Whether you’re a one-person-band accountant, small high street law firm, a sports academy, or a niche consultancy, you know you need to market yourself, but in a sea of businesses, how do you make waves?
Everyone will give you different advice about your marketing. But one thing matters across it all: words. So, here I take a close look at small business copywriting and why all your other marketing efforts are lost without it. With it, you can turn your marketing efforts from a gentle ripple into a tidal wave!
Types of copywriting for small business owners
Let’s be real – you might be the best solicitor in town, sell the tastiest delivery meals, or have the most innovative consultancy services, but if your message is lost in the digital noise, what’s the point? Copywriting is the art of crafting words that captivate, persuade, and leave a lasting impression. It transforms your marketing and gets you noticed.
1. Spice up your socials with personality
Social media is where you compete for attention. Pictures and videos help, but what really draws your potential clients and customers in is words. Inject some personality into your posts. Wherever you are on social media, your brand voice needs to shine through and be consistent, while offering genuine value to your audience. Small business social media copywriting is all about forging connections in the online space.
2. Building trust and fuelling your online rankings with blogging
Writing blogs is the burning marketing wonder that pay off big-style in the long run. Blogs are something that small business owners need to learn to do well, mastering their keyword distributions and their H tags. You can use small business copywriting to create blog posts that showcase your expertise. Whether you’re crafting artisanal soap or run a management consultancy, blogs are a way to share your knowledge and build connection.
Google loves fresh content, and your audience will love you for being the Dumbledore of your niche.
3. Add the words to your website that work
Your website has immense potential. But far too many small business websites fall flat because the copy doesn’t convey the knowledge and passion that’s locked inside the owner’s head. That’s not to put you down – but you’re the expert in your field and that means you’ve got a big gap to bridge between your knowledge and where your audience sits. But the core of small business website copywriting is taking your thoughts, passion, knowledge and intent and turning it into clear, compelling language to communicate what you offer, why you’re the best, and what action you want your visitors to take.
4. Don’t underestimate the power of email marketing
Ah, the humble email – it’s one of the simplest forms of marketing for small businesses and often has the highest return. But that’s only if you send compelling and enticing emails, not spam. Small business email copywriting ensures subject lines that get people to click to open, and content that’s as irresistible as a punnet of strawberries in June.
5. Nailing your pitches and presentations
Confronted with a potential clients and customers, you need to catch their attention and communicate your point. If you’re the product pro or the client contact, your enthusiasm will go a long way. However, slide decks need to capture attention and stick in their mind. Leaflets and brochures need to shine. Handouts need to be clear. The wording is everything.
6. Advertising and getting your name out
Chances are that you’ll be throwing a lot of money at advertising. You want a good ROI. You’ve got just a few words to make a cracking impression. How do you do that? Use small business copywriting to tempt people in with just a smattering of words. It’s tough to do. One bod who made trainers didn’t just come up with an advertising slogan as powerful as Just Do It.
You can do all of this yourself, right?
Why you need a copywriter to make your business fly
“I can handle this myself!” I hear you thinking. Sure, you’re a superhero entrepreneur, but even superheroes need sidekicks. A skilled copywriter is your best marketing sidekick, armed with words that pack a punch. Here’s why you need one:
1. Time is money
Running a small business is a juggling act. Do you really have time to craft compelling copy for every social media post, email, or blog? Honestly? How many get forgotten, fall flat, or don’t portray the image you want because they are riddled with typos? A copywriter frees up your time, so you can focus on what you do best – running your business.
2. Wordsmith wizardry
Copywriting is an art, and a skilled copywriter is a wordsmith wizard. They know how to choose the right words, weave a compelling narrative, and cast a spell on your audience. It’s not just about grammar or the message you write; it’s about creating magic with words.
3. Objective perspective
You’re deeply invested in your business – it’s your baby! A copywriter brings an outsider’s perspective. They can see what makes your business special and convey it in a way that resonates with your audience. They take your expertise and distil it into something that attracts the people you want.
4. ROI
At the end of the day, the pounds matter. In fact, it might be why you’re tempted to do it yourself. But the right words can transform your marketing and ensure excellent ROI. You stop spending meaninglessly and start seeing the customers come in.
Small businesses are the backbone of the British economy, accounting for 99.9% of all businesses. You work hard. So it’s time to make sure your marketing efforts are working as hard as you do. Small business copywriting is the secret ingredient that can turn your marketing strategies from meh to magnificent.
I’m right here to help. Check out my copywriting portfolio to see what I’ve done for businesses just like yours.
Photo by Andy Hermawan