Copy That Converts - What You Need To Know to Write Better Copy

Can you relate?

You’re reading the latest article, blog, or digital newsletter from a company you follow and it feels as though the writer was trying to win an award for the most buzzwords used in a single article? The content doesn’t flow and isn't entertaining because it is saturated with "high and mighty words" like contemporary, future-focused, cutting-edge, innovative, next generation, emerging specialized competencies…. And on and on and on. Aside from the obvious issues in reading this type of copy, there is a bigger problem.

It could describe hundreds of different companies, hundreds of different products, and thousands of different markets.

What then do we do to stand out?

The answer may surprise you. Uniqueness and quality of content are not found in complicated phrases and buzzwords; instead, they are found in storytelling. In other words, don’t tell your readers who you are, tell them why you matter to their life. Tell them a story that only you know; one that only you can tell. We do this because there will always be bigger companies, cheaper products and services, competition – but you are the only one who can see your industry from your field of vision. Who else can tell a story about your product or service that is unique to you? No one. You can reach your customers differently if you tell them your story. 

Where Do I Begin?

The following is a list of fundamental questions to ask yourself when starting to craft your story:

1. What do I consider exciting that others may feel is simply commonplace?

2. What is the feeling I have about my business, my industry, my customers?

3. How do I show and not tell my customer this story?

4. What is unique about my business?

5. What stands out or could be interesting about the founder or how my business was started?

6. What inspired the founder to start the business?

7. What breakthrough moments have been involved with my business thus far?

8. What problems are we trying to solve with our product/service?

9. How has my business evolved from its infancy?

10. How will my product/service/company change the world?

Point 10 is the most important. Without a belief that you’re going to change the world – even in a small way, you lack content that converts. Think of the smallest inventions. How do they impact your life each day? From the paperclip to massive water filtrations systems, every product, every service, every company must get very clear on the answer to this question. Out of it, flows all your content. Once you are clear on the answers to the fundamental questions of your business content strategy, it’s time to learn how to shape the narrative to align with your strategic goals. 

The following 5 tips will help you:

1. We’re all Human

Even if your company is B2B, focus on how the product or service impacts the lives of real people. Try to add enough detail to be relatable, but not so much detail that you become irrelevant to the masses. 

2. Be Honest 

Truth must be the foundation of anything you create. Write in terms of how your business will add value to the lives of your customers. Use real situations, facts, emotions, and people. 

3. Originality is the Key

Originality doesn't necessarily mean new. Is there really anything new under the sun? No. Is there a story that can’t be traced back to another story somehow? No. However, as we mentioned before, it is you that brings originality to the product or service. Find the voice and vision of your company; so much so that if your logo was covered up from your blog, website, or marketing material, your company would still be identifiable.

Find the rest of the article and download the free resource HERE.

Register for a free strategy call with Racheal at www.BlackmoreMarketingSolutions.com