COPYWRITING THAT SERVES YOUR SERVICE
When I work with clients who run service-based businesses, I often find that they’re confused about what their copy can do for them. All the ways it can serve them.
They think copywriting means describing what their small business does, or what it sells.
I’m not saying they’re wrong, but they are missing a big piece of the puzzle.
Think of it like exercising.
For a long time I thought exercise meant losing weight.
Then, after a decades-long patchy relationship with fitness, I started working out without wanting to lose or maintain my weight. Or, indeed, change the physical appearance of my body at.all.
Like this but with WAY less style
Instead, I wanted more energy and better health and good sleep.
I wanted to support my mental and emotional health and move my body in ways that I enjoy.
I wanted to feel STRONG (like that b*tch that fight bears in the forest).
Knowing what I wanted exercise to achieve for me, how it ACTUALLY serves me, meant I could focus on the right actions to get me where I wanted to go.
Having the right goals and measures of success (consistency and longevity over numbers on a scale) helped me to stick with it more successfully than I ever have in the past.
AND I’m able to see how exercise is just one part of the picture when it comes to my overall health goals.
Just like we can be stuck in exercising = losing weight, we can be stuck in copywriting = describing what I do/sell.
“This email needs to give details about my course so that people will buy.” Really? OR does it actually need to capture people’s attention and get them interested enough to click through to the sales page?
“This subject line needs to succinctly summarise what’s in my email.” OR does it need to entice people to open the email and keep reading?
“This website homepage needs to explain everything that I do and who I do it for.” OR does it need to capture interest and smoothly and effectively move people to a different part of your website?
“This instagram caption needs to accurately describe the product I’m promoting.” OR does it need to paint a compelling picture of the experience of using your product to entice people to click through to your shop?
“This services page needs to explain my step-by-step process” OR does it need to build trust in your expertise so that people will book a free call where you’ll describe your process in more detail?
If I had to sum up all the ways copywriting can serve your service, I’d say:
1. It can tell people who you are, what you do, and how you can help (describe)
2. It can communicate feelings; happiness, excitement, hope, relief, or reassurance (connect)
3. It can compel an action; joining that mailing list, replying to that email, booking your service (convert)
To sum up, copy ≠ describing what you do/sell (or it isn’t just about that).
Copy = creating a feeling, compelling an action, effectively moving people to the next step.
And knowing the SERVICE you need copywriting to provide to your small business makes it that much easier to write in a way that gets you where you want to go.
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