Visibility, copywriting and coronavirus

Visibility, copywriting and coronavirus? Yeah – I never expected to put those words in one sentence either. But these are strange times. Right now it might feel like your business has just dropped off the map. For some, sadly, it actually probably has. So now more than ever you need to be visible and get back on the radar. Here are some copywriting tips to show you how…

Don’t write content in a panic

Easy to say, I know, but I’m increasingly seeing this happen. People are desperately trying to get their marketing messages out to stay connected with customers and clients and maybe even make some sales.

I know, I’ll create a discounted offer and promote it with a website landing page. I haven’t really thought through the offer properly, but I’ll throw some words together and put it out there anyway.

They’re frustrated when they don’t get any take-up and put it down to nobody having any budget. Sure, that might well be the reason. But it might not. Maybe the reason nobody’s buying is because they don’t understand your garbled offering.

Visibility is pointless without clarity

Well done – you’re working at staying visible. But if your marketing messages aren’t clear and focused it’s hardly surprising nobody’s hitting the ‘Buy now’ button. Those potential sales? You’re throwing them away with confusing content.

You can’t write content with a half-baked idea – so get clear in your own head exactly what you’re offering. Go through a checklist of questions – what’s included, how it will be delivered, when, how much, what’s the discount, how long is it available. Yes, I know, you’re in a hurry to get this out there – especially as everyone else is racing to do the same – but visibility really is pointless without clarity.

Write winning content

OK, you’re not a copywriter. And right now you can’t afford to hire a copywriter. And – ahem! – you really don’t want to insult a copywriter by suggesting they write your content for a tenner. So here are some basic DIY copywriting tips to be going on with:-

TIP 1 Refer to your ‘clarity’ list of questions to check your content contains all the relevant details.

TIP 2 Don’t try to be clever. Forget buzzwords and jargon – make your content easy for everyone to understand.

TIP 3 Keep it simple. If you don’t think a sentence clarifies a point – don’t write three more sentences trying to explain it. Rewrite the sentence. 

TIP 4 Don’t write too much. Write what’s important without falling into waffle territory.

TIP 5 Break up content with bullet points – it’s a short, snappy way to get info across.

TIP 6 Use x-headings – another handy way to break up chunks of text

Forget perfection

Forget perfection? As a perfectionist, that’s hard for me to write! But right now, we all have to let go a little. I’m not saying you should write sloppy content – I mean, you HAVE read this blog, haven’t you? I’m saying that for now it’s important to get some sort of marketing content out there to stay visible – and once it becomes clearer what your customers or clients need during this tricky time, you can then adapt and refine your content accordingly. The good news is that if you’ve got clear, focused content to start with, you’ll already be ahead of the game.

* If you need help writing your content, let’s have a chat

PHOTO: Public Domain Pictures/Pixabay