Between running your business, managing employees, and putting out daily (metaphorical) fires, the last thing you have time for is agonizing over word choice and sentence structure. You’re a small business owner, not a professional copywriter, for goodness’ sake!
Yet you’re expected to whip up eye-catching marketing messages that’ll make customers swoon—and take action.
No pressure, right? 😂
Well, actually…
Your marketing copy makes or breaks your ability to attract new customers and keep existing ones engaged.
Weak, rambling messages get ignored. Brilliant, persuasive copy moves the needle.
So yeah, it’s kind of a big deal. 😬
Luckily, there are copywriting hacks—quick, easy wins—you can apply right now to instantly transform ho-hum copy into magnetic, profit-driving messages.
No copywriting degree required.
Hack #1: Zero in on your unique selling proposition (USP)
One of the most important ways to enhance what you’ve written is to identify and then clearly communicate what makes your product, service, or brand different.
Start by:
- Understanding your customer: Who are they, what are their desires, and what problems do they need solved?
- Analyzing the competition: What are your peers offering, and how do you measure up?
- Outlining your unique strengths: How and what do you do differently?
With those key ideas defined, you now have a foundation from which to refine your copy.
Here’s an example of this copywriting hack in action for Dry&Go Laundry Service.
Before:
Dry&Go Laundry Service: Your one-stop shop for clean laundry
After:
Dry&Go Laundry Service: Your clothes, washed, dried, and folded—in half the time
You’ve gone from a generic, uninspiring description (that could be about literally any other laundromat in town) to a benefit-focused one that speaks directly to the customer’s needs and pain points.
Hack #2: Use the “so what?” test to tighten your messaging
As a small biz owner, it’s easy to get bogged down in the fancy features and details of your products or services. It’s what excites you!
But your customers don’t care about the nuts and bolts. They want to know how your product or service benefits them.
Enter the “so what?” test.
Continuously asking “so what?” when you’re drafting marketing copy will get you to the heart of what matters most to customers: The end result, not the features that get them there.
Here’s an example for an energy-efficient washer-dryer combo:
Before:
Our newest washer-dryer uses the latest technology.
After:
Slash your utility bills by up to 30% with our energy-efficient washer-dryer.
Rather than leaving it to readers to figure out how using “the latest technology” benefits them, this copywriting hack forces you to connect the dots, and focus on the core customer benefit: Saving money on utility bills!
Hack #3: Make use of storytelling
People connect with stories, not just cold, hard facts.
Weaving a simple (but relatable) narrative into your messaging can make it much more memorable to your target audience.
Think about the emotions you want to evoke and the specific pain points you’re addressing. Then, craft copy that takes the reader on a mini-journey.
Here’s an example for a home cleaning service:
Before:
Our professional cleaning team works hard to thoroughly clean your home from top to bottom.
After:
As a busy mom of three, I was always overwhelmed by the constant piles of dirty laundry and endless amount of cleaning to get done on a day-to-day basis. I know I’m not the only one struggling to keep up. That’s why I founded Busybee Cleaners—to provide a hassle-free solution that leaves your home sparkling, freeing you up for what matters most.
See how incorporating even a brief narrative element into your marketing copy can be a game-changer?
It brings your offering to life, establishes an emotional connection, and communicates the key benefit behind the service in a far more enticing manner.
Hack #4: Tap into the power of scarcity (and everyone’s fear of missing out)
Did you know there’s a little psychological trick that can take your copywriting—and sales—to the next level?
That’s right: It’s all about harnessing the power of scarcity.
You see, we’re a funny bunch. We tend to want things more when we think they’re in short supply or won’t be around for long.
Used in copywriting, you can motivate customers to snatch up your products or services fast. While supplies last!
Some ways to incorporate scarcity include:
- Highlighting limited-time offers or discounts
- Showcasing low inventory or “almost sold out” messaging
- Emphasizing the limited availability of a product
Here’s how you might use scarcity for a seasonal flavor of cookie you’re offering for just one week.
Before:
Freshly baked “carrot cake” cookies available daily.
After:
Freshly baked “carrot cake” cookies available for a limited time only! These special treats are going fast, so don’t miss your chance to indulge—get your order in before they’re gone.
The original version doesn’t really motivate you to do anything. You could grab those cookies tomorrow, next week, next month even since they’re available daily.
But the revised version? Well, now there’s a fire under your bum. Better act now (place an order or pop into the bakery) if you don’t want to miss out!
There’s a caveat: Use this copywriting hack judiciously. You don’t want to come across as inauthentic or manipulative.
Hack #5: Make your copy easy to read
Our final copywriting hack is to make your marketing copy as scannable and digestible as possible.
Readers will thank you!
Also, people have short attention spans these days; your messages need to be super easy to skim and absorb.
Some quick ways to do this include:
- Break up your copy into clear, descriptive sections with headers.
- Use formatting—bullet points and spacing—to create visual hierarchy. (Like what I’ve been doing in this blog post. 😉)
- Highlight the key benefits and differentiators for your target audience, so they’re easy to see.
Let’s go full circle and return to our Dry&Go Laundry Service example.
Before:
Dry&Go Laundry Service: Our professional team uses the latest technology and eco-friendly products to wash, dry, and fold your clothes to perfection. We offer same-day service. Come experience the Dry&Go difference today!
After:
The Dry&Go Difference
Speed
Your clothes, washed, dried, and neatly folded – all in half the time of a typical laundromat. You’ll be in and out in a flash.
Convenience
No more lugging heavy baskets or waiting around the laundromat. Our pickup and delivery options make doing laundry a breeze.
Premium Quality
Our professional laundry team uses high-quality, eco-friendly products to deliver a superior clean. They’re trained to handle your delicates with the utmost care, so your clothes will look and feel brand new.
What a difference that makes! Aside from being easier to read, the key points really pop out at you.
The bottom line
These copywriting hacks transform meh into magnetic messaging that actually gets customers pumped.
But let’s be real – not everyone has the time (or the copywriting magic) to make this happen.
We both know you’ve got a million things on your plate. The last thing you want is to spend precious time crafting marketing messages that land with all the excitement of a wet paper towel.
Want to skip the learning curve and get killer marketing copy?
As a professional copywriter specializing in small business copywriting, I create psychology-powered content that’ll have your ideal customers sitting up and taking notice.
- Unlock the full potential of your brand’s messaging
- Land more leads and sales with radiant copywriting
- Save time and focus on what you do best – running your business
Your bottom line will be doing a happy dance.