Let’s try a little experiment.
Take a good look at your current advertising. Maybe this is your home page or a description of your business. Try to forget everything you know about your business. Then read through the content, and ask yourself the following:
– What is this telling me about the product/service?
– Is this interesting?
– Does this make me want to take action?
Basically, does it give you a reason to care? If not, then you need to fix that.
One big mistake that startups make occurs in the content. It’s easy to overlook the writing––even seasoned pros do! It doesn’t matter where you are in your career; poor writing will reduce credibility and send customers away from your startup.
Writing is all about the story, but most companies don’t realize that. (An earlier Startup Champ post hit the nail exactly on the head.) Humans are creatures of story. It guides our everyday lives in many forms, including faiths, careers, and social roles. We’re all living a story, and it’s crucial to know that when you approach your written marketing. In short, you need to write stories to sell your business.
In this article, I’ll share with you three fundamental mistakes and their solutions. I’m going to break down some highly effective copywriting concepts so you can use them in your day-to-day business. Here’s how you can sell more using the basic elements of stories––plot, character, and setting.
Copywriting Mistake #1: The content doesn’t do anything.
This is the downfall of content all over the world. Bland, generic content fits the bill here, and you can (sadly) see it across the Internet. Companies in the tech and business sectors often fall prey to this mistake. It seems that businesses spend more time on technical details and not enough on interesting content.
Solution #1: Turn your content into a story.
Here’s where plot comes in. The most basic requirement for a story is a change. Someone or something has to change after it’s all said and done.
What does this mean for you? You need to tell your audience how your business will change them. Will it save them money or time? Will it simplify an otherwise difficult task?
Using a before-and-after scheme works wonders with readers. It relates to their current situation and shows them how it can be improved. This is plot in action, and it goes a long way.
Copywriting Mistake #2: The content fails to interact with your customer.
Non personalized content falls into this category. When too many buzzwords are used and not enough connections are made, content falls flat and fails its purpose. For instance, take the following snippet:
“Company X is an award-winning software developer who specializes in robust applications. We design multi-dimensional programs and conceptualize strategies that are actionable and effective.”
Though this highlights the company’s strengths, it only provides objective, raw facts. There’s nothing interactive about this. It reads like a terms and conditions page, and that’s bad news for readers.
Solution: Make your customer the main character.
This point is critically important: Emphasize how your business benefits your customer. I can’t stress this enough. Always assume your audience is selfish, and market your business as such. When you make the benefits obvious, readers want to learn more.
A little tip: Use the word “you” often. Customers love the spotlight, and “you” puts them right in the center of it. It personalizes the content and sends a stronger message. Wouldn’t you agree?
Copywriting Mistake #3: The content doesn’t display credibility.
Some writers don’t spend enough time talking about the business itself. Sure, the content may be engaging, but why should the customer go with your business over the competitors? If proof isn’t clearly displayed, the audience loses a sense of credibility.
Solution #3: Tell the customer why you’re the best.
The setting for advertising is your company. That’s where all of the change will take place. Your customers will invest in your services and become better as a result. And it happens on your site, with your staff, in your business.
Make sure your customers know that this sort of change is only available with you. You can provide it to them for X reason, while others can’t for Y reason. Though this might seem obvious, it’s absolutely necessary. Show off your skills, and reap the rewards.
I hope you’ve enjoyed these tips. See what they can do for you, and let others know in the comments. Happy writing!