Copywriting For Your Small Business: Lesson Two | MODsocket

Copywriting For Your Small Business: Lesson Two

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Copywriting For Your Small Business: Lesson Two

by Donovan Dillon Contributor

Posted on July 16, 2015 00:54 AM

In Lesson One of this series, we focused on the three most basic "must haves" in copywriting: a good headline; a call to action; and proofreading. In this lesson, we'll begin expanding beyond those basics to other fundamentals. These tips concern important considerations like how to address your audience; how to speak about your product or service; and the importance of simplicity.

Address Your Audience Directly

Write your copy using the second-person singular pronoun "you" instead of less personal references like "our customers", "most people", etc. Using second-person singular allows you to speak personally, directly to the reader instead of making the reader feel like a thrid-party observer. For instance, instead of, "we give our customers first-rate service", write it as, "we'll give you first-rate service". Potential customers are more interested in what you promise to do for them than they are in what you claim to have done for others.

Talk About Benefits Instead Of Features

As a general rule, the most effective sales copy talks more about benefits than it does product features. For example, instead of saying, "Our organic bath salts contain eucalyptus extract, crushed mint and natural oils", try saying something more focused on the end benefit to the user, something like, "Our organic bath salts soften your skin while evoking the sensation that you're awash in the warm, coastal waters of an island getaway". Think of the emotional benefits that your product or service provides to your customer. Kodak did this very well in the 1960s with their iconic "Share The Moments Of Your Life" campaign, as did AT& T with "Reach Out & Touch Someone".

Make It Digestible, Keep It Simple

Although you may feel there is a lot to say about your product and its benefits, try to keep your sales copy brief and concise. Force yourself to edit. After you've written your copy, go back and see what can be removed or condensed to simplify and streamline the message. Write only what must absolutely be communicated. Keep your sentences short, organized into short paragraphs. Two or three sentences per paragrpah is more than enough. If your body copy looks too wordy, it will be offputting to readers. They will be less willing to invest their time and effort in reading it. Save your long copy for other applications where readers are more open to absorbing more content, like in brochures, newsletters and blog posts.

If you add these suggestions to the tips you learned in Lesson One, and begin applying them to your copywriting efforts, you'll experience much greater success in your quest to write copy that effectively sells your product or service. In our third lesson, we'll share additional tips for creating great copy. Or, if you'd like additional help creating copy for your small business, MODsocket has a stable of professional copywriters ready to assist. Our writers come from advertising agencies and corporate marketing departments; they have years of practical, well-honed experience writing for both B2B and B2C brands. To learn more about how MODsocket can help take your small business marketing efforts to the next level, visit us online at 


About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.