Five ways copywriting will boost your bottom line
By Cindy Schrauben
Great Gus Marketing
Do you need a copywriter for your business? Couldn’t you just write everything yourself? The answer to that is probably no because your copywriting needs most likely go beyond the occasional email or a few social media posts.
When you think about it, there are many reasons to have a professional copywriter on your team. Consider:
The copy on your website makes an important first impression.
The emails you send to current and prospective customers must have compelling subject lines so that they get opened.
Your newsletter copy must be persuasive, so readers act.
Your blogs should present you as an expert.
And let’s not even start on all the copy you need for social media.
Good copywriting connects with your audience, tells them how you solve their problems or improve their lives, and informs them of your company values. This creates a lasting impact on your audience and ultimately drives them to take the action you want them to take. And all of this should be accomplished with copy that is concise and clear.
A professional copywriter can do all the above for you, plus more, while freeing you up to do what you do best – running your business. Creating a content strategy (if you don't have a content strategy, read my blog about how it will drive business results) and hiring a copywriter will improve all your messaging by making it more strategic and cohesive.
Here are five ways a professional copywriter can help boost your bottom line:
1. Great copywriting strategically connects with your audience
A trained, experienced copywriter will get to know your target market and put themselves in their shoes. They will think about your audience’s challenges, frustrations, and fears, as well as what makes them happy and what will compel them to act. A copywriter will connect with your target market using your brand voice but will never talk down to them. A copywriter will craft messages specifically for each medium, so every communication is as effective as possible.
2. Compelling copywriting gets and keeps your reader’s attention
It’s a challenge to catch and hold your audience’s attention, so getting quickly to the point is essential. Additionally, you must make every word matter by using words that resonate with your reader while explaining concepts clearly and concisely. Use too many words, and your readers will drop off. Use too few – or not the right – words, and you won’t fully convey your message. Crafting creative and meaningful copy is an art form that copywriters specialize in.
3. A copywriter can help you get found online
You’ve probably heard the term SEO or search engine optimization, which is a fancy term for including specific words in your website’s copy. Web crawlers find your copy through these words, recognize your website, and include it in search results. If you don’t know which words to use in your copy, a copywriter will do keyword research, so they know what words are most used when people search for a business like yours. While it used to be common practice to cram as many SEO terms as possible into every piece of website copy, web crawlers have gotten wise to this tactic. Now, it is necessary to include the terms within quality content. Copywriters artfully weave into their copy these words that web crawlers will recognize. Having these words in your website copy helps web crawlers find your website, boost your standing in search results, bring more people to your website, and increase sales.
4. Copywriting will help move customers through your sales pipeline
Effective copywriting doesn’t just apply to blogs and website copy. Emails, landing pages, social media, and advertisements all incorporate copywriting. Professional copywriters get to know your audience and determine the most effective messages in reaching them through testing and relying on their experience. Great copywriting will introduce your product or service to your prospective customers, entice them to visit your website, read your blog, take you up on an offer, or buy your product or service.
5. Copywriting will present you as an expert
You – yes, you – are an expert! You need to make sure others know it. Through your blog, social media, and other content like videos (which you’ll need scripts for), you can establish yourself as an expert in your field. Your goal is to become known as an industry thought leader, so others come to you for information and think of you first when they need your product or service. A good copywriter will work with you to convey your expertise to your audience and increase your stature in your field. (If you don't have a blog, read my post about why you need one.)
Based in Kalamazoo, Michigan, Great Gus Marketing specializes in strategic marketing, copywriting, and content writing.