Whether you’ve been in business for 20 years or 20 minutes, you know that being a small business owner requires a slew of skills.
You have to be a salesperson, a marketer, an accountant, a project manager, a designer, a social media expert, a researcher, and a copywriter – all while being an expert in your particular field.
And you’re probably willingly (yet hesitantly) diving into all of those roles because you have a product, service, or idea that you enjoy and believe in.
But in order to get clients and customers to pay attention to you and purchase your great product or service, you have to be able to communicate about it. You have to write about it in a way that’s genuine and persuasive.
Emails, blog posts, headlines, bios, sales pages, social media updates – being an entrepreneur means you’re constantly having to write new copy for your brand and your business.
But here’s the thing: Most of us aren’t trained copywriters.
We haven’t had a copywriting pro sit down with us one-on-one and teach us how to write in a way that’s concise, compelling, and personable.
But copywriting doesn’t have to be quite so painstaking and overwhelming.
These simple copywriting tricks will help you clearly communicate about your business in a way that resonates with people and encourages them to take action.
Clarity attracts; confusion doesn’t.
The clearer you are with your message, the more your clients and customers will understand exactly what you do and exactly what you want them to do.
You know your business better than anyone else. You’re the subject matter expert, but your readers are most likely unfamiliar with the topics you’re writing about.
So don’t make the mistake of assuming your readers already understand the subject matter.
Instead, pretend like you’re starting from scratch.
Leave out unfamiliar words and phrases that might be popular in your industry, but foreign language to the rest of the world.
While synonyms are often helpful for piquing people’s interest (especially in headlines), don’t go overboard with flowery words and phrases.
And if you can use a more familiar word or sentence to say what you mean, use it.
Here are a few common words that can be replaced with clearer, better substitutes:
Compose > Author, Write
Discover > Find
Incentivize > Encourage, Reward
Objective > Goal
Obtain > Get
Optimize > Improve
Purchase > Acquire Buy
Retain > Keep
Utilize > Leverage, Use
The KISS principle (Keep It Simple, Stupid) applies to many things, including copywriting. Using flowery words and phrases cause confusion and lose people’s interest. Instead, strive for clarity.
“Start with the main idea. Think about what your reader needs to know right away and move that to the beginning of your copy.
Don’t get to the point; start with it.”
Long gone are the days of trying to add in words to reach a certain word count on a high school paper.
No one wants to read a book, especially on a sales page, so strive to be concise.
Start with the main idea. Think about what your reader needs to know right away and move that to the beginning of your copy.
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Scan your website for long, detailed sentences. Can you substitute a string of 4 words with just 1? Is the beginning of your sentence a bit fluffy?
Each time you write a new blog post, social media update, or sales page, make it a habit to go back through and shorten your copy.
Being concise in your reading will result in powerful writing and encourage more people to take action.
By implementing these tips and turning them into habits, you’ll create engaging, compelling copy that will help you win the attention of new clients and customers and cast your offerings in a great light.