Running a business in our digital era is full of possibilities and opportunities just waiting to be uncovered. With the virtual world being as immersive as “real-life,” digital etiquette, and even a language based around emojis, creative marketers are enjoying the fast-paced changes we see all the time.
However, it can also be a massive struggle, especially if an online business is new to you.
While marketing trends come and go, the field of copywriting and its fundamentals remain consistent. Sure, there are new copywriting methods, but the principles that should apply to any and every marketing avenue in copywriting stay the same.
Below are the critical copywriting fundamentals that have stood the test of time, which you can use today to give your business a boost online.
What Is Copywriting?
Copywriting is a form of written language that has been assembled to sell a product, service, or idea—and it’s not the same as content writing.
What you’re reading right now is content. I’m not trying to sell anything. Instead, I’m trying to educate and help you.
On the other hand, copywriting surrounds conversions. It’s about persuasion.
A common error we’ve seen repeatedly is people believing copywriting is just about the sale. It makes a considerable proportion of what we do, and in reality, different snippets of copywriting all stick together to make one larger picture: the sale.
But copywriting also revolves around capturing leads. Those leads will, using copywriting techniques, later convert into sales. However, in the initial stages, copywriting is used to gather and capture those leads in the first place.
Ultimately, copywriting is a combination of art, marketing tactics, sales psychology, and business strategy. When mixed together correctly, you have a strong chance of writing words that genuinely convert.
What Can High Performing Copywriting Do For Your Business?
It’s not enough to be good nowadays. After the pandemic hit, people were forced to consider their careers. Unsurprisingly, it caused a boom in new businesses launching. In fact, there were 804,398 businesses that were less than a year old in March 2020. Compare that to the lower figure of 770,609 startups back in March 2019, and you’ll see an apparent increase based on the circumstances.
But what does that mean for you?
It means far more competition. And if you don’t see the power in high converting copywriting, your competition will.
With high-performing copywriting, your business can:
- Speak directly to your target audience
- Use words rooted in psychology to make more sales
- Capture more leads to enter your sales funnel
- Help form a distinguishable and appealing brand voice
- Articulate your messaging clearly to convey the core values of your brand
Ultimately, strong copywriting that’s done well and with intention can help you scale your business.
4 Copywriting Fundamentals To Give Your Business A Boost Online
With the benefits fresh in mind, it’s undeniable that copywriting is a solid asset to your brand’s progression. So, here are the key copywriting fundamentals for beginners.
1. Write The Way You Talk
New business owners often fall into the trap of believing they need to sound ‘smart.’ With that, they’ll use complex terminology, long sentences and pack their copy full of jargon.
This is one of the worst copywriting mistakes you can make.
You’re no longer trying to impress potential employees. No resume language is needed. Simple language, short sentences, and clarity are valued above all in the copywriting world.
2. Lead With Benefits, Support With Features
Some consider features useless. In our opinion, though, features can be additional nuggets of persuasion to make the sale.
That said, your benefits are ultimately the most important. But, what’s the difference between benefits and features in marketing?
The difference between a benefit and a feature can be a tricky thing to grasp. Think of a benefit as to how your product or service positively impacts the target audience.
For example, if you were selling a copywriting course for beginners, a benefit could be that the student will leave their 9-to-5 job. A feature of the course, however, could be “5 bonus lessons.”
It’s all about trying to find the more profound benefit within the lighter ones. You’ll find you’ll have a wide range of benefits. Sort those in terms of importance to your audience, and position them, reflecting this order in your copywriting.
3. Know It’s Not About You—It’s About Them
A lot of businesses make this crucial mistake, and it can have dire consequences. The reason you launched your business was to solve a specific problem for your audience. So, avoid talking about yourself.
Instead, your copy should be focused on your target audience and how your brand solves their main pain point.
4. Avoid Any Confusion And Use A Clear Call To Action
Confusion murders conversion in seconds. If your reader doesn’t know what to do next, they won’t take action. Similarly, this applies to your entire copy: if the audience doesn’t know what you sell, they won’t buy.
The key is absolute clarity. Make sure you know what you want your readers to do after reading your copy. You should have a clear call to action at the end of your copy, instructing them to take that specific action.
And, if you’re struggling to create copy that really generates results, a copywriting agency is an alternative to DIY.
Will Copywriting Give My Business A Boost Online?
Copywriting is a fundamental piece of your puzzle to success. Without it, you’ll fail to communicate your message, offers, and branding to the world.
It’s important to know that copywriting can be the difference between winning and losing. So, stick to the four copywriting fundamentals outlined in this post.
Remember to write the way you talk, keeping your tone conversational and your vocabulary simple. Lead with benefits and support with features, ensuring your copy is centered around your audience rather than yourself. And finally, make sure your writing is abundantly clear, with a prominent call to action that ties in with your strategy.
Liz Slyman
Over the past decade, Liz has worked as a copywriter and digital marketing executive for a multitude of companies from startups to and mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.
