Copywriting: Powerful Text for Your SMB That Actually Sells

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I’m not going to lie: if you haven’t realized it yet, copywriting and sales-focused writing are everywhere. If you are a business owner, you may have struggled to fill in the blank space on your website. There are only so many pictures you can put on one page!

The solution? Web copy, advertisement copy, product descriptions, and much more.

What Is Copywriting?

Generally speaking, copywriting refers to the writing of copy (any body of text that is used to complete a goal). More often than not, the copy that copywriters create is sales-oriented; even bloggers who have no apparent items or services to sell use their websites to make money via ads. In this case, each blog they write and put out is technically sales copy – they target certain SEO keywords and create content that will invite you to click on their search result or a Pinterest pin. Once you are on their website, they get credit for the ad views on the blog post. I bet you never thought of it that way!

What Does a Copywriter Do?

As a copywriter, my goal is to identify what makes your business special and drill into why a customer might choose you over a competitor. My job consists of the following important aspects:

  • Understand your business
  • Identify your target audience
  • Help you make sure your website is ready for copy
  • Develop a content focus that will bring in views
  • Form call-to-actions that will resonate with potential customers
  • Ensure your website is ready to sell

Once we have covered all of these bases, we can start generating content to fill in the gaps and target your clientele.

What Kinds of Copywriting Jobs Are Available?

Website Copywriting

Even photographers shouldn’t have a website without copywriting text. While blogs and product descriptions may not be the main source of their SEO content, it’s still important to show and tell what your business is all about.

There are several important components to a well-developed website, all of which an experienced designer will be able to help you with. Before you even consider hiring a copywriter for your website, you should make sure that your website isn’t suffering from these five issues.

Email Copywriting

We’ve all signed up for email lists before receiving “free content” from a website – in fact, it’s one of the oldest tricks in the book. If you have an email list and your business isn’t sending emails due to a lack of copy, you need to remedy that right now.

Your email list is essentially free advertising, and the content marketing bones in my body are weeping for you.

If you don’t like writing “sales-y” stuff, that’s fine – I don’t blame you. However, when you got into business with your products and services, you signed up for this! Unfortunately, it’s infrequent for new clients to fall into your lap, especially when the competition is out there paying for ad space, sending emails, and collecting information on potential clients.

This is where a copywriter comes into play; you hire them to do the part of the business that you don’t necessarily like doing.

Advertisement Copywriting

Much like email copywriting, advertisement copy is important for getting the most bang for your ad space buck. Weak ad copy is almost a waste of your marketing budget – almost.

With advertisements, you have to nail your first impression. Otherwise, the potential client will build a negative perception of your brand.

It’s best to use strong, confident words in your ads, specifically tailored to the generation you are targeting. Oh, and for the love of all that’s holy, make sure to use proper grammar and spelling!

Case Study Copywriting

Case studies are severely underestimated for building rapport with new clients. If you weren’t already aware, a case study is essentially an in-depth review of a customer’s interaction with your business.

These types of posts and documents give potential clients a sense of what your typical job or service looks like, and how it plays out over time. Case studies will give your customers a reason to do business with you time and time again.

Check out this HubSpot post that includes some great examples of outstanding case studies.

Video Script Copywriting

There’s a lot more that goes into a 1-minute video than you might realize. Someone has to script and test out the text that will be read in each video.

You guessed it – businesses hire copywriters for this task. About 80-100 words can be read effectively within a one-minute video and have a huge impact on your website’s marketability. Furthermore, you should post your videos to sites like YouTube and Vimeo to get your brand additional traction.

Product Descriptions

Think about the last Amazon purchase you made. I’m guessing that you probably did at least the following two things before you added the item to your cart and proceeded to checkout:

  • You checked the reviews
  • You read through the product description

If you’re like me, improper grammar or misspellings in a product description are going to make you question the quality of the product you are considering.

While the producer’s ability to use English properly doesn’t necessarily impact the quality and build of the item, it’s difficult to get past these easily-caught issues. After all, product descriptions should make you feel like you can’t live without this product.

What Is Copywriting Worth?

Here’s the problem with this question: every business owner has his or her own perception of what content generation should cost. In my opinion, a copywriter saves the business owner’s time and must be compensated appropriately for that effort.

Above all, here’s what you shouldn’t do: pop on over to a freelance platform like Fiverr or Upwork and pick the fastest, cheapest writing gig.

Why? Here’s why.

Hiring a Copywriter

As we’ve discussed, there are many different areas of your business that you might want to hire a copywriter for. Honestly, every business should have one copywriter that they work with on every project; this will ensure that all of the brand’s content flows smoothly and is of equal caliber.

Find someone you like, then commit to their services for a seamless collection of content! If you think I’m your gal, pop on over to my copywriting order request form to get the ball rolling on your next project – I’ve got you covered.

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