The Importance of Writing Good Copy for Your Small Business

There are several elements that create the foundation of a successful small business. Your products and services are important. They need to provide value. Your customer service and the relationship you have with your customers are also essential for small business success. There are many more facets of small business success.

The thread that ties them all together may surprise you. It’s copywriting. Good copy supports strong products and services. It builds relationships. It also establishes your brand and markets your business. Good copy can mean the difference between success and struggle.

What Is Good Copywriting?

At the very basic level, good copy connects you to your reader. It establishes trust, authority, credibility and hopefully your readers like you too. It’s written conversationally so that the reader feels as if you’re talking directly to them.

Good copy is also copy that effectively demonstrates the benefits your reader or prospect gains by buying your product or service. What do they have to gain and how will you change their life and make it better?

An effective sales piece grabs your prospects’ attention by arousing curiosity, making a promise, or identifying an emotion that your prospect may be feeling. It then pulls the reader into the content through a variety of means including story telling, proof and evidence to back up your claims, and wraps it all up with a call to action.

Where Do You Use Copywriting?

Some elements of good copy are included in just about everything you write. For example, you want your web pages to achieve some sort of goal, right? So each web page should ideally embrace copywriting tactics to help you grab your reader’s attention and achieve that goal.

Copywriting is also used in email marketing, advertising, social media, and even blogging and article writing. While you may not want to sell your products or services in a blog post or article, you do have a goal that you want to achieve. Well-written copy helps you achieve those goals.

Crafting Good Copy

Many small business owners believe that they need to hire a copywriter to craft good copy. That isn’t true. While copywriting is a blend of art and science, the truth is that no one knows your business or audience better than you. You have the tools to write good copy. The next step is to put that knowledge to work.

In order to be effective you need to know who your audience is, what their problems are and how your product or service solves those problems. Identify the benefits of your products or services as well as your target audience. Create a goal for each piece that you write and write to achieve that goal. Show your readers why they should take action and what they have to gain.

Good copy brands your business; it connects you to your prospect and ultimately it boosts sales and profits. Learn to write good copy and you’ll undoubtedly see an improvement in your business’ bottom line.