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Copywriting

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
ways copywriting helps businesses

7 Ways Copywriting Helps Businesses Reach Their Goals Swiftly & Profitably

Interested in learning more about the ways copywriting helps businesses? For some business owners, writing their own copy isn’t a huge undertaking and the words come easily. However, to others, copywriting is a dreadful task. 

One of the most common things we hear from our clients is, “I hate writing.” We get it! Even though we’re passionate about what we do, it isn’t always our favorite cup of tea java every day either – haha!

However, deciding you don’t need a professional copywriter is a huge mistake. 86% of professionals agree their audience judges their brand negatively if they see errors in their copy. In fact, 72% of people will judge a business based on their business cards alone. Think about it – are your business cards giving too much or too little information? What about typos or incomplete addresses and phone numbers?

Even if you’re a great writer, having a copywriter on hand saves you from having to do it all yourself.

Ready to improve your business’s profitability with copy that converts? Get started with FocusCopy.

Why Businesses Need Strong Copywriting In Marketing & Sales

As we learned with COVID and eventually the virtual overload, you cannot be all places at all times. Copywriting helps you get your pitches down in writing so you can help your customers move along their customer journey without ever having to get in your car or hop on a Zoom meeting. 

One of the most common problems businesses face is customers calling to ask for information that your website should quickly answer. Look at your website and social media if you experience repeat calls asking the same questions. Is the information clear across all platforms?

If not, a copywriter can rework the information and streamline its readability to keep your potential readers motivated to take the next step in the buying process. A copywriter can also help you create other cohesive and engaging assets like flyers, posters, emails, newsletters, etc.

Do you need one or all of the above assets? We can help!

How Copywriting Helps Businesses Grow & Scale

Here are 7 ways copywriting helps businesses and adds value to your marketing assets.

1. It Builds Customer Relationships

Most people buy from businesses they feel they know and trust. But building a real, trusting, and beneficial relationship between the customer and your business takes work.  

If you have trouble connecting with your audience, hiring a professional copywriter allows you to focus on your goals using long-term techniques. 

A copywriter can help bring you and your customers together by giving them the information they need without placing too much pressure on them to make a decision right away. Using a carefully planned campaign is how copywriting helps businesses attract new customers and keep them coming back for more until they’re ready to make a purchase. 

2. It Extends Your Brand Recognition & Reach

As more people connect with your words, they will likely remember who you are and suggest your company to other people. Think about it this way, I’ll bet you know each of these companies by just their tagline or motto alone…

Ever heard…Just do it

What about…What’s in your wallet

And no one will soon forget what “the breakfast of champions” means.

Great copy shouldn’t be underestimated. Even without billions of dollars, local businesses continue to make a name for themselves through great copy. And it’s because they put extra effort into their writing and understand its long-term benefits.

3. It Pushes Your Target Audience Through The Customer Journey

Part of any ideal marketing copywriting style includes the ability to appeal to a particular audience to get them to buy. Because writers tend to work with various clients, it’s also important for your writer to be able to use their writing to connect with your customers genuinely. A few tactics copywriters use to relate to your customers and encourage them to make a purchase include:

  • Addressing pain points
  • Providing solutions with persuasive communication
  • Making the experience personal
  • Understanding each step in the customer journey

Each of these sounds simple and logical enough. But getting these ideas into words is much more difficult than you think. However, having the skills to do this is crucial to getting your message across so that readers will take the next step.

4. It Increases Traffic To Your Website (Without Needing PPC)

Small businesses struggle to compete with larger businesses because those companies often pay to increase the success of their online marketing. You may recognize this strategy in the ads you see on Instagram or promoted products that appear while you browse the web. Both are referred to as pay per click advertising (PPC). But you don’t need to have a budget for paid advertising to be successful.

Quality copywriting on your social media, optimized in blogs, and on other assets attract people to your website without trying too hard. Again, the idea is to have your copy work for you. If your potential audience is confused about what you do and how you do it, your writing works against you.

5. It Gets You Out Of Meetings So You Can Work On Your Business

A professional copywriter will have their own process in place to ensure the work is done on time and reviewed carefully before reaching your inbox. This means you spend less time worrying about the logistics of your marketing efforts and more time focusing on your more pertinent responsibilities. It’s all part of the delegating process of your business model, which allows you to balance your must-do and want-to-do lists.

6. It Converts Prospects Into Paying Clients 

A solid copywriting foundation starts with the ability to be creative and self-starting. The perfect words don’t always appear immediately. It takes motivation and the ability to generate copy out of nothing to create something tangible. This isn’t easy for most people, which is why having a professional copywriter takes the responsibility of balancing these skills off your plate.

7. It Doesn’t Rely On Human Capital To Grow

Your website works for you whether you’re in the office or not. Read that again.

A professional copywriter helps entrepreneurs like you save time from having to answer the same questions and stay on the clock 24 hours a day to generate more sales. Having evergreen digital assets like a website with comprehensive writing lets someone take action immediately.

Benefit From The Many Ways Quality Copywriting Helps Businesses & Create A Bold Brand Following

We understand that your business is your pride and joy. We’re here to help grow your business by reaching a larger audience and converting them into loyal customers through strategic copywriting.

Let’s be real. You have a deadline in mind for your next project. Let’s talk about making it happen!

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
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
Repetition In Copywriting

Repetition In Copywriting: The Key To Conversions

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

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

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

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

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

Embrace Repetition In Your Copy & Watch Conversions Rise

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

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

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

This is where writing copy can get tricky!

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

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

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

Introduce Yourself To Customers, So They Remember Your Message

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

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

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

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

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

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

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

Help Your Audience Get MORE Familiar With Your Business

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

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

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

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

Are you having trouble finding the time to write copy? We understand, and we’re ready to help. Contact FocusCopy today to start producing high-converting copy.

Provide Solutions To The Struggling Customer 

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

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

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

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

Keep Up With The Happy Customer

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

So what’s the secret to this magic?

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

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

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

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

Convert & Retain Customers Through The Power Of Repetition In Copywriting

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

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

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

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how to improve your writing

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

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

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

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

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

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

Define Your Writing Goals: Get As Specific As Possible!

So, all this to say – define your goals! 

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

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

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

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

Adopt A Growth Mindset 

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

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

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

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

So with that being said, embrace the journey! 

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

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

[Related: Tackle The Lies Imposter Syndrome Tells You]

It’s Better To Go Slow Than Fast 

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

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

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

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

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

How To Be Consistent

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

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

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

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

Improving your writing skills is no different. 

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

Find A Writing Mentor 

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

Do they make every word count? 

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

Does their writing light a fire inside of you? 

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

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

Understand Your Audience 

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

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

The Art of Self-Editing

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

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

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

How do you become a better self-editor? 

Read Your Writing Out Loud! 

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

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

Print Out Your Writing 

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

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

Done Is MUCH Better Than Perfect 

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

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

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

Write In A Different Genre Or Format

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

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

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

Read: The Real Secret to Improving Your Writing 

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

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

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

Hand-Copy To Learn Copywriting

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

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

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

Ready To Craft An Authentic Digital Storefront With FocusCopy?

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

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Write A Strong Hook

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

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

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

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

Keep Readers’ Eyes On The Page With Intriguing Hooks

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

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

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

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

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

How To Write A Strong Hook Your Audience Wants To Read

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

1. Speak To Your Ideal Clients Or Audience

Do you know who your ideal audience is?

These are the people your business is made for. 

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

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

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

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

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

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

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

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

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

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

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

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

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

4. Keep It Relevant & Confirm Beliefs

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

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

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

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

5. Factor In FOMO Worth FOMOing

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

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

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

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

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

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

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

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

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

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

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

7. Back Up Statements You Portray As Facts

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

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

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

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

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

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

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

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

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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

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mistakes business owners make

Top 10 Mistakes Business Owners Make When Copywriting Themselves

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

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

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

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

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

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

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

Top 10 Mistakes Business Owners Make When Copywriting

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

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

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

1. Proofread Or Don’t Publish At All

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

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

What To Look Out For:

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

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

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

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

2. Bring The Focus Back To The Customer

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

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

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

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

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

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

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

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

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

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

3. Features Are Not Benefits

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

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

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

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

A few ways these can transform into benefits include saying:

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

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

4. Look At The Big Idea

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

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

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

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

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

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

What Is A Call-To-Action?

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

6. Avoid Hitting Publish And Forgetting About It Altogether

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

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

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

7. Perfectionism Kills Potentially Great Copy

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

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

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

8. Keep It Simple

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

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

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

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

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

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

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

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

10. You Aren’t Really Proving Your Point

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

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

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

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


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Copy Toolkit

What You Need In Your Copy Toolkit To Write Effective Copy

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

Makes sense. 

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

It requires creativity, effort, strategy, and time. 

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

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

What The Copywriting Process Is Like Without Tools

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

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

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

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

It may sound more complicated than it really is.

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

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

Tools You Need In Your Copy Toolkit To Write Effective Copy

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

Hemingway App

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

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

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

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

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

Yoast SEO

Copy Toolkit

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

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

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

WordHippo

Copy Toolkit

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

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

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

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

Discover more and greater words here. 

Google Docs

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

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

Brand Voice Guide

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

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

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

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

Other Tools

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

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

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).