Business copywriting – how to do it the right way

Business copywriting – how to do it the right way

Business copywriting: Do you need to up your game when it comes to writing content about your products or services? Do you have good intentions to put pen to paper, but something else always comes up? You’re not alone if you’re guilty of a scattergun approach when it comes to marketing your business through good copywriting.

The scattergun approach (we’re all guilty)

There’s little gain in having a great idea one week, swiftly composing a few social media posts and promoting that idea without an eye on the bigger picture. This is the way many businesses operate, and it’s so easy to do.

How to improve your copywriting for business and your content schedules

Look at the bigger picture to tighten up your business copywriting: tie your business in with local, regional and national events, separate your business into relevant services and products and concentrate on these in a methodical way, and look at what your clients need and when they need it and you’ll gain a clearer understanding of what content you need to produce. This can give you a clear content schedule for months. It also allows you to find some meaningful way to measure your written output.

How about this?

Write down your business’s USPs (unique selling points). What do you do above and beyond your competitors? What aspect of your service is excellent? Why do customers come to you and return?

Then, write a story for each of your USPs and use that content across all of your marketing channels. Do you have lots of glowing testimonials that you can use to show how much your clients appreciate you? Do your staff have excellent knowledge and experience of your products or services? Have you been in business for a long time? Do you serve a particular community?

Sit with a content writer to come up with marketing ideas for the next six months, and have them write a short plan for each channel (social media, website, client communication emails and so on).

Work out all of your ideas for the next three/six months and come up with a content schedule and a way to link the content across all channels (website, newsletters, emails, social media, local newspapers).

Here’s an example of what you could write about in a month-by-month schedule:

April – products related to spring/ services people need in spring/ local events to use/ what content can we write about this?

May – how much your current clients like your product/service – case studies of where you’ve helped people or added value/ testimonials from satisfied clients/ words people use to describe your service/ updating the testimonials section of your website.

June – get ready for summer with our product/service/ looking for regional/national initiatives where you can piggyback your content – village festivals/local school open days/annual events.

July – Bob’s your uncle! You now have a robust content plan for you business, and crafted content to use as you see fit.

Before you know it, and with a small spend, you have clear reasons to communicate with clients past, present and future.

Drop us a line if you’d like to have a free discussion about your marketing and content.