#COPYWRITING BUSINESS HOW TO#
#COPYWRITING BUSINESS SOFTWARE#

The goal is to get your organization's ideas across with the fewest, most effective words possible. With conversationality comes engagement, clear ideas, and concise language-plus it's welcoming and accessible. Zapier's blog contains a ton of great examples-there's nothing inherently thrilling about workflow management or a customer pain and gain analysis, but there are lots of creative and interesting ways to talk about those things. We all have limitations set by the powers that be, but great copywriters find ways to be creative and engaging within the confines of their industry. I'm certainly not writing copy for the company that makes my favorite shorts or preferred beachside beverages.

#COPYWRITING BUSINESS SOFTWARE#

I'm a copywriter in the B2B SaaS space whose job is to write copy that helps deconstruct and explain a complex enterprise software product. I can hear you thinking, 'Tim, you don't get it! I'm limited by my industry! My vertical is tyrannical!' Be creative-even when your topic is boring The worst thing for a reader to encounter is a giant wall of text. One of the biggest keys to good copywriting on the web is information architecture: use formatting, bullet points, and headers to separate your content into manageable, visually diverse chunks. Think about what type of copy feels exhausting to slog through and what kind of writing doesn't take any effort to read at all. Write copy that you would find easy to read if you came across it as a user. Technically pristine copy serves no one if it's too sterile and boring to grab the reader's attention. Instead of focusing on writing rules and regulations, think instead about how effective your writing is from the reader's perspective. The impact of your writing matters far more than your personal vendetta against the occasional split infinitive. When it comes to copy, our writing isn't well-served by nitpickery or strict grammar rules. Web copy should improve rankings in search engines.Īnd it needs to do all these things while still sounding natural, conversational, and interesting. But in the business world, copy also has a job, and great copy delivers on its intended outcomes.Įmail copy should generate click-throughs. What makes for good copy?Įxcellent copy has all of the same traits that good writing has: it's clean, well-structured, and flows naturally for the reader. Let's break down the key elements of great copy, and the steps you need to take to create it.

#COPYWRITING BUSINESS HOW TO#

The good news is that any writer can learn how to write copy that sells with a little bit of instruction and a good amount of practice. As a copywriter myself, I can tell you firsthand that people underestimate the amount of work that goes into developing this skill a lot. Copywriting is similar-since most Americans spent years in school being taught to write, many people don't understand that copywriting, particularly for business, is a completely different skill on its own.

We all manage projects and personal finances, but that doesn't make us product managers or accountants. Some business skills are hard to define because they incorporate things that most people do every day.

Copywriting business