Discover 5 tips for crafting compelling copy that engages your target audience, enhances readability, and optimises your communication.
Thomas Haurum
As a business owner – regardless of your size or sector – you likely have plenty of great stories you want to share. You might want to talk about your products, highlight positive customer experiences, or share the story of how your business was founded.
We absolutely recommend doing just that. However, when it comes to copywriting, it’s not always the easiest discipline. BUT it is important! Poor copywriting can actually cost you potential customers, rather than strengthening your business.
You may have experienced this yourself. You’re searching for inspiration for your next holiday, so you browse Google and land on a website for a local travel agency. The site looks great and your first impression of the company is positive. That is, until you start reading what they’ve written.
You’re met with paragraphs full of spelling mistakes and repetition, endless sentences with random commas, and messages that take forever to get to the point – or never do.
Poor copywriting does not signal professionalism, and as a result, your perception of the company changes. You no longer consider booking your trip with them and head back to Google to continue your search.
This kind of scenario is a real shame, and if copywriting isn’t your strongest skill, here are five tips to help you create copy that will strengthen your business profile – and not make H.C. Andersen turn in his grave!
Before you start writing, always have a clear idea of what your text should cover. Decide exactly what you want to communicate and stick to it.
If you can say something in two sentences instead of four, do it. Too much text about nothing will only bore your reader. Get to the point – the sooner, the better.
Always be aware that you are not making the same point several times in the same text. Sometimes this happens when you rephrase exactly the same message. Again, this just adds unnecessary filler that your reader does not need.
You can read plenty of texts every day where commas are scattered everywhere. That little mark may seem harmless, and perhaps the meaning is still clear, even if they’re not perfect, right? Maybe. But for many people – including your potential customers – correct punctuation is a sign of credibility and professionalism. Poor punctuation can be distracting and often overshadows your message.
Decide whether you will use the grammatical comma or the new comma style and stick to it consistently. Most people use the grammatical comma, placing it before subordinate clauses. You can read much more about how to use commas correctly in our blog post here.
Anyone can miss simple typos, forget a silent letter, or create awkward sentences. That’s why it’s always a good idea to have another set of eyes look through your text before you publish it on your website. This way, you can catch the most obvious mistakes – the ones that seem the least professional.
If you follow these five tips every time you write new copy for your business, you can hardly go wrong.
Best of luck!
More blog posts from WeMarket:
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