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Copywriting

Copywriting Help Your Business

How Does Professional Copywriting Help Your Business Grow?

You have your product, a clear idea of what it does, how it helps people, and the price of sale.

And you have all the numbers, figures, facts, and marketing strategies all brainstormed and laid out. 

Even though you keep seeing recommendations to hire a copywriter or are studying writing techniques yourself, you aren’t placing too much stock into the idea. 

After all, words are just words. Right? They’re easy enough to put down. Even though it’s been a while since high school English and freshman composition class, you send texts and emails every day. So putting together a few sentences about your product and uploading them to your website should be plenty. 

You’ve also budgeted for social media ads that you’re feeling confident about writing yourself. After all, isn’t it really the product that matters most and not the advertising attached? 

So, you move forward with your launch. It’s an exciting moment! You’ve been working your way up to this point for quite some time, and you’re ready to help people and change the world. 

However, after a few months, you aren’t making many sales. In fact, it doesn’t seem like your web traffic is even breaking more than a few visitors a day. Or maybe you’re having the opposite problem. Maybe your ads are getting a lot of clicks, but no one is making the purchase.

What gives? 

It’s Not What You’re Saying – It’s How You’re Saying It

Believe it or not, you do need more than a few sentences on your website or advertisement to actually convince people to buy your offer. 

Now, you’re spending extra hours in the morning and late into the night learning about copywriting because it keeps coming up as the missing piece to your success

But, “what even is copywriting? Isn’t that like a trademark?” You think to yourself. 

Copywriting is a powerful form of marketing that has been used for more than two centuries. Even if the practice has looked different throughout the passing of time, copywriting’s goal has remained largely the same. 

The end goal? To close sales, of course! But when done well, copywriting can even position your business and brand as leaders in your industry – making you stand out from the competition and rise to the top. Your customers’ problems are solved, and your dream of having a successful business is accomplished. 

Therefore, it’s really no surprise that copywriting can help your business thrive. Because no matter its form, the aim is always to move prospective customers closer to hitting that “Order Now” button on your website. 

4 Ways Professional Copywriting Can Help Your Business

Copywriting – not to be confused with copyrighting – encompasses many different parts of a marketing strategy. So, it’s easy to understand how you might feel a little unsure at first how it can actually help your business. 

At the most basic definition, copywriting is any piece of writing or content you might find on a website, billboard advertisement, newspaper ad, and even a flyer you receive in the mail. 

Copywriting is also part of commercial advertising (if you’re still watching cable television these days), as well as slogans, catchphrases, and infomercials. 

Really, copywriting is everywhere, and has been for quite some time!

Nowadays, thanks to so many businesses moving online, it’s especially beneficial for businesses both new, old, large, and small. In the digital realm, copywriting takes the shape of sales letters, email newsletters, social media posts, blog content, video scripts, and more. 

From coffee roasters to law firms, no matter your industry, product, or service, copywriting acts like support beams to your entire foundation. It helps you solidify your mission and message, connect with your audience, and grab the attention of those who’ve never heard of you. 

1. Copywriting Improves SEO & Increases Organic Traffic

Recently, you’ve been looking for new desks through Google. So, you’ve been searching for things like, “best desks for home office” and you immediately have a wide variety of beautiful desks in front of you. 

You click on one of the first few websites that come up because they grabbed your attention. 

Well, that’s copywriting (and a little SEO strategy) in action. Not only does copywriting help your website actually show up in search results from Google, but that brief little description underneath the website link was written by a copywriter. You knew almost exactly what you would find before you even clicked on the link. 

But, maybe you want to learn more about this specific brand’s furniture. You might not find it featured prominently, but if you dig around a little, there’s a good chance you’ll find a section dedicated to Blogs. 

Why is that, you might wonder? Well, blogs are a form of copywriting that actually serve two big purposes. 

Blogs Offer Free & Valuable Information

First of all, blogs are a way for brands to provide valuable information to their customers – which often leads to better B2B or B2C conversions. 

Maybe you want to know how the desk you’re thinking about buying was made. Look through their blog, and find the piece that covers their whole assemblage process! 

Maybe you care about the environment and you want to be sure the desk is constructed with sustainable materials. In their blog section, you’ll probably find articles detailing their commitment to sustainability. 

See what’s happening here? You had questions and their blog has already provided you with the answers. So, essentially, the goal of blogs is to address your questions, needs, and concerns in greater detail. 

What kind of business would you most likely purchase a desk from? The one that has a lot of information available about their desks and products? Or the one that has nothing but a desk and a check-out button? 

This example can be applied to a lot of different kinds of businesses and industries. 

Need to schedule a dental appointment but you can’t choose between two different offices to call? 

While one has good reviews, you can’t find anything about their services, pricing, or commitment to providing you a good, pain-free experience. The other office, however, has full-on articles and FAQs about ways in which their dentists help you through dental anxiety – which, (we know the feeling, believe us) is something you’ve struggled with since you were a kid. 

So which office has closed the deal and earned your call? I’ll let you decide! 

Blogs Boost SEO 

The value of blogs doesn’t end with informational content for your customers. You see, the only reason you clicked on that website with all the desks in the first place, was because of a little thing called SEO

SEO, or Search Engine Optimization, is like putting up highway markers leading to your business. Picture the interstate highway system lined with every furniture store on the internet. If you just type in “furniture store online” into Google’s search bar, you’re going to find a lot of results. 

That’s because all of these businesses have put up signs that say something like, “This is a furniture store. We sell furniture here.” 

But let’s say you type in “furniture stores near me.” Now, your search is going to be more localized. You may have fewer results, and the stores will specifically be in your area. 

Can you guess why? 

The furniture stores near you have indicated to Google that they sell furniture in a certain area. They probably have a physical storefront, as opposed to furniture stores that sell exclusively online. 

But how did they get Google to register their business in a certain area, and understand what it is that they sell? 

For this part, look through their website! 

What words do you see on their page? If they have a blog, what kind of topics are they writing about? 

When a business wants to show up on search engines for certain phrases or search queries, they use copywriting to incorporate those words into their web pages or blog content. 

This signals to Google to show their business for the keywords people are searching for. 

Simple enough, right? 

Well, good SEO doesn’t quite end here. 

Word Count & Quality Content 

You see, the more content a business uploads each month, the more web traffic it generally will receive – which makes sense if you think about it. 

The more signs they put up on the highway, the more road trippers start to recognize their brand and offers. 

We won’t get too technical here. Generally speaking, blog content with a word count of a thousand words or more is thought to be “quality content” in Google’s eyes. While word counts of two thousand words or more will yield even better results for your website. 

In fact, there have been several studies from notable content marketing agencies over the past two years that have done deep dives into the correlation between word count and SEO results

However, the content must be quality. This means well-researched, well-formatted, and well-written! You shouldn’t expect grammatical errors, spelling mistakes, or incomplete thoughts to bring in much organic traffic. 

Additionally, you should never copy and paste someone else’s entire work onto your website or blog content. Seriously, don’t. 

Google has ways of recognizing bad content that’s just trying to game the system and will punish your website link by making it more difficult to find or remove it from its results completely. 

Ready to have a steady stream of quality content up on your website? Schedule a discovery call with FocusCopy, and we’ll take the content process off your plate. Freeing up your time to focus on your clients, business, and personal life. 

2. Copywriting Builds Relationships With Your Audience & Fosters Community

Brands and businesses benefit a lot from having an active online community. 

For example, do you want constant feedback on your offer? Having an online community to engage with on social media allows you to easily take stock of customer opinions. 

Additionally, you can get to know your customers on a more personal level, which helps you better serve their needs (more on that later). 

Copywriters can help your business build an online community by creating email newsletters, content pillars, and by giving away free information such as the content on your blog. 

Content pillars are like ebooks or in-depth articles about specific topics in your industry. The goal is to provide value to customers even if they don’t all make a purchase. 

Encouraging visitors to sign up for your newsletter allows you to communicate directly with your customers through their email inboxes. But you need a persuasive subject line and copy to really convince customers to take action on your promotion or offer. 

3. Copywriting Speaks To Your Customer Needs 

Understanding your customer needs is a big part of having a successful business. And it can mean several things. 

For example, your customers are more likely to respond to brand voices that they connect with or relate to. Copywriters are effective at capturing brand voices and speaking your customer’s languages

And once you’re speaking your customers’ language, you know their goals, problems, and where they are mentally and emotionally. 

Because even though copywriting is about closing more sales – it does this by solving customer problems. Effective copywriting does this by making your customers feel heard, understood, and that your business cares about helping them. 

Let’s solve problems together. Schedule a discovery call with us, and we’ll help you make your business vision a reality.  

4. Copywriting Strengthens Your Power Of Persuasion 

The purpose of copywriting is ultimately to drive customers and users to action. 

Whether that be signing up for your newsletter and email list, following you on social media, or of course, choosing to buy one of your products. Good copywriting leads your customers through a funnel. Until, eventually, you close a sale! 

The more effective your copy and research, the more likely you are to generate revenue. However, good copy still needs a quality product or service to offer potential customers. 

The most persuasive copy won’t help you if customers are leaving bad reviews about your product and telling all their friends and family about their horrible experience. 

Increase Your Conversions With Focused Copy 

Your business deserves to be on your customers’ radars. You’ve put time, money, and a lot of effort into making a service and product that actually helps people and improves their lives for the better. 

Don’t you want the best team of copywriters at your side, supporting you each step of the way? Contact us today, and together, we’ll develop a plan to tackle each one of your business’s objectives.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
improve your website copy

5 Signs You Need To Improve Your Website Copy

How do you know for sure when it’s time to rework and improve your website copy?

There are a few tell-tale signs, but the biggest indicator is that your business is slowing down. You may feel overwhelmed and unsure of what to do. But there’s no need to panic because you can help yourself by making changes to your website right away.

Maybe you’ve reached a lull in your day-to-day. You may find yourself spending less time speaking to customers and making sales. Or you could be having an entirely different problem altogether. Perhaps you are talking to people, but they’re the wrong crowd. This may leave you asking yourself, “Where are these people finding me?”

You’re not alone. It happens to businesses everywhere. But what most companies don’t know is that it could be their website. And since 88% of users won’t revisit a site once they’ve had a bad experience, altering your copy for the better is something to consider. If your website isn’t self-explanatory, concise, or geared towards the right audience, it may be time to improve your website copy.

Need new website copy on a timeline that works for you? Reach out about our web writing services.

When To Improve Your Website Copy

If you’re running into these problems, it’s time to reevaluate what your website is truly telling people.

1. You Keep Answering The Same Questions In All Your Calls

Picture this… You pick up the phone or respond to an email, and you end up answering all of the same questions all day long. What gives!?

If you know for a fact that people are visiting your website but continue to call anyway, they may not be getting the correct information they need upfront. This can be frustrating for several reasons. It’s a waste of time repeating yourself and is disheartening for both you and your customer. Wouldn’t it be better if everything they needed was right there online? Chances are, you’re paying for your website anyway. So, you might as well get the most out of your money and make it go further with fresh copy.

Update your website copy and make sure to include the following:

  • Who you are
  • What your business does
  • How your business helps customers
  • Easy-to-find FAQ answers
  • Contact information throughout the website
  • Pricing upfront (you can always give a starting point)

Have each one of these elements ready to go on your website, and you should be golden.

2. The Leads You’re Getting Aren’t The Ones You’re After

There’s nothing more disappointing than talking to someone who you realize doesn’t need your services at all. It can be even more confusing if they end up asking for a business or service similar but not the same as yours. So, where do you go from here? Take a look at your website’s copy and then have others outside your organization give their honest feedback. Find out what it’s saying to them and where there’s a disconnect. Then, when you see where your website is having trouble, approach the following areas with rewritten copy:

SEO

Target the right keywords. You can also pinpoint keywords you audience is searching for when looking for your business. For example, some SEO tools may tell you to rank for “health coach” but you know your audience would search for “functional medicine”. SEO tools are simply that… Tools! Use your brain to steer your keyword research.

Homepage Copy 

Be direct and let customers know what you offer and how you can help. Don’t forget a call-to-action button. Nearly 70% of small businesses end up leaving one out! If you don’t want people calling you, don’t list a phone number. BUT if you want people to schedule a discovery call instead, link your calendar to the primary button.

Branding 

If you need to make adjustments in your branding of any kind, ensure that’s reflected in your website copy as well.

3. It’s Time To Improve Your Website Copy Because The Line Is Dead

Here’s the worst-case scenario… You’re not getting any leads at all! Again, this is disappointing but shouldn’t hinder your efforts to make a change. 

Here are a few questions you can ask yourself to figure out where you should start:

  • Is my website easy to navigate? Are there any broken links?
  • Am I working on my SEO?
  • Are there any significant errors in my website’s writing?
  • Is my contact information all there?

If anything seems to be completely off, now is the time to act and change it. Once you’ve answered these questions, you can even make a checklist of what you need to do before you get started.

4. Business Has Changed Due To The Pandemic Or For Other Reasons

The pandemic has taken a significant toll on businesses worldwide. Many companies scrambled to make drastic changes to their business models. However, while doing so, you may have missed updating your entire company website. That’s okay because you can do it now.

Go page by page and read through your business’s website copy. Find out where you need to make changes or updates and write them down on a to-do list. Consider improving your website copy for the following COVID-related reasons:

  • You’ve made alterations to safety protocols
  • Shipping and delivery has changed
  • You have team members listed who no longer work there
  • Appointments or scheduling is different

In addition to changes prompted by the pandemic, you might have changed your branding and need your website copy to match it. It’s essential to keep your website copy up-to-date, primarily if it affects your customers.

5. Your Website Has A High Bounce Rate

For starters, your bounce rate is the number of times someone views your website and ends up leaving quickly. This type of behavior typically tells us that your website isn’t what they’re looking for or the information on it is insufficient enough for them to take action.

There are a few tools you can use to check your website’s bounce rate, including:

  • Google Analytics (free)
  • Statcounter
  • Parse.ly

What Is A Good Or Bad Bounce Rate?

You’ll want to aim for a bounce rate between 26 to 40 percent. An average bounce rate is between 41 to 55 percent. A bounce rate between 56 to 70 may mean you want to make improvements to your website copy. If you see a bounce rate of over 70 percent, it’s time for a facelift for your website.

When Your Website Isn’t Speaking The Right Language For Your Industry…

There’s FocusCopy. We’re a team of writers who connect with you to understand what you do and who you are. We dive deep into your business goals and what you’d like to accomplish. Then, we take on the task of writing for your business with your target clientele in mind. Download our free guide to start updating your home page with ease.

When Was The Last Time You Updated Your Home Page?

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

Questions To Discover Your Brand Voice

5 Key Questions To Learn How To Discover Your Brand Voice

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

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

Do I need one?

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

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

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

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

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

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

What To Ask To Discover Your Brand Voice

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

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

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

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

1. Who Is Your Audience?

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

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

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

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

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

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

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

2. How Are You Different From Your Competitors?

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

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

3. Who Do You Want To Sound Like?

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

Some examples include:

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

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

This step leads us right into the next one…

4. What Do You Want To Avoid?

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

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

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

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

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

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

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

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

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

Focus Your Copy On Conversation & Conversion

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

What Critical Components Your Comprehensive Business Homepage Needs

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

Where do you begin?

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

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

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

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

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

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

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

Spend The Most Time Creating Strong Headlines

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

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

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

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

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

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

To access Pandadoc, use our affiliate link here.

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

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

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

Use A Primary Call To Action (CTA)

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

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

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

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

Have A Secondary Call To Action

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

A secondary CTA could look like this:

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

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

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

To access ClickUp, use our affiliate link here.

Explain How Your Product Or Service Works

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

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

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

Identify Who You Serve

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

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

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

Showcase Your Credibility

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

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

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

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

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

Incorporate Photos And Videos

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

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

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

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

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

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

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

Offer A Final Call To Action

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

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

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

There Is A Write Way To Create A Comprehensive Business Homepage

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

Don’t have the time? We do.

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

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

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Copywriting Formulas For Your Services Page

5 Different Copywriting Formulas To Convert Prospects On Your Services Page

Writing is a funny thing. 

Put the right letters and words together… You get a sentence. Plus, there are endless combinations of letters and words you can use to help find exactly what it is you want to say.

But what happens when you feel like your business’ writing could use a little help?

Put yourself in your customers’ place, and evaluate how your business’ website looks to an outsider.

Imagine they hit your services page only to be left confused about what it is you do, how you can help, and why they should care. At this point in the buying process, they’ve left (bounced) from your page and are currently browsing your competitor. 

Yikes!

Here’s something you should understand right away… Your copywriting could be perfectly fine – meaning your spelling is all good, grammar checks out, and it flows well. But if you aren’t seeing any conversions, it could need a little bit more oomph

And there’s nothing wrong with that!

There’s always room for improvement, right?

While all marketing gurus out there have their own spin on what copywriting formulas work best, most of them boil down to a few key basics.

So, do you feel like your copywriting could use an extra boost? 

Read on to find out the most effective and efficient copywriting formulas you can use to get it on the right track.

Copywriting Formulas To Use To Help Your Prospects Get Your Message (And Convert Into Customers)

It certainly helps to be a marketing expert when it comes to copywriting. But that doesn’t mean you can’t do it! Here are 5 different copywriting formulas to use for your services page.

1. The Four C’s

Let’s start with four C’s of copywriting, which looks as follows:

  • Clear. Say what you need to in a simple way that reads well. This means you should use different formatting methods to make it easier to read through your content.
  • Concise. Make it meaningful and snappy. You may have a lot to say about your services, but the average reader is a master scanner and will only read about 20% of the text on your page.
  • Compelling – Keep things interesting by showing off your business’ personality and relate to your readers.
  • Credible. Stay true to your brand and rely on honest messaging for your customer base. Otherwise, you lose credibility and increase your chances of ruining your reputation.

2. The Four U’s

Let’s break down the four U’s of copywriting:

  • Useful. Be helpful and make sure you have something to offer your reader.
  • Urgent. Give your reader a little push to make a decision fairly quickly. This works great for sale or booking-related copy.
  • Unique. Present yourself in a way that both makes sense and grabs your reader’s attention. What is it that’s so special about what you have to offer?
  • Ultra-specific. It helps to get right to the point and lay it all out there. Be specific on one big idea. Avoid being vague. No one likes to take a guess when it comes to trusting someone else with their time or money.

3. Bridge After Bridge (The Dream Team)

This is a popular yet simple formula you can use to draw your customers in by using lighthearted copywriting.

You start by presenting your prospect with their dream… You know, the way they envision themselves at their peak. Then offer how you can help.

If you run a counseling business, you may offer up their dream that looks like all of their problems are solved. 

For example, “You’ve moved on from the depression you felt after your divorce. Your children are happy, and you feel like you’re finally able to breathe again. You’re starting over, but you no longer feel so alone. We can help get you there through counseling that works for you and your family.”

Here, we’ve presented the dream for someone who may be having a tough time with a divorce. Then we offered a solution that could compel them to immediately make a choice and get help.

Remember, the dream plus the solution is simple but effective.

4. AIDA

Here, we’ll take a look at AIDA and what it means.

  • Attention. Get your reader’s attention with captivating copywriting that gets right to the core of it.
  • Interest. Hold your reader’s attention with information or data that discourages them from making a quick escape from your page.
  • Desire. Allow your service or product to speak for itself by laying out its benefits.
  • Action. Ask (respectfully) for your customer to take an action such as “Call Now” or “Schedule A Consultation”.

5. PARIS

The term PARIS is a newer formula from creative copywriter, Ashlyn Writes, that adds a slight twist to some classic concepts.

  • P. Identify your reader’s problem and keep asking, “So what?” until you get to the core of their wants and needs.
  • A. Go ahead and agitate the problem and make sure your services speak only to the reader’s specific needs. If you have all of your services on one long page, you’re doing it wrong. Break them up to make each service more tailored to your customer and easier to digest.
  • R. Remember their ultimate dream? Remind them what they want and drill in their overall objective.
  • I. Try to relate back to your initial point or argument and keep them interested with new information or a fact (a shocking statistic will work just fine).
  • S. Here’s where you offer a solution – better known as your business. Pitch your services and be transparent about pricing and what you have to provide.

Turn Your Copy Into An Asset By Practicing Different Copywriting Formulas For Your Services Page

Investing in your copy sounds like an extra step that you aren’t sure you should take. But poor writing costs businesses “close to $400 billion every year.” 

So isn’t it about time to take your website’s copywriting seriously?

We hear you. Writing for your own business may not be something you have the time for. You may not have the resources or know-how to go about quickly and successfully implementing different copywriting formulas to use for your services page.Here’s where we can help establish your goals, write your copy for you, and increase your revenue over time. Contact us today to get started.

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transform features into benefits

Transform Features Into Customer Benefits In 3 Simple Steps

What is it about your business that offers value to your buyers or investors?

Are the customer benefits of your business special compared to competitors?

Chances are, you already know the answer to these questions. But you may not be getting the message across on all platforms in the best way possible. One of the best methods you can use is asking yourself these questions, then asking, “so what?” 

Then ask, “so what?” again.

Read on and look at how you can transform features into benefits in 3 simple steps.

Using The “So What” Effect To Transform Features Into Benefits

It may be clear to you why your business helps others. But, is it transparent for customers? Are the benefits readily apparent to someone who is seeing or hearing about your company for the first time?

Next, get in the minds of your customers and figure out why they should care about you. Ask yourself, “so what?” when it comes to what your business has to offer. You can get in the minds of your customers and figure out why they should care. It may sound harsh, but when it comes to people spending their money, they want to know that whatever they’re purchasing will solve a problem they already have.

Now that we’ve broken down the ‘so what effect,’ we can move onto the 3 things you can do to turn your business’ features into customer benefits.

1. Define Your Features And Omit Any Complications

When outlining your company’s features, it’s helpful to put yourself in your customers’ shoes. For example, instead of listing out everything you feel makes you unique, consider whether it may confuse your audience.

You want to avoid making your customers feel overwhelmed and confused at what you have to say. Define only the features that make your business stand out. 

Next, strip away anything that makes your message too cluttered. Clear up mixed messages by doing the following:

Cap Off Common Features

Can a common feature be a benefit?

Let’s go over features versus benefits for a quick second. A feature is something your business or product has or can offer. A benefit is the resulting feeling or outcome a customer experiences when they use your service. 

Now let’s place features and benefits into the perspective of a potential customer. If your business has something widely offered and can be found anywhere else, there is no use in listing these typical features. They won’t stand out or convince your customer to make a purchase.

Gain Attention With Distinct Branding And An Incredible Offer

Here’s your chance to rise above your competitors. Once you’ve defined what makes your business special and stripped away standard features, you have a moment to truly shine. With a unique brand voice and a more distinct message, you can count on customers remembering who you are and why they should choose you over the competition.

Delete Information That’s Too Detailed Or Complex

When looking at your company’s copy, your audience should easily understand what you have to offer without too many of the extras. Keep it simple. List features that benefit your consumers and not just you as a company. If it can’t offer value to your customers somehow, it probably shouldn’t show up at all.

2. Find Out Why It Matters (And What Makes It So Special)

Here’s where you need to break it down for customers with a straightforward explanation why your business is the better option.

It is essential to understand that you don’t need to bash or put down other businesses to come out on top. Spread the word about your business by showing off the positives in a way that keeps you on the high road. 

You can use customer testimonials to show off what you do best. Create marketing campaigns and videos that reflect your personality in a fun and informative way. You can also strategize email marketing or other outlets to answer some frequently asked questions (FAQ) and set the focus on your business as a solution.

Remember when we talked about asking yourself, “so what?”

Here’s your chance to use the answers you came up with and decide whether or not it adds value to your customer’s life. Does it solve their problem? If not, it may be time to rethink and adjust until you find an answer that works.

3. Redefine Your Message To Highlight Your Customer Benefits

Now, you’ve defined your features and figured out why they matter to your customer. From here, you have everything you need to construct copy built around transforming these same features into benefits.

It helps to have an experienced group of copywriters to research, plan, and write the content you need in your voice and tone. A good copywriter will begin with an audit on your assets and pinpoint what could use some sprucing up. They will equally make a note of content that works well and infuse it into new copy.

Your copy will quickly take on a clear and more refined meaning with a few revisions and edits.

Finally, you can pose a question to your audience that ties up your refreshed messaging in a neat package. Think along the lines of…

  • Could You Use Snore-Free Nights?
  • Does Your Credit Card Offer Cash Back?

An intriguing question will cause your audience to think of an issue they want to solve or consider an easier solution to a problem they didn’t realize they had.

Once you’ve got your customer base hooked, you will be more successful at reeling them in and closing the sale.

Compelling Copy Leads To Conversions

Here’s the truth… Your business could offer the top choice on the market in whatever industry you’re in. However, weak or vague writing across your website, print assets, email marketing efforts, and so on destroy your credibility and force customers to go elsewhere – resulting in diminished sales.

Make sure your message is well written, professional, and executed consistently. Use a copywriting team that knows about creating copy that converts potential customers into a loyal following.

Does your business need a bit of a marketing boost through concise copywriting? Contact us today to have a chat about what your business needs to define your brand messaging.

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Marketing Message For Meaningful Client Partnerships

How to Focus Your Marketing Message For Meaningful Client Partnerships

As experts in the marketing industry, we’re reflecting on a few older marketing messages and sales techniques that have faded away over the years. 

For instance, cold-calling and door-knocking are not only used less today, but they are known for being a little too… in your face. 

Sales styles aren’t the only thing that has seen a transformation. 

After years of pitching to potential clients in a way that can be pushy and overbearing, businesses everywhere have stopped to think, “is this what my clients want?”

Spoiler alert: No! 

Our point here? Stop focusing on your offer. Aim more toward the transformation clients see when using your product or service. Whether you use in-person sales tactics or conduct your business online, the way you speak should have notes of empathy and understanding.

Are you still stuck in your old sales ways, but looking for ways to shake it up? 

Read on and find out why you should focus your marketing message for meaningful client partnerships using what is commonly called the “before and after grid” effect.

Build A Relationship Based On Trust

Now, let’s make something crystal clear. Forcing a client to buy something by making them feel uncomfortable or pressured rarely works out long-term. And while you may have made the sale, it probably didn’t leave any positive lasting impression on your client or convince them that their friends need to use you. 

The key to creating lasting client relationships involves trust – cue the salesmen jokes about being dishonest. But seriously, it doesn’t have to be this way if you start your interactions with just a pinch of understanding.

Here are a couple of tips to start building a relationship based on trust:

  • Keep the focus on the client and ask about their life
  • Show your authentic self and don’t be afraid to show off your quirks
  • Give value without expectation of anything in return

The Problem With The Old-School Approach

We’ll go ahead and set the scene with a made-up scenario. Keep in mind: this hypothetical situation can apply to in-person and online interactions. 

Say someone is looking for a blender because they’d like to start living a healthier lifestyle and make more smoothies. They’re looking for something simple, easy to clean, and light enough to move from counter to cabinet.

You may begin your marketing message pitch with the highest-quality (and most expensive) blender you have in stock. But it’s probably best that you don’t immediately get into its milkshake and ice cream blending features. Why? Because that’s not what the customer is looking for.

It also won’t help to describe the thirteen mix settings if your potential customer is genuinely only interested in one or two. Instead of purchasing the expensive blender, they might be put off by your marketing message because they don’t feel like they’re being heard or understood.

After feeling the heat to make a purchase, they are likely to book it and buy their blender somewhere else. 

How to Focus Your Marketing Message For Meaningful Client Partnerships

Let’s imagine we’re facing the same scenario. However, we’ll approach our potential client with a fresh perspective and new marketing message this time.

Now, you take the time to ask them what they are looking for and why they need it. While your prospective customer speaks (or fills out an online form), you’ll use those amazing active listening skills of yours to come up with a solution that meets their needs and isn’t misleading.

While you’re selling your blender, use this opportunity to repeat their problem back to them in a few ways. 

Then, you can simultaneously contrast with resulting solutions when they buy your blender. Give them a few options and communicate that they are the ones in control.

Not only will your customer feel heard, but they’ll also feel they can trust you without the sense of being pushed to make a decision right away.

Engage Your Potential Customer

Aside from your sales copy and the way you speak, you want to do as much as you can to engage your customers. A few other ways you can connect with your client base includes:

Offer Honest And Excellent Customer Service

Clients remember an exceptional experience as much as they can recall a bad one. And with 9 out of every 10 shoppers referring to online customer reviews before they buy, that’s a huge deal! Don’t hold back and go the extra mile for your clients.

That’s exactly why we post reviews on our website here

Absorb And Value Feedback

Your public relations and marketing team can define your brand and get your messaging right where you need it to be. In some cases, they may even be able to monitor your reviews. But clients will only see your business differently if you consider their feedback (especially if it’s negative) and recognize areas where you can improve.

Be Human

Finally, connect with your customers on a human level. Remember our blog covering H2H marketing? It’s right here if you need a refresher. Clients who you’ve made a real connection with are more likely to remember you later on and recommend you to others. 

Each of these sales tactics will keep your customer base close enough to reel them in, make a purchase, and turn to you for their future needs.

Create A Unique Selling Proposition To Refine Your Marketing Message

On top of the different ways you can engage with your clients, you should also figure out how to get your unique selling proposition across. This is also known as a USP.

If you aren’t familiar with this term, there’s no need to worry. A USP represents what makes your business special. You know what sets you apart from the rest and why your product or service is unmatched. But you need to be able to use that information!

There are several ways you can refine what your USP should be. For example, you can target:

  • How your product is made
  • Special certifications or accolades you have in your industry
  • Whether your product is biodegradable, environmentally friendly, organic, or natural

Using any one of these differentiators should point out a stark difference between you and your competitors.

A few examples of USP copy are:

  • 30 Days With Better Sleep Or Your Money Back
  • Keeps Water Ice Cold For 48 Hours
  • Softer Sheets With Every Single Wash
  • The Only FDA-Approved Artificial Sweetener Out There 

The goal of the final round-up of ideas is to create copy that solves the problem quickly, point out why you’re different, and make it snappy.

Have A Winning Brand Voice Guide

There’s a lot that goes behind your messaging in hopes of establishing meaningful relationships with prospects.  

But you can come out on top when you have the tools you need to remain consistent and strong in your messaging.

We use our time to create Brand Voice Guides that lays out your client’s problems and how you can solve them. By doing this before we start on any major projects, we understand exactly who you are and what you offer. 

Each one comes with a before and after grid. Here, we meticulously define what your customers go through before, during, and after they’ve gone through the purchasing process. It shows us the issue they have and how your business can solve it.Interested in your own Brand Voice Guide but don’t have the time to write one yourself? Contact us today so we can get started on building your brand the best way we know how.

Ready To Start Focusing Your Marketing Message For Meaningful Client Partnerships?

If you want to say good-bye to outdated sales tactics and focus on high-converting copy, let’s have a conversation.

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

questions your company website should answer

10 Questions Your Company Website Should Answer To Convert

Do you feel your company website is written well enough to hold someone’s attention for longer than 5.59 seconds

That’s how long it takes for most people to look at a website’s written content.

It’s not that long, is it? 

But the good news is that it is possible to make your website copy short, clear, and attention-grabbing enough as long as you address these 10 questions your company website should answer.

What Are The 10 Questions Your Company Website Should Answer?

After visiting your company’s website, every single customer should know the answers to the following with ease of navigation throughout your site.

1. Who Are You?

Now, something you should understand straight right away is that Who You Are is different from your About Us

Confused? 

Don’t be! 

This just means that you don’t need to explain the entire story behind your business right away on your home page. 

But you should let people know who you are on the home page.

This section should explain who you are clearly and concisely. 

For example, “We’re Moon Co., and we sell the softest eco-friendly 100% bamboo bedding to households everywhere.” 

Now, this is a made-up company, but you get the point. 

It’s short, immediately tells you what their product or service is, and states who the company is.

Your description doesn’t have to follow the example above exactly, but it helps to have a solid idea of who you are and what you can offer.

2. What Is Your Value?

Here is your chance to stop and think about what makes you special and what it is that you have to offer the world. Maybe you provide comprehensive dental services to patients in your area. But what else?

Perhaps you’ve studied newer treatments and specialize in traditional and modern braces for teens. Maybe you even take a wide range of insurance providers or are one of the only offices to operate during evening or weekend hours to better assist your patients.

There are a few things that could add value to your business. You just want to make sure you include it in your company website copy and on your home page so that it’s easy for visitors to locate.

3. How Will You Solve Your Customer’s Problem?

This is your chance to ask your audience questions on your home page about something you offer that they might not be getting already. 

We can use our imaginary dental office and ask, “Does your dental office set their schedule around you? Are you tired of being left in the dark about treatment costs and fees (even though you have insurance)? Don’t you wish you could see your dentist after 5 pm or on the weekends? Now, you can…”

You’ve not only addressed someone’s possible concerns, but you’ve also brought up solutions to problems they might not have known they had. Questions like these can set you apart from the competition and put you on top.

4. What Do Others Have To Say About You?

We live in a time where testimonials and online reviews hold a ton of weight. According to a 2020 Local Consumer Review Survey conducted by Bright Local, “82% of consumers read reviews for local businesses.”

Testimonials and reviews make up your “online reputation”. Your online reputation depends not only on what others have to say about you but also on how you respond to negative reviews. Clients are more likely to change their negative review to a positive one or delete their negative review altogether if you handle it with kindness and professionalism.

Make sure your testimonials and reviews (especially positive ones) are shown on your company website in a prominent location.  

5. Can Your Customer Contact You Easily?

Contact information for your business should be at the bottom or top of every website page. This way, no matter what area of your website your customers are looking at, they know where you are and how to reach you immediately.

Leave the guesswork up to the customer… They may just bounce from your page and look elsewhere for what they need.

6. How Much Does Your Product / Service Cost?

Whether you offer one product, several, a single service, or packages, your company website is a place you should be transparent about regarding how much you charge.

Now, there are always exceptions to this rule. But if a customer has to search for too long or jump through hoops to find out the answer for themselves, they may just turn to a competitor.

For example, you’ll notice we don’t have prices on our site for copywriting and content writing services. That’s because it’s impossible for us to give an accurate price for any given deliverable when we don’t know what the client wants. Our call to action is to book a discovery call with us… So we can learn what you need and provide a price! 

If that’s you, say it. 

That sets the client’s expectations. 

7. Is There A Place On Your Company Website Where Can Someone Can Purchase Or Get Started? 

Call to action (CTA) buttons should be throughout your website and definitely on your home page.

These are the buttons that say things like “Shop Now” or “Schedule A Consultation”. They are essential and should be easy to use by anyone. Again, make it simple, and don’t leave your audience confused.

Here are a couple of examples where you can include CTAs:

questions your company website should answer
questions your company website should answer
questions your company website should answer

8. Can Your Customer Find Out More About You?

The section of your page that talks about you or your company should tell a story. Whether you have a long-standing history with your industry, a heartfelt beginning, or an inspiring anecdote, this is your chance to tell it to the world.

People love connecting with people, and people are more likely to buy something from you if they feel a genuine connection. Take the time to paint a picture of you or your business on this page, and you are more likely to see results.

9. Who Do You Serve? 

Don’t be afraid to call out your customer. But let them know they are not alone or that you have the solution.

You can do this with a lighthearted joke:

“Is your snoring the reason your partner needs more coffee in the morning? If you are a heavy snorer with trouble breathing at night…” 

You can also be more empathetic and ask:

“Is your snoring ruining your quality of sleep? If you are a heavy snorer, have trouble breathing at night, are overweight, or oversleep…”

These are some ways to call out your customers and make them feel seen, understood, and heard. Our goal when writing copy is for our readers to feel vulnerable. We need to communicate their needs and pain points effectively. 

Another benefit of calling out who you serve is to qualify clients before they engage with your company. For example, if you say you want to work with mom-preneurs, then any other person who is not an mom-preneurs will move on their merry way. 

That’s good!

10. Will Your Customer’s Information And Payment Be Secure On Your Company Website?

Customers want to know that their credit or debit card information, name, email, and anything else will be secure in your hands. By assuring your customers that their payment and data are protected, you build on your relationship and further establish trust.

This may sound simple but can make a big difference to your business and its value, especially if you operate as an eCommerce website.

Are You Ready To Start Writing?

If you’re ready to start writing, there’s no better time than today. 

But maybe copywriting is not your calling…

It’s ours, so don’t even sweat it! 

We hope this information helped you think more about what kind of copy you’re presenting to your audience. The best part is, these questions aren’t tricky or difficult. They’re questions you already know the answers to. 

It may take a little magic to put them into words that flow and capture the attention of your current or potential customers. Need some help? Contact us today for your copywriting or content writing needs.

When Was The Last Time You Updated Your Home Page?

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

b2b vs b2c marketing

Say Good-Bye to B2B vs B2C Marketing. Say Hello to a New Marketing Paradigm!

Recently, a student at the Wolff Center for Entrepreneurship asked me… 

“How do you move a mechanical mentor relationship into a personal mentor relationship?” 

My answer was simple…. Be human. 

You see… People want to connect with other people. That’s how we were designed. We weren’t designed to be isolated and unconnected.

The same goes in our business environment. We look at our clients as businesses or consumers. But in the end, every client you deal with is human. 

That’s why I want to say good-bye to the terms B2B vs B2C marketing! 

It’s time to welcome in this new term H2H. 

Say Hello to H2H: The New Marketing Paradigm

In business writing, we’re often told to write from a business point of view to another business or a consumer. And while that’s dandy, it takes the personal touch out of the relationship. 

And copywriting is basically building a relationship between you (i.e. the writer) and your reader (i.e. your prospect)!

When I meet with entrepreneurs every day, their “why” and purpose for why their business exists isn’t to make money (although that’s part of the motivation). The purpose is so much deeper than that, and may include:

  • Creating full conversion campaigns so that you can take care of your sick family member
  • Designing jewelry that female entrepreneurs can feel confident wearing because you didn’t have that sense of confidence when you were younger
  • Documenting client’s processes because you know what’s it’s like when the founder of the company dies and left no documentation
  • Advising clients on their finances because you came from an impoverished country
  • Coaching spouses who co-own a business because you battled with your own spouse to get on the same page

This list goes on and on… And those are examples from just this past month!

B2B vs B2C Marketing

Business to business or B2B marketing is in the name itself. It’s businesses marketing their services to other businesses with the hope of solving their client’s problems, or at least making themselves appear more desirable. 

The marketing style that most people are familiar with is typically business to consumer. Ads sporting a B2C style look similar to catchy fast food billboards, quippy sparkling water ads, or even eye-catching electronic commercials. While they all may fall under different industries, they all have one thing in common in that they are designed for you – the likely consumer. 

Take a look at this chart below to compare key differences between both marketing strategies:

B2BB2C
Targets Other BusinessesTargets Consumers
Has Fewer CustomersHas a Larger Number of Customers
Effort is Often Put into Speaking to a Smaller Group(s)Effort is Put into Speaking to a Wide Variety of People
Have High-Value OrdersHave Lower-Value Orders
Decisions to Buy Take LongerDecisions to Buy Can Be Immediate
Produce Longer Lasting RelationshipsProduce Shorter Term Relationships

While this chart may not apply to every single business out there, it’s the typical pattern that we see when comparing B2B vs B2C marketing.

Why There’s Room for Change to H2H

The problem companies are running into with these two channels of marketing is that at the end of it all, there is a human behind the curtain making the important decisions. And unless you have robots for employees, there is a natural desire for copywriters to want to connect on a human-to-human basis with their audience.

Let’s put it this way… Customers can only hear the same auto reply responses and receive the same corporate-structured interactions so many times before they start to become frustrated with your intentions. And you may not even know it! 

Consider if you were your own customer… 

Do you think your business would be tackling the true pain points of your buyer in a meaningful way?

If not, there are a few things you can do to shake up the copy so that it relays a more relatable message.

Changing Your B2B Copy

The idea behind bringing up your potential customers’ pain points is to offer them a tangible solution. For businesses, pain points may look like this:

“I’m tired of using the management software I have because I feel it takes away from everyone’s productivity.”

Instead of responding or advertising something that immediately talks about your own business, think about why their problem may be frustrating to them. The reasons could include they:

  • Want their employees to feel productive and valuable
  • Would like to reduce the stress their employees feel using a malfunctioning software system
  • Would like to use a software that offers real-time human interaction when there are problems
  • Want to buy from a company they can trust because they’ve been burned before

If you truly feel that your business can give them what they’re looking for based on their pain points, feel free to tell them that rather than burying your value in the copy.

Changing Your B2C Copy

For consumers, pain points may look like this:

“I’m bored of my morning beverage, and I’m looking for new coffee blends to try that aren’t Starbucks.”

Again instead of diving into your own business right away, reflect on the customer’s feelings and attempt to get to the root of the issue. 

  • They’re bored! Maybe their morning cup of coffee gives them the jolt they need to get through the day, no matter what that looks like
  • Deep down, they may feel guilty by not supporting local brands
  • They might also want to buy from a supplier who they can connect with
  • They may want to consider eco-friendly and ethical businesses to buy from 

It’s important to connect to the human who is having these problems, acknowledge their concerns, and then offer solutions if you have them. 

Be honest. Nobody enjoys being swindled.

Let’s Chat About Your Copy

As a business owner, do me a favor, take a step back and ask yourself these 2 questions.

“How am I connecting with my clients? Is it working?”

If the answer you came up with is unclear or you’ve come to realize it isn’t working for you, then it may be time to turn to the experts. There’s nothing wrong with needing help writing for your business. In fact, we’re happy to do it! Contact us, and we’ll work together at connecting with your clients in the new way to write — the H2H way.

Focus Your Copy On Conversation & Conversion

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Creating Swipe Files

The Beginner’s Guide To Creating Swipe Files For Copywriting

Who said writing high-converting copy has to be hard? 

Probably someone without a swipe file! 

If you’re stuck in a creative block trying to write compelling and high-converting copy for your business, it’s time to learn about the shortcut you’ve been missing. Stop trying to reinvent the wheel and stand on the shoulders of giants instead. 

Here’s the secret… The most successful copywriters get on-demand inspiration from the best that’s already out there by creating swipe files for their business.

What is a Swipe File? 

A swipe file is a folder full of examples of copy that:

  • You love
  • Made you buy
  • You want to emulate in your business’s copy

The purpose of having a swipe file is to have examples to refer to when your creativity well is dry. For instance, many visual artists use an inspiration or mood board to help guide their creative process. It’s a collage of visual ideas to help guide them along as they work. Referring to a mood board can help creatives:

  • Plan more clearly
  • Save time and energy
  • Keep inspiration high
  • Remind them of the end-goal

Swipe files are the mood boards of copywriting, and they come with similar benefits.

The Most Important Rule of Swipe Files

The first and most important thing to know about using swipe files is that they are a collection of examples to work from – NOT copied. You should never plagiarize what someone else has created. Not only is plagiarism unethical, but your website could potentially be flagged for its unoriginal content.

Swipe files are a resource to learn from and to improve your skills. Many of the best artists, athletes, and business leaders learned from previous ‘greats’ to improve themselves and their chance to surpass them. Simply trying to pass others’ work off as their own wouldn’t have helped them at all. The concept is the same when it comes to swipe files.

Why Businesses Need Swipe Files

If your business isn’t using swipe files, you may be at a disadvantage. Not only will it take you more time to write, but your writing probably won’t reach its full potential for conversion and engagement.

Keeping regularly updated swipe files helps businesses:

  • Stay in the loop about the latest copywriting strategies
  • Bypass testing by using copywriting that is already proven to work
  • Produce copy that is attention-catching rather than stale and dated

The Beginner’s Guide To Creating Swipe Files For Copywriting

If you’re ready to start refilling your creative well and get to writing better copy more quickly, here is what you need to know about establishing and maintaining creative swipe files.

Understand What Types of Copy You Need

If you’re trying to build a car, looking up cake recipes won’t do you any good. In writing, if you’re trying to create copy for your website homepage, looking up examples of email newsletters can only get you so far — no matter how amazing the copy might be. In this case, if you are unsure where to start, it may help to understand that there are two kinds of copy, each trying to accomplish a different goal.

Homepage copy will be short and sweet above the fold (i.e., it speaks to either new or existing clients and will probably direct visitors to your primary services). In contrast, newsletter copy can be longer and is often used to speak to existing clients. It typically encourages your audience to engage with your latest content. Now that you know how to pinpoint your business’s goals and decipher what types of copy you need, it’s easier to get going.

Here are a few types of swipe files you might need:

To get the most out of your swipe files, include examples that: 

  • Are within a similar industry. You’ll learn about what pain points are identified for your particular audience to use in your writing.
  • Have a similar goal. Are you trying to get email newsletter sign-ups? Find some copy that made you eager to enroll in a newsletter recently!

Identify and Read Copy That You Love

Once you determine what type of copy you need and find some examples you love, the next step is to dig in and read! 

While you’re reading, keep an eye out for things like:

  • Catchy or attention-grabbing copy
  • Callouts to a problem and solution
  • How the audience is addressed
  • Placement and value of call-to-action buttons
  • Ways the copy focuses on the client
  • How it describes benefits and features
  • Word count, sentence structure, and reading ease
  • Style, format, and fonts

And these are just a few!

Pinpoint Why You Love That Copy

After you’ve given it a critical read, pinpoint what it is about the copy that you love. Ask yourself, what stood out? 

Create some notes below a screenshot of the copy in your swipe file so that you can refer back to it later or share it with your copywriting team. You can also make notes about what you would change or improve. Many businesses even use swipe files when developing their brand voice. This way, they have tangible examples and inspiration to guide them.

Organize It and Tag It

Creating swipe files works best for your business when you can quickly pull up examples when you need them. The purpose is to save you time, not waste it frustratingly searching through files trying to find that one example you love. 

The key here is to make sure your files are organized. Put all of your swipe files in one storage location. Then, use tags on each file to indicate what that file contains. You can tag each file with the type of copy and the industry. By following this method, you can easily pull up the swipe file examples you need according to your current goal.

Here are some organization platforms that have tagging features:

Experiment With Your Swipe File

Creating swipe files will help you get creative with your copy, and we all know that getting creative means being open to experimenting! 

You might not be used to writing in a specific style or using a particular copywriting technique. But there’s no better time than the present to try it out and see where it takes you and your writing.

After all, your audience is bombarded with so much content each day. You’ll have to do something new and creative to capture their attention. Don’t be afraid to get outside of your comfort zone and discover a new approach to your writing.

If you’re ready to start thinking outside of the box, subscribe to our weekly email newsletter where you’ll find plenty of refreshing, catchy, and creative copy to keep you inspired!

Creating Swipe Files
Swipe files are a resource to learn from and to improve your skills; however, you should know that they are a collection of examples to work from – NOT copied.