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Happy Wednesday!

This week, I’m exploring copywriting and how you can be a better writer in your business.

I know that writing can be daunting, especially when you think you’re not good with words. It doesn’t help that there are endless recommendations and tips and tricks online that can feel manipulative and gross.

While it’s easy to pick copy that’s not working or is blergh, writing good one is a totally different thing.

I’m still learning when it comes to that, so I thought it would be best to bring in somebody who actually knows what they’re doing with copy.

I asked Terry Schilling, a copywriter whose work I really like, to give us some copy-pointers. He also writes a newsletter, Cool Copy, that you can sign up for here.

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1. Can you offer a mental reframe for copywriting for those of us who were burned by the slime and want to reconnect with the delight in copywriting you offer through your work?

What, to you, makes copywriting magical?

Copywriting is about how cool your customers can feel, not how cool you are.

And look to stay positive. Instead of thinking how your audience doesn’t want to feel, think of how they DO want to feel.

Good copy is magical when you get your audience's mind to wander, laugh, and have a hopeful smile.

One exercise I like to do to help write creatively is to ask “what does that look and feel like?”

For example, if the first headline you write is “We create stunning websites” I’d think deeper about what that looks and feels like for your customer.

A new line could say, “Be proud how your brand looks online” or “Where your dream becomes a website.”

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2. What are three really basic copywriting mistakes you see solopreneurs and creators make over and over again?

Talking at their audience instead of to them. Or simply, being too self-centered. For example, “we are redefining…” - change that to “Discover how you can…” They want to know what's in it for them.

For solopreneurs and creators, I notice failing to convey what their business does and how it benefits their customers. Be straightforward to how you help them solve a problem right away. Don’t get clever. I like to say, “If you confuse me you lose me.”

Another error I see is a lack of a clear call to action (CTA)

If you don’t tell your readers what you want them to do next, whether it’s making a purchase or signing up for a newsletter, they may not take any action at all.

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3. How can a business owner improve their copywriting? Can you share some tips?

The smartest way is to listen to their customers (or if they’re new, listen to competitors' audience) and understand why they buy.

It’s about actively listening and seeing how they talk about their problems and what they want. Reviews, both good and bad, are gold mines. You also see how they describe their product and can find copy you can use right away to attract others.

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4. When you’re starting out, you’re in DIY-mode and cobbling together content and copy.

When is a good point in time to start working with a copywriter? Is there a particular stage, when it makes most sense, for example once you see product market fit?

I say when you’re ready to launch a new product or service in the market. You’ll have a lot on your plate and want to ensure the words connect. A copywriter can create compelling product descriptions, marketing materials/social media posts, and website content to generate interest and sales.

Another example is when you’re doing a rebrand or redesigning your website. A copywriter is a great partner — they’ll learn about your goals and help effectively communicate your value proposition in your voice. They also help ensure your brand voice is consistent across all marketing channels (this is something I see solopreneurs and creators miss when promoting themselves).

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Go deeper on copywriting with Terry

Have I mentioned Terry’s newsletter, Cool Copy, to you, yet? 😉 
[I know I have, just making sure you catch it!]

Sign up for it here - it’s worth your time!

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Happy Marketing,

Johanna 📣

Other helpful things

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