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If you have your own business, then you have probably been
told hundreds of times or more that you need to be online. Relying on
traditional marketing techniques such as word of mouth or print advertising
have their place but most people will check you put online. To have a
successful online presence you need words. You start to wonder how to become a
copywriter for your own business.
Many people think that they can do this themselves without
any training or support. Ask a small business owner if they are prepared to deal
with their own legal work and they will laugh at you. “We’ll hire a
professional,” they say. And quite rightly. But the impact your words have on
your business are just as significant. Don’t just start writing and hope for
the best. You should follow some basic steps to get this right. Here is how to
become a copywriter for your own business.
Become A Copywriter: Understand The Market
The first step on the road is to understand who you are
writing for. I spoke to a business owner about a year ago regarding the blog on
his website. He told me that he gets tons of enquiries from people regarding
the blog. I loved this. Words in action gaining results. It’s what all writers
are in it for.
“You must get lots of business from it,” I said without
trying to hide the excitement in my voice.
“None,” he replied, “they’re all from other people in my
industry. It’s my competitors, not my customers.”
What happened here? How did this guy end up with his
competitors contacting him? He didn’t think about his audience from the outset.
The blog was well written, engaging and had a strong call to action. But it didn’t
take into account what his customers wanted to know and hear.
Don’t be the person who appeal to your industry instead of your customers. It’s all very satisfying to know that people in your industry respect what you have to say. But if you write a blog to attract customers then you should bear this in mind with every word. It is common to hear that people have a website and it does nothing for them.
Market research will give you an idea of what people want from
you. This doesn’t have to be some major effort. Just think about the jobs you’ve
carried out this week. Who are they for? What problem did you solve? What need
did you satisfy? Repeat these and you are on the road to success.
Become A Copywriter: Write For That Market
Understanding the market is one thing. But you should know
the kind of language they go for too. For instance, if you are writing for consumers
then this is very different to writing for businesses. If you know who your
target market is, then you should know the way they speak.
People looking for a divorce lawyer want to know that they
have someone who is on their side, looking after their interests. Someone
looking for an accountant wants to see accuracy on the page. Portray the
qualities that your potential market wants to see.
Don’t be afraid to use the same language you speak in to
write. People think it is bad practice to write the way they speak. We had this
drummed into us at school. This isn’t the case. People buy from the familiar.
Your spoken word will be far more familiar to them than your written one.
Become A Copywriter: Include A Call To Action
Writing isn’t an art form. OK, well, some writing is.
Writing something for your customers doesn’t have to be. People will be moved
by different reasons – none of them will be the beauty of the prose you put on
At the end of whatever you write, there has to be some
reason for people to
pick up the phone
send you an email
buy from your shop
share it with other people
The call to action is the thing at the end of the piece of
writing that tells people what to do next. It lets them know what you want them
to do. Don’t think of it as an instruction, more of a gentle prod in the right
With this in mind, if you have read this and want a hand with your content then drop me a line.