But what I do love is something
that many others despise: writing.
Luckily for me, this has enabled me
to turn my passion and skillset into a career I enjoy.
At Sarah McKenzie Copywriting Services, we know that writing does not come naturally to all small business owners, yet many do not have the budget (yet) to outsource their writing. That’s why we’ve put together a list of our favourite copywriting tips. Soon enough, copywriting for your small business will become a little bit easier to do – even if you hate writing.
Day in and
day out, we strive to make our businesses bigger, better and more profitable. With
the hopes that each new year will be more successful than the last, we treat
each January as a fresh start.
With a new
year just around the corner, you’re likely busy setting business goals. And if
you’re like me, those plans need to incorporate some techniques on how to work
smarter – not harder – in the new year.
Check out the following four business tips that I plan to implement into my own business during 2020. Maybe you will find them useful for your own strategizing, too!
Focus On Your Strengths (and Outsource the Rest)
Like you, I
always look for ways that I can cut business expenses.
But I also know
where to draw the line.
years, I’ve tried to complete tasks that are outside of my wheelhouse – tasks
such as accounting, painting and landscaping. Usually, this would result in
frustration and regret. Many times, I would end up having to outsource the task
to a professional anyway (after I’ve already attempted it on my own and wasted
my own time).
took me doing it that way a few times before I finally learned that the saying “do what you
can do best and outsource the rest” is actually true.
Luckily for me, I’ve been able to build an entire business off of a task that many other business owners dislike doing or lack the proper skill set to do well: copywriting. Time and again, I hear from our clients how time magically appears once they outsource their copywriting to us!
do you despise doing for your business? What project could be completed better
if an expert was consulted?
start viewing networking as a relationship-building opportunity instead of a
sales pitch, it’s no longer a dreaded task.
attended a low-key networking event with 20 other business professionals. The
session started with short introductions and then moved into a discussion
surrounding creativity in business. In no time at all, a variety of interesting
opinions were offered about the subject. Along the way, we learned a little bit
about everyone’s businesses. For example, I learned that the photographer
present was having a difficult time hiring an assistant.
is not always about trading services. Sometimes, it’s just nice to bounce ideas
off of fellow entrepreneurs – people who can relate to what you’re going
experience, the best business contacts come from those that happen naturally. Although
this was a super low-key marketing event (with no business card exchange), two
of the attendees freely came up to me to ask for information about my Toronto copywriting services.
(And that haphazard
comment from the photographer about needing an assistant? After the meeting, I
provided her contact to a friend of mine – who ended up getting hired by her.)
is – as large as the small business world is, it’s also quite small. You never
know when an opportunity may present itself to help another entrepreneur out or
to develop a business relationship.
Get (and Stay) Organized
like me, I don’t function well in chaos.
If my desk
is a mess or my inbox is out of hand, I’m not at my best. And if I’m not at my
best, I’m not giving my clients my best.
a definite no-no.
not organized, it’s easy to forget to do certain tasks. That’s why you need to
come up with a way to stay on top of things needing to be done.
years, I’ve tried different project management software. In the end, I prefer staying organized
using the old-fashioned way: handwritten to-do lists.
start of each week, I compile a list of “must complete” tasks and “nice to
complete” tasks in a special notebook. I check in with my list on Wednesday and
see if I’m on my way to achieving my goals. If I’m not (or if another more
pressing project has arrived in the meanwhile), I make adjustments to my tasks.
For me, the
satisfaction of crossing tasks off upon completion is enough incentive to
continue working through my to-do list!
Don’t Burn Out – Take Care of Yourself
There are a
ton of benefits to running your own business including personal fulfillment,
independence and flexibility.
is one major disadvantage of being your own boss: the non-existent sick days.
if you’re a solopreneur, you only make money if you’re working. So when you get
sick, you have one of two options: shut down for the day and lose money (and
risk disappointing customers and clients) or remain open for operation and act
like nothing is wrong.
As a small
business owner, neither option is favourable.
way to avoid having to make that decision in the first place? Do everything you
can to not get sick. Eat healthy foods, get adequate sleep, exercise regularly
and unplug at least once per week.
getting sick is sometimes out of your control. But oftentimes, it’s not.
of yourself should always be your number one priority. When you sacrifice your
physical and mental health for your business, you will soon be on your way to
will definitely impact your New Year’s goals!
I’m curious – what do you plan on doing to set yourself up for
success in 2020? Comment below!
As the saying goes, “You shouldn’t judge a book by its cover.”
Even so, many people do. A book’s cover is what attracts
potential readers and convinces them to learn more about its contents. In the
end, it plays a huge role in whether a book sale is actually made or not.
Just like the cover design is crucial to a book, a headline
is crucial to web copywriting. No matter what you write, your headline or title
is what attracts the reader initially to your content and convinces him/her to
Wondering how to better your chances of prospective
customers reading your web copy? Here are four rules of thumb to keep in mind
when writing great headlines that convert.
Social media is
another great opportunity to build your brand and grow your audience. But
determining how to write copy that will create a solid following can be a
challenge! Here are three highly effective methods that work best when
completing social media copywriting.
#1) Realize that Each Social Media Channel is
To save time, it can
be tempting to post the same copywriting to multiple social media platforms. And
although it’s possible, it’s not really effective. Facebook, Twitter, Instagram
and LinkedIn each have their own audience, peak time, style of writing and
character limit. In order to get optimal results from your social media
marketing, your copywriting needs to consider all of these factors.
When you use the same
copy for more than one platform, it can produce incorrect formatting. For
example, the number of characters allowed on Instagram is much less than the
number allowed on Facebook. You can see how this can quickly lead to problems
when the same copy’s used on both platforms!
#2) Build Your Brand Image
Consistency is key
when it comes to building a recognizable brand. The voice that you use on your
website’s copy should be extended on to your social media platforms, too.
Are you a trendy, fun
company? Then use copy that’s light, engaging and interesting.
More of a B2B? Write
copy that conveys a professional, business-like image.
Your business will
have its own unique voice that resonates well with your target audience. Use
copywriting that reflects this on social media as well.
#3) Be Attention-Grabbing
Think about when you
scroll through your social media pages: Is it before bed? In a waiting room? While
at your son’s soccer game?
Most social media
users are scrolling at moments when they’re bored and are trying to fill time.
Keep that in mind
when creating your social media posts. Create copy that’s going to grab the
attention of social media users enough that they stop scrolling.
Then, think about
what type of response you want to create from a social media post. Do you want
to focus on increasing brand awareness? Funnel followers to purchase a product
or to use one of your services? Attract new followers interested in your
Your social media
copywriting should have a goal in mind, while at the same time be interesting
enough to pause and read.
Your website must be attractive enough to draw the reader in and be clean enough to facilitate easy navigation. But without effectively written copy, it won’t be accomplishing either.
Here are some tips to keep in mind when completing great copywriting for your small business’ website.
Keep Your Eye on the
Remember your target audience while completing website copywriting. Think about the who, what, where, when, why and how when it comes to your product and service offerings. That way, web visitors can quickly determine whether your company can fulfill their needs or not.
At the same time, use a conversational, relatable tone
throughout your writing. Too much industry jargon can quickly drive away a
Keep It Simple
When you’re on a website, you want to find the information you need quickly and easily. So when you complete your website’s copy, make it easy to skim. Do so by incorporating some (or all!) of the following into your website’s copywriting:
Headings and subheadings
Bulleted and numbered lists
Text formatting (underline, bold, colour)
Images and white space
Keep it Relatable
Using clear, second-person narrative can make the reader feel like you
are having a conversation directly with them. When addressing the reader, use
“you” and when speaking about your business, use “our.” This creates more
relatability between your reader and your business and shows that your company
can answer your reader’s problem.
Keep it Interesting
You don’t like reading boring copy. I don’t like reading boring copy. Your
web traffic won’t like reading boring copy.
Sure, there’s important information you need to discuss on your site –
but it doesn’t need to be done in a stilted way. Try to keep your copy as
interesting as possible. Some pages, like your About Us, can be even more
informal depending on your business. Have some fun with your website’s
Keep it Current
Is there anything more off-putting to you as a web visitor then when
you contact a business about a listed product or service, only to find out it’s
no longer offered?
Oh wait – there is: how about if you show up at a business during its
advertised hours of operation, only to find out that it’s no longer open at
Every so often, check your website’s information to ensure it’s still
relevant and reflects the business that you are today.
Putting it All
Your website’s copywriting has a big job to do: it has to increase
brand recognition and convert customers, but remain interesting to the reader,
too. Choosing a web design template can be challenging enough for many small
business owners – but writing effective website copy? That’s a whole other
It’s not a challenge when you hire us to complete your website copywriting! Let our 10+ years of website copywriting experience work for you! Contact us today to learn more about the services we provide as Toronto copywriters.
It’s getting more and more difficult to be successful as a small business owner without effective web copywriting.
Think about it: the majority of consumers head to good old Google for information and answers. And if that consumer lands on your website and finds a lack of engaging, relevant copy, guess what they’re going to do next?
That’s right, they will choose another website – probably your direct competitors’!
All but ten percent of organizations are using copywriting in their marketing efforts. But not all copywriting is the same! Only quality, error-free, SEO-friendly copy gets people to hang around your site, build interest in your brand and eventually create more customer conversions.
Learn more about small business copywriting with these interesting facts!