The Secrets to Writing Great Copy for your Business Today

April 27, 2012 by  
Filed under Coaching, Copywriting, Online Marketing

If you don’t think you’re a good writer, then you might prefer having a root canal to writing for your business. But never fear – there are ways to get around your writing demons.

What’s in it for me?

The first and probably most important thing to keep in mind is that your potential customers want to know “what’s in it for me?” Any copy that focuses everything on you, your business, what you do, how you do it, isn’t going to answer that question. Filling a prospect’s head with all the features you offer, with no benefits for them, will have them clicking away to find someone who “gets” them.

Here’s how you tap into the “What’s in it for me?” question:

  • Think about the questions customers ask you most often about your business. Answer them.
  • Ask the customers who love you why they love you (and your business, presumably).
  • What problems do you solve?

Simply by focusing on these three areas, you can generate several article, web copy and, perhaps, even whitepaper ideas. Remember, the focus is on Them, not You.

Natural keyword use

We’ve all heard that to show up in search engines we must use keywords and phrases. But when you force keywords into paragraphs, called keyword stuffing, the result can be stilted, hard-to-read copy. This is not what you’re going for – and you can be penalized by search engines for appearing to pander to them. Instead, think of your ideal client and write for him or her. After finishing your copy, go back and decide where keywords can be inserted logically and smoothly. This usually involves simple word replacement.

Simpler is better

Newer writers tend to expand their copy by adding adjectives and adverbs that increase word count but often do little to improve the text. This doesn’t mean all adjectives and adverbs are bad, it means that writers use them as filler to plump copy. Don’t do this. Write what you’re thinking in the least flowery way possible. You can always go back through your text and insert things to spice it up.

This is especially important when writing web copy. Visitors to your site won’t take the time to read a long treatise. They want to skim and learn the gist of your piece quickly. If they can’t do that, they will move on. The use of paragraph breaks, bullet points and short sentences also contribute to keeping readers engaged.

Misteps, misteaks and misspelings

Yes, I know that the three words above are spelled incorrectly. But I often read articles, blog posts and websites where there are glaring errors. I can’t help but wonder if the owner didn’t think that spellchecking was important. Don’t publish with errors in your copy! It reflects badly on you and your business.

Consider hiring a copy enhancer

Copywriters can be expensive because they write from scratch. If you’re inclined to write for your business, but unsure that you can produce quality copy, then consider hiring a copy enhancer and skip the copywriter. I don’t write your copy for you, but I do read it thoroughly to determine areas that need attention – and then I give it. I use your words, only better.

Contact me to learn more about copy enhancement and how it can take your words from weak to wow!


© 2012 Sarah Wood

 About the Author: 
Sarah Jo Wood is founder of Evolving Advisors Inc., author of ‘How to turn a No or a Maybe into a Yes!” , and producer of “Magnetic Phrases.” Her forte is in copy enhancment, a gift allowing her to enhance already written copy thereby keeping the owner’s original voice, while magnetizing and making the copy sizzle with persuasion at a fraction of the cost of a copywriter. She can be found at

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