Kudos to you. You’ve developed a new product you know everyone needs, and you’re proud of your accomplishments. You’ve put together a Facebook business page, a business plan, and have attracted a small following.
Your friends and family think your new product is spectacular, and they’re sure it’s going to be a hit. The problem is: hardly anyone is buying it. So what do you do?
The answer: you need business copywriting. If you want to grow your company, you need to know the value of business copywriting to raise your bottom line. Business copywriting has made thousands of dollars in sales for companies.
But what is it? In this guide, you’ll learn the foundations of business copywriting. Without further delay, here are the ins and outs you need to know.
What Exactly Is Business Copywriting?
Business copywriting or copywriting is sales writing with a call to action. When done right and strategically, copywriting motivates your target audience to take action and buy your products.
Some of the ways it achieves this is by motivating your audience to respond to your online advertisements, enroll in a webinar, phone one of your sales reps, or join your mailing list.
Other ways copywriting works is by motivating people to visit your store or order your products online say on your company website or eCommerce pages like Amazon or Shopify.
What Is Business Copywriting?
Business copywriting, or copywriting for short, refers to marketing and advertising writing. It’s based on a strategy that’s used and executed to grow your business.
Business copywriting raises brand awareness so people learn about your company. It keeps your products and services in the minds of your prospects, and the customers already interested in your products.
Say you have an online clothing and accessories store. Your customer who is a college student you’ve learned through an email survey. You noticed through analytics that she bought a swimsuit, a sundress, and a pair of sandals during the summer.
Now that the summer is over, she’ll return to school. You can introduce your sneaker line, backpacks for sale, and other items she’ll need for college.
If you email her with solid, strategic copywriting, you’re bound to get her attention and motivate her to order more merchandise.
Different Business Copywriting Vehicles
Companies use several different business copywriting vehicles, depending on what vehicles are best to reach their target audience. Here are some forms of copywriting vehicles and formats:
Television and Radio Advertising
Traditional advertising has been around forever. It reaches a wide range of prospects but can be expensive. A 30-second spot can cost thousands of dollars.
However, if your product has a local appeal, it can be cheaper to advertise on local radio or TV. But for these ads to be noticed, they need to be clever and creative. A creative team with an art director and a copywriter can help.
Video Copywriting
People love watching videos. Its the preferred method of marketing, too. Video copywriting entails writing a script and filming footage. You can create an announcer video where someone explains your product or service.
Or you can create a video that tells a story and have actors participate in a scene that involves your product as the solution to a problem.
Social Media Copywriting
Social media copywriting appears on sites like Facebook and Instagram. You can develop ads for your business pages to show your followers. They can also be shown through the social media site’s algorithm that knows your target audience and their interests.
PCP Copywriting
PCP means pay-per-click advertising. These are ads you pay for every time someone clicks on your ad. The copywriting technique for this vehicle needs to have an outstanding headline that communicates a benefit to grab the prospect’s attention fast.
Landing Pages
Copywriting for landing pages takes some crafting. They typically have a killer headline with bullet points that show how the features of your product will benefit the visitor.
They also provide a form for a prospect to order a product or learn more about it. In exchange for the information, a prospect must supply their email address.
Email Marketing
Email marketing is a great advertising vehicle. It is a way to nurture your sales leads and build a relationship with them. What’s important in today’s world of inbound email marketing is not to come on too strong.
The tone is often written like you were writing a letter to a friend. Let your prospect know you understand their pains and frustrations. Then show how your product can help.
Always end with a call-to-action so the prospect can request more information or make a purchase.
Product Copywriting
Product copywriting is descriptive and detailed. Depending on the product you sell, it can vary in tone. For some products, it demonstrates an emotive tone which lets the prospect know you understand their pains.
For example, a travel destination may begin by enticing the prospect to imagine themselves escaping the stress in their life by lying on a sun-drenched beach with a beverage, then visiting a spa to indulge in a relaxing aromatherapy treatment.
Things to Keep in Mind When Doing Business Copywriting
Here are some business copywriting tips that make a difference:
Know Your Ideal Customer
Know your prospect’s needs and goals, pains, worries, and problems. Then position your product as the answer they’ve been longing for.
Write a Headline with a Strong Benefit
Make sure there is a benefit in the headline. The problem many unsuccessful business owners make is focusing their marketing on the product’s features.
They leave out the most important part to the customer: the benefits. The rest of the piece should fulfill the promise of the headline.
Always End with a Call to Action
Expert copywriting always ends with a call-to-action. Clearly state the next step for the prospect to take.
You can learn how to become an excellent business copywriter by studying copywriting that has worked through time. Here are some examples.
The Bottom Line on Business Copywriting
We hope you enjoyed learning the core foundation of business copywriting. It is the art and science of how to motivate your prospects and customers to grow your business.
Now all you need to do is to practice what you’ve learned in our guide or hire an expert to see how it works!
Looking for more handy tips on how to build your bottom line? Explore more content on our blog today.
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This is such a useful post! Especially for those who are new to copywriting. Being a copywriter, I would like to advise 1 little thing that always create original and authentic content. Would also like to suggest a blog about some hacks for copywriting to write compelling content on shivanshibhatia.com. Do give it a read!