When done well, copywriting can bring a load of benefits to your business. It can help you attract and retain a loyal customer following, build your brand image, and earn a reputation as the go-to source for your product or service. But most important of all? Copywriting can persuade readers to take action, which increases the profitability of your business.
To get the maximum ROI for your copywriting investment, you need copy that converts. The following four copywriting tips outline how to make that happen.
#1: Target Your Content to Your Audience
Your product or service is useful for a specific consumer, and your content needs to speak to that individual.
As part of developing your content marketing strategy, you should have spent time researching your target audience. Creating an audience persona entails pinpointing specific traits about your target consumer – everything from demographics such as age and sex to communication preferences, such as favourite content platforms and formats. Your audience persona person is based on confirmed commonalities rather than assumptions.
By uncovering exactly who you’re targeting – and learning about their preferences, pain points, and challenges – you’re able to develop a copywriting strategy that will drive revenue.
#2: Highlight the Benefits, Not Just the Features
Based on your audience persona research in step one, you should now know what your target audience is looking for. Next up is showcasing how your business can meet those needs and wants.
Only listing the features of your products or services – such as their contents, dimensions, and warranties – isn’t what your readers are interested in learning. What they really want to know is why they should buy it from you.
When crafting copy that will turn prospects into buyers, consider the following questions:
- What does your product or service do for your target audience?
- How will buying it improve their lives?
- Why should they care about your product or service?
- What will they experience by using it?
What’s also important is considering what your product’s benefits create on an emotional level. For example, our copywriting services offer confidence, time savings, and the potential to maximize your ROI.
The bottom line? Tell people what’s in it for them when it comes to buying something from your business.
#3: Showcase How You’re Different From Everyone Else
As much as you may not want to admit it, there are likely many other businesses that sell a similar product or service to yours. That’s why you need to use your copy to distinguish yourself. How does your product or service meet your target audience’s needs better than anyone else’s?
Great copywriting can make you stand out from your competitors. And one of the best ways to do this is by showing – not telling – your potential consumers what makes you the best.
At the start of the consumer research process, most people head to Google. And when they type in your product or service, plenty of options will likely show up. If you’re taking SEO seriously, your site will hopefully be on page one, where it has a strong chance of being clicked. And once that happens, your website has the opportunity to influence the consumer’s sale.
You can write endlessly about how great your product or service is, but what will really help convert this new prospect into a sale is hearing what other people think about it. Your copy should include customer testimonials, social proof, and case studies about how it’s helped others – and highlight how it can help this new prospect, too.
#4: Sell Yourself Without Overdoing It
Think about when you see a salesperson approach your front door. What’s your first instinct – to run and hide and refuse to answer the door?
If so, you’re not alone. Just like in-person sales, your copy needs to sell – without being too obvious about it. If it comes across as being pushy, you’ll instantly turn off new prospects and their potential spending habits.
That’s where things can get tricky. How do you convince your prospect to buy from you without overdoing it on the selling aspect? It’s not as hard as it sounds, actually: you need to make a personal connection through your copywriting.
Offer highly professional, convincing copy on your website that helps educate your prospects about the benefits of your business. Take the time to build a relationship first before you make a pitch for your product or service. Show your potential prospects that you’re interested in more than their money – you want to build a rapport with them.
It also helps when you create a brand that people can’t help but love. Do something that makes you unique – such as integrating playful language into your copy or promoting how you give back to the community – and watch how your brand following can instantly grow. When that following needs your product or service, they’ll likely turn to your business first.
Hire a Professional Toronto Copywriter Today
When you string the right words together, you can create some pretty powerful copy to increase conversions. But making that copy isn’t easy, especially if you’re a small business owner who’s already strapped for time.
Even though hiring an experienced copywriter may seem like a luxury you can’t afford – it’s truly not. When done well, great copy will pay for itself in no time at all.
Ready to see for yourself the benefits of hiring a Toronto copywriter? Reach out to us so that we can start creating copy that converts for you!