“Copy is Still King—How to Use the Right Words For Your Target Market”

When working with a new consulting or coaching client, I always ask them what they think the most important thing is in marketing their business. I get answers that range from, “a good website” to, “a good social media strategy”, to, “a good overall marketing strategy”, among others.  Although these are all very necessary components to marketing your business, there is one thing that all the aforementioned answers have in common: the words you use. 

The words you use and how you use them forms the perception of what you offer to your prospects and customers in their mind.  The human brain thinks in terms of images and “painting word pictures” through the copy you use and allows them to form an impression of what your business does and why they should buy from you.   Whether you’re writing copy for your website, an introductory video script or sales copy for a landing page, the one thing that can make or break the effectiveness of your message is how you use words.  

Using the right words in the right way is critical in cutting through the clutter of the online world and presenting your product or service in a unique way that makes you stand out from your competition.  And it’s more important than ever today. 

First of all, branding yourself and/or your business is no longer a luxury saved for the big box companies. Every business, large and small, needs to have a brand that’s recognizable and easily communicated.  This is important so that as you build an audience you’re immediately recognizable to them.  This brand can be a logo, an overall look for all your marketing, as well as your voice and your message. It’s best if it’s all of these.  Your branding should convey who you are in an overall visual fashion.  Your goal after this is to, again, convey your marketing message through text, audio and video using the right words in the right way.

Here are 5 things to consider when writing any marketing content for your business:

1. Know your audience. Knowing what they like, don’t like, what they fear, what keeps them up at night and other key things about them will make it easier to relate to them.  Knowing your target market is crucial in order to write effectively to them. 

2 Speak their language.  If your business is B2B, writing for business people is different than speaking to the masses (translated: consumers). Usually, it’s a bit more conservative and to the point, whereas writing for consumers will allow you to be a little more casual in your writing style and tone.   

3. Keep it short. We’re fighting for attention in a cluttered business world—particularly online. Being brief and concise will help cut through that clutter.  Getting to the point in your copy sooner rather than later is crucial in getting your message out.  People are busy, and if your copy doesn’t grab them right off the bat, they’ll click to something else that does. 

4. What’s in it for them?  Remember that no matter what business you’re in, your audience only cares about what you can do for them.  The more benefits you can offer them or solve their problem, the more interested they’ll be in you and what you have to offer. 

5. Don’t be boring. I remember when I first entered the speaking industry over twenty years ago.  I was told that the audience will forgive me if I stumble up the stairs on the way to the stage, if I go blank in the middle of my talk, if I stumble over words, etc. They’ll forgive virtually everything except for one thing: being boring.  This ties into number four above.  Give them reasons to stay with you—and more importantly—BUY from you using compelling copy.

These are just a few things to keep in mind when writing your copy for any marketing you do.  Although there are many factors in the success of a business, using the right words in the right way can put you head and shoulders above your competition. 

* Tim Piccirillo is a copywriter and marketing consultant based in St. Petersburg, FL. If you need a professional to help with your marketing message, whether it’s copy for your website, landing pages, video sales letters or blogs, contact Tim at tim@timpic.com or call (352) 6384284.