How to be a better copywriter for your business
Allow me to introduce myself…
If you caught Emma’s latest post about asking for help, you’ll have heard how I’ll be taking over the MSPA blogging reins for a bit so that she can focus on other good stuff.
This means that over the coming weeks I’ll be sharing with you my hottest tips on creativity, communications & productivity. All the important lessons I’ve learnt along the way as a freelance copywriter, blogger and creator – both from my own struggles and my clients.
So saddle up and enjoy the ride.
And be sure to keep me posted on what works for you. If you need some help with anything specific, just leave a comment below and ‘Ask Angela‘…
So a LOT of my clients tell me they really struggle to write for their business.
The phrase that most often comes up is ‘but I’m not a writer…‘
Well, I’m here to tell you that’s codswallop… in the nicest possible way of course.
I reckon that pretty much EVERYONE can write. It’s just that other things get in the way:
- Fear (“what if I’m no good?”)
- Inclination (“I’d rather stick pins in my eyes”)
- Time (“I’m too busy with everything else”)
For me, it’s not about using flowery language, clever imagery or amusing alliteration (see what I did there?)
It’s about communicating. Plain and simple.
And what’s the biggest skill needed in effective communicating?
And no, it’s not just shouting “look at me, look at me” at the top of your voice.
And that’s what good copywriting comes down to for me:
You need to be a good listener.
You need to listen to your customers:
- Who are they?
- What do they want?
- How are they struggling?
- Where do they hang out?
- What do they need?
- How can you best serve them?
And you need to listen to yourself and the beating heart of your business:
- What am I offering?
- Who am I talking to?
- What are my values?
- How can I help?
Tune into that beating heat and write directly to your audience from that place.
Address their needs, fears and obstacles. Describe your products, services & values.
Don’t try and be clever. Don’t try and be flowery.
Just be you and your business.
For me, as a creative copywriter, I have a slightly different angle.
I morph into my clients and write as them, not me.
Now admittedly this may come slightly easier to me as I originally trained and worked as an actor, which means I find it natural and instinctive to get under the skin of others. Yes, I’m a bit like Voldemort… but with far more empathy and better skin.
But once I’m ‘under’, the rest is exactly the same: I listen, I tune into the client’s beating heart and their audience, and I write from there.
So, why don’t you try it?
Take 10 minutes of quiet time and just listen.
Ask yourself those questions I listed above.
What comes up? Trust your instincts. And write.
Leave a comment below and let me know how you get on.
And remember – if there’s anything else you’re struggling with in your communications, get in touch below and just ‘Ask Angela’.