Revealed: copywriting > the purpose of every sentence.
An article from Matt Press, Splash Copywriters, about the purpose of every sentence in business copywriting.
Many people – and therefore businesses – fail to appreciate what it is that separates business copy from the words contained within your favourite novel or magazine.
The difference between the two formats lies in the reader.
When you’re reading a book (or listening to song or watching a movie for that matter), you’re an active participant. That is to say, you’ve made a commitment to consuming that content.
Apart from the odd occasion where you’ve walked out of a cinema before a film has ended, you tend to stick with these forms of entertainment right through to the finish.
However, with business copy, customers have no such similar loyalties. They don’t have to commit any time to reading your business copy whatsoever. They’ve got no allegiances to your brand and, if anything, consumers know that there’s probably someone who does something similar just a few clicks away.
When we look at what constitutes business copy then, we must realise that your copy has to be incredibly effective – otherwise you’ve no idea what your customers are thinking or doing, and you’re essentially just rolling the dice. By carefully creating persuasive copy, you can regain some control.
So how do you create effective website copy?
That’s a hefty topic in itself, but here are a few quick tips. For starters, forget about what you want to say. Put yourself in your customers shoes and think carefully about how they’ll be looking at your website. What do they need to hear? What is their user experience like?
You should already have a good idea of your business goals, but segment your copy goals too. Certain pages are used to pique interest. Others are meant to reveal the people behind your brands. Some might need to usher a lead down the conversion funnel. When you’ve written your copy, ask yourself if it achieves the goal in question.
Also, remember the purpose of each sentence. The purpose of each sentence is simple: it’s to get the next one read. Choose each word carefully and make them work hard.
Incoming Content Marketing Keywords
- content marketing,
- crafting sentences,
- crafting business copy
- business copywriting
I wish you every success in your home business copywriting.
Mark Ford, Home Business Coach, Entrepreneur, Digital Marketer & Information Publishing.
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Thought for the day: craft those sentences to get the next sentence read.