SME and Copywriting – what is the tale behind?14 March 2019
In our series of posts dedicated to SME owners and entrepreneurs, we’ve mentioned that Google My Business displays ratings and reviews on company profiles, so businesses need to pay more attention onto their online profile and reputation. It is one of many reputation management hacks, still very important for any business.
Consumers really rely on online ratings and reviews, and what they want to know is how much are they reliable and worth of your money.
But, there is something more you can leverage from their insights and experiences. And this is how to write good copy that sells. This could be easy just by following simple rules like this: write as your customers talk. Even if it’s not academic or prolific (still it has to be accurate) - neither are your customers (don’t tell them we’ve said that).
But how can you do it?
Talk to your customers. Create polls, encourage commenting, read your emails, and ask for feedback on your service or product. The latter could be encouraged with some small discount or a voucher.
You will need answers to these questions:
- What made you decide that this is the perfect fit for you? Do you like the product; do you like the service, what is that thingy, that made you click on the BUY button?
- Do you have bad experiences with other products? What have you tried before?
Salespeople already know the value of having the answers to these questions. This helps with the product positioning, planning, placement, but it also helps another thing – writing a copy that speaks directly to your target audience.
A lot of new business owners and some SME will avoid writing at all costs, sometimes delegating to someone within their company. They wouldn't have the money or time, usually, both, and this opportunity would wait for the better times.
What can a well-researched and mindfully crafted copy do for your business? It can give appropriate answers to the questions that really interest your customers, based on their age, demographics, spending habits, etc. A good copywriter could really add value to what people are already writing about and go from there. They will get people to click on your ads, open your emails and consider your latest offer – but only if you let them.
Wondering what else is there?
How about - people thinking of you even if they don’t see you? Some little thing you do to dive into your audience's consciousness, leave a permanent impression. Well, yes, it’s a kind of love. A kind that makes you do something for that special one, like buy something or keep coming back.
In an online world, you can’t do that without leaving a good first impression. If this is your website, they have to know inside they in the right place, a place that is RIGHT for them. Or they would click away fast!
This has to be something you’ve said, you promised and what made them feel the way they do. It can be a word or a sentence structure.
Copywriting start pack for SME
Web Page Copy: We have seen far too many small businesses web pages filled with confusing copy, twisted and turned and coming from multiple sources. This is not something you want to see when you close your eyes; it may stick for another second or two... Make arrangements quickly and get yourself some decent copy, because you may be losing your customers by the minute!
SEO Copywriting: Writing title tags, headlines, and metadata is a specialized writing skill all its own. Recognizing how to improve copy for it to be found online is also a strength many businesses don't have. SEO copywriting is amongst the most useful types of writing in the business.
Infographics: This style of writing also requires talents for both research and design. Being able to partner with a graphics designer can strengthen the copy and make wonders in the end.
Press Releases: This is old but gold. Small (and medium) business owners could leverage a lot through this particular type of copy. In smaller towns, well-written press releases can mean local media coverage.
Blog Posts: This type of writing is a devils playground. Just kidding, but we’ve seen far too many spectacular launches and not-so-fabulous endings. Providing copy that encourages conversation, a copy relevant to a targeted audience, with a clear call-to-action, often means higher cash flow if done appropriately.
Brochures: Sales collateral like brochures hold a lot of value to some businesses. Making some creative pieces of copy for these purposes could be also used elsewhere within the business.
Sales Pages and Landing Pages: Now, this is a piece of content that has to yell – sell, sell, sell. Or just to make you want to click on that buy button. Many small business owners are familiar with the concept of long-form sales letters, but maybe not really willing or able to afford it. It requires skill, good research and just a bit of psychology in crafting the copy with the callouts, and the calls-to-action together.
Each of these solutions can be a real incentive for your business, whether you are a beginner or have been working successfully in your local and national business environment. If you have any dilemmas, begin with just a few, and measure the results. We are sure that you will be amazed by a couple of nice surprises!