Web Development

3 Copywriting Fundamentals for Business Owners Trying to Give Their Business a Boost Online

Running a business is an all-encompassing lifestyle. 

There’s so much to do every day that, understandably, sometimes the quality of your marketing can suffer. 

Copywriting is a key component of any successful business. And in the online world, you’re not physically there with your charm and wit.

But, with copywriting that converts, you’re able to have words that ooze all those brand eccentricities, and have them sell for you. So, you don’t have to be there for your business to thrive. 

So, if you’re looking to give your business a boost online, pay attention and take note of the following copywriting fundamentals.    

But first:

What Is Copywriting? 

Copywriting is written language that converts. You’ll see copywriting in and around:

  • Websites
  • Sales and landing pages
  • Marketing emails 
  • Commercials 
  • Online adverts 
  • Sales letters 

Don’t confuse copywriting with content writing. Content aims to inspire, educate, motivate, or entertain. 

Content isn’t written for conversion. 

Copywriting takes somebody from one stage of the buyer’s journey and brings them closer to a sale. That could be by converting them from a website visitor to an email subscriber. Or, it could be turning an email subscriber into a customer. 

Whatever form it takes, copywriting has a strong focal point of conversion. 

Why Is Copywriting So Important? 

So, what is the point in good copywriting? 

Good copywriting acts as you on your behalf. When it’s assembled correctly, you’ll have words that:

  • Capture your brand’s personality 
  • Speak directly to your ideal buyer
  • Captivate and engage 
  • Ultimately, convert

It’s impossible for you to be somewhere – be that physically or digitally – 24/7. 

And, due to that, it’s pretty likely that you’ve missed out on a few sales. 

So, by investing your time and effort into listening to copywriting podcasts, reading copywriting books, and taking courses, you’re filling the cracks to ensure no one slips through the net.

Without good copywriting, a business is unlikely to grow. With so much competition out there nowadays – specifically in the digital space – you can’t afford not to invest in your copywriting.

So, whether that’s learning how to do it yourself or outsourcing to a copywriter, it needs to be on your priority list. 

Copywriting Fundamental 1: Know Who You’re Talking To

One of the most common errors that startups make is believing their product or service is “perfect” for everyone. 

Every single product or service out there has an ideal market.

And the truth is: the more specific you get, the higher the chance of conversion. 

When we feel targeted and understood, we let down our walls. We trust. 

And trust is the key to making sales. 

So, it’s absolutely fundamental to know who you’re talking to in your copywriting. You need to be able to dive deep into their personality. 

Even components that you believe aren’t linked to your offer should be determined. Because, in some way, it has contributed to who they are as a person.

The best way to know who you’re talking to is to create buyer personas. During the process of creating a buyer persona, you should research real people who fit into the categories so you have components that are realistic. 

In the era of social media, that’s never been easier.

There’s a good reason why copywriters are also known as stalkers! But it’s genuinely research. We promise. 

Copywriting Fundamental 2: Quit The Formalities 

I could lecture people for decades about formalities in marketing. 

The reality is: you have been brought up to prove your intelligence through your language.

Think about the last time you saw a Facebook battle between strangers.

Because we’ve all seen one of those, right? 

You’ll notice that, as the comment war goes on, the people who are leaving the comments start to formalize their language. 

Suddenly “you’re being ridiculous,” turns into “I believe this projection is the fundamental display of heightened arrogance.” 

But why do we do this?

Because we want to feel respected. 

Since we’ve been in school, we’re taught to use big words and complicated structure to prove our intelligence. And, in our society, we associate intelligence with authority and respect. 

That may work in the corporate world. But in the land of business ownership, it does the complete opposite. 

Good copywriting is simple writing – easy to understand and difficult to write. 

Quit the formal tone, complex vocabulary, and unnecessary structure. 

Keep it simple, and use as many words as you need to. No more. No less. 

Copywriting Fundamentals 3: Peel Your Layered Benefits 

You’re a business owner. So, chances are you’ve heard terms like “features” and “benefits” before. 

But every brand and each offer has layered benefits. 

Like an onion, a benefit starts broad and all-encompassing. But as you peel back the layers, they get stronger and stronger. 

A layered benefit is a benefit that can be explored in more depth. 

So, let’s take a look at an example. 

Imagine you sold kitty litter. This kitty litter is fast-clumping.

So, your initial benefit could be:

  • The fast clumping material locks in odors instantly. 

But we want to peel that onion and discover your layered benefits until we find the root. 

To do so, we ask ourselves: “so what?” 

Why does it matter that the material locks in the smell instantly? What will that do for the buyer? 

So, the above benefit becomes:

  • The fast clumping material locks in odors instantly, 
  • so your home can smell as fresh as a daisy. 

One more for luck? 

  • The fast clumping material locks in odors instantly, 
  • so your home can smell as fresh as a daisy. 
  • No more hanging your head in shame when your best friend comes to visit. You know that the scent of your cat’s business is no longer in business. 

You see? We peel back each layer and find a root benefit. That root tends to answer the question: “how will life change with this product/service?” 

For some, it takes only a few peels. For others, you may be going for some time. 

Keep going until you can no longer answer “so what?” 

Master Copywriting Myself or Get a Copywriter? 

The 3 copywriting fundamentals in this article are copywriting basics. But they’re absolutely crucial to overall success. 

When you’ve implemented these 3 changes, you’ll feel far more confident in your copywriting. However, if you’re dedicated to your vision of brand dominance, find a copywriting business that specializes in your niche. 

These fundamentals are simply second nature to a copywriter who knows what they’re doing.