Writing copy for a business audience
The principles behind good copy apply whatever your audience. People are just people after all, with a number of emotional and illogical impulses that influence their buying habits. However. If your client is a business owner, there are practical questions that will need answering before they make a purchase. Here are a few pointers to help you write copy that sells.
How does this work?
Can I find a simple explanation of your process in language that I can understand?
You might think that your process is as clear as a glass of mineral water on a summer’s day. You are immersed in your industry and well versed in the language that surrounds it. Tell an uncomplicated story to illustrate what you do and how. Confusion is one of the surest ways to turn off a potential buyer.
Will this be inconvenient for me and my business?
We all want to know two things – what is in it for me and will this make my life easier. What are the preconceptions that might stop potential clients from engaging with your industry and related services or products? How do you make it simple for them to work with you and see the real benefits? There may be a level of inconvenience involved – can you show them why the potential disruption is worth it in the long run?
How much commitment do you need from me? Can I offer that commitment?
Sometimes a process will only be effective if the buyer is willing to give time and energy to the process. Employing the services of a business coach is fairly pointless if you aren’t actively engaged in addressing the points that come up during your sessions. If your service is not a quick fix, but something that requires mutual collaboration, then say so. Effective copy isn’t just about attracting more clients; it’s about getting the right kind on board.
Do I really need this?
What positive changes will I see as a result of buying from you? Why are these changes a good thing for me and my business?
We often think that we are talking about benefits from the client’s point of view when we’re not. This is particularly important when trying to persuade a business owner to open their wallet. Many of us claim to reduce stress levels and offer greater peace of mind. But how? Do you understand exactly what is keeping your business client up at night? Do you understand what makes them happy? Don’t just assume that as a fellow business owner, you share the same pain points.
Once you have identified their true needs use your marketing copy to show how a purchase will bring about these positive changes. From the home page of your website to storytelling case studies, paint a picture of how their lives can look and feel. Show them the dream, but be authentic.
Can I wait and do this in 6 months, one year, or five years? If not, why not?
Sometimes a problem needs fixing straight away. On other occasions, the issue can wait until the business owner is ready. Are there reasons why delayed action could be catastrophic? Take the opportunity to educate people, be helpful. Perhaps there have been recent changes to legislation, or you can help them to protect their brand reputation. But don’t stray down the path of scaremongering. No one likes to be frightened into making a purchase. It leaves a bad taste in the mouth and reduces the chances of loyalty over the long term.
Is my business ready for this now? Can I cope with the changes that will come about as a result?
There may be genuine reasons why a business owner is not ready to buy from you. All you can do is keep showing up. Online, at networking, through their letterboxes. Be consistent. Be authentic. Show that you want to help. And when they are ready to buy, they will buy from you.
Why should I choose you?
Who are you and do you fit into my world/business viewpoint?
As the age old saying goes, people buy from people. What is your story? How did you end up running this fantastic business that is promising to transform their lives? What drives you to get out of bed every day, your ethics and values? Are you someone that they can do business with?
Do you have credibility?
Demonstrating credibility differs from industry to industry. Yet again, it is important to understand what your audience needs to see.
Does the reader need to know that you hold certain qualifications, or is it actually your levels of experience that will influence their decision? Highlight existing clients, and the kind you would like to attract, with a portfolio of case studies. But choose carefully. Don’t cram it with large corporate brands if you are looking to attract small business owners and vice versa.
Will knowing your turnover or profits for the last financial year make them trust you more? Do they care that you are a generations-old family business? Perhaps. Neither of these facts shows me why I can trust you, or that you are good at your job. Personally, I find them irrelevant. But your audience might not. At the end of the day, effective copywriting always comes down to understanding what pushes your ideal client’s buttons.
Do you have the answer to most of these questions but still don’t know where to start? I can help. Give me a call on 07928122079, or email firstname.lastname@example.org.