Helen Savage, copywriter to the glazing industry, highlights some common obstacles encountered when trying to write marketing copy with impact, and offers some suggestions on how to conquer them.
While a few business owners or marketers may be able to produce fantastic copy by downloading what’s in their head straight onto the page, the majority will struggle to put their thoughts on paper in an impactful way. Here are a couple of examples of things to be aware of when writing marketing copy for your business.
Be accessible - When you have a high level of technical knowledge in your field, it’s tempting to show that off in your marketing copy. However, when it comes to writing pieces for mass consumption, the complex technical approach probably isn’t the best option. Think about your audience carefully. What problems might they be experiencing and how can you help them? Concentrate on the solution you can offer, rather than bombarding them with technical jargon.
It’s a tricky balance because you don’t want to be patronising either, but it’s important to accept that not everyone will know the same terms, abbreviations, and industry specific jargon that you do. Instead, focus on making your copy accessible and helpful.
Shelve the modesty - Another common obstacle I have seen for businesses generating content for themselves, is that they’re too modest. Some of the best companies and people I work with don’t think they have anything to say. I have come to the point now where I almost relish hearing this on first meeting because more often than not it means I’ve found a hidden gem!
When I ask new customers to talk me through their company offering and ethos wonderful nuggets of information flood out, but they haven’t been able to see it themselves because they are too close to all the good things they do.
This obstacle is a little trickier to overcome because if you’re the modest type there’s not an awful lot you can do about it. However, if you identify with this, try to imagine you are encountering your company for the first time. Think about what you do better than your competitors – even the small things can make all the difference to a prospect. And consider what information would make a new customer or prospect’s life easier.
Transferring your knowledge and experience into impactful marketing copy for prospects and customers isn’t easy. There is no one hit wonder solution which is why consistency matters. Writing regular, accessible and genuinely useful blog posts for your website, feature articles in magazines, or content on your social media channels can help to reveal the full width and breadth of your offering in an impactful way.
Visit blogwrite.co.uk/blog for more information on copywriting for business.
