Small business copywriting is a hard nut to crack, thanks to social media. We all want to be an authority, go-to resource for our clients. This helps our brand, our SEO and our bottom line. Are you wasting your time writing for the wrong person?
Brand editor Abby Kerr talks about this concept quite a bit in her various training materials. If you are struggling with your brand, I highly suggest you check her out. However, for this post I would like to focus in on how to keep your small business copywriting on target.
There are three types of people out there: people that like your product, people that buy your product and everybody else. You want to write to people who are willing, able and ready to buy.
This can be difficult because of social media. We want to establish ourselves in our particular industry. We want people to be in our sales funnel. We are forced to write to people in various stages of the buying cycle because of the modern media. In other words, you have enough to worry about with the audience you have. Don’t waste your time with anything else.
People that like your product.
Fans are always good, and so are likes, retweets and followers. These are often people in your industry or actual real life friends. These people help get your content out to the world and help establish you. BUT, they aren’t your potential client. They either run a similar business or have no need for what you sell. You must interact and engage these people to stay afloat these days, but again… they aren’t your potential client.
People that buy your product.
This is your audience. This is your potential client. This is the person or company that will get through the sales funnel the quickest and make a purchase. The first time they see a post or visit your site might not be the time they buy. If you play your cards right when they want to buy – they will buy from you.
There are a billion people on the planet. And not all of them want your product. Stop selling to them.
Stop selling to them. Don’t waste your time, energy and resources on these people. It might make you feel good, but it won’t help your bottom line. If you want to help those people, by all means go ahead, just do it after hours.
Small Business Copywriting Tips for Success:
Know your client: Spend an hour or two developing your perfect client. Be detailed as if you were writing a movie and they were the main character. Ask yourself: what do they eat, what do they drive, where do they live, etc.
Buying cycle: Keep writing that movie, this time imagining how that person would interact with your product. Do they simply Google a keyphrase, click and buy? Unless you are amazon.com, probably not. Consider where they go to find information about your product, who they will ask for advice and who they view as trustworthy. Your content strategy should cover each stage of this buying cycle.
Integrity/Authority: Build a resource page or resourceful blog for the potential client that wants to research like crazy. Be sure
to write at various levels of understanding. Someone who is buying your product for the first time will have a different knowledge base then someone who has used that product from your competitors many times before.
Believe me, I know this is difficult. I would love to write all day to other people in my industry. Writing about the news in content generation is not helpful to my clients, and therefore I try to stay on target. The blogs posted on my site, are all for my customers.
Do you struggle with writing for your customers? Do you have tips for keeping your blog on target or how to cover all the bases of the buying cycle? If so, I’d love to hear about it!
This post was written by Amie, the fearless leader of Content Equals Money. If you would like to discuss your next online project with her, she will be all ears! Contact her via firstname.lastname@example.org
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