Debunking Myths and Mastering the Art: How to Write Compelling Copy for Business Success
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 that your platform isn’t big enough or that your website isn’t interactive enough. However for many small business owners and solopreneurs, these problems are usually the result of poor copywriting.
The good news is that persuasive copywriting is an essential skill that can be learned. But first, you have to understand that some things you might believe about copywriting are myths that are 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 product!” to every person you meet. This couldn’t be further from the truth. Copywriting is about so much more than selling your product 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 every piece of content they create has to have a call to action, but that’s not true. Most of the time, you’ll be creating content to increase your customers’ awareness of your business. This can be called the “know, like, trust” factor.
The ‘know, like, trust’ factor is about guiding your potential customers through the buying stages. In the first stage, the knowing stage, you’ll give potential customers content that informs them. In the second stage, you’ll share content that makes your brand likable. 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 compassion for your ideal clients’ situation. Your copy should highlight that your business cares and why your brand is the best 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.
Don’t 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.
Journal Your Thoughts:
1. Which of the copywriting myths do you struggle with the most? Why?
2. What’s your biggest challenge when it comes to copywriting?
3. Do you tend to make your copywriting all about you or all about your reader? How can you strike a better balance?
