Copywriting –

How to write compelling copy that converts for your small business

Whether you are writing copy for a brochure, email campaign, landing page, sign up page, or website, many of the same rules apply.  Good copywriting is essential and it is important to remember that your sales message is more effective when it includes thoughtful copy that is concise, relevant and straighforward.  


Good copywriting – Why headlines matter

Don’t forget to use headlines in your copy.  They help to grab attention and highlight important information.  You want to ensure you grab the attention of website visitors and those reaching your landing page or opening up your email, as well as those seeing your Ad or brochure. A great headline helps to hook them in.


Body text – keep it clear and simple 

Keep your message clear, informative and to the point.  For example, If your copy has a specific goal, such as collecting email addresses or contact information, explain why you need the information and what value customers can expect to receive by providing it.  Furthermore be transparent about the type of future communication they can expect to receive from you.  For instance: “Download our free e-book with 10 tips for attracting new customers.  You will receive our free e-book and we will not spam you, we hate spam too!” 

Use a clear Call to Action (CTA)

Make sure to let your visitors and prospective customers know what they need to do after they have seen your Ad, email campaign, landing page or visited your website. Keep your Call To Action (CTA) clear and simple to follow. For example:  “Call us on 1800 123 456 for a free quote.” 

Use Images 

Use great images. They help tell a story and create interest.  A great product image speaks volumes.  I have often stressed the importance of great product photography to many of my clients.  Use them on your landing pages, website and in other marketing materials.  If you need more general images, there are some free online websites that allow you to use images without having to purchase a license and without needing to acknowledge the source.  You can check out sites like pixabay. These include some images that are free to use.  

Make sure that you are mindful of licensing issues when using images in your marketing materials.  I have had clients fall into the trap of using images without permission or without purchasing the appropriate license.  The outcome can be demand letters for payment from the license owners such as Getty Images.  If you are not sure please get a marketing consultant to help you, or do your homework online to make sure you are allowed to to use the image first, before placing it into your brochure or on your website.  

Include relevant product information

Lots of landing pages and websites that are designed to sell products focus on the specific product information, such as sizing and features.   Don’t forget to tell your customers what makes your product or service different, better or unique, when compared to your competitors and why it makes sense to purchase your product or service.

Include special offers or promo codes

Including a special offer or promo code is a great incentive that helps to drive sales.  You can create or segment your list of customers so that you have a special offer that is only available to your loyal customers. This offer can help increase sales and lead to repeat business.    

Include contact details 

Make sure you include your contact details such as phone numbers or a website address so that customers can contact you easily if they have a question about your product or service.  Make it easy for them to get in touch with you. 

We hope that you apply these tips to your marketing materials and campaigns to help you increase your sales, sign ups, or to convert prospects to paying customers. 

Best of luck and keep these tips in mind next time you start a copywriting project. For more free marketing tips, subscribe to the Small Chilli Marketing blog.

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