14 May 2019, 09:05 AM
  • If you are a start-up, entrepreneur or small business, you already know how powerful effective copywriting can be. Here are seven simple, tried-and-tested copywriting tips to help you build early traction with your customers from Sophie Foyle, associate director of ADPR

1. Know your customer
If you sell your customer a better version of themselves, you will sell better. But before you can do that, you need to know your customer inside and out. Do your research – talk to people, online and face to face. If you have an email list, send a short survey, ask questions and listen to what your potential customers talk about. Next, learn the demographic details for your target market and then narrow it into manageable segments. These segments are the people who are most likely to buy your product and the people you are writing copy for. Once you know who your target segment is, think of them as an individual, not a group – imagine what they look like, how old they are, what motivates them, what are their pains?

2. Focus on the benefits, not features
Before a prospect customer converts into a paying customer, he or she must care. How will their life change for the better if they buy your product? How will your product alleviate a specific problem or pain point? Focus your copy on explaining how your product improves their lives, and how you can help them achieve their goals.

3. Write persuasively
Journalists use headlines to draw readers into their stories. Your headline must grab attention and your sub-headline must keep their attention. Keep it short, state the benefit, use provoking adjectives and capture the point of your copy. Once people get past your headline, the goal is to keep them there, so make sure it is entertaining and adding value.

4. Be consistent
If your start-up is just launching, you haven’t developed your brand yet. Consistency in both the visuals and copywriting is essential because this is where you set the tone for your audience to interact with your brand.

5. Don’t waffle
Everyone has a limited attention span - no matter how engaged your audience is with your content! Waffling unnecessarily will not achieve results. Write succinctly and conversationally, it helps the audience identify with you and achieves a friendly tone in your writing. Keep copy short and to the point.

6. Call to action
Your copy should conclude with a clear call to action prompting the reader to act. Do you want them to buy something, contact you, or subscribe, for example?

7. Check your spelling and grammar
Bad spelling and grammar shows a lack of attention to detail and doesn’t portray your business professionally. Check your copy twice and then ask friend or colleague to do another proof read. Repeat every time you make an amend.

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