With the pressure to maintain visual relevance in an age when Instagram has taken precedence, the importance we place on the written word can come secondary to a stunning photo.
But trust us - gaining the skills to write persuasive, thoughtful and inspiring copy is a worthy pursuit.
Oftentimes, small business owners are challenged by how to properly translate their brand’s vision and market differentiator through the words on their website, social media and press.
Working alongside clients to help them refine their own unique message, we’re here to share some of our advice to achieving captivating copy, so your brand is represented in the best light and you’re able to create meaningful business connections.
Identify your ideal client. Speak to one, attract many
Creating copy that engages and encourages growth for your end business starts with speaking to the client who you want to work with. Mentally creating a picture and list of characteristics of your ideal client is critical. For instance, the owner of a bridal boutique should understand the overall brand aesthetic of the shop, the designers and styles, and the ‘ideal’ bride who buys a gown. List out words and qualifying characteristics of who she is, where she shops for clothes, what she likes to do in her free time and what her wedding day vision may look like. How does she interact with others and carry herself day-to-day? Speak directly to her every time you write a caption for Instagram, or update your website language, or provide expert tips for an editorial story. Taking a personalized tone and approach to content will lead to more authentic connections with that bride, and others just like her.
Understand your competition + your key differentiator
Using the insights gained from an exploration of your ideal client, ask yourself this; If that client had to give a one sentence description of your company, what would you want him/her to say? What makes your brand relevant and undeniably unique from the sea of other wedding photographers, planning firms or specialty vendors?
Take time to draft written content around these core concepts that reflect your business, from your approach to client service to how you translate your craft into something unique for clients. Then, go back and refine the words you’re using to describe those elements. Try to stay approachable but also true to your brand and the ‘ideal’ client you want to attract.
After your first draft of an Instagram caption, blog post or media Q&A, read through it again and ask yourself;
- Am I actively connecting to my ‘ideal’ client?
- Are the virtues of my brand being communicated the way I want?
- Are there areas to eliminate wordiness and refine messages to be more clear?
Once you’re confident with the flow and message, consider integrating SEO key terms that will help boost the visibility of that content, as appropriate. This is especially useful when adding new messaging to your website or through your blog.
Make it personal
Be sure to put yourself into your work. This sounds simple, but after all of the editing and proofreading it’s easy to get caught up in making your text sound ‘perfect’ rather than authentically your own. If you’re a wedding photographer with a beautiful shot of the couple’s first dance, use the caption to describe what the moment was like, being in their presence. Organic, meaningful copy will always trump anything too formal or canned. After all, you are your brand’s voice, so be deliberate with how you communicate and connect with your audience.
*This post was conceptualized by Samantha Spica, a valuable member of the In Good Company team
We’re writers by trade, so if you need a bit of help in this area, reach out and say hello. We would love to get to know you.