Why Killer Copy is Key
“Copy is not written. Copy is Assembled.”
~Eugene Schwartz~
We’ve all been told we need to have good copy in our business in order to up our numbers and take our businesses to the next level. The saying goes, “content tells, copy sells”. But what, exactly, does this mean?
First let’s explain the difference between content writing and copy writing.
As they say, ‘content tells’. Content is writing to educate and inform. Engaging content that is well written draws people into your world. Although it can nudge them towards taking action, it generally engages them and creates feelings of relatability and similarity. It comfortably envelops them and satisfies their curiosity about you. It helps you build a trusted relationship with your target audience (your perspective customers).
A few examples of content are Blog Posts, eBooks, Newsletters, Social Media Posts and White Papers.
Copy on the other hand, sells. Copy is persuasive and used to tell your target market what actions to take. Good copy raises awareness of your brand and sets you up as the solution to their problems and entices them do something specific. As the saying goes, ‘words tell, stories sell’. Good copy should be concise, to the point and void of ‘fluff’ if it’s going to be affective. People have too much going on these days to sit around reading, listening or watching things full of fluffy clouds and pixie dust – they want your info and they want it now. Make sure your copy is compelling, concise, easy to read and visually appealing. You want then to stick around for the end.
A few examples of copy are Landing Pages, Email Marketing Campaigns, Social Media Ads and Sales Pages.
Although I’ve listed blog posts, eBooks, newsletters and social media posts as content examples, these can (and quite often should) have calls to action in them and therefore, become a piece of copy.
This is one of the reasons why the terms content writing and copy writing are used interchangeably. And while different, they can co-exist together quite nicely in many instances.
Without good copy your business goes stagnant and doesn’t blossom. Have you ever seen one of those phenomenal coffee table books filled with amazing color photography? You open it up and the photos just pop out at you, drawing you in with their beauty until you realize you’ve looked through the entire book. Now you absolutely have to know where your friend got it because you want it too! That’s what good copy does for your business. Only better!
Good copy will help sales. Great copy sells for you – hands down.
Here’s a few tips on how to crush-it with great copy:
Knowing your ideal client is paramount. Do your research and find out their likes, dislikes, habits, ways of thinking, and their fears as well as their aspirations. Your goal is to engage your audience with an interesting story that resonates with them. In order to do this, you must get inside their heads and think like they do. Being able to relate to your target audience is essential.
Relatability will get your foot in the door. Who doesn’t want someone interesting they can relate to, right? When you relate to your clients in an honest fashion it sets the stage for the ‘common-ground’ and they become interested enough to keep reading what you’re writing. This is where content and copy can co-exist and work well for you.
Once you know your target audience you can explain the benefits vs. the features of your service and/or product to them in a way they will find appealing. Benefits show your audience how they will feel, act or become due to your product or service and how others will perceive them for having or using your products/services. I know, you shouldn’t care what others think about you or about what you do. But admit it, you do. So do your clients. Deep down, we all do to an extent. It’s that ‘approval’ thing. It makes us feel connected to each other. Sharing common ground. It’s not a bad thing. There’s power in numbers.
Use this power in numbers to your advantage. When you tell your attention-getting story and relate to your viewers in an authentic and transparent way, you’ll compel them to act. Copy that makes people act means it’s results oriented (yay!). When you speak your viewer’s language, they’re likely to act more quickly. And, they’re also more likely to share their great experience with others in their circle. When they share your info and then their friends become clients too, your service or product is now a must-have (there’s the power in numbers at work). When they act, it becomes measurable and improves your conversion rate (double yay!).
Completing whatever task or action you’ve prompted them to take becomes a comfortable process for them now because through your sharing and openness (the content part) they’ve come to know, like and trust you. And Voilà! You’ve built a good relationship. Be sure to foster these relationships. Stay on top of what your client’s wants and needs are and regularly change and adjust to your ever-changing market.
Good copy (intertwined with good content) injects your marketing plan with a solid frame to build and continually grow your business upon. And with the relationships you’ve built, you’ve steadily created credibility and cemented your place in your audience’s heart. You’ve earned a solid reputation as a trusted source and this credibility substantiates your role as the ‘go-to’ expert and professional in your field. As the trusted expert in your field and with the value you add exceeding your client’s expectations, your business will blossom.
Happy Clients = Happy You = Successful Business.
As you can see, killer copy is key and by following these steps, you’re going to crush it!
Until Next Time…
Cheers,
