By Emma Watson-Thomas
Do you want to create copy that catches your readers’ attention?
Then you are in the right place!
The key to business success these days comes down to effective marketing. Excellent products and services simply aren’t enough to stand out on their own. In a world where competition is high and markets saturated: effective copywriting is crucial to success.
Holistic wellness as a niche has never been more needed. I know that and so do you. Convincing others isn’t always so easy. In modern culture, possessions seem to take priority over wellbeing. But slowly the landscape is changing.
In the meantime are we going to sit and wait for society to catch up? No, we are not!
Without further delay, let’s explore the secrets of good copywriting.
KEEP IT SIMPLE
All writing professionals have slightly different perspectives on how to create catchy copy. But one thing that we are united on is simplicity.
- Use clear, well-known words and phrases to describe your aims.
- Keep sentences as short and to the point as possible.
- Jargon is a big no-no.
For example, “Our products are high quality and made using ethically sourced material.”
Sounds better than:
“All of our product ranges are produced to superior standards utilising materials that contribute to maintaining the wellbeing of our planet.”
See what I mean?
Of course, there may be times when you may feel descriptive is better. Go with your gut and measure how readers respond. There is no one size fits all formula. Have fun creating your own brand language!
STICK TO THE SPECIFICS
Sticking to the specifics is a great way to help keep things simple. Focus your content around the things you deliver and avoid going off on a tangent. This doesn’t mean you need to take the flavour out of your writing: just trim the fat.
- Reduce verb heavy phrases. For example, turn “We can conclude by the results” to “The results conclude”
- Reduce word-heavy phrases to single words. You can change “ come to an end” to “end” or “related to each other” to “related”
- Avoid vague nouns. Try not to form phrases around general words like “in the area of” or “that sort of thing”
These techniques are guaranteed to keep your message clear and confusion-free.
ADDRESS THE NEEDS OF YOUR FABULOUS CLIENTS
As business owners, we have a habit of over highlighting product Features: and focusing less on their Advantages or how they are Beneficial. Understanding the needs of your client and the problems your business solves is what drives the consumer journey.
Before writing your latest product or service description, think about your ideal client:
- What are their needs, wants, and fears?
- How do your product/service features connect with the above?
- What is different or unique about the way you deliver these things?
Once you have this on paper, use this basic framework to construct your sentences.
- Because of this: FEATURE
- Customer/client will be able to: ADVANTAGE
- What that means for the customer/client: BENEFIT
If you want, you can also reverse the order. Lead in with the benefit and finish with the feature. (BAF)
For example, you run an eco-friendly children’s clothing business. Your products are made using 100% organic materials and natural dye.
F. Because our children’s clothing is made using 100% natural materials and dye…
A. Your children can wear them longer without irritations or reactions…
B. What it means to you is that your children are safe, and you are helping to protect the environment.
Or if you want to reverse it…
B Do you want to protect your children from reactions to synthetic clothing and help save the environment?
A. We recommend all children’s clothing be made from unprocessed materials.
F. Our childrenswear is made from 100% organic materials and natural dye.
STORYTELLING OVER SELLING
How often do you hear people say “ I really enjoyed listening to that sales pitch today” my guess is probably never! And the simple reason for this is that people don’t like being sold to.
“But, people like buying things?” I hear you cry. And yes, you are right, they do.
“So people like buying things, but they don’t like being sold to?”
In fact, overselling, in most cases, actively drives potential customers away before they even acknowledge what you have to offer.
Audiences are invested in 3 key features: people, personality, and realness. They buy into the idea of your business long before the product.
For a niche such as wellness and holistic healing: emphasising emotions and empathy is essential. Your clients and customers expect a more value-led proposal as you are heart-centred businesses.
One of the best ways for you to demonstrate this to your audience is through storytelling.
I recommend using real-life scenarios to construct your message to keep things authentic.
Before you start writing make sure you understand your customer’s needs. How do they feel and what can you do to affect these things for the better? Then, create a message that takes your audience on a journey of invigorating emotion.
Use this simple framework to construct a narrative. Whether this is product related or how your business got started: it all begins with a story.
- Open with the pain point. Use a character (could be yourself or someone you know) to demonstrate how their life became affected by a change of events.
- Demonstrate how your character is affected by the problem. How do they start moving to tackle the challenge?
- Introduce dialogue between two characters. Perhaps there is a discussion that leads to a decision, or a suggestion that leads to a great idea?
- Close with your solution: how did your product or service change this person’s life? Or your life?
Don’t be afraid to get real with your clients, do things differently. Spark curiosity, develop your own style and get creative.
SHOW AND TELL
The secret to great copy involves more than just writing!
- Often images speak for themselves. They are a great way to showcase products and demonstrate emotions. Pictures also help break up large volumes of text such as a blog: separating content into more digestible chunks.
- Videos are another great way to engage directly with your audience. Having an introductory video on your ‘about me’ page is just as effective as a written bio.
- You can enhance your text by using different fonts, introducing graphs, putting letters in bold, or using bullet points. A reader’s eye is looking to go on a journey, so incorporate different layers into your text.
- Music and sounds are awesome for expressing sentiment or creating the desired atmosphere for your page. Link to a Spotify playlist or incorporate an audio player widget to your website.
- Customer reviews are excellent for highlighting the genuine success your business has had. Be sure to reach out to previous clients and customers and ask for some feedback. Reviews enhance your reputation while demonstrating you value your customer’s opinions.
CANCEL CLICKBAIT HEADLINES
There was a time when clickbait dominated marketing. People couldn’t resist clicking on a page titled “How to solve all your life problems in 1 minute” or “You won’t believe how I made £100,000,000 in 30 seconds”
These days, however, our instant reaction is to keep on scrolling. People can spot clickbait a mile away! Having headlines like this puts readers off engaging with you and discredits your business. So steer well clear!
Instead, try to focus on facts and fun. Be as specific as you can about what your body of text offers a reader and avoid exaggeration.
KEEP IT CONTROVERSIAL
To keep information-heavy text flowing: try constructing sentences as if you were talking to a real person. This forms a deeper connection with your reader and enhances a feeling of relatability.
Formatting text as if you were having a one-on-one conversation also emphasises your understanding of a customer’s desires: displaying genuine care. Your readers will feel more connected to you as a person, decreasing that sales pitch sensation.
Before you write your next blog or product/service description, give this exercise a go:
- Visualise your ideal customer.
- Identify their pain points.
- Keep in mind they are yet to learn who you are or what exactly you offer.
- Then talk about your chosen subject and audio record it.
- Listen to the recording.
- Then type up what you have.
- Edit out anything you don’t think is relevant and add things you may have missed.
And there you have it! A beautiful piece of conversational text.
YOU ARE YOUR USP
Please use these tips as general guidelines to practice and play with. They are not rigid structures that will determine the success of your text. Think of them as one route to a destination, but you can take many different roads. The most valuable thing you can do is infuse your text with who you are.
Remember to keep experimenting and practising. Find your flow and the way you like to communicate.
Happy typing! 🙂
About the Author
Emma is the founder of Intuitive Type – which provides unique, modern marketing solutions for ethically conscious businesses: Specialising in boosting products and services that add value to the people and our planet.
Find her here: