Copywriting Essentials: 4 Myths That Keep You from Writing Compelling Copy

You’re stuck. You’re not seeing the leads you want for your business. You’re offering quality products and great services but only a few people are buying from you.

You might be tempted to believe that the problem is that your platform isn’t big enough or that your website isn’t interactive enough. But for many small business owners and solopreneurs, these problems are usually the result of poor copywriting.

The good news is that persuasive copywriting is an essential skill that can be learned. But first, you have to understand that some things you might believe about copywriting are actually myths that are harming your business.

Myth #1: Copywriting is all about selling.

Some small business owners believe that copywriting is the equivalent of going to a cocktail party and screaming “Buy my product!” to every person you meet. This couldn’t be further from the truth. Copywriting is about so much more than selling your product or program.

Copywriting is about serving your audience. You can use persuasive copy to address your customers’ concerns, help them make smart buying decisions, and offer solutions to their needs.

Myth #2: Copywriting is all about action.

Many small business owners and solopreneurs think that every piece of content they create has to have a call to action, but that’s not true. Most of the time, you’ll be creating content to increase your customers’ awareness of your business. . This can be called the “know, like, trust” factor.

The ‘know, like, trust’ factor is about guiding your potential customers through the buying stages. In the first stage, the know stage, you’ll give potential customers content that informs them. In the second stage, you’ll share content that makes your brand likeable. The third and final stage is known as trust. It’s the point where your customers will decide whether they should purchase your productive or service.

Myth #3: Copywriting is all about you and your business.

Copywriting isn’t focused solely on you or even your customer. The best copywriting strikes a balance between “about you” and “about your reader”.

You want your copy to show your understanding of and compassion for your ideal clients’ situation. Your copy should highlight that your business cares and why your brand is the best one to choose.

Myth #4: Copywriting is all about making your brand look perfect.

Persuasive copywriting isn’t about positioning your brand as perfect. It’s about connecting with your reader on both an intellectual and emotional level. Your potential customers want to know about your expertise, but they also need to know that you understand them. One simple way to do this is to share stories about your brand. Don’t be afraid to include stories about your business’s failures.

Don’t make the mistake of thinking that your copywriting is set in stone. Even expert copywriters create several drafts before they find a version that truly connects with their readers. The important thing is to keep testing your copy until you find what works best for your business.

Journal Your Thoughts

1. Which of the copywriting myths do you struggle with the most? Why?

• What’s your biggest challenge when it comes to copywriting?

• Do you tend to make your copywriting all about you or all about your reader? How can you strike a better balance?

5 Steps to Reach Your Readers on an Emotional Level

When it comes selling yourself and your brand, it’s essential that you understand that your potential customers want to do business with people that they know, like, and trust. This is even more important if you’re a coach or service provider. Your potential clients may wonder if they’ll enjoy working with you, how you can help them, and if they’ll get their desired results.

This is where persuasive copywriting can help you. Copywriting will allow your ideal client the chance to know, like, and trust you. It also gives you an easy way to answer their questions before they even ask them. But before you start writing your copy, there are a few steps you’ll need to take.

Step #1: Identify Your Client

Describe your ideal client as detailed as you can. You need to be specific about their fears, frustrations, and feelings. Use forums and social media groups to see what words your ideal client uses to talk about their situation. Knowing how your potential clients describe what they’re dealing with will allow you to create copy that connects with them.You also need to think about what your potential client’s desired end result would look and feel like. For example, if you help overwhelmed working moms find time to prepare nutritious food to feed their families, then the end result might be less dinner time stress, more family time, and healthier bodies.

Step #2: Focus on your qualifications.

Next, think about how you’re uniquely qualified to help your potential clients. Describe why you’re qualified as a professional (education) and/or as a person (experience). You’ll want to offer proof of your qualifications in the form of diplomas, testimonials, and endorsements. These qualifications can be placed on the ‘home’ or ‘about’ page or a dedicated ‘testimonials’ page on your website and blog.

Step #3: Describe the milestones.

When you have a clear picture of what results your clients can expect from you, then you’ll want to think about the journey they’ll take. Try to describe the milestones your ideal client typically encounters during their journey. For example, if you’re a weight loss coach, one milestone might be losing the first ten pounds.

Don’t focus on just the good milestones. You’ll also want to consider the setbacks clients may face as well as the emotional aspects of their journey. For example, a setback might be gaining three pounds one week.

Step #4: Think about your clients’ objections.

Once you’re confident that you understand your potential clients’ journey, you need to take a moment to consider their objections. What hesitations might your client bring up when they’re ready to hire you? What are they afraid of if they take that first step? For example, if you’re a fitness coach that helps obese patients lose weight, you might find that potential clients are worried about visiting a gym for the first time.

When you understand these objections, you can offer solutions. Keep in mind that solutions don’t always have to be complex. You might simply tell clients that the first gym session is all about coming in and getting comfortable with the equipment, no workout required. Now, you’ve subtly eased a potential client’s objections to taking that first step toward fitness.

Step #5: Describe the action steps your reader would like to take.

Now that you know the journey your clients are on, it’s time to guide them to your product or services. You can do this by thinking about the action steps readers need to take when interacting with your content. For example, you might have a call to action at the bottom of your blog posts for joining your email list.

When you send emails to potential clients on your list, you might have a call to action at the bottom of each email that invites your subscribers to set up a free consultation with you. You want to continually invite your community to keep taking action. By doing this, you’ll have a list filled with valuable leads.

Understanding your client is the first step toward creating more persuasive copy. When you genuinely care about your clients’ journey, it will shine through in your copywriting efforts.

Journal Your Thoughts

1. Who is your ideal client? Why are you passionate about serving this client?

• How will you be helping your ideal client? In what ways will you accomplish this (one-on-one coaching, webinars, etc)?

• How will your clients’ lives be different after working with you and your brand?

Getting Started With Persuasive Copywriting: The First 3 Pieces of Content to Give A Makeover

When you’re ready to create some persuasive copywriting, you may be overwhelmed and wonder where to start. There are three places where your copywriting skills really matter and this is where you should start. Once you’ve mastered these three elements of your website, you can go on to tackle other areas of your site.

1. Your ‘About’ Page

The ‘about’ page on any website is usually the most visited one. That’s why it should be clearly labeled. Don’t use a cutesy name in the hopes that more people will click on it. You’ll just confuse your website visitors. 

Your ‘about’ page should share your journey and cover why you’re qualified to help potential clients. Spin your journey into a story format that readers can relate to. For example, if you’re a business coach, you might share how you struggled to get your own business started for several years before finding success. By sharing your story, you’ll make it easy for your potential clients to relate to you and show them that you’re qualified to help.

2. Your ‘Services’ Page

Your ‘services’ page is your chance to stand out from other solopreneurs that offer similar services. But don’t cram every single service you offer on the same page. That will overwhelm visitors and they may leave your website before reading through all of the services you perform. That’s why it’s smart to have each service listed on a separate page of your website.

You want your service pages to show that you understand your ideal client and can deliver what they need. Then you should explain how you work and what end result your ideal client can expect. For example, if you’re a social media strategist, don’t tell potential clients that you can handle their Facebook advertisements. That’s vague and doesn’t describe what you can do. Instead, you might tell potential clients that you can increase Facebook ad conversions by 20%.

Now, include an easy next step, like joining your mailing list. Direct your visitors to your freebie sign up page with a helpful link, like this one:  ===> Add Your Download Link to Your Free Report <===.

By doing this, you stay connected to potential clients that are interested in working with you but aren’t ready to hire you quite yet.

3. Your ‘Home’ Page

When it comes to your home page, you have less than seven seconds to make your first impression. You want that impression to be a good one.

When someone visits your home page, they should be able to tell immediately if they’re your ideal client or not from your copy. If you’re a social media strategist that works only with small businesses, then your copy shouldn’t be aimed at large corporations. It should be focused on small businesses and how you can help them.

Your home page is also your chance to state why you’re uniquely qualified to help. Don’t use the same wording you did on your about page. Instead, keep your qualifications to one or two sentences on your home page. If a visitor is interested in knowing more, they’ll click on your ‘about’ page for the full story.

Next, offer social proof on your home page. If you’ve guest posted on several popular blogs, share their logos. If you have testimonials from prominent clients, post those on your home page, too. If you’ve been interviewed in a magazine or podcast, be sure to add this information to your home page as well.

Before you post your new copy on your website, be sure to have a professional editor or proofreader look at it. An extra set of eyes can help you avoid embarrassing typos and make sure that your copy shines.

Journal Your Thoughts

1. How are you uniquely qualified to help your clients? Is this information on your about page?

• How can you put more of your personality into your website or blog so that you stand out from other solopreneurs offering the same services?

• What’s the story behind your brand? Does your copy showcase it or do you need to give some of your copy a makeover?

Victorian San Francisco Novellas: (San Francisco Novellas)

Written by M. Louisa Locke

If you are looking for a few quick reads and like history, this book may be your cup of tea.

The characters are secondary characters from the author’s mystery series. There is a good amount of historical detail about the Victorian age in San Francisco. These stories revolve around the working class and life in a boarding house. They tell about lives often forgotten and the struggles of the poor in San Francisco during a time when the needs of the poor were overlooked.

Fast reads with interesting plots and characters.

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Mermaids and Mayhem: A Young Adult Paranormal Romance

Written by Erin Hayes

I would say this book is more of a novella than a novel. At a little more than 150 pages, it is a good choice for middle grade readers who enjoy romance and paranormal genres. The protagonist is an eighteen-year-old young lady taking a year off before going off to study marine biology in college. Tara gets a summer job working for aquariums across the country. While in Houston, she undergoes a mysterious transformation in the seas.

Tara is transformed into a mermaid and she meets Finn. A romance soon develops. Now, enter the problem. Will Tara remain a sea creature and pursue her romance or will she return to land and resume her human life. Tara has always wanted to be a mermaid, but?????

Recommended as a quick read for readers ages ten and older.

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Check out learning opportunities for the entire family at http://www.LittleMissHISTORY.com

Magic: The Molly Marsh Book Series: Book 1

Written by V. K. May

I would describe this book as a short story that could easily be developed into a full-length novel.

Molly Marsh is a curious ten-year-old whose parents are off on a scientific expedition to New Guinea. Her trepidation begins with a bumpy plane ride. Molly is enchanted when a beautiful blue butterfly alights on her.
When the family arrives at their new home, Molly meets Yosia, who will be working for them in their new jungle home. She is intrigued by him. At first his strange habits scare her. Then she learns about his magical talents.

These two characters are interesting and could be developed in a fuller narrative. I consider the adventure book a short, chapter book. It is well-written with challenging vocabulary that is most appropriate for nine to twelve-year-old readers.

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As You Wish: After Dinner Conversation Short Story Series

Written by Tyler W. Kurt

This book is a charming, coffee table book that can be used to spark conversations with family or friends. An elderly woman dressed in retro fifties clothing discovers an old trunk in the attic. The stuffed animals that are trapped inside have been there since their former owner abandoned them. They are torn, soiled, and tattered. The old woman has the ability to communicate with the stuffed animals. She offers to repair them and make them new once more. Then one of them announces he doesn’t want to change the way he looks or feels.

At the end of this short story, there is a set of discussion questions for readers with open minds and open hearts. I would recommend the book for all ages.

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Little Miss HISTORY is proud and happy to announce that three books in her book series have won recognition in the 2018 International Reader’s Favorite Book Award Contest.

 

Little Miss HISTORY Travels to FORD’S THEATER  won a GOLD MEDAL in the Children’s Nonfiction category.

 

 

 

Little Miss HISTORY Travels to MOUNT VERNON  received a SILVER MEDAL in Children’s Educational Books.

 

 

Little Miss HISTORY Travels to LA BREA TAR PITS & MUSEUM  placed as a FINALIST in Children’s Books for 4th through 6th Grade.

 

The awards will be presented during the Miami Book Fair International Book Fair on November 17.

 

Congratulations to all the winners!

If you are looking for a good read in your favorite genres, may I suggest that you check out all the winning titles?

https://readersfavorite.com/2018-award-contest-winners

 

James and the Dragon: The Farloft Chronicles, Vol. 1

Written by Theresa Snyder

 

This is a well-written chapter book or novella with an intriguing set of characters, flights of fancy, and wonderful lessons to learn. The three main characters are a dragon named Farloft, a dastardly wizard named Laval, and a ten-year-old human named James. A plague has recently struck the kingdom. About two-thirds of the population have succumbed. Farloft avoids humans because relations have soured over time. Laval is bitter because the plague has made his daughter ill. James has been orphaned. One day as he struggles to dig peat in the bogs to keep warm, the blacksmith and his son steal it from him. James becomes trapped in the bog; Farloft takes pity and rescues him. As James recovers in the dragon’s lair, they become close. Farloft regales him with legends of past exploits and reveals his treasure chamber. When James returns home, villagers nearly kill him. Farloft rescues him once more. In the meantime, Laval has hatched a devastating plot to exact revenge for his daughter’s death. A surprise ending brings book one to a conclusion and sets the stage for more adventures.

Middle grade, young adult readers, and adults will enjoy this fast-moving story with its pleasing blend of magic, myth, and charm. Characters are well developed and easy to like. By the end of the first book, readers have already become engaged and are eager to learn more about the characters and what will happen to them in their future engagements.

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Snow Pup: Holiday Heartwarmers Book2)

Written by Mimi Barbour

This is the second book in Barbour’s holiday series. Well-written plot with realistic characters that has no real connection to the Christmas holiday other than the setting. Deputy Shawna Mallory is a thirty-one year old single cop who lives in the rather sleepy town of Carlton Grove. She has a deep commitment to her job, and moves quickly when she hears an amber alert on the radio for a missing eleven year old boy. Mallory hears a dog barking; she finds the boy under a snow drift being guarded by the pup. The sheriff agrees to take the boy in while he awaits a new foster care family.

Complications arise when the boy’s real father arrives back on the scene from an overseas assignment in Chile. John Reid McCrae appears to have a poor parenting track record, but Shawna’s friend Alice knew him many years ago and offers a different opinion. In the meantime Shawna grows attached to Billy, who is about to be given to a new foster family. Billy runs away once again, but even more puzzling is the strange affect Billy’s dad has upon Shawna. What outcome ensues for Billy, John, and the Deputy Sheriff whose lives have become entangled.

A heartwarming story revolving around coming of age, domestic violence, foster care, romance, pets and peer relationships that will tear at the heart strings of young adult and adult readers. Actually, the book could be a middle grade read if one is willing to look past a few curse words and one or two light romantic scenes. Snow Pup is the kind of story that will put the reader in the mood for the holiday season.

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Christmas Healing (Healing the Regime Book 1)

Written by Morris Fenris and Jasmine Bowen

A bittersweet holiday novella that combines elements of paranormal, horror and romance within a holiday setting. Eighteen year old Annalise led a carefree life as a pretty, popular teen until she was diagnosed with leukemia. Unable to pay her mounting medical bills, she assumes the unusual post of teaching modern technology and cultural customs to a family of vampires. Dr. Hever, the head of the Hever clan becomes her physician. Her life is turned upside down once more when she is summoned by the King of the Vampires to teach his brother Arthur, who has just awakened from a 1000 year sleep. Annalise is terrified. She slowly falls in love with Arthur, but her illness proceeds rapidly to Stage IV cancer. When she is whisked away to the hospital, both she and Arthur are devastated.

The plot sounds far fetched, but the authors succeed in making it palatable, for the most part. Reader’s emotions rise and fall as the conflict tears the two families apart. Annalise thought she was in love with Tony Hever; her fleeting life has been turned upside down by her deep feelings for Arthur. The ending is a surprise. Wonder what will happen in the second book of the series.

Recommended for young adult and adult audiences looking for an unusual but entertaining short holiday read.

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Wasted Wood

Written by Brock Eastman

I struggled to decide what rating to give this middle grade novella; I decided to go with four stars because the writing is appropriate for its intended audience. The dialogue is on point for thirteen year old Hudson and his friends. Lots of adjectives and onomatopoeia to keep the story interesting as well as those illustrations of the tree troll.

Hudson is a typical teen; he loves to play video games and test the limits with his parents’ rules. Hudson gets grounded when he comes home late because he took a short cut and trespassed on Mr. Gilbert’s property nearly falling off the bridge in the process. Of course that wasn’t the whole story, Mr. Gilbert had called his parents catching Hudson in a lie. Hudson doesn’t take long to decide to sneak out and join his friends for their camp out.

Orin, the neighborhood bully and his friends, come across Hudson with his friends in the woods. They dare them to trespass on Mr. Gilbert’s property to prove that they are not afraid of the legend that a Tree Troll exists. When they take the dare; the real adventure begins. Soon the Dark Demon appears. Is the legend real? All the teens including the bullies must struggle to survive. What will happen to the boys? Will their parents and Mr. Gilbert find out?

Lots of adventure, danger, paranormal and coming of age issues combine to make the novella appealing to the middle grade audience. Despite the fact that there is lots of passive voice and the writing style could be sharper, this is a tale well worth reading for the eight to twelve year old target audience. The author has developed a set of discussion questions for each chapter, which makes the book a good choice for a classroom read aloud and discussion.

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