Growing a Business

Copywriting tips for your small business

Published

2 years ago

February 17, 2022

smallbizincorp

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Words matter

When it comes to brand communications – whether it’s through a website, a mailer, a display advertisement or an Instagram Story – the visuals are only half the battle. The other equally important half is the copy. That’s why it’s important to brush up on the latest copywriting tips to ensure your advertisements portray a clear message.

When designing, you’ll need to think about the words you use alongside, below, or within your ad. This will help qualify what you’re saying and drive a message home to your target market.

Remember, a pretty picture doesn’t necessarily mean much unless it’s accompanied by some sort of copy for context.

For example, think about an image-heavy platform like Instagram. People often leverage their content with a written caption under each post. Pairing this with visual branding makes your message impactful – especially for folks who like to read copy to get more details. It may even give someone that final nudge to make a particular purchasing decision.

Successful ad content maximizes the power of both words and images.

It creates harmony to craft a targeted message that evokes a particular feeling. This tango between art and copy is the backbone of most traditional advertising. And a good team will often consist of a Copywriter and Art Director working in tandem to develop ideas.

Key copywriting tips to boost your content game

Now that we’ve established the importance of copy to your brand communications, it’s time to build up your copywriting skills. Here are 10 copywriting tips to help your ads resonate and most importantly sell.

1. Create a narrative arc

Like any good story, copy works best when there’s a narrative arc present. A newsletter, for example, should contain a beginning, middle and end. The same goes for a blog post or even a captivating Instagram caption. Think of the structure like this:

Beginning: An introduction to guide your audience through
Middle: Content that’s substantial, but not overwhelming
End: A conclusion that ties everything together and leaves your audience feeling satisfied, inspired or wanting more.

Crafting your copy in this way helps paint a picture that can really hit home with the person reading it. Visual tools are constantly evolving and a properly crafted narrative can help you pull the customer along. Advancements likecarousels in Instagram can help encourage viewers to scroll to the next slide.

Similarly, you can produce video content with the same arc. Start by introducing the topic and drawing the reader in. Then, deliver your main message (or call to action) and end with something memorable or punchy.

Template examples from GoDaddy studio for copywriting tips

2. Calls-to-action

At the end of the day, sales copy is only as good as the actions your customers take to engage with it. Your goal may be to sell something, but your message may need to be more subtle.

One way to do this is to create brand awareness.

For example, your copy should encourage your audience to do something at the end. Think of what you’d like to accomplish and consider the following questions:

Is it to subscribe to your email database for future updates?
Aiming to have them buy a product?
How about getting them to browse your website?
Should you ask them to give their opinion on your next product?

Whatever your goal is, it’s important to make their next step in the customer journey super obvious and super easy.

Template examples from GoDaddy studio for copywriting tips

3. Keep your customer engaged

We’re in an attention-driven economy, where brands are constantly vying for consumers’ eyes, hearts and wallets. Any content you write needs to offer the consumer something in return. This could include:

Information that’s helpful to their lives or something educational
A highly unusual or thought-provoking post
Something that’s extremely relevant to the time
An entertaining post that’s funny or light-hearted

You could even consider a blend of the concepts above. Just make sure you’re not writing filler text for the sake of taking up space. You don’t want to broadcast irrelevant information to your potential customers.

Instead, focus on the engagement. Think about what you want to say and how you can say it in a way that keeps your customer’s time in mind. This will help encourage viewers to read your message and, hopefully, take action.

Template examples from GoDaddy studio for copywriting tips

4. Know your target audience

If you know who you’re marketing to, you’ll be in a better position to make more sales. The key is to know your target audience’s pain points, needs, and desires.

To solve these, you’re going to need to do a little research. Find areas where you can help and offer them things like:

Information
Resources
Price deals that’ll suit their budget

Combining graphics and copy helps build a strong line of communication between you and your audience. Take time working out who it is you’re talking to and the language they respond to. Examples of different languages styles could include:

Formal
Informal
Chatty
Businesslike

Remember, the approach you take should be relevant to your brand. You’ll want to take proactive measures to stay ahead of the game. You can do this by:

Conducting marketing research (surveys or polls)
Spending time where your customers are online
Noting what they respond to and how they engage with the world

Make sure that what you’re saying resonates with them. That way they’ll be more likely to continue interacting and buying from you.

Template examples from GoDaddy studio for copywriting tips

5. Headlines are crucial

The headline will be what draws your user in first and grabs their attention. It should spark interest in just a few words while giving your audience an accurate idea of what the rest of the content is about. This also applies to subheaders within your post (to a lesser extent) and should maintain consistency throughout the text.

In other words, they should be closely related. You can get creative here, but don’t get too obscure or abstract. If you do, make sure that your subheading is close by to qualify what your headline says. You can apply these concepts to copy you create for:

Flyers
In-store posters
Banner ads
Instagram posts
Page on your website

Remember, the more strategic you are with headlines the better equipped you’ll be at capturing your audience’s attention.

Template examples from GoDaddy studio for copywriting tips

6. Get your grammar right

Grammar may not be top of mind, but mistakes in your writing reflect badly on your brand. That’s not to say you can’t write informally on occasion. Sometimes jargon or slang can be effective in certain situations.

But it’s always important to remember the basics of sentence structure, punctuation and spelling.

Clean copy can show your customer’s that you’re credible and trustworthy. They often seek this reassurance before they part with their hard-earned dollars for your product or service.

Even if it’s on a subconscious level, good writing can go a long way. That’s why you should always double-check whether it’s “your” or “you’re”; “it’s” or “its.” Taking a minute or two to double-check these things can make all the difference between sounding professional, or sub-consciously sketchy.

Template examples from GoDaddy studio for copywriting tips

7. Be specific

A vague approach is the enemy when it comes to sales copy. Now is not the time to be abstract. If you’re talking about a new offering, make sure to be specific about:

What it is
What its features are
Why your customers should buy it

If you’re communicating about a sale or special offer, try to spell out the details rather than leave your customers guessing. The last thing you want to do is make them confused.

Instead, keep it simple and don’t over-complicate your writing when explaining things. Focus on shortening sentences in the active voice (see below) and use visual aids like lists and bullet points to make your message even clearer.

In turn, shaving an extra ten seconds off your copy helps keep your audience engaged – especially in the age of short attention spans.

Template examples from GoDaddy studio for copywriting tips

8. Use the active rather than passive voice

As we mentioned above, sales copy is all about getting your customer to do something. That’s why a key copywriting tip is to write in the active voice rather than the passive whenever possible.

For example, “Buy two items today and get 15% off!” is far more powerful than “15% off every two items purchased.” It subconsciously etches an action into our minds, as opposed to a concept.

The act of buying something is a lot more vivid than the concept of something being on sale.

Although the difference is subtle, it’s an all-important tool in customer engagement — especially in those precious moments between consideration and purchase.

Template examples from GoDaddy studio for copywriting tips

9. Sell the sizzle, not the steak

This is an old concept, but it’s worth repeating: When trying to sell something, emphasize its benefits over its features. Focus on the details that show how it makes your customers’ lives better, simpler, or more fun.

For example, let’s say you own a juice shop. Instead of listing the fruits and vegetables in your pressed juices, talk about how the vitamins and minerals from each ingredient can benefit someone’s health. You could even explain how it helps them detox or gives them more energy.

The same concept of benefit-boasting applies with services, too.

If you were to market a tax consultancy, for instance, you’d likely focus on how much stress you’d take away rather than your competitive rate. The prospect of not tearing your hair out or losing a week of sleep might be more compelling than saving $15.

Template examples from GoDaddy studio for copywriting tips

10. Develop your brand’s personality

Just like your brand’s visual identity, your copy needs an identity too. Think of your copy style as a person and imagine how they would speak and what they would say. Ask yourself:

Are they formal or informal?
Young or old?
Quirky or traditional?

It’s important to get your tone and style right, that way you can use it consistently throughout all your communications.

Remember your audience is probably interacting with your brand in more than one place, both online and offline.

The way you speak to them needs to remain consistent across all your touchpoints. It’d be weird to find a joke-cracking brand acting one way on Instagram and business-like on their website, right?

Template examples from GoDaddy studio for copywriting tips

Final thoughts

While you may be tempted to judge a book by its cover, it’s ultimately the words on the inside that counts. The same goes for branding. If the words across your content don’t live up to your reader’s expectations, they probably won’t get to the final stage in the purchasing journey.

And while visuals are important, words are potentially even more powerful in retaining attention. They keep your customers engaged, help make strong calls to action, and direct your audience to do something.

By keeping these copywriting tips in mind, you can really stand out in a crowded marketplace. Crafting quality copy can make all the difference between generating casual views and acquiring loyal, repeat customers.

This post was originally published on this site

Growing a Business

Let the Urgency of Your Customers’ Needs Guide Your Sales Strategy

Published

3 months ago

July 6, 2023

smallbizincorp

When companies are creating profiles of possible target customers, there is a dimension they often overlook: the urgency of the need for the offering. This article provides a process for segmenting prospective customers in this fashion and creating a sales strategy.

Many business leaders believe that they fully understand their best target customers. They’ve developed clear profiles (a.k.a. personas) that are richly detailed with well-researched parameters, such as standard characteristics (e.g., age, education level, years at the company, role) or firmographic (e.g., annual revenues, number of employees, industry, geography, years in business). While such characteristics are important, they ignore another crucial characteristic: urgency of need.

A company that offers a software-as-a-service billing solution for small and mid-sized private dental practices may focus on classic demographics, such as the size of the practice (number of employees or number of dentists), the age of the practice (since older practices may more likely have outdated systems), or the amount of insurance billing the practice does each year.

These variables are useful in helping to produce a list of prospects, but they don’t determine which of these dental practices the sales team should call on first. If, however, the company added data that reflects which of these practices’ needs is most urgent — say, those that have advertised for billing and claims administration help more than twice in the past year (suggesting that they are struggling to keep up with billing) — salespeople would be able to prioritize their attention on these prospects.

The Four Segments

This needs-based approach entails segmenting potential customers into four segments:

Urgent. The customer recognizes that it has an immediate need. (We just had another billing person quit!)
Non-urgent. The customer recognizes the need, but it isn’t a high priority at this time. (We realize that our billing needs are changing and our current system will need to be revamped. We plan to start looking into this in the next year.)
Currently met. The customer believes it already has an adequate solution to address the need at this time but recognizes it may not be a long-term solution. (We have an older billing system in place that still does the trick for now.)
None. The customer simply has no need nor expects such need anytime soon. (Our small practice has a limited number of patients who pay out of pocket. Since all payments are made at the time of service, we simply don’t need a complex new billing system.)

This focus on the urgency of target customers’ needs may sound like common sense, but we have found in our work with B2B companies — from mid-sized firms to Fortune 50 giants in an array of industries such as financial services, enterprise information technology, utilities, industrial solutions, and health care technology — that they often fail to consider this dimension. Here is a process a firm can employ to apply this approach.

Identify new customers.

To identify prospects outside of your existing customer base, you can use available information. One is a source we mentioned: help-wanted ads that reflect a particular need.

But there are plenty of others. For instance, if a company sells inventory management solutions, a source of valuable data might be manufacturing industry merger-and-acquisition data, which could reveal companies with an urgent need to change or merge systems such as those for managing inventories. If a company sells quality-management solutions, a source of valuable data could be companies that are getting hammered for poor quality on social media.

Gather the necessary information.

Identifying your customers’ true urgency of needs requires looking beyond your typical demographic and firmographic profiling. This starts with an outreach initiative to talk to customers and prospects. The purpose is to ask questions to identify new target customer parameters that may be impacting the customer’s urgency of needs:

Frustrations. How urgent is the need to resolve these frustrations? Which frustration would best accelerate success if resolved?
Goals. Are your goals clear, consistent, reasonable, and measurable? Have your goals shifted recently?
Roadblocks. What keeps you from reaching your goals? (i.e., What keeps you up at night?) What is the magnitude of the impact of these roadblocks?
Environmental and situational factors. Are you experiencing any industry consolidation, organizational or executive management changes or instability, competitive changes, regulatory changes, and so on? What is the magnitude of the impact of these factors?
Technology factors. Are there new or changing technologies that will impact your ability to achieve your goals? Are you at risk due to technology end-of-life issues or incompatibility?

Assess your firm’s ability to serve lower-level segments.

Once a company has performed its needs-based segmentation effort, it should seek to answer the following questions about each of the four levels. The findings will dictate the sales and marketing strategy, level of investment and resource allocations.

Level 1. Urgent need

How quickly can we meet their need? How can we best serve them? Is the market opportunity large enough to focus only on these prospective customers? Given the customer’s urgency, how do we price our products to optimize margins without damaging relationships by appearing exploitive?

Level 2. Non-urgent need

Can we convince them that their need is more urgent than they currently believe? How do we effectively stay in touch with them so we remain top of mind when they perceive that their need has become urgent?

Level 3. Need currently met

Should we walk away from these prospects? If so, when and how do we touch base with them to see if their needs have changed? Or is there an opportunity to continue to work to convince them that their need is either more significant than they realize or could be much better addressed? If so, what’s the best approach to get them to reconsider their current situation and recognize their true need and its urgency?

Level 4. No need

Should we completely remove these contacts as any potential prospect? Is there some other need we may be able to address for them — perhaps with another product? Should we be in contact on a planned basis to see if their situation has changed? How do we best do that?

The ideal customers are those who clearly understand and recognize they have an urgent need for your offering. However, if that opportunity is not enough to meet the company’s sales volume target, it may be necessary to extend efforts beyond Level 1. Gaining the attention of these additional target customers, challenging their perceptions of their needs, and educating them on how your offering could benefit them will require resources. Consequently, a critical assessment is required to determine whether the opportunity outweighs the investment necessary to address customers in these other levels.

Test your new targets.

Before committing to a complete revamp of how your salespeople are prioritizing opportunities, select one or two experienced salespeople to help you test your new target customer parameters. Identify a few prospects that align to your revamped target profiles, and see how the selected salespeople are able to penetrate them.

Revamp your sales messaging and training.

Include prospective customers’ level of need in your sales messaging — the language that the sales team uses in its interactions with customers. Revamp your sales tools (materials such as brochures, technical papers, and customer testimonials used in the selling process) to include the urgency of need. And teach salespeople how to read and react to the prospective customer’s level of need and adapt their language appropriately.

By adding urgency of need to target customers’ profiles, companies can do more than differentiate their offerings more effectively. They can also identify new growth opportunities and successfully pivot away from slowing or tightening markets. They can accelerate the sales of new products. Last but not least, they can turn underachieving sales teams into strong performers.

This post was originally published on this site

Growing a Business

11 Ways Tech Adoption Impacts your Small Biz Growth

Published

3 months ago

July 5, 2023

smallbizincorp

Small businesses rely heavily on technology to drive development and innovation. Adopting the correct technological solutions can help to streamline processes, increase efficiency, improve client experiences, and create a competitive advantage in the market.

In this post, we will look at how technology contributes to the growth and success of small enterprises.

photo credit: Ali Pazani / Pexels

1. Streamlining Operations

Implementing small business technology solutions can automate and streamline various aspects of small business operations. This includes using project management software, customer relationship management (CRM) systems, inventory management tools, and accounting software. Streamlining operations not only saves time and reduces manual errors but also allows small businesses to allocate resources more efficiently.

Tip: Regularly assess your business processes and identify areas that can be automated or improved with technology. This continuous evaluation ensures that your technology solutions remain aligned with your evolving business needs.

2. Enhancing Customer Engagement

Technology enables small businesses to engage and connect with their customers more effectively. Social media platforms, email marketing software, and customer service tools allow businesses to communicate and build relationships with their target audience. Customer relationship management systems help businesses track customer interactions and preferences, providing insights to deliver personalized experiences and improve customer satisfaction.

Tip: Leverage data from customer interactions to create targeted marketing campaigns and personalized offers. Use automation tools to send timely and relevant messages to your customers, enhancing their engagement and loyalty.

3. Expanding Market Reach

The internet and digital marketing platforms provide small businesses with the opportunity to reach a broader audience beyond their local market. Creating a professional website, utilizing search engine optimization (SEO), and leveraging online advertising channels allow small businesses to attract and engage customers from different regions or even globally. E-commerce platforms enable businesses to sell products or services online, further expanding their market reach.

Tip: Continuously monitor and optimize your online presence to ensure your website is discoverable and user-friendly. Leverage analytics tools to track website traffic, visitor behavior, and conversion rates to make data-driven improvements.

Analyzing big data for decision making process

4. Improving Decision-Making with Data

Technology provides small businesses with access to valuable data and analytics, enabling informed decision-making. Through data analysis, businesses can gain insights into customer behavior, market trends, and operational performance. This data-driven approach allows small businesses to make strategic decisions, optimize processes, and identify growth opportunities more effectively.

Tip: Invest in data analytics tools and dashboards that can consolidate and visualize your business data. Regularly review and analyze the data to uncover patterns, identify bottlenecks, and make data-backed decisions to drive growth.

5. Facilitating Remote Work and Collaboration

Advancements in technology have made remote work and collaboration more feasible for small businesses. Cloud-based tools, project management software, and communication platforms enable teams to work together efficiently, regardless of geographical location. This flexibility opens up opportunities to access talent from anywhere, increase productivity, and reduce overhead costs.

Tip: Establish clear communication protocols and project management workflows to ensure effective collaboration among remote teams. Use video conferencing tools for virtual meetings and foster a culture of transparency and accountability to maintain productivity and engagement.

6. Embracing Emerging Technologies

Small businesses should stay informed about emerging technologies that have the potential to transform their industries. Technologies such as artificial intelligence, machine learning, blockchain, and the Internet of Things can offer new opportunities for growth and innovation. Being open to adopting and integrating these technologies into your business strategy can give you a competitive advantage.

7. Data Security and Privacy

Data security and privacy are critical considerations when using technology in small businesses. Implement robust cybersecurity measures, such as firewalls, encryption, and secure data storage, to protect sensitive customer information and intellectual property. Regularly update software and educate employees on best practices for data security to minimize the risk of data breaches.

Work with CRM system

8. Customer Relationship Management (CRM) Systems

A dedicated CRM system can help small businesses manage customer relationships more efficiently. It allows businesses to track customer interactions, store contact information, and monitor sales pipelines. Utilize CRM software to streamline sales and marketing processes, personalize customer interactions, and nurture long-term customer loyalty.

9. Continuous Learning and Skill Development

Encourage continuous learning and skill development among employees to keep up with technological advancements. Provide access to online courses, training resources, and workshops to enhance digital literacy and proficiency. Embrace a culture of learning and innovation to ensure your small business remains adaptable and competitive in the digital age.

10. Scalable and Flexible Technology Solutions

Choose technology solutions that are scalable and flexible to accommodate your growing business needs. Consider cloud-based software and platforms that allow you to easily scale up or down as your business evolves. This scalability enables small businesses to adapt to changing demands and seize new opportunities without significant disruptions.

11. Regular Technology Assessments

Regularly assess your technology infrastructure to ensure it aligns with your business goals and remains up to date. Conduct technology audits to identify areas for improvement, eliminate outdated systems, and explore new technologies that can drive growth. Stay proactive in evaluating and optimizing your technology stack to maximize its impact on your small business.

Businessman using biz tech solutions

Conclusion

Technology serves as a catalyst for small business growth. By leveraging technology effectively and staying agile in an ever-evolving digital landscape, small businesses can unlock their full potential, adapt to changing customer expectations, and drive sustainable growth.

This post was originally published on this site

Growing a Business

Nine Reasons Why Turning Down a Client Is the Best Option for Your Business

Published

3 months ago

June 28, 2023

smallbizincorp

While your business may not be right for every client, every client may not be right for your business. To that end, what’s one sign you should turn down a client, and why?

These answers are provided by Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most successful young entrepreneurs. YEC members represent nearly every industry, generate billions of dollars in revenue each year, and have created tens of thousands of jobs. Learn more at yec.co.

1. The Client Has Unrealistic Expectations

Sometimes you’ll meet clients with unrealistic expectations — even when those expectations are incompatible with your products and services. They might demand services that you may not be able to deliver. Trying to keep such clients can often damage your relationship with them, encourage them to spread bad word-of-mouth, and hamper your reputation. Identifying such clients in time can prevent that.

– Andrew Munro, AffiliateWP

s2. They’re Unresponsive

The number one way to tell if a client isn’t right for your business is if they are unresponsive. For client-business relationships to work, mutual understanding, communication, and respect are essential. If a client keeps pushing you aside when you need to clarify something for a project you’re working on for them, it may be time to move on at the end of the assignment.

– Daman Jeet Singh, FunnelKit

3. They Complain During Every Step

An obvious sign that a client isn’t a good fit for your business is when they complain about your work every step of the way. I’ve encountered clients who complain because they think they will get a better price or free work. If they are truly unhappy, try to correct the mistake once or twice, and if that doesn’t work, give them a refund. Catering to toxic clients will not help you grow or succeed.

– Chris Christoff, MonsterInsights

Meeting with a client

4. You’re Unable to Meet Their Needs

One should turn down a client whose expectations are hard to meet. They may not be in the wrong in the situation, and they have the right to expect certain things since they will be paying for the solutions offered. However, you should assess whether it will be possible for you to keep up with those expectations considering your current scale of operations or resources available.

– Stephanie Wells, Formidable Forms

5. They Exhibit a ‘Blame-Oriented’ Mindset

Watch for a “blame-oriented mindset” in your prospecting and sales conversations. Ask a question like, “What solutions or service providers have you tried before to solve this problem, and why didn’t they work?” Observe if the prospect takes any ownership for past failures or solely blames previous providers. Such an attitude is a clear sign of a lack of accountability and collaboration. Turn down such prospects!

– Devesh Dwivedi, Higher Valuation

6. They Constantly Dismiss Your Advice

Picture this: a client who insists on guiding you through uncharted territory while you hold the compass of expertise. When faced with a client who consistently dismisses your professional advice and insists on going against best practices, it’s time to question the compatibility of your collaboration. Remember: You’re the expert for a reason, and your recommendations should be valued.

– Abhijeet Kaldate, Astra WordPress Theme

Talking with a big client — photo credit: Karolina Grabowska / Pexels

7. They Aren’t Engaging in the Project

When a client consistently fails to provide the necessary resources, feedback or engagement required for a successful partnership, it’s time to hit pause. A one-sided relationship will leave you feeling like a solo artist in a duet. Seek clients who actively participate, collaborate and invest in the success of the projects you undertake together.

– Adam Preiser, WPCrafter

8. There Is Value or Goal Misalignment

Turn down clients if their values or goals are not aligned with your business. This can lead to conflicts and dissatisfaction and even damage your reputation. Focus on clients who share similar values and goals to maintain your brand’s integrity and benefit from the work you do for them.

– Nic DeAngelo, Saint Investment – Real Estate Funds

9. They’re Always Adding ‘One More Thing’

You can tell a client is not right for your business, especially if you’re a freelancer, if they keep adding “one more thing” to the project. For instance, if you’re a writer and a client asks you to edit some of their other work “as a friend,” it may be time to end the partnership. This situation will lead to you doing tons of work and extra assignments for free, which was not the arrangement.

– John Turner, SeedProd LLC

This post was originally published on this site