How often do you communicate with prospects and clients? Quite a lot I’d imagine. This skill ought to be the first thing you learn. But it isn’t!
I remember my first marketing course and I didn’t learn about it until later in my studies. And from what I’ve seen in my past dealings and observations with technology companies, I’m not too sure they know much about it either.
Copywriting is everywhere! Whenever you’re writing an email to a prospect or even posting a job, you’re writing copy and selling your company. Heck even when you’re writing to apply for apartments you’re selling yourself to the landlord.
So, what is copywriting? According to Copyblogger:
Copywriting is one of the most essential elements of effective online marketing. The art and science of direct-response copywriting involves strategically delivering words (whether written or spoken) that get people to take some form of action.
1. Writing emails to potential clients, prospects & investors
Most of your correspondence with prospects, clients and partners will be via email. You might have to be content with writing since your stakeholders can be in places like India, China, Japan and US.
There’s a difference between describing you products and selling them, which is where copywriting comes in.
Your emails should be persuasive enough to entice the other to make an order, agree to a meeting or ask for more information.
2. Writing copy for your website
Whether you like it or not, this is where technology companies fail the most. You’ll have to write for your site and craft enticing headlines to grab people’s attention.
People will visit your site to learn more about what you do. And to get their attention, you’ll need some eye-catching headlines for your pages.
Why the headline?
Because, with the presence of social media and RSS feeds. Your headline, as well as your email subject lines will be the first line of contact with your prospects.
The headline will also appear on search results too, so you might want to include key words related to your industry and company. The difference with a good headline is that you’ll get more clicks to your page.
What about content?
Your website is the most visible piece of your marketing. For that reason having lively content is equally important to making a great impression on your visitors.
Don’t forget, you’re trying to sell your products. You’re selling a solution and a benefit! With that said, translate the features of your products into benefits your customers find valuable.
For more tips on copywriting, check out the 7 Essential Ingredients to Copywriting Success
3. Writing bios of your staff & company
Whenever you sign up to a directory or trade association, you’re required to write a brief description about your company.
Avoid “we” and talk directly to your readers. Be engaging if you want investors or potential partners to contact you when they’re looking for a company to collaborate with.
You might want to attract people to visit your site, in that case include a value proposition into your company bio. Give visitors a reason to visit your site!
Also, you can always tie your company bio into a theme you can expand on in your marketing. Develop a story that everybody will remember you by for instance. For an example, consider how Rovio live and breathe Angry Birds!
4. Writing copy for your products
You’ll have brochures, a website and even sales letters telling your prospects about the products you have. Nevertheless, remember to focus on what the prospect needs to know to make a purchasing decision.
Remember every piece of marketing material is used to sell your products. You can even stick the main benefit of your product on the back of your business card for instance. And don’t worry, you can always work on your copywriting and improve your skills.