How to Write Quick & Easy Copy That Works
Hey, fellow small biz owners! Ever found yourself staring at that blinking cursor, racking your brain for something fresh and witty to say about your latest offer?
You had a killer idea, but then—bam!—the phone rings, your cat topples over your coffee mug... By the time you sop up the mess, your idea has gone bye-bye and what you end up writing reads like a description from an old Sears catalog.
Let's face it: writing copy for your own gig can feel like trying to explain the benefits of TikTok to Aunt Mildred. I get it. I'm a copywriter, and I’m here to tell you that writing for your own business is HARD.
Text, Copy, Content... What's in a Name?
In general, text, copy, and content all refer to the same thing: all the words on a page or in a project.
In marketing, we refer to all the text (not the title, headings, or images) as copy.
(Copywriters often lament, Why do we call it ‘copy’ when the whole point is to come up with something original??? Ironic, huh?)
Two Flavors of Marketing Copy: Nurture & Sales
Most of the stuff businesses write falls under two categories:
Nurture and Sales Copy: This is your bread and butter for building relationships with customers and gently nudging them towards that "Buy Now" button.
Educational or Expository Copy: Here, you're playing the wise sage, doling out info to establish trust and show you know your stuff.
Let's dive into the nitty-gritty of writing copy that doesn't sound like it came from an old Sears catalog.
Writing Copy That Doesn't Suck
“Copy is what is written to encourage people to buy our goods or services.”
Sounds simple enough.
Most business owners think they are the best candidates for writing this. After all, they know their products most intimately and can tell you every feature about it, why they created it, and how they made it. They can tell you the origin story of how their grandmother developed it in 1895 and how the secret has been passed down for generations...
But none of that nurtures a relationship or sells a product. And that’s why owners are the worst copywriters for their own businesses.
When business owners are so wrapped up in their products, they forget to really listen to their customers. They're playing a guessing game, and while some hit the nail on the head, others completely miss the mark.
The secret sauce? It's not about you or your product. It's about your customer. Their problems, their dreams, and the pesky roadblocks in their way. It's about understanding them better than they understand themselves.
The Magic Formula for Nurture and Sales Copy
Compelling copy is written for customers. It’s not written about them; it’s written to them.
It needs to describe, highlight, and show them how the product will solve their problem.
Imagine your copy as a mini-drama:
- Introduce the Hero (Your Customer): Start with their problem. Use their own words (use Reddit and Quora to find real-world examples).
- Build the Tension: Dive deeper into how this problem messes up their world.
- Paint the Picture: Show them the life they could have.
- Identify the Villain (The Obstacle): What's stopping them from achieving their dream life?
- Present the Magic Wand (Your Product): Here's the game-changer they need.
- Call to Action: The climax where they need to take the leap.
- Transformed Life: How awesome their world looks after working with you.
Each piece of your copy should weave in this story, making your customer the star of their own show.
You can download a quick guide on writing an email campaign here.
Educate to Elevate: Writing Expository Copy
Here's where you flex your knowledge muscles. This type of copy is all about educating your customers. Think social media posts, 'About' pages, freebies, blog posts (like this gem right here!), and case studies that don't just brag about your product but actually teach something valuable.
The topics for educational or expository marketing are vast. They can be related to the problem, the solution, the future vision, and even ancillary things that are related to your business. And here is where you can feature the story of Grandma in 1895.
Stuck on what to write? AI is excellent at generating topics that your audience would be interested in. Just tell your AI bot what your business offers, tell them about your ideal clients, and ask them what that audience would most like to know or get from your business. But remember, the heart and soul of the content comes from you.
Once you’ve figured out your topic, it’s time to start writing. I have a fun and easy method to help you generate a few good paragraphs of copy without spending hours or stressing yourself out. It begins with creating an outline, learning how to flesh it out, when and how to edit, and putting on the finishing touches. You can download it here.
Pro Tips for Writing That Doesn't Feel Like a Chore
No distractions. Turn off your phone and email, and only have your internet open to do research for your writing.
Don’t overthink it! Just write. Read the prompts in my writing guide and put everything that comes to mind on the page.
Don’t edit until you finish all the sections for your project.
Use a template for each section, and then assemble them like building blocks. Move things around so they’ll make sense for the reader.
Have a trusted friend or writing buddy proofread your final draft and review it for flow.
Use an editing tool like Grammarly to find punctuation, spelling, and syntax errors.
Make final edits and be done with it.
Perfection isn’t real, so stop chasing it.
What about AI? Try not to have a bot write your content because, well, it always reads like a bot wrote your content. AI is great for coming up with topics for your audience, suggesting an outline, creating headers or subject lines, and editing your writing for clarity. But leave the content writing to a human.
Writing about your own business is tough. If you're into writing, consider swapping copy with another business owner. It's a great way to mix things up and sharpen your skills.
And hey, if you need a hand from someone who's been there, done that, I'm your gal. Send me a message, and let's make your copy as unique as your fingerprint.
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