I was chatting with a fellow entrepreneur, Jessica Sarlandie, this morning, about a course I’m writing.  She asked me about what I do, and how what I do can impact other entrepreneurs. Great questions, worthy of a reflective response!

Technically, I call myself a copywriter.

For many people, that word doesn’t hold much meaning. People nod and smile, like they know what I mean, but I can tell that most times, they have no idea. So let’s get a definition out of the way, so we’re all on the same page: Almost everything on your website is copywriting, except your blog, which is content. When Jessica asked me to define exactly what a copywriter does, I launched into a long and rambling description, but what it comes down to is that a copywriter helps readers make decisions.

In my work as a website copywriter working primarily with service providers, I help entrepreneurs boost the know, like, and trust factor so that their ideal clients feel seen, heard, and ready to make a decision.

Good copywriting on your website means that website visitors know who you are, the value you bring, and the finer details of what you do for your clients. That’s what we all want to know when looking for someone to work with, isn’t it? We want to know is this service/ service-provider a good fit? That’s exactly what I do as a copywriter- I use words on the page to help people figure out if they are in the right place, engaged with the right service-provider. I want to clarify something here- my goal is not to have everyone who lands on a particular service-provider’s website become a customer. My goal as a writer who nurtures connection is to give everyone who lands on that website the agency to make their own decisions.

My goal is to provide them with as much pertinent information as they need to make a decision that is in their own best interest. 

Have you ever felt disappointed after making a purchase, because the thing/service/experience wasn’t all that you had thought it was “advertised” as being? That your decision wasn’t the best one? Buyer’s remorse is often the result of copywriting – the kind of copywriting that gives sales and marketing professionals a bad reputation- the kind of copywriting akin to when you buy a used car that has “never been in an accident”, but the front bumper never seems to fit correctly…yes, personal experience. Does it matter that the car has been in a minor fender bender? Not really. Would I have appreciated the whole story before buying that car? Absolutely.

My point is, there is more than one kind of copywriting, and as entrepreneurs we need to make sure we are writing copy that is authentic, ethical, and above-board…no shady tactics. 

Jessica asked me who is copywriting for? My answer is that copywriting is for entrepreneurs, and for clients/customers. Let’s break that down, shall we? From an entrepreneur’s perspective, copywriting is like the voice of your business. Terminology like brand voice, brand story, and brand messaging are part of this, especially how those things relate to your ideal client.

Copywriting gives voice to the person behind the brand.

Good copywriting is important for entrepreneurs because it helps you get your message out to the people who need to hear it. On the flip side, it also helps those people who are NOT your ideal client self-select out of the pool of potential clients. Good copywriting means that by the time someone takes action on your website (signs up for your newsletter, grabs your freebie, or leaves), they know exactly what they’re getting- and if you are who they want to work with. There are no false promises (yes ma’am, this car has a ding in the left front fender, we’re not exactly sure when it happened but we wanted to make sure you knew what you were getting)…and they are, in biz-speak, warm leads. Poor copywriting, on the other hand, may result in you, and your business being over-looked because it lacks those elements which build connection with your ideal client. Copy which is designed to convince everyone to sign up for your offers may end up being a bad fit (for everyone), or falling into the trap of over-promising and under-delivering. 

We are all bombarded with advertising to the point that we don’t even notice it. Everything and everyone is for sale, and promise-pushing is everywhere. It’s difficult to know who to trust, and consequently, difficult to know if you are making a truly informed decision.

As entrepreneurs, we are all copywriters, and have a choice to make about how we interact with potential clients. 

If you are curious about what message your website copy is giving visitors, or what it is like to work with a copy coach, reach out- let’s start a conversation!