How to write great copy for your small business

As your small business grows, you will need to write content for your website, advertising and social media posts. Some companies can struggle to create engaging, well constructed to the point copy. Here are some writing tips to get you started.

1. Know your audience

If your company is part of a niche, it can be a mistake to address a broad mass audience. Make sure you define who will be reading your copy and then write with this audience in mind. This will inform the way you write and the way in which the information is presented. Factors can include the age, gender and socio-economic status of the audience. This can also affect whether it should be written in an informal or formal style.

2. Maintain your brand identity

When your audience reads your copy, they need to instantly recognise the brand identity of the company. There are several examples worth looking at to see how this is done right. Apple has always engaged with customers in their own distinct way. Cards Against Humanity also has a very unique way of talking to their audience which clearly establishes the unique image of the company. Knowing what makes your business distinct from others will help you develop your style. It is useful to come up with a clear set of guidelines for writers to follow. That way the company will always a consistent voice.

3. Outsource

When it comes to knowing how to write great copy to an industry standard, some employees may struggle. If you have budget, it can be a better option to hire a third party, rather than ask an internal worker to do the job. Outsourcing has become a standard practice in the business world. It also means that the copy being produced will be written by someone who specialises in this area.

4. Use short, easy to read sentences 

Big words and long sentences will turn your readers off. Remember most people will be reading your copy on a phone. Keep it short, snappy and easy to read!

5. Break up the text

Use shorter paragraphs, bullet points, numbers and headings to break up the text. Readers scan text so this makes it easier for them to read.

6. Get to the point

Ask yourself am I addressing my visitor’s problem? Remember the reason why you are writing your content. It is to help your customers and potential clients. Also, highlight the most important benefit or selling point first!

7. Don’t forget SEO

While no one wants to read text stuffed with keywords remember to include words that people will be searching for. Write with your customer in mind first and then go through and see if you can add the keywords naturally to the text. Remember to also include your keywords in the headings of your copy.

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