Is Poor Copywriting Damaging Your Business?
You’re stuck. You’re not seeing the leads you want for your business. You’re offering quality products and great services but only a few people are buying from you.
You might be tempted to believe that the problem is your “tribe” isn’t big enough or that your website isn’t performing optimally. For many small business owners and solopreneurs, these problems are often the result of poor copywriting.
The good news is that persuasive copywriting is an essential skill that can be learned. But first, understand that certain things you’ve heard or read about copywriting are actually myths that could be harming your business!
Myth #1: Copywriting is all about selling.
Some small business owners believe that copywriting is the equivalent of going to a cocktail party and screaming “Buy my stuff!” to every person you meet. This couldn’t be further from the truth. Copywriting is about so much more than selling your product,service or program.
Copywriting is about serving your audience. You can use persuasive copy to address your customers’ concerns, help them make smart buying decisions, and offer solutions to their needs.
Myth #2: Copywriting is all about action.
Many small business owners and solopreneurs think that every piece of content they create must have a call to action (I used to think so myself!), but that’s not true. Most of the time, you’ll be creating content to increase your customers’ awareness of your business. This is often known as the “like, know, trust” factor.
The ‘like, know, trust’ factor is about guiding your potential customers through the buying stages. In the first stage, known as like, you’ll share content that makes your brand likeable. In the second stage, you’ll give potential customers content that informs them. The third and final stage is known as trust. It’s the point where your customers will decide whether they should purchase your product or service.
Myth #3: Copywriting is all about you and your business.
Copywriting isn’t focused solely on you or even your customer. The best copywriting strikes a balance between “about you” and “about your reader”.
You want your copy to show your understanding of, and empathy with, your ideal clients’ situation. Your copy should highlight the benefits of working with you, the fact that you understand the client’s problems, and why your brand is the no-brainer choice.
Myth #4: Copywriting is all about making your brand look perfect.
Persuasive copywriting isn’t about positioning your brand as perfect. It’s about connecting with your reader on both an intellectual and emotional level. Your potential customers want to know about your expertise, but they also need to know that you understand them. One simple way to do this is to share stories about your brand. Don’t be afraid to include stories about your business’s failures.
And never make the mistake of thinking that your copywriting is set in stone. Even expert copywriters create several drafts before they find a version that truly connects with their readers. The important thing is to keep testing your copy until you find what works best for your business.