As a small business owner, copywriting is one of the most important tools you have at
your disposal to get customers to spend money with you and not your competitor. Why?
Well because at the end of the day almost all your marketing communication will fail or
succeed because of copywriting.
So how do you make sure your local business copy works? Here are some things to
One of the keys to getting people to buy your products or services is to get them
emotionally engaged. How do you do that? You do that by speaking in simple terms
about the benefits of your products and services rather than the features. For example, if
you sell widescreen TVs, focus on relaying the benefits such as the clear picture and
superior viewing in all lighting conditions that will have your friends green with envy,
rather than stating the TV has 1080 resolution and a matte screen.
Keep it brief and interesting
One of the biggest mistakes people make is writing too much copy. In general, your
marketing communications should have copy that is short, relevant and to the point.
It’s better to leave customers eager for more provoking them to take action than boring
them with endless copy. Make sure the headings and subheadings are catchy and
engaging. A plain heading of ‘Monthly Special’ is easily outclassed by one stating ‘50%
off all curtain rails this week only’.
Distinguish your Local Business
You do this by providing information about key areas about your business which are
mainly your products or services, prices and service. Highlight your stellar qualities-
maybe you have the best prices in your area, the best quality products, superior service,
free delivery, special offers, etc This information will make a great starting point for your
copywriting because it’s the type of information customers will want to read.
Research suggests we all receive hundreds of marketing messages each day. If your local
business marketing message is boring, what is the possibility of it being heard? By using
the above 3 tips you will make your copy stand out and if you are still uncertain about
developing your own copy, do not hesitate to hire a copywriter.