You’re not alone in that thinking, but the fact is, copywriting is more than just sales messages. In fact, as an online business owner, most of the content you produce could be called copywriting at least in some sense. After all, if you’re creating content with the ultimate goal of selling something, that is by definition copywriting.

Facebook

Sure we all like to hang out on Facebook and chat with friends, catch up on the latest funny videos, and enjoy a mindless “quiz” or two. But for coaches, Facebook is much more than that. It’s a place to connect with potential clients, and that means that when you’re sharing your latest blog post or program with your business friends, you have to keep good copywriting in mind.

LinkedIn Profile

What makes you stand out from the other coaches in your niche? Your LinkedIn profile is where you share what makes you the best person to solve your ideal client’s problems. It’s where you shout about your credentials and let your ego run the show. Think of your LinkedIn profile like a resume, and be sure to list your most impressive credentials.

About Page

Here’s your chance to have some fun while blowing your own horn. It’s important to know that the about page is often the most visited page on a website, so it’s a critical piece of your overall brand and message. The purpose of your about page is to entice people to want to learn more about your services, so be sure to include a call to action on the page.

Blog Posts

All blog posts have a job to do. Maybe they’re meant to lead your reader to a sales page. Perhaps you’re asking for readers to subscribe to your mailing list. Maybe your blog post is designed to start a conversation. Or maybe it’s just sharing great content and inviting readers to learn more by clicking on related posts. Whatever the job, it’s copywriting that entices your reader to take that next action.

Twitter

One hundred and forty characters is precious little space for creating compelling content, yet that’s exactly what you must do if you hope to use Twitter as part of your overall marketing strategy. Think of tweets like email subject lines, and craft them to convey as much information as possible while still enticing readers to take action.

Email

Whether you’re sending an email about a new product or service or simply letting readers know you have a new blog post up, your email definitely qualifies as copywriting. In fact, even the personal emails you send to prospective clients contain what we would call copywriting.

The fact is, copywriting is everywhere in your business, from your sales pages to your invoices. Whenever you ask a reader to take some action, you’re writing copy, and the more comfortable with the idea of it, the better (and more natural) you’ll become.

The post Seven Surprising Places You’re Using Copywriting (And You Probably Don’t Realize It) appeared first on ReviewsPop.

That said, here’s the number one thing your readers are looking for: solutions to their problem. It’s ultimately why they’ve joined your list in the first place. Your opt-in incentive solved a problem they were having and now they’re counting on you to continue to provide the solutions they need.

These solutions can take many different forms, including:

Straight Information

This is similar to a blog post or article. It answers a question (much like this blog does) your readers have and gives them the info they need to move to the next step.

Maybe you’ve discovered an easier way to track conversions on Facebook ads, or gathered some interesting stats on content marketing for coaches, or learned a new method for promoting Kindle books.

Share with your readers. Don’t ask for anything in return; just send them the info they need. By offering these information only emails, you’ll show your list members that you’re not just another marketer trying to sell them something. Instead, you’ll be seen as a valuable source of information (and your open rates will improve, too).

Offers

Of course, that doesn’t mean you can’t ever sell anything to your list. You’d be shooting yourself in the foot if you did that. Not to mention you’d go broke pretty quickly!

In fact, since your readers have trusted you to provide them with the very best information available in your niche, it’s important that you DO create and send them offers. They need your:

• Coaching programs

• Self-study training

• eBooks and guides

• Private coaching and mentoring

So be sure to include these offers in your mailings from time to time.

Tools and Training from Others

As we’ve already said, your audience is depending on you to find and share the best information in your niche. Sometimes, that will take the form of an affiliate offer for a new tool, specialized training, free webinar, or other offers.

If you’re new to list building, it might be helpful for you to remember that these offers are meant to help your audience, not sell to them. Even though you might earn a small commission, it’s likely not your primary goal. When you approach your email from the standpoint of being helpful rather than being a sales person, it’s much easier to get past that “what should I mail” question.

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• Your newest coaching program

• Your latest must-have tool discovery

• That epic blog post you just wrote

The trouble is, you only have about two seconds to entice a reader to open your email. Even worse, you have to do it in ten words or less.

Yikes! That’s a pretty tall order, even for seasoned copywriters. But there are some tricks you can use.

Be Ambiguous

If you’ve been on Facebook lately you’ve no doubt seen those “click bait” headlines that say things like, “She adds this to a box of Wheat Thins and I’m drooling!” The reason headlines like that work is because we can’t help but want to know what “this” is that she’s adding to her Wheat Thins. Is it sugar? Salt? Peanut butter? We imagine the possibilities, but in the end we have to find out, so we click.

You can employ the same technique in your email subject lines. Just substitute the word “this” for the actual thing you’re writing about, and you’ve got instant enticement.

Use Numbers

Here’s another strategy for creating must-read content: numbers.

“7 Hidden Benefits of Waking Up at 5am”

“3 Unlikely Ways to Close the Sale”

“5 Social Media Platforms You Shouldn’t Be Ignoring”

The reason numbers work so well in subject lines is because we are ego-centric and curious. We simply must know if we already use those three ways to close the sale. We will either walk away feeling good for being a marketing maven, or we will have learned something. Both are compelling reasons to open an email.

Use Power Words

Just as with all writing, choosing power words is far more effective than settling for their weaker counterparts. Imagine these two subject lines appear in your inbox. Which are you more likely to open:

“WordPress Makes Better Looking Websites for Non-Designers”

or

“Create a Gorgeous Website—Even if You’re Not a Designer”

While both subjects offer the same information, the first is weak, while the second is far more compelling.

When it comes to email subjects, there are a few more tips to keep in mind if you want to up your open rates:

• Keep it short – no more than 10 words at the very most, and fewer if you can.

• Test everything. Use your autoresponder’s split-testing functionality to see which subject line styles perform best in your market.

• Use personalization, but sparingly. Occasional use of your reader’s first name can be a powerful technique.

Here’s the bottom line: If your subscribers aren’t opening your email, they’re not buying. Paying closer attention to your subject lines is the single most important thing you can do for your email marketing campaigns.

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Let’s compare three different scenarios and audiences.

Almost everyone has a long lost cousin, friend, or acquaintance who you only hear from once a year in the form of a holiday card. Sure, it’s nice that they reached out, but communicating just once a year doesn’t give you a chance to stay up to date with their family news.

Then you have your college roommate, who lives out of state but you only hear from him/her when there’s drama in their life or they need to vent about something. These are the people who are in touch more frequently than your cousin, but only when they need something – not because they have an interest in what is happening in your life.

And lastly, you have the mother who dropped off her 18-year-old daughter at college for the first time and who texts and/or calls every day, just to check on how things are going. Did she get to class on time? How’s the food at the dining hall? Do you like your roommates? What do you mean your books cost $800? Do you want us to come visit for Parents’ Weekend?

Each of these real–life scenarios can translate to a business situation.

Small business owners or solopreneurs who don’t create and/or use their email list to communicate with their past customers more than once a year won’t create name recognition among their customers. They run the high risk of getting their emails deleted or marked as spam. One possible exception: seasonal businesses.

Business owners who only use their social media accounts or email accounts to promote their products and sales are only interested in making money from their audience. They don’t necessarily care about what their followers need at that moment in time. One possible exception: big box stores who offer coupons and other discounts.

Internet marketers and big box stores or companies who email every single day run the risk of annoying their audience and causing people to unsubscribe from their lists. One possible exception: business owners who follow leaders in their industry or who look forward to daily tips and/or affirmations from these leaders.

The bottom line is: you must know your market to know how often you should interact with them to build a solid relationship. There are always exceptions to every rule, and even within the same industries different businesses will experience different responses to their communications tactics. Research your market, understand their pain points, and create a solution for them.

New! Relationship Marketing Workshop

I’m so excited to share my newest webinar titled, “Five Easy Ways to Build Relationship (Even if You’re New)”! In the webinar I’ll cover how to be social with your audience, what to share with them, and how to listen to the needs of your audience. But that’s just the start! We’ll also discuss authenticity, how to create a flattering image, how to set aside your fears, and how to live your brand every day. It’s chock full of information, plus we’ll have time for a Q&A at the end. Hope you’ll join me! JOIN THE CLUB NOW !

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