Do you struggle with writing for your business? Perhaps you know EXACTLY what you want to say… but when you go to actually write it, you freeze!
How does that happen? It was all right there in your head!
It turns out this whole copywriting thing can actually be pretty difficult, especially if you don’t consider yourself a writer.
But in order to stand out in this crowded online space, you need great copy. In fact, excellent copywriting can make or break your brand, because it’s what captures people’s attention, encourages them click, entices them to buy, and keeps them coming back for more.
Here’s the good news — you can create awesomely compelling copy for your brand, even if you have no experience as a copywriter! But before we dive into the best copywriting tips for beginners, let’s discuss what makes copy “good”.
What is Good Copywriting?
As consumers, we’re constantly inundated with marketing messages. Banner ads, promoted Facebook and Instagram posts, endless emails… it’s all around us, all the time.
Because of this, we’ve become pretty darn good at blocking out advertising. Which means as business owners, we have to work that much harder to catch a consumer’s attention.
That, in a nutshell, is what great copywriting does. It catches a reader’s attention in the midst of the 10,000 things happening online around them.
It sounds easy, right?
Nope! Great copywriting comes from listening to your audience, understanding their wants and needs, and clearly communicating. It also uses creativity to stand out in a crowded online space.
Feeling overwhelmed yet? Let’s break it down a bit more. Here are five essential copywriting tips for beginners (no copywriting experience necessary!).
5 Copywriting Tips for Beginners
1. Know Your Audience
This cannot be overstated. In order to write great copy, you need to understand your audience inside and out.
This means truly understanding their hopes, dreams, fears, and aspirations. What makes them tick? What makes them excited? What are they looking for from you?
One of the most common mistakes I see people make when writing for their business is that they write for themselves. They talk all about their business and how amazing it is, without thinking about if that’s what their audience wants to hear.
If you can’t understand your audiences’ desires, you won’t be able to connect with them. If you can’t connect with them, your copy has no point. It will get lost in the sea of marketing messages plastered everywhere.
2. Practice Creative Concepting
Who’s guilty of being so overwhelmed by the need to write something that you throw out the first thing you come up with? (This girl!)
Creative concepting is essentially a way to come up with creative ideas. It can be used for a new advertising concept or even to come up with multiple headline options for your Pin.
Give yourself time to brainstorm multiple variations of your copy. Just allowing yourself time and space to think can do wonders! Then, start writing.
Write 20 headlines instead of one. Try 10 ad concepts instead of 2. Come back later and revise! You’ll be amazed at what space and time will do for your creative ideas.
3. Write concisely
If you can say it in one sentence, do it.
4. Tell, Don’t Sell
People don’t want to be sold to. They want information, solutions, and a story.
When you’re writing for your business, you need to communicate the solutions your service/product provides. Your audience doesn’t want to hear about the exercises in your weight loss program —they want to hear about the results they are going to get from it.
Let’s take something seemingly dull: a frying pan.
You’re not selling the frying pan itself — you’re selling the delicious breakfasts that can be cooked in it… ones that make the whole family happy! It’s not about the non-stick surface… it’s about the saved time a Mom will get because the non-stick surface means easy cleaning.
It’s easy to lean on promotional copy when we write about our business, beginner copywriters or not. It’s easy to talk about products and services and features. But really, you should be talking about benefits — that’s what the customer really cares about.
Consider these questions to help you:
- How can you help your target audience?
- Why should they choose you?
- How do the functional benefits of your product or service translate into emotional benefits for your tribe?
If your copy can answer these questions, you’re on the right track!
5. Don’t Confuse Professional with Formal
There’s a misconception that in order to sound professional, you need to write formally. I’m convinced it comes from all those years in English class where we learned that contractions where BAD and long sentences were GOOD.
But when you’re writing for your business, it’s different. You need to sound real. You need to sound like YOU!
You can absolutely have a professional image without writing like a robot. Here’s how:
- Use contractions: Cut out the “you are” and “I am” and put those contractions in (you’re and I’m).
- Keep paragraphs short: Long paragraphs on the web are scary and overwhelming. Avoid them by breaking up your paragraphs, which will make your content more digestible.
- Don’t be afraid of punctuation: A well-timed exclamation point will not kill your professional vibe. Go ahead and use it!
Writing for your business can be challenging, especially if you don’t consider yourself a writer. However, you can write excellent and captivating copy for your business by following the foundations of good copywriting.
Remember that writing is a skill (in fact, people make careers out of it!). It takes time and practice and dedication to improve. If you feel like you absolutely cannot dedicate the time to it (or you feel your time is better spent elsewhere in your business), then look into hiring a professional copywriter to create outstanding copy for you!
Have questions about copywriting? Want to suggest some tips of your own? Drop a line in the comment box below!