To put it in pop culture terms, have you ever been listening to the radio and realized a song sounds awfully familiar to you? There’s a good chance this new-to-you song is sampled from an old favorite. It happens a lot and isn’t a huge issue. Unless, of course, this up and coming musician didn’t get permission to use said sample. Then, there would be a copyright issue. 

The same can be said for website designs, works of fine art, literature, movie scripts, and more.

Copywriting can also risk copyright infringement if protected words or phrases are used. Furthermore, copywriters can certainly write about copyright law. But the two are entirely different terms from two different industries.

Top 5 Questions About Copywriting 

We get a lot of questions about copywriting. Here are the most common:

  • Who writes copy? 
  • What does a copywriter do?
  • Who needs copywriting? 
  • What’s the difference between a copywriter and a content writer? 
  • What’s the purpose of copy? 

1. Who Writes Copy? 

A copywriter. 

While there isn’t a certification requirement to call oneself a copywriter, there are more than a few qualities that define a quality copywriter. A successful copywriter will write in your voice, relate to your audience, and will help your business organically grow in recognition and profitability.

2. What Does A Copywriter Do? 

The first stage in writing copy is getting to know the client. Then, we must get to know their target market. It’s more than saying, I think women between the ages of 20 and 30 would like this product

For instance, let’s look at a female entrepreneur who has created a course to help female business owners grow their businesses. We get to know the client, the tone they want to convey, their favorite phrases, their no-go words or phrases, and so much more. This is how we define the client’s brand voice

Their target market identifies as female business owners ready to scale their business, but don’t have an effective plan in place.

The target audience may feel overwhelmed in what feels like a man’s world. They know their product and service inside and out. But they don’t have the knowledge or confidence to take the next step. However, taking that next step prematurely could severely damage their business. These are all examples of the target market’s pain points. 

Once we dial in the client and their target market, we define the objective. Do we want them to schedule a discovery call? Download a lead magnet? Sign up for a class?

Then, we take everything we’ve learned through mindful research and start typing away. We strategically write copy that:

  • Help the target audience find their business
  • Increase the business’s Google ranking
  • Address the target audience’s needs and wants 
  • Effectively communicate how your brand is the solution they need in their lives
  • Build credibility to show the readers they can trust the business

Plus, we have stringent processes to ensure top quality every time. 

3. Who Needs Copywriting? 

Any person, business, or organization that wants to reach a larger audience and turn readers into paying customers or donors needs a copywriter.

Many times, business owners (especially new ones) try to take on more tasks than they can handle. What’s worse is when business owners attempt to become experts in fields that are out of their wheelhouse. As I’ve seen with so many companies, this leads to legal, financial, and marketing blunders!

For instance, unless you’re a doctor, you shouldn’t give medical advice. The same goes for those without law degrees giving legal advice. Not only would the research take up all the time you should be dedicating to your business, you still won’t become an expert. And if you’ve been handling all your business’s finances and taxes solo, you’re likely missing out on huge tax breaks and receiving unfortunate letters from the IRS. 

DIYing your marketing and copywriting won’t land you in the same hot water as spewing legal advice, but it can severely affect your business. Because unless you’re ready to dedicate ALL of your time to learning the tricks of the trade, your copy won’t be nearly as effective as your business deserves. 

Did you know that poor quality copy can actually turn off potential customers? Yep. And what about the new customers you need to help your business really grow? 

Without a steadfast plan and the know-how, your marketing can easily fall flat. That’s why business owners like you hire copywriters like us. Plus, your time is a lot more effective when you do what you do best. 

4. What’s the Difference Between A Copywriter And A Content Writer? 

This is one of those tricky vs maybe not-so-tricky concepts. Essentially, a content writer provides information. And a copywriter writes persuasive and converting copy to make sales. 

However, content writing is a form of copywriting. Because while the goal of the content may be informative, you can still include persuasive language and calls to action to encourage readers to take action.

For example, content writing can include informational pages on a website. This can include blog posts, product/service pages, landing pages, and more. But with each of these formats, sly plugs to contact the business for more information have them teetering on the edge of content and copy.

Want to learn more about how content and copy can help your business gain the traction it needs? Schedule a discovery call today! (See what I did there?)

5. What’s The Purpose Of Copy? 

The goal, purpose, and objective of copy is to encourage your readers to take action. And, in turn, help your business grow.

Moreover, we reach a business’s target audience and encourage them to take action that will convert them from readers into paying customers. Because, as many business owners can tell you, simply sharing the product or service you offer isn’t always enough to make sales.

Instead, us copywriters dive deep into the why?

Why does this product or service matter?

Why would a consumer or fellow business purchase your product or service?

Why is your product or service the solution your target market has been searching for?

And then we ask why again. And again. And again.

This process allows us to empathize, sympathize, and relate to your readers on a personal level. And this is how copy can effectively make the difference between a struggling business and a thriving business. 

Looking For Your Next Copywriter?

If you’re looking for your next copywriter, you need to know what to look for. A professional with experience in your industry, with proven processes, good reviews, and overall reliability. 

But you don’t have to look very far, because FocusCopy is the solution you need. With nearly 100 clients under our belt in every industry you can imagine, we’ve got the experience and know-how your marketing needs.

Ready to grab a coffee and talk copy? Reach out today to schedule a discovery call and let’s chat business.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
how to overcome writer's block

How To Overcome Writer’s Block & Get Back On The Right Track

Who else has a hard time overcoming writer’s block? I know I do!

We’ve all had those days. You know the ones…You have a ton of writing on your to-do list. However, after your third (or sixth) cup of coffee, you still can’t seem to focus on the task at hand. That blinking cursor on an empty page begins to mock you. Then, each blink begins to sound like the ticking of a clock inside your head as the day continues on without making progress.

Writers love to joke that their favorite thing about deadlines is the whooshing sound it makes as it passes by. But the downside of letting writer’s block get the best of you is those deadlines push back other important projects and encourage you to procrastinate. Even if your deadlines are flexible, you should treat them as though they aren’t. But it’s completely understandable that writer’s block can have an impact on your ability to perform.

Instead of sitting around waiting for inspiration to strike or switching to social media, try these 8 tips to get you back on track in 10 minutes or less. OR skip the how to overcome writer’s block tips and get right to an effective solution with the FocusCopy team.

What Is Writer’s Block?

Many of us associate writer’s block with our school days. You’re at your desk and everyone is scribbling away…except you. You understand the assignment. You just don’t know where to start! Your brain might feel foggy or like a pile of mush because while you’re capable of writing, the words just won’t come out.

Writer’s block is real. And even though your braces are gone and your handwriting has improved, writer’s block still affects people well into adulthood. Only now, writer’s block eats into your productivity and profitability. But there are a few ways to turn writer’s block around.

Need a faster, more effective solution? FocusCopy has your back.

Why Do We Get Writer’s Block? 

There are several reasons writer’s block happens. A few of these reasons are mental, which means it’s important to do everything you can to get your mind in a clear and comfortable space.

The most common reasons people experience writer’s block are:

  • Timing
  • Lack of energy
  • Fear
  • Perfectionism
  • Unclear direction

The thing about these symptoms of writer’s block is they’re usually all connected. But don’t worry because as soon as you start a routine to improve your productivity and get the hang of getting over writer’s block, it’ll become habitual.

A Guide On How To Overcome Writer’s Block

Here are 8 things you can do to get past writer’s block.

1. Start With A Big Idea

What’s your purpose for writing and what’s the purpose of the piece? If you’re writing your own biography for your website, what’s the big idea behind it? It may be to:

  • Inform readers about your credentials
  • Discuss how many companies you’ve helped
  • Tell a story about how your sales have improved over time

Whatever you’re trying to do through your writing, know what it is and jot it down!

2. Know Your Goal

Once you have the big idea down, your main goal should be clear. If you have questions, ask. Yep! Even if you’re the boss. It’s okay to ask people you admire what they think, if they can edit, or if they have any other ideas. This way, you avoid writing with no real direction.

Scribbling can help if you’re brainstorming and trying to get the juices flowing. But if you’ve been at it for too long, writing with an unclear goal leads to multiple revisions, edits, and everyone’s favorite – total rewrites! You want to avoid wasting time and money by redoing work that should be on the right track the first time around. Ask questions and be sure you’re on the same page about goals and expectations. 

3. Outline Your Copy

Before outlining your copy, you should know and stick to a deadline. Account for the time it takes to brainstorm, outline, and edit your work. From there, choose an ideal day and time to start writing, and get an outline going.

PsstYour big idea and goal above can be part of your outlining process!

After many years of professional writing, placing my main points into bullets to start is a huge help. You can think of them as headlines for your writing, guiding you along the way. If you have any specific notes, links, or other thoughts to include, now is the time to throw those ideas in before you forget! 

This next tip is more for longer articles and blogs. So, if it helps, go ahead and write a quick introduction and conclusion including your objective and end goal, even if they aren’t perfectly written the first time around. This will make it easier as you write to remember what you should be writing about. Also, it ensures that the entire piece has a good flow from start to finish.

Need help getting started? Add a cup of FocusCopy to your writing.

4. Use The Pomodoro Technique

Have you ever heard of the Pomodoro technique? 

how to overcome writer's block

It’s a way to manage the time you have so you can get the most quality work done. It breaks up your time into 25-minute intervals and 5-minute breaks. These sections are called pomodoros. As soon as you’ve worked for about 4 or 5 of these intervals, you can take a longer break of about 15 to 20 minutes.

I love using Flow for Mac because instead of thinking about how much time I don’t have, it forces me to work within the time I do have. It’s a much less stressful way of looking at my day ahead. And it’s not just for writers! You can use it for practically whatever you need to get the job done. It’s also a pretty amazing tool to use if you burn out quickly performing one task at a time…cough any parents with kids who hate studying? Give Flow a try.

5. Move Your Body Away From The Computer

This tip on how to overcome writer’s block may sound counterintuitive. But looking at a blank page and worrying about what you’re going to write can cause more stress than necessary. It’s okay to do something else to get your mind working for 5 to 10 minutes. 

You can:

  • Go for a short walk outside
  • Stretch in the comfort of your home
  • Breathe long and slow for a few minutes
  • Declutter and clean your desk off with a sanitized wipe (a personal favorite)

Moving away from the computer has a ton of benefits, which leads us to our next tip. 

6. Put Pen To Paper (Instead Of Using The Keyboard)

I know, I know, you love your laptop and you’d rather die than let it out of your sight. Trust me! I get it. 

But there is something to be said for taking a reliable, smooth pen to a crisp clean piece of paper. In fact, it’s proven that writing strengthens your brain activity more than typing on a computer. You’re even more likely to remember key pieces of information later on. This tip is great for those who have memory or learning differences like dyslexia or attention deficit disorder (ADD).

Want to make this hack a little more fun? 

Grab some fun notebooks (no one will judge you for choosing a Batman cover) and stock up on your favorite pens – these thin gel pens from Sharpie will be the most stolen borrowed pens in your collection. 

7. Clean Up Your Desktop

You know who you are here…If you have notes or files you don’t need from one or more years ago, I’m talking to you! 

Actually cleaning your work area is one thing. But getting rid of the extra icons, pictures, and apps on your computer can also help. There’s nothing physical that you’re removing, but clearing up your desktop can feel just as rewarding. Before insisting you need everything, take a quick look and see if there are 3 items you can get rid of completely.

8. Put On White Noise Or Instrumental Music

Many people have trouble concentrating when there are other noises around. This can be the coworker humming to your left, the tapping of your own keyboard, or someone having a loud phone call an office or two away. Complete silence alone can make you feel like you’re going crazy. You’re not wrong to feel this way. If you are bothered by other noises or silence, you can use white noise or music to drown out the distraction.

You can buy noise canceling headphones, tune into your favorite playlist, or tell home devices like Alexa that you want it to play white noise for you. If you prefer a natural source for white noise, turn on a fan or the AC, use a small space heater for a low hum, or rely on an air purifier to run while you think. 

How To Overcome Writer’s Block While Saving Time & Money

You can practice most of these tips in 10 minutes or less. However, if time isn’t on your side and you need quality writing solutions fast, FocusCopy is the extra boost you need. We use a refined process to overcome writer’s block and get your copy on target and on time. Contact us to find an affordable writing solution for your business, and never worry about writer’s block again.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
difference between copyright and copywriting

What’s The Difference Between Copyright & Copywriting?

In-person conversations about what we do often lead to a subplot about the difference between copywriting and copyright. And no, it’s not annoying…despite how many times our parents ask about copyright law…

But there is a big difference between copywriting and copyright law. For starters, one is a term for writing copy. In our case, writing high-converting copy for female entrepreneurs who don’t have the time to write, or in some cases, just hate writing. 

And the latter is a legal term about authorship and intellectual property. 

Do the two ever become intertwined in real life, aside from sounding exactly the same? Sure. But that’s beside the point…for now. 

Need to zero in on your brand messaging to reach your ideal clients and grow your business? Get in touch with FocusCopy today!

What Is Copyright?

Whether you’re a movie buff, avid reader, fine art aficionado, or are always listening to music, you may have seen your favorite artist in the news at some point over copyright litigation. 

That’s because copyright is a type of protection for original works of intellectual property. This can include lyrics, phrases, music samplings, paintings, software, architecture, and so much more.

This may have millennials reminiscing about Vanilla Ice differentiating the Ice, Ice, Baby bass line from David Bowie and Queen’s Under Pressure. Even Houston’s hometown star Lizzo has been in the news over writing credits for her breakout song Truth Hurts

Is Copyright The Same As Patents & Trademarks?

Nope! While all three offer protections, they are not the same. In fact, an inventor or scientist may file for a patent to protect their inventions or discoveries. While a trademark protects words, symbols, or designs that identify and distinguish their goods and services. For instance, you wouldn’t want a competing business within the same industry to use your business name and logo, right? But if it’s an entirely irrelevant business, then it might not matter so much.

At What Point Is Intellectual Property Protected?

According to copyright.gov, “Your work is under copyright protection the moment it is created and fixed in a tangible form that is perceptible either directly or with the aid of a machine or device.”

However, if you want to bring a copyright issue to court, then you must register your work. Whether that be a piece of fine art, your latest freestyle, or even your innovative building design – it’s never a bad idea to talk to a copyright lawyer. 

What Is Copywriting? 

Ahhh…I’m glad you asked!

In its most basic definition, copywriting is the act of writing materials to encourage a reader to take action. This can include: 

  • Attending an event
  • Making a purchase
  • Signing up for a service
  • Donating to a worthy cause
  • Liking and sharing a social media post

I’m pretty sure every generation can find examples of copywriting they’ve read that led them to take action. 

Most of what you read online these days is copywriting. I’m talking webpages, email newsletters, blogs, and those landing pages that pop up encouraging you to share your email address in exchange for something you want. Out there in the world, some copywriter (with a dog or cat at their feet) wrote those words in a strategic fashion to encourage you, the reader, to make a move. 

You may be thinking, Why would I hire someone to write? I know how to write!

We don’t doubt that! 

But ask yourself,

Do you really have the time? 

And if so, where’s all the writing you’ve been producing? 

Is it reaching your target audience effectively? 

Are you seeing results in your business? 

Or is it falling flat?

As professional copywriters, we do a ton of research and have even more processes. We strive to raise your Google ranking to be at the top of the page when someone searches for the products or services you offer. And to do that, we have to keep up with Google’s constantly changing algorithm, get into your voice so that not even your spouse or neighbor would know the difference, write effectively, and so much more. 

At the writing of this blog, we’ve just signed our 90th brand as we gear up to celebrate FocusCopy’s 3rd anniversary. Let’s grab coffee and see how we can help your business.

The Big Difference Between Copyright & Copywriting 

One is a legal term and the other is a marketing and sales resource. However, I’d have to say the biggest difference is that copywriting produces words that you may want protected through copyright law.

As mentioned above, copywriting can be copyrighted. But unless an attorney, The U.S. Copyright Office, or someone else who can benefit from us writing about copyright can benefit, it’s unlikely you’ll see us copywrite about copyright. Except, obviously, right now. 

If you want to ensure your tangible form of expression is protected, then you should speak to a copyright, intellectual property, or business attorney. Trust us, through our research – we’ve come across a ton of examples of copyright infringement.

Whereas if you need a copywriter to help you write your copy, then look no further! Through our processes, we hone in on each client’s individual voice. We learn the tones, phrases they like, phrases they hate, their goals, their vision, their mission, and so much more. The results are happy clients who are able to publish meaningful copy that truly helps their businesses reach a larger target audience. 

Want Meaningful Copy To Caffeinate Your Brand Messaging?

FocusCopy takes the writing tasks off your plate so you can focus on growing your business. Whether you just can’t find the time, hate writing, don’t feel confident in your writing, or something else – we can help. 

In just under 3 years, we’ve helped 90 business owners (and counting) publish clear and focused copy to elevate their messaging and grow their businesses. Our ever evolving processes give us the tools to document your brand voice and write so that not even your mom will raise an eyebrow. Whether you need a helping hand or want the writing completely off your to-do list, we’re here to be your strategic partner. Schedule a discovery call today and learn what we can do for your business!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
call to action swipe file

Build Your Call To Action Swipe File To Write High-Converting Copy

Do you ever sit down to write your business copy and have no idea where to start? 

Everyone gets writer’s block, but how are we supposed to overcome it? 

Instead of putting off writing for your business again, do what the professional copywriters do…Open up your call to action swipe file.

What’s a swipe file? It’s a collection of excellent copywriting you can use to gain inspiration. But what it is not is the license to duplicate the copy as your own. We don’t like plagiarizers (and it doesn’t look good to your target audience either). 

Why You Need A Swipe File For Your Website Copy

So why do you need a swipe file for your website copy? Apart from giving you ideas when you have no clue what to write, a swipe file gives you a starting point to think differently about your copy. Its intended purpose is to inspire or give an idea on what to do. Before we reveal our call to action swipe file, what is a call to action? 

What Is A Call To Action? 

It is what it sounds like. You are calling your intended audience – usually your target customer – to take a specific action. That action does not have to be a buying one.

Remember, there are a lot of steps that happen in the customer journey to convert a complete stranger into a raving fan. Not all of those require a monetary transaction. 

Need more than inspiration and ready to grab hold of helping copywriting hand? Schedule a discovery call today!

Your Call To Action Swipe File For Your Website Copy

To help you out, we’ve added a variety of B2B and B2C examples from various industries. When building out your own swipe file, don’t be afraid to go outside of your industry or competition. Sometimes, the most obscure sites may actually spark a brilliant copy concept. 

Subscribe Call To Actions

The money isn’t in your social media. It’s in your email list. Here are a couple of our favorite subscribe call to actions. 

What we love about this call to action is the ability to tie in what they do – sell sheets and mattresses – with the copy. It’s unique, yet indicates that their email newsletter isn’t some boring newsletter. Nobody wants to clutter their inbox. 

Don’t underestimate the value of pop-ups! But definitely use them sparingly if you want to protect your user experience. This call to action is a favorite because it uses a little social proof to encourage people to subscribe to their blog. 

Sign Up Or Download

Want to provide some up front value before engaging in a more sales type conversation? Sending them to a sign up or download action is a perfect way to increase your buy-in. 

This call to action has everything. It identifies the audience as overwhelmed entrepreneurs and business owners. It sets the expectation that for 5 days, you’ll get 20+ hours of free time back. And it gets people to sign up for the waitlist. We love waitlists because they are great ways to build your email subscriber base. 

DigitalMarketer offers workshops, courses, and certifications for marketers and entrepreneurs. Because marketing is one of those things that is confusing (as there is no quick formula for success), they offer a blueprint. The headline is straightforward. The subhead is effective. But even more so, we love how they include both a “How It Works” and a “Download” button. 

Read Blog Call To Actions

Blogs are fantastic ways to increase your SEO. But they can also be used to engage with your target audience, to show them you know your stuff, and to build some credibility. But how do you get them to read your blog? 

Amy Porterfield’s content strategy primarily relies on her podcast, Online Marketing Made Easy. As such, she’s divided out her episodes into several categories based on where her target audience is in their businesses. Instead of forcing her audience to sort through the topics themselves, she’s made it easy (pun intended). 

Reach your target audience with effective copy that really converts. Contact us today to learn more. 

The social proof and variety of content available really bolsters the click through rates. The headline alone proves that the content they are producing isn’t just from theory or a quick Google search. It’s proven through the businesses that they work with. 

Try For Free Call To Actions

Free trials help to reduce the fear of making a bad decision. It allows the customer to see the value without experiencing the risk of losing money. Here are a couple of “try for free” examples we love. 

Once upon a time, the only way you could access music (without being told what to listen to) was through CDs or cassette tapes. With streaming services, the big question became: what’s the value in this? To get over the hurdle, Spotify doesn’t simply place music in the entertainment category. They equate it to living life. The word “everything” suddenly makes the opportunity for a free trial that more valuable. 

Not only is ClickFunnels addressing the problem they solve (converting customers), they also add in an entire section of social proof directly underneath without it being an entirely separate segment.

In three words, Hubspot is able to effectively communicate that their CRM has the power small business owners need to run their businesses without feeling overwhelmed. This is a great example of the power behind using fewer words.  

Get Started Call To Actions

Depending on your business, it may be ideal to sell a “starter” package to give the customer a sample of what to expect. This is typically used for those investment type products or services. For example, you could sell a starter kit that includes a variety of samples or a segment of your larger service. 

For new buyers, Harry’s presents this starter offer as a special gift. There are a couple elements that are really attractive:

  • Apparent discount
  • Low risk with free shipping
  • Samples for everything a customer needs to evaluate the product
  • Freedom to choose color
  • Easy process flow to access offer

Learn More Call To Actions

You may need to send your audience to explore different areas throughout your website. This is especially important if you have a complicated product, process, or have a page that dives deeper into a specific feature. 

The imagery and the headline does it for us at first glance. But what’s more than that is that they direct their audience to either explore their different mattresses and to compare their mattresses against competitors. If you know anything about mattresses, there couldn’t be a more confusing product as there is no standardization. 

We’re big fans of Keap anyways since we run our business using it. But what I love about their home page is that they have many, many, many features that are transformed into benefits. Then they have specific pages that dive deeper into those benefits (hence the “learn more”). 

Call Now Or Schedule Call To Actions

In the case that your business is more consultative, these types of call to actions are ideal for your business. 

The simplicity of this is what really sets this one apart. There is no play on words or entertaining copy. However, an identification of who they want, what they can get, and what to do. You do not have to over complicate your copy to be effective. 

Quiz Call To Actions

Instead of sending them to a download resource page, quizzes are fun and engaging ways to get your customer to stay on your site. 

What we love about this call to action is that it’s taking what can often be a confusing topic (there are almost too many options) and simplifies it into a pathway. The goal here is clear and simple.

Where To Find Inspiration 

If you need to find inspiration, there are several ways for you to create a swipe file: 

  1. Use an already existing swipe file. Sites such as SwipeFile.com make it really easy to sort through what you’re looking for. 
  2. Use one location to store your screenshots. If there are great CTAs, we upload them into an organized folder system on Google Drive or put it on a dedicated Slack channel. 
  3. Create a framework or template for different types of copy. Don’t want to store screenshots? Create a document or spreadsheet with headline and/or call to action templates or formulas.

Need Help Creating Call To Actions Or Ready To Hand It Over To The Pros?

FocusCopy takes the pressure off entrepreneurs’ and business owners’ already heavy shoulders. We write converting copy (headlines, call to actions, and all!) that gets your message across to the right audience.

Even better, we write in your voice. Meaning not even your mom or best friend will realize you’ve outsourced your writing.

If you’re ready to stop staring at a blank screen and finally work with professional writers who know effective call to actions (and so much more), then schedule a discovery call today.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Top Problems Website Designers Experience

Website Designers: There’s A Better Way For Copy

You didn’t become a website designer to…

Write copy.

Analyze word choice. 

Get words out of your client’s mouths. 

Wait on copy. 

No. You became a website designer to bring an idea to life and generate a platform for businesses to grow. 

After talking to dozens of website designers and developers across the United States, we’ve learned they all struggle with one thing. And that one thing can tank a project’s success or delay project timelines. 

So before we reveal the big struggle, what are the top problems website designers face? 

Top Problems Website Designers Experience In Their Business

There are many moving parts when it comes to website design: the branding, the copy, the design, the development, and the client themselves. But there are top problems website designers experience that rise to the top. 

Lack of Client Vision 

“I want a website.” But what do you want the website to do? 

One of the most frustrating things website designers experience is when their clients lack clarity. They don’t know what they want their website to do, how they want their prospects to navigate through, or what this website can do for their business.

When clients lack vision, expectations often go unmet. That usually ends in leaving a bad taste in everyone’s mouth. And you definitely don’t want that!

Prolonged Timelines 

You might layout a perfect timeline for your clients with ample feedback windows; however, the timeline extends for several weeks (or even months) in reality. 

For example, one website designer in our network shared how they had one client whose project timeline was 3 months (a pretty standard timeline). However, two big issues extended the timeline up to 9 months – 3 times the original estimate. What happened? They let their clients write the copy themselves (even though they weren’t copywriters or experienced in writing website copy), and they were relaxed with their feedback windows. 

Unspoken Expectations

Expectations. The e-word. When there is no clear communication based on either party’s expectations for the project or relationship, it’s bound to end up in disaster. Unmet expectations usually end in a frayed relationship and poor feedback. 

If you’ve already passed the kick-off meeting and suspect that there are unspoken expectations, schedule a call with your client to understand what success looks like for them. Then you can either readjust to meet those expectations or share how you are already working towards those expectations. 

The Website Copy

We wouldn’t be writing this article if the website copy wasn’t the biggest problem website designers experience in their business. After meeting with dozens of designers across the United States, we’ve learned that there are two models: 

  1. The designer relies on their clients to provide the copy. There is no contractual agreement for the client to hire a copywriter. Usually, they write the copy themselves. It isn’t optimized for search engines and is typically way longer than needed. 
  2. The designer writes the copy themselves (and they usually hate themselves for doing that). It creates an unnecessary bottleneck in the business because copywriting isn’t your first or even second favorite part of the job. 

Instead of relying on your clients to write their copy or writing the copy yourselves, let’s connect how we can build directly into your process to create copy that reflects your client’s brand voice and resonates with their target audience. 

Schedule a discovery call with FocusCopy today to explore how we can support you. 

Options For Website Designers To Avoid Their Copy Problems

Now, we know the top problems website designers experience. But what are the options for website designers to avoid their copy problems? 

Ask The Right Questions

To find the best answers, you need to ask the right questions. Here are a couple of questions to assess whether the client can provide the copy or whether you need to enforce they use your copywriting skills (hopefully, provided by FocusCopy).

  • As for your website copy, are you writing your own copy, or are you hiring a professional copywriter
  • What does success look like for this website? 
  • Do you want to create meaningful engagement with your target audience on your website? 
  • How much time can you commit in [insert timeframe you want to copy] to write, edit, and deliver your copy to us? 

Stand By Your Timelines

If you’ve included it in your contracts, enforce your timelines. One thing we’ve seen help many website designers and marketers is to put into place a revision or feedback period. This not only makes this website project your client’s priority, but it allows you to better plan your resources. 

Find A Solution For Website Copy

Usually, investing in a website redesign and redevelopment is a big deal for companies. Emphasize that you wouldn’t make a big investment without actually doing it right. We have created a couple of options to help you improve your service offerings. 

Send Website Copy Templates

A blank page is your worst enemy. We’ve created a whole host of website copy templates that you can download directly from our website to help your clients fill out their copy. 

Click here to access (go to resources page).

Make Copy Completed By Professional Writers A Requirement For Your Clients

Another way to avoid the copy situation altogether is to require it as part of your website package. If you don’t have a copywriter on your team to supply the copy, you can partner with a company like FocusCopy to outsource the copy development. 

Interested in chatting with us? Schedule a call with us today to explore a potential partnership. 

Partner With The Website Copywriting Experts

As a preferred partner for website designers all across the nation, we work closely with your process to add value to your clients and streamline the most frustrating part of the design process – the copy.

Focus Your Copy On Conversation & Conversion

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

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