Cal Poly CIE SBDC Cal Poly CIE SBDC Cal Poly CIE SBDC Cal Poly CIE SBDC
  • About
    • Accreditation
    • Case Studies
    • News
    • Partner Agencies
    • Success Stories
  • Services
    • Advisors
    • Open Office Hours
    • Online Resources
    • Workshops and Webinars
  • Events
  • CIE HotHouse
  • AngelCon
  • Contact
  • Getting Started
Cal Poly CIE SBDC Cal Poly CIE SBDC
  • About
    • Accreditation
    • Case Studies
    • News
    • Partner Agencies
    • Success Stories
  • Services
    • Advisors
    • Open Office Hours
    • Online Resources
    • Workshops and Webinars
  • Events
  • CIE HotHouse
  • AngelCon
  • Contact
  • Getting Started
Oct 05

Effective Copywriting Tips for Small Businesses

  • October 5, 2023
  • Business Tips

By: Mackenzie Ryseff

Copywriting is an extremely important aspect of marketing and advertising for any company/business. Without it, businesses would not be able to share messages with possible customers, expand their markets, and keep current customers engaged.

But what is copywriting anyways?

It is the process of writing persuasive marketing and promotional materials that motivate people to take an action such as buy a product, click a link, donate to a cause, etc.

  • Copywriting is used in many ways:
    • Company websites
    • Copy for print and digital advertisements 
    • Headlines
    • Newsletters
    • Press releases
    • Scripts for video advertisements
    • Slogans
    • Social media captions
    • And more!

What many business owners don’t understand is that copywriting is very different from journalistic style writing. This common misconception could cost you possible customers, engagement, followers, etc.

Journalistic writing has the goal to inform; to give people information they need to make better decisions regarding their personal lives. It is typically objective, factual, and written in the “inverted pyramid” style, meaning the most important information is written first and the extra (less relevant) information is provided towards the end of the article.

Copywriting differs in that it has the goal to persuade. It demands things from readers, viewers, and listeners. It aims to change people’s attitudes and make people take certain actions. Typically these goals are to get the customer to try a product, make a purchase, take a viewpoint, or evoke a specific emotion.

You can improve your business’s copywriting by following these 5 steps:

  1. Know your audience.
  2. Focus on the benefits.
  3. Utilize a call to action.
  4. Utilize verbs.
  5. Be conversational.

Let’s go!

  • Know your audience.

The first step to successful copywriting is understanding your target audience and determining their wants and needs. This knowledge will help you tailor your copywriting to address their specific concerns and connect on a deeper level.

Consider these questions:

  • Who is your target audience?
  • What do they want and need?
  • What type of lifestyle do they live?
  • What benefits would they get out of your product or service?

 

  • Focus on the benefits & be direct.

When describing your product or service, emphasize what it will do for your audience, not just the features of it. Customers are more interested in how they will benefit from you, so convey this answer clear and concisely.

“We are the #1 energy drink brand in the United States.”

vs.

“We are here to supply you with the energy you need to accomplish your goals and live life to the fullest.”

 

  • Utilize a call to action.

Don’t leave your readers hanging; guide them toward the next step. Including a call to action is the best way to encourage people to follow your lead. After showing how your product/service can improve people’s lives, make it easy for them to take advantage of your solution. Including direct links and buttons will increase chances of your audience following your call to action.

“Take control of your finances now.”

“Join our community to kickstart your business goals.”

“Join now for the chance to win $100 off your first service.”

 

  • Utilize the power of verbs.

Verbs are far more powerful than adjectives when copywriting. Typically copywriting is oversaturated with the same adjectives and characteristics, instead use verbs to make your copywriting harder to ignore.

“Our product is fast-working and efficient.”

vs.

“Our product cuts cleaning time in half and absorbs 150% more liquid than other products.”

 

  • Be conversational.

Use a “you and me” style of writing; it should feel like a genuine conversation between your brand and target audience. Adopting this style allows for meaningful connections with possible customers.

“Monthly audits are recommended for advertisers to save money.” 

vs.

“If you want to save money, we recommend auditing your account monthly.”

 

Lastly, Follow the “Think, Feel, Do” formula.

  • What do you want your reader to think about?
  • What do you want your reader to feel?
  • What do you want your reader to do? 

By implementing these tips, you can effectively engage your audience, drive conversions, and elevate your brand to new heights of success through the power of persuasive communication.

 

Sources:

Forsey, C. (2022, April 25). 11 conversion copywriting tips that grew our revenue by 240%, according to lately’s CEO. HubSpot Blog. https://blog.hubspot.com/marketing/copywriting-tips-improve-conversions 

Shan, Y. (2023, April 25). Leverage Brand Voice Through Copywriting [Powerpoint Slides]. College of Liberal Arts, California Polytechnic State University, San Luis Obispo. https://docs.google.com/presentation/d/18kvFZJ_iP5lPCLCs_l69Dh9cSWbdI1ckmHhN4dao4fQ/edit#slide=id.p

Tuck, A. (2021, January 26). How do you think feel do? LinkedIn. https://www.linkedin.com/pulse/how-do-you-think-feel-alexander-tuck/

  • Facebook
  • Twitter
  • Tumblr
  • Pinterest
  • Google+
  • LinkedIn
  • E-Mail

Comments are closed.

Recent Posts

  • May 2025 Newsletter
  • Eighth Annual AngelCon Pitch Competition Awards Startup $125,000 in Equity Investment
  • April 2025 Newsletter
  • Quantum Energy Inc. is the 2025 Business of the Year
  • Staying Passionate About Your Work: Tips on Burnout from Kiki Wilkinson

Archives

  • May 2025
  • April 2025
  • March 2025
  • February 2025
  • January 2025
  • December 2024
  • November 2024
  • October 2024
  • September 2024
  • August 2024
  • July 2024
  • June 2024
  • May 2024
  • April 2024
  • March 2024
  • February 2024
  • January 2024
  • December 2023
  • November 2023
  • October 2023
  • September 2023
  • August 2023
  • July 2023
  • June 2023
  • May 2023
  • April 2023
  • March 2023
  • February 2023
  • January 2023
  • December 2022
  • October 2022
  • September 2022
  • August 2022
  • July 2022
  • June 2022
  • May 2022
  • April 2022
  • March 2022
  • February 2022
  • January 2022
  • November 2021
  • October 2021
  • August 2021
  • July 2021
  • June 2021
  • January 2021
  • December 2020
  • September 2020
  • June 2020
  • May 2020
  • April 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • June 2019
  • May 2019
  • October 2018
  • September 2018
  • August 2018
  • June 2018
  • January 2017
  • December 2016
  • October 2016
  • July 2016
  • June 2016
  • May 2016
  • October 2015

Categories

  • AngelCon
  • Business Tips
  • Client Feature
  • News
  • Shop Local
  • Sponsored
  • Uncategorized
Cal Poly Logo
Cal Poly Home | Cal Poly Find It

Cal Poly CIE SBDC

872 Higuera Street Suite 314
San Luis Obispo, CA 93401

Contact Us

Phone: 805-756-5180 E-Mail: slosbdc@gmail.com