Effective Copywriting Strategies for Business Growth

Copywriting is basically writing marketing material to promote your business, product or service. There are many forms of copywriting, such as newsletters/e-newsletters, website content, paid short ads (such as for Google’s Adwords), email marketing, promotional giveaways (such as free e-books, reports or some other form of information that would be eagerly sought after), and brochures to name a few – all of which you could be utilising to increase sales and awareness.

Paid Short Advertisements

This little advertisement is small, but can be incredibly powerful. There is definitely skill in this type of copywriting, because of the limited wordage. Every word has to be carefully chosen and there are no excess words – they all have to be doing a job, which is to tempt readers to click on the link to find out more, to read more, and ultimately to land on your specific landing page to showcase a product or service or some other enticement. The aim of this form of marketing is to increase sales, turn visitors and potential customers in to customers, and/or to get people to sign up to your mailing list, which is used to promote your business and other products or services. It’s bit like a spider’s web and how it’s intricately woven around each other connecting one element to another. Interested in top quality short ads for your business or club to generate interest? Contact us for a quote.

Email Marketing (Sales Letters)

This is where your database comes into play. People sign up to databases because they are already interested in your products/services, and they welcome information. They are well aware that they are going to be receiving promotional material as well. However, it’s a balancing act to get your information in front of people who have agreed to receive it, but not to abuse their trust and overdo it, because it then becomes spam, and no one wants to be emailed bombed. If you annoy them too much, then they might activate the unsubscribe option. Incidentally, your promotional emails should state that they are receiving it because they joined the mailing list (it’s nice to remind them), and give them an option to unsubscribe, which is a legal requirement.

Email marketing and sales letters need to be engaging to hold the readers’ attention, to make them want to continue reading and to take up the offer that you are informing them about. We provide engaging copy for your intended purpose – contact us for a quote.

Newsletter/E-Newsletters

There is no better way then newsletters/e-newsletters to reach your potential customers and build a rapport with them, constantly reminding them that you are there, and that your products/services are waiting for them when they are ready to buy. Newsletters need to be a balancing act between providing valuable and engaging information to the readers, and promoting your products/services. Interested in learning more? Check out our packages we have for newsletters.

Freebies and Giveaways

Wondering why you should include a freebie on your website? Afterall, your website is there to make money, not giveaway something, right? That is partly right. The website is there to showcase and sell your products and services to customers, but you need to get those customers onto your website first to see how amazing your products and services are, and the best way to do that is offer something for free. Everybody loves a freebie, something of value that they didn’t have to pay for.

Remember, people will research for the best deal before they are ready to buy. They may also be waiting for the right time to buy. Therefore, you need to be a constant reminder that you and your website exist, which is why you need a database, so you can send out e-newsletters and other promotional information regularly – a constant reminder. But how are you going to get the visitors to your site to sign up? The temptation of your e-newsletter and not wanting to miss valuable information might get some across the line, but people are careful these days about giving out their details. So, how else can you tempt them? A freebie that is too good not to sign up. Articles in your newsletters should be included on your website, so a visitor can always obtain the information that way, but your freebie is not open to everyone to view on your website. They have to sign up, and then they receive the giveaway via email. 

Your freebie could be an e-book or report or some other form of information that would be eagerly sought after and make readers willing to sign up to your mailing list. Consider what would be valuable information in your industry or business that you could provide to help customers or potential customers. Remember, it has to benefit the people who have signed up, otherwise the incentive to sign up will be lost.

You could provide a discount on products or services as an enticement to sign up. Afterall, retail shops have been doing it for years … sign up and become a member, and receive discounts and sale promotions!

We can assist you with your e-book, report or free document. Request a quote today.

Website content

Your website, your online shop, is the biggest sales promotion in your marketing kit, and yet so many businesses don’t make the most of it. There has to be decisions made as to how hard a sell you want your website to take. Sites that use every marketing ploy known can come across as a big noise or overly pushy, words jump off the screen as if someone is yelling at you. Marketing tricks might drive visitors to the site when they type in a few keywords into a search engine, but how long before it actually turns visitors away? However, not using sufficient SEO strategies (Search Engine Optimisation) can leave your site swimming in a virtual sea of obscurity.

There is good news though. With the increasing use of artificial intelligence (AI) and the changes to Google, quality content is just as important as SEO, perhaps a touch more. That’s right, Google values quality content above SEO strategies, but that doesn’t mean SEO should be ignored. It’s a case of quality content incorporating the SEO strategies without ‘keyword stuffing’. Keyword stuffing or SEO spamming is a bad practice of overusing important keywords in the content and overusing links to trick search engines for higher ranks; however, keyword stuffing actually has a negative result when it comes to ranking in search engines.

And for that burning question – can I leave it to AI to write my content? AI is still in its infancy period. Basically, it’s a fairly good assistant, but is not an expert. It’s faster at generating information, but that information needs a lot of work before it reaches a level of quality and also needs to be fact checked, so for all its initial speed, time is lost in reshaping it into quality and reliable information anyway. Plus, AI will generate the same information over and over again. There’s no uniqueness about it, so one company’s content would sound very close to the next company’s content. Those who have years of experience, who have spent years of honing their skills and learning their trade will not have to worry about AI for some time, if ever. When it learns to fetch a cup of coffee, then it might be time to re-evaluate.   

Read more about our website content services. 

Brochures

Every business needs a brochure (or pamphlet) to clearly state the benefits for the potential customer. The pamphlet promotes products and services, the expertise of friendly staff, and even when the company was established to show a stable business. The brochure might be a double-sided A4 page folded three times, or it might be a double-sided single-folded document, or even a single or double-sided A4 sheet. It really depends on the company, the industry, and the requirements of the individual business.

A company might prefer to have the standard brochure, and also have an A4 single-sided promotional flyer or leaflet, which is useful for highlighting a discount or a special one-off promotion.

We can design and write your brochures for you. Contact us for a quote.

What is a Brief?

For promotional and sales documents, there is a targeted audience. Good copywriting writes to that targeted audience. A brief contains the details of the targeted audience, what is the purpose of the sales or promotional copy, and what is to be achieved. Prior to starting the business of writing, a blank brief will be provided to you, and then we will contact you and work through that brief together to ensure all the essential information is captured.

When asked who is the targeted audience, it is common for business representatives to say ‘everyone’. It’s actually impossible to write to everyone as a targeted audience because there are so many differences, so many groups. For your promotional and sales marketing strategies to work, a specific targeted audience needs to be identified, even if the targeted audience changes for each sales piece.

Request a quote.