Writing Marketing Copy That Doesn't Suck

Many DIY business owners want to write their own copy, and some succeed. I’ve watched a lot fail as well. The businesses that fail usually fall into one of two camps. Either they have their business’s voice down well, but are not competent writers, or they are competent writers with content marketing that does nothing to make their business stand out from the competition.

Many businesses understand that they need to establish an authentic way to speak with their customers. They understand that deep down, their customers want someone who will speak to them with a genuine, yet professional voice. Where these businesses fall flat is in the technical aspects of marketing copy.

Nothing will turn off a grammar savvy customer faster than the wrong use of the word its: “Its Time For Our Spring Sale,” etc. Make sure you’re using the right word: “It’s Time For Are Spring Sale,” etc. That’ll be a quick way to lose customers as well. Lastly, make sure you are spelling words correctly and there are no typos: “It’s Tiem For Our Spring Sale,” etc. This happens a lot. Use spell check. It takes two seconds.

If businesses insist on writing their own copy, they better do the detective work to make sure that their grammar and spelling are right. Before publishing, you can always have someone look over it.

Many businesses also fall into the other camp. There are plenty of competent writers out there producing the same content that all their competitors are coming up with. Give your content a voice. Go ahead, speak authentically.

A lot of times, this is something that can be accomplished easily through your content. You're establishing your brand. How would you talk about this subject in person? If you write about it in the same voice, with the same passion, that can produce an authentic feel. Go ahead, and show a little of that passion in your writing. It’ll make it stand out, and give you that stronger personal brand.

You can also spend more time answering the “What makes my business different than the competition?” question. I know, it can be painful, but your customers need to know why they should go with you over the next guy. If you can answer that question satisfactorily, you’ll keep people reigned in longer, and create a stronger value proposition.

Another way of accomplishing this authentic voice, is through posting about your hobbies and passions outside of your work. Many of the social media greats have perfected this balance. Gary Vaynerchuck frequently posts about the Jets. Guy Kawasaki posts about nearly everything, but if you follow him for long enough you learn about his passion for hockey. At first glance it may look off subject, but really it gives them something that you can identify with them over.

Go through your content again. If people are clicking away from your website, or not commenting on your blog, ask yourself why. If you follow the grammar rules, and inject your personality, things should improve.

            

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