Good copywriting directly influences how your brand, product or service is perceived.
It isn't a case of just stringing a few words together - it's more about crafting a message that resonates with your audience.
First impressions are key
Often the first interaction your customer has with you is through words, maybe via your website, your social media channels or perhaps from an email. If you want that first impressions to be positive, your copywriting will need to be engaging as well as aligned with your brand.
2. Build trust
The way to win sales is to build trust and this can be helped with well-crafted copy. You should come across as clear, accurate and authoritative. This can be done through blog posts, product descriptions or case studies - people love a story about how others have interacted with your shop/brand.
3. Communicating value
Through good copy you can quickly show the value proposition of your products. Rather than just list the features of what you sell, it is far better to show the benefits. For example, rather than a jeweller say 'we stock a range of D colour diamonds which are the best' perhaps something along the lines of 'we have a range of diamond rings that sparkle like no others, bringing joy and admiration' would convey more to the reader.
4. Calls to action
Most copy, whether it be an email, website or social media will contain one or more calls to action (CTA's). These should be clear and compelling, overcoming objections and instilling a sense of urgency or a fear of missing out (fomo). Using words such as 'limited time offer' or 'join our satisfied customers' can motivate readers to action.
5. Creating emotional connections
Good copywriting should tap into emotions - how will wearing that particular piece of jewellery make your customer feel? Maybe it will transport them into a fashionable Instagram friendly world where they can show off to their friends and followers, or perhaps the item will take them into a world of luxury and contentment. The joy and emotions of wearing your products should be high on your copywriting list.
6. Consistency
Your words should be consistent across all of the channels you use. This aids brand awareness and growth. Remember, you are building a brand, whether that brand is your shop, your products or indeed you! Your customer goes through a journey before buying from you. It may start with a post on social media, then a blog post and perhaps they have signed up for a newsletter. With every stage you are building trust and confidence in what you offer, with the final goal not just a one of purchase, but of a happy, returning customer!
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To spread awareness of how I can help, I am running a limited 'try my services for free*' offer.
Email ian@ianconsultancy.com using the heading 'I want to try your services for free' and let me know what you'd like me to help with. Let me help you sell more by using the right words for your business.
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