A copywriter figures out what words click with your customers, turning them into loyal brand fanatics
You’re a small business owner.
You’re in it to win it. But you don’t know how to describe your brand to the right audience, plan out website content, or nail a headline that hooks a prospect.
You don’t know how to put together an email, or post to social media either. And you have no idea how acronyms like SEO, CRO, and PPC (OMG, WTF) work together to
1. Find people who need your thing
2. Flag them off the road to your shop
3. Get them to throw money at your face
None of this stuff is your superpower.
I’m a content writer.
I have a talent for writing words that get customers excited to buy your stuff.
When they land on your site, they’ll know they’re in the right place—you will solve their problem. They can’t wait to get started; they’re already becoming fans and want to throw money at your face.
But… before they land on your site, they need to know you exist. Google needs to know how awesome your stuff is before you get some page one real estate when a future customer searches for what you sell. That’s called SEO (search engine optimization), and it’s a different kind of writing.
This stuff is my superpower.
“The article is exactly what I was hoping for. The client needed someone like you who does a crazy amount of research and ends up writing as if you were in the industry for years. I’ve become so accustomed to less than stellar writing from other writers that I am head over heels for this! You nailed it perfectly.”
Ask these questions:
1. What do I do?
2. Why do I do it?
3. How do I do it?
Now fill in these important blanks:
What makes me valuable to my customers?
—This is your key message
Why do I stand out?
—How are you different?
Where do I fit in my market?
—What specific problem does your product solve?
Who needs me the most?
—This is how you segment your market
How do I position my product?
—How do consumers feel about your product?
Let’s find that “thing” that makes your competition jealous. Then we’ll turn that thing into a branded beacon, attach a good feeling to it, and build a marketing strategy around it.
“Andi’s strong statements are ‘word images.’ They stand on their own without pictures.”
I’ve worked for multi-million dollar marketing agencies, top-ranked branding agencies, and hundreds of small businesses. My purpose is to nail the perfect message so customers know you’re the right fit when they find you.
Outsource your content so your story grows your business while you focus on your product.
Copywriting engages your customers
To make more sales you work on two things:
1. Get more traffic (but SEO takes time to work so you’ll need to fork out $ for pay-per-click ads)
2. Get more conversions (that takes great copywriting)
Use creative copywriting to bring your brand to life. Weave in website keywords to get in front of more customers and boost your SEO visibility. Write stuff that educates your people, builds your street cred (industry authority), and creates backlink opportunities (domain authority). The right story creates emotional triggers: people click your buttons because they feel you’re the best answer to their problems.
Conversion rate optimization (CRO) figures out what your customer wants and gives them a reason to click
Put helpful lead magnets like guides, workbooks, checklists, quizzes, and courses (convertible content) on landing pages that helps your audience in a low-tier way. Design that freebie content to have so much amazing value that they’re willing to trade their email address for it. Add their email to a respectful list that provides even more helpful content later via email sequences. That’s how you power your marketing machine, and the wheels on the bus go wound and wound; money.
Design makes the words stand out
Minimal design organizes content into easy-to-absorb chunks (Miller’s Law) so your customers know how you’ll solve their problem right away. Ditching clutter and embracing whitespace draws attention to your value like a key piece of furniture in a spacious Scandinavian apartment. It’s art + psychology + SEO + fashion: shitty websites aren’t taken seriously.
Kill that opening shot. Leave a lasting impression.
Your competitors do it wrong. They bullet point the features of their product or service and add a purchase button. But it’s not about what you sell.
It’s about how what you sell solves your customers’ problems better than everybody else.
Bullet point the benefits of your features for your customers (because they don’t give a flying f*ck about your features).
- Focus on getting found with on-page search engine optimization (SEO) and social media
- Pay for some off-page ads (SEM) that build that trust factor with Google, because if your customers can’t find you, they find your competition instead. And that’s balls.
“I absolutely LOVE your voice as a copywriter. I am so excited you’re on this project. The order of ideas and calls-to-action make perfect sense. The periodic one-word phrases set in italics are effective! You’ve done a great job of retaining my voice, while adding a more conversational tone that still feels authentic to my voice.”
Solve customer problems & tell Google about it.
Show your customers that your thing is what they need to do their thing. Ka-ching.
“I had a great time working with Andi. Her language skills are one of a kind, fun, friendly, and inviting. She does amazing work! A job well done (on both sites).”
—Miki, Colorado (via pb+j)