CLEAR and effective communication is key to winning business, so it's important to choose your words wisely. But for some small-business owners it can just be too hard, and it keeps on getting put off . . . until tomorrow.
The head of the Australian School of Copywriting, Bernadette Schwerdt, says writing involves the fine crafting of words, and many small-business owners make the error of sitting down to write off the top of their head without giving their selection of words enough thought.
Ms Schwerdt, whose background in advertising and acting underpins her communication style, says there are common mistakes that people make when they write material for their business.
Before anyone ever writes anything, they should be able to answer three questions: "Why this? Why you? and Why now", says Ms Schwerdt.
Customers will be making instantaneous, often subconscious, assessments when they read the words on your website or in your e-newsletters, and answering these three "whys" will help your business maintain the interest of the right customers, Ms Schwerdt says.
They want to know why this product will make their life easier, richer, happier or healthier, she says.
Answering the "why you?" question addresses the difference between your own business and that of your competitors, and "why now?" is the urgency factor.
"People think I could do with a financial planner but I don't really need one now, or I could do with a trip but not now. It's about creating content or copy that encourages people to do something right now," she says.
Ms Schwerdt recommends that you ask a friend or staff member to ask you these three questions so that you can give the answers out loud.
"There's two different sides of the brain at play . . . speaking it out is very important, it creates new connections and gives you ideas you don't get to by typing it or writing it by hand."
Ms Schwerdt says speaking out loud also helps you think about the style of writing you might choose that will appeal to your target audience. Your writing can be greatly improved if you write in the way you might speak to someone, and have the picture of a particular person in mind when you write. "If you write for everybody, it's not personal, not conversational," she says.
"When I'm writing copy I am channelling my market, I need to feel what it feels like to be a lady about to go into a nursing home if a retirement home is my client."
Ms Schwerdt says writing is a skill and some business owners don't have a natural flair or time to develop it, so it can be worthwhile outsourcing this important business function to professional copywriters.
"What is the value to you in having the website looking fantastic, and increasing sales? Get it done once, it's done properly, and it doesn't need to be done again," she says. "Some small-business owners need to think how they might have allocated their time more effectively."
Frequently Asked Questions about this Article…
Why is clear copywriting important for small businesses and investor-minded owners?
Clear, effective copywriting is key to winning business because it helps your website, email marketing and promotional material hold the interest of the right customers and can boost sales — so investors and owners should treat copy as an important part of their marketing and value proposition.
What are the three ‘Why’ questions every small business should answer before writing copy?
Bernadette Schwerdt recommends answering three simple Whys before you write: 'Why this?' (why this product or service matters), 'Why you?' (what makes your business different) and 'Why now?' (what creates urgency for the customer to act).
How does answering 'Why this?' help convert website visitors into customers?
Answering 'Why this?' tells potential customers how your product or service will make their life easier, richer, happier or healthier — information that people assess almost instantaneously and that helps them decide to engage or buy.
What does 'Why you?' mean and why is it important for small-business marketing copy?
'Why you?' explains how your business differs from competitors. Clear differentiation in your marketing copy helps customers understand why they should choose your offering over others.
How can the 'Why now?' question create urgency and drive action from customers?
'Why now?' introduces an urgency factor in your copy — it turns passive interest into immediate action by explaining why the customer should buy or sign up today rather than later.
Should small businesses write website copy in a conversational tone?
Yes — Schwerdt advises writing the way you would speak to a specific person in your target market. Conversational, targeted copy feels personal and is more likely to engage the right audience than generic language aimed at everyone.
How can speaking your copy out loud improve the quality of your marketing content?
Speaking copy aloud helps stimulate different parts of the brain, sparks ideas you might not get from typing, and makes it easier to test tone and style so your writing better matches how your target customers think and speak.
When should a small business consider outsourcing copywriting to a professional?
If owners lack the time, natural flair or skills to craft effective copy, outsourcing to a professional copywriter can be worthwhile — getting your website and sales copy done properly can be a one-off investment that improves sales and frees you to allocate time more effectively.
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