Compelling Copy: Be Unique, but Don’t Get Crazy

At Content Equals Money, we’re absolutely concerned with the business of blogging for business.  Conversion writing is our game, and money’s in the name.  It’s important to not only fill your website and social media with informative and engaging copy, it’s important that the copy helps your bottom line!

To this end, we’re wizards at making this happen.  Of course, you can’t wave your magic wand and put the right words in the right places to get the customer to open their wallet; if you could, no doubt that companies would be putting up ads for copywriting sorcerers.  No, if you want to learn how to get business conversions, you’ll have to put down the wand and pick up some research.

First, What Makes the Words Work?

In order to understand the power of copywriting, you’ll have to dig down into the psychology of the human mind.  The line between excellent conversion writing and writing that annoys the customer can be very thin.   Econsultancy has a wonderful evergreen post about how to make your conversion copy convert, and for those of you who don’t have the time to hop around, I’ll get into the nitty gritty of it here.

The first rule to understand is that there are no rules.  Every business will have a need for a different kind of copywriting, so there’s no way that one blog post will be the source for all that ails your writing.  As stated before, if there were a magical one-size-fits-all solution when it comes to copywriting, blogging for business wouldn’t be as big as it is.  Everybody would simply be doing the same thing.

But there are a few tricks and tips that everybody can keep in mind when it comes to getting content to convert.  Let me lay it down:

Unique copy is good copy.  First of all, you’ll need to make sure that your copywriting is unique from everybody else’s, and even different from your own site.  If you use the same copy over and over, even for the purpose of describing similar products, you’re going to have a bad time according to Brian Trembath and virtually anybody who knows the business.   Having problems with other sites scraping your copy?  SEOmoz has a video for that.

Aside from the SEO penalties that Google will smack your site with if you are redundant – it’s going to chase away the customer as well.  If you have the same content on your pages over and over again, it signals to the customer that you’re either a) lazy, or b) really lazy.  Imagine having a brick-and-mortar store, and all your employees did was recite a script back at your customers whenever they walked in the door.  They never offered anything different or unique, no matter how the customer approached them or what the customer asked.

Safe to say, your brick-and-mortar business isn’t going to be around too long.  It’s the exact same thing with website copy.  The search engines don’t like it, and customers don’t like it.

Unique copy is good copy, but unique doesn’t necessarily convert on its own. However, it’s important to understand the purpose of the word “unique.”  My business partner Amie has a fabulous post about why unique content is the least of your worries here.  “Unique” does not necessarily mean switching adjectives around so that you have “unique” copy that passes Copyscape.  This might fool Google, but it isn’t going to fool your customers.  Your copy shouldn’t just be literally unique, that is, coming up with 20 ways of saying the same thing; but it should also be conceptually unique.  That is, actually add something to the conversation.

To take it back to the brick-and-mortar store, if your employees are reciting a script back to the customer but are simply using the same words every time, you don’t have a dynamic representation of your business.  The best copy is not just unique in words, but unique in presence, information, and content.  It’s unique so that customers who are looking for different aspects of information about your product can get that information.

Compelling copy isn’t about keywords.  It’s about information.  Inform your customers, and they’ll reward your bottom line.

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Laura Hancock is a co-owner of She has also been a long time writer for us. She writes with a passion for accuracy and flow. While her administrative duties have grown, she is a still a big piece of our content writing services team! Currently pursuing a certification in Technical Writing at the University of Washington. She lives in Seattle. +Laura Hancock

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