The Importance of Hiring a Small Business Copywriter to Boost Your Brand's Success
Introduction: Understanding the Role and Value of a Small Business Copywriter
Running your business is hard enough and writing shouldn’t be one of the things holding you back. I see the phrase “small business copywriter” in a couple of different ways. It could mean that I am a copywriter for small businesses or that I am a small business who is a copywriter. I identify this statement as Bee Your Business is a small business copywriter. Not confusing at all, is it?
But let me break this down a little easier and give this example. My business would qualify for the American Express shop small business Saturday campaigns. Unique, bespoke, artisanal - all of the fancy words please. Being a small business copywriter means so much more to me. I will be your partner in your message and tailor everything in the campaign to match your needs.
To me, there is a big difference between jotting down words on a one-off basis to forging meaningful relationships through a sustained working arrangement.
Let’s dig into this topic a little further.
Crafting Compelling and Persuasive Copy for Your Small Business
Understanding the audience is truly what matters. The story you are weaving must resonate with the person on the other end. One effective copywriting strategy is to write to a single person. Who is your ideal client? What are their likes, dislikes, goals, and challenges - once you get that person is visualized then write to them.
Storytime! I was once writing for a company helping teachers transition out of teaching if they were burnt out. I interviewed the owner - who is a former teacher - to understand what she felt while she was teaching. Once I had a clear picture of who that was I was then able to write the copy to that one person like I was writing a letter to a friend. Consoling them for what they are going through but also taking them by the hand and letting them know everything will be okay.
This copywriting tip helps small businesses even more because you are closer to your target clients and understand deeper about how to help them. Effective persuasive writing comes down to connection - not manipulation.
Targeting the Right Audience
Tailoring Your Copy to Reach and Connect with Customers
Talk about a perfect segway to targeting the right audience. It’s common when first starting out to think you know who you are targeting with your messaging but without knowing it you may be completely off base. Target audience analysis is crucial so that the right people find you.
You can do this by searching where your target audience hangs out. Is that on Facebook? Instagram? Reddit? You may not think it but these platforms are search engines so using them for research is powerful. Another effective method is to look through your competitor's websites for reviews. Customer will tell you exactly what they need based on their uncensored thoughts about a product or service.
By doing this work upfront you will save thousands of dollars later by connecting with customers through words that resonate. By investing in a skilled copywriter they will do this for you during the research period of the project.
However, knowing your target audience's general feelings is extremely valuable as a business owner.
Showcasing Unique Selling Points
Highlighting What Sets Your Small Business Apart
You sell sponges but this would make you the 100,000th sponge company to exist. What makes your sponge different? Well, the fact that it has a natural moisturizer built right in - bye bye dry hands! That is your unique selling proposition (USP). This industry-first advancement would be highlighted in differentiating your brand through copywriting.
Not all products will be that easy to find the USP. And not all products will be that different but the brand and mission are what sets them apart. Highlighting brand strengths in your marketing materials by using persuasive copy will tug at those emotional triggers with your target audience.
The first time I heard about Tom's footwear I was hooked by what they stood for as a company. In case you don’t know Tom’s has a one-for-one campaign for every pair of shoes you buy they donate a pair to someone in need. At the time, the style may not have been for me but the story is what hooked me. And it resonated with me so much so that my wife and I wore Tom’s at our wedding. And not only the two of us but we bought pairs for our entire wedding party. It ended up being their unique selling proposition - which was heart - that pulled me in.
What does that look like for you?
The Power of Storytelling
Building Emotional Connections Through Narrative Copy
More and more compelling story makes raving fans for your business.
Does your story involve a problem you are trying to solve because of a limitation imposed on a family member? Are you trying to make the world a more accepting place?
These emotional connections are made through storytelling in your copywriting. Never manufacture these stories but draw from who you are. Narrative marketing for small businesses is about building that connection with authenticity.
For example, for my business, Bee Your Business, the storytelling is in the branding and marketing - from the name down to my social media posts. What I do is not about me it’s about being your business so you can succeed. My story is to build your story. By creating that emotional connection that my primary purpose is for you to succeed - in time - that wall of skepticism will break down.
Optimizing Copy for SEO
Enhancing Visibility and Driving Organic Traffic to Your Website
It’s one thing to have a story but it's an entirely different story to be found online.
Chances are you are reading this very blog post because of SEO-friendly copywriting. The research was done to see what people were searching for and then write a post to solve those questions. By optimizing website content with keywords it makes it easier for Google to find and offer up this blog for you to read.
The same can be done to showcase your business. And by no means am I saying that you need someone like me because you could get started looking into your site yourself. Here is a link to a blog I wrote specifically on that topic.
By doing keyword research - over time - you will begin to drive organic traffic to your website. Be consistent and be relevant. Solve the problems people are looking to solve.
Conclusion: Hiring a Small Business Copywriter to Elevate Your Brand and Achieve Business Goals
The upfront cost of hiring a small business copywriter will be pennies compared to the uptick in clients visiting you which will help you achieve business success. You need to focus on running your business so partnering with a small business copywriter will give you the expertise and frankly the time back you deserve. It all comes back to the value you see in what an expert copywriter can do for you.
P.S. I would love to hear in the comments below how your experiences with copywriting.
P.P.S. Also, if you need more specific advice please reach out and schedule a FREE consultation with Bee Your Business
