3 simple copywriting tips to up your conversions

If you can only afford to outsource either web design or copywriting, which do you choose?

I’m willing to bet you choose the design.

I get it. Because we can all write, but we can’t all just knock up a new website.

But…

If you’re going to write your own copy, it pays (quite literally), to understand a few things about persuasive writing before you start.

Because if your copy’s not persuasive, then it really doesn’t matter how good your design is (or how much you’ve spent on it). When did you last buy something purely because you liked the design?

This is the point where your competitors will give up

You get why copy matters. And so do your competitors, but when they come to try and figure out how to write copy that converts?

That’s not so easy. The internet is full of advice on copywriting, but much of it is aimed at copywriters. It’s complex, hard to work through and requires hours of your time.

It doesn’t work for stressed-out business owners trying to fit in writing their copy at the end of a long day of client work and two hours wrestling toddlers to bed (or is that just my kids?).

I’ve picked out 3 key copywriting tips to help you write copy that converts. There’s nothing complicated here about structure or formulas. That can come next.

This is all about helping you get in your audience’s head and start writing copy that will get you results, without losing your natural style and energy.

1. Understand what your reader already knows

This is crucial. It’s the first tip in the list for a reason – if you only follow one of them, make it this one. It’s also the one a lot of people skip, so following it will give you an immediate head start.

When people land on your website, what do they already know about you, the problem you solve and the product or service you sell?

Maybe they:

• Already know all about you, what you sell and the problem you solve?

• Know that there are people like you who can help them, but nothing about you specifically?

• Realise they have a problem to solve, but have no idea who or what might be able to help?

• Are yet to understand that they have a problem?

If you understand where people are before they come to you, then you know what they need to know next to move from prospect to buyer.

For more on this, read up on the stages of awareness.

2. Ask: so what?

Everyone will tell you to write about benefits.

But it’s not always enough to write about the obvious benefits of your product or service. They’re often generic: ‘make more money’ or ‘save time’.

Everyone wants these things, and they’re good benefits to have. But all your competitors will be claiming these too.

Go deeper. For every benefit you identify, ask ‘so what?’

What’s the benefit of that benefit, for your audience specifically?

Keep asking until you can’t ask it any more. Then you have the really big, powerful benefits that will set you apart.

An example. Imagine you’re a business coach targeting mums with school age children. The benefit of your service is that you help them gain more clients. But every other business coach will also claim that.

This is where so what? comes in.

So you help people gain more clients. So what?

So they increase their revenue. So what?

So they can hire a full-time staff member. So what?

So they can pick their children up from school every day. So what?

So they can strengthen their relationship with their children and have the happy, restful family life they want.

3. Use your audience’s own language

The best copy you’ll ever write has already been written...by your prospects.

What words do they use to describe the problems you help them with?

How do they talk about their outcomes you deliver?

What language do they use to describe their dreams and fears?

Look at testimonials. Look at reviews. Look at social posts.

Find the language they use, and then use it too.

Would more copywriting tips like these be helpful for you?

I’ve put together a free guide designed to help you become confident using words to build your business. It expands on these 3 tips, and adds 4 more.

Get it here: Write Confident Copy that Converts: 7 things you need to know

Or just skip that and find out how I can write for you.

Alice Cuninghame is a freelance copywriter and content strategist based in Brighton. She's a self-confessed word nerd and helps businesses and agencies increase leads, sales and conversions. Visit her website Shoal Content to get in touch.

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk