5 Copywriting Tips for Startups

How often have you read website content about a product or service only to be left with doubt that the business might not deliver?

You do one of two things: email the business with your question, or like many, continue surfing until you find a website that instills trust by answering all of your questions through their well-written content. A robust content strategy represents the backbone of any successful startup business. In today’s era of copywriting, every page of your website carries as much weight as the home page. Since viewers will find various pages of your website via organic search or social media, all pages of your site should be well-written and should shine with precision content.

Bill Gates coined the phrase “Content is King”

In his article of 1996, one year after billionaire Sumner Redstone said it first. Your website content is one of the most important investments next to the business itself. Since then, not much has changed about this philosophy. I’m talking about compelling content that intrigues the reader about your product or service, converting them into a prospect and ultimately a client. But what if you don’t enjoy writing or feel that your writing is not good enough? A blank page staring at you can seem daunting. As an entrepreneur starting a new business, there’s no doubt that you’ve worked extensively to launch your venture. The following tips will set you on the path to writing good content that lends to the authority of your business:

  1. Trust – honest copywriting that fulfills a need will instill confidence in your reader. When talking about your product or service, avoid using words that are gimmicky or misleading. Rather, focus on phrases that are straightforward and directly applicable, leaving no question in the mind of the reader.
  2. Authority – for starters, analyze how the competition does it. It is essential to familiarize yourself with product industry etiquette and practices. For example, the manner of style in which an organic skin care company writes their content is distinctly different from that of a real estate law firm. Let’s also remember that plagiarizing represents the kiss of death by the search engines and can even land a nasty lawsuit. Never copy someone else’s content. Your words should resound with expertise, even if your business is new. Confidence in the mood of your words will influence client conversion.
  3. Insight – before putting finger to keyboard, profile your client. It is essential to learn the psychology of your client profile. Know to whom your products or services appeal. Then, speak to those types using language to which they relate. Think of your reader as a friend and make them feel special. Offer them something that caters to their pain points or needs. Write your words in a selfless manner, communicating that you care more about your client’s or customer’s satisfaction. In short, place your client on a pedestal in the most transparent of ways. He or she will feel appreciated, realizing how much effort and genuineness you have put into writing your content.
  4. Interest – clearly define your offerings so that you know what to write about. What makes your small enterprise different from the competition? No matter the nature of your business, every word should resonate with the human element. Use simplistic, colorful words that create a clear picture in the mind of the reader about your business.
  5. Clarity – less is more. Today’s world is perpetually busy, harboring little tolerance for redundancy, so try to avoid hyperbole. Incubate your content for a few days before publishing. You might be surprised by the need to edit what content just a few days prior you thought was perfect. If your writing is cryptic, have a friend review it and ask for their feedback. If your cat can read and understand it, it is ready for publication.

Copywriting for startups originates at the beginning

Aaah, our old friend writer’s block is always looming in the backs of our minds waiting to sabotage our writing efforts. Just. Write. Get it out. Purge. Any word is better than no word. Keep in mind that you will be editing, deleting and re-writing. Soon, ideas will flow into words and you will have made progress. Apply these five tips when reviewing and editing your words. Always run a spell and grammar check before publishing. If grammar is not your hotspot, head on over to Grammarly. Or, ask a friend to review your content for structure and accuracy. Of course, if writing your own content threatens your sanity, you can always turn to a professional copywriter.

Stagnation is the Enemy of the Phoenix

Even when I landed my first job at the budding age of fifteen an overwhelming sense of dread lingered long after I clocked in. Yes, I was a writer, but never thought that one day I might actually call myself a copywriter. Already, a nagging sense of independence pushed my quest for answers as I pondered my calling. So, I found solace where it existed – payday. A few years later, a jaunt up the administrative ladder landed a decent position in a reputable firm answering to important executives in grey suits. Into my twenties, the salary remained mediocre, just enough to stay afloat. I lived for the weekends when I could fortify my passion with abundance.

Taking Flight From the Mundane

Monday mornings confined all creativity only to be released on Fridays at 5pm. Still, weekends flourished with writing and literary exploration, continuing to shape my awakening entrepreneur. Precious hours of fulfillment inevitably faded into the grim start of a new week. There waited the false comfort zone of the corporate world, crushing my dreams as I returned to that quiet hell of a job. Finally, I quit and sold everything I owned, save a suitcase packed with wanderlust.

After returning from a year-long adventure throughout Western Europe, I made Boston my home where the writing continued. But I could not deny that familiar unease that began in my teens and continued to invade every morning. Los Angeles called and back to hometown I traveled where I fell upon my first legitimate career. Years later pursuit of a new business venture took me back to the East coast where I welcomed Miami Beach with a numbing question that haunted me until the day I left Florida: “This is it?”


Rebirth is part of life

That venture flopped and it was just as well because the housing market was booming in the Sunshine State. Naturally, I started my next business and did well. Hard work paid off, inspired by handsome paychecks and a luxurious sense of satisfaction. Driving my chic, convertible car and lunching at posh eateries provided compelling distractions from my honest ambitions. That is, until the housing bubble burst in the early 2000s and the market crashed, forcing a harsh return to reality. I faced a daunting question: shall I restructure my business or face the music? I had no idea what the music was but knew that I could not go on under the current guise.

I always wanted to be a copywriter

After fifteen years I realized that my calling had been standing right in front of me the whole time. How on earth did that happen? Truthfully, I had been writing poetry and short stories since I was a little girl. I wrote and designed all of my own marketing campaigns since the get go. I assisted friends and colleagues with their writing. My educational background and training lay squarely in grammar, literature and writing. Astonishing as it may seem, I was already practicing my passion to some degree. What I finally discovered was the obvious with the official birth of my copywriting, consulting and web design business.

Are you going through the motions because you feel that you have no other choice?

I’m not sure how many professionals are doing what they love for there is no tangible standard by which to measure such a statistic. If there was it would be skewed. I suspect that few individuals find the courage to admit discontent with their professions or lifestyles. What good would it serve when such a painful realization would threaten to withdraw them from the illusion of the comfort zone? The risk of relinquishing all that has been attained is certainly a real possibility. Giving up that shiny title in a reputable firm for the sake of a start up business on a leap of faith is simply not worth it to some — except for those who want it bad enough. Wanting something bad enough is called passion. Passion should not be denied less spiritual balance falls out of sync.

Realizing passion means recognizing truth

In a society where status is gauged by achievements, the neighborhood in which you live, the square footage of your home and the make and model of your vehicle, what you choose to do with your passion can be more disconcerting than acknowledging it in the first place. So just leave it alone because it’s better that way. Or is it?

Passion is subjective and means different things to different people

Viewing life through a cloudy window implies unhappiness. It’s time to recognize when change is knocking on your door; when things are seen but not felt; imagined but not touched; tasted without flavor. The best way to discover your passion is to meditate on the possibilities without pressuring yourself that you might not have any. In retrospect, the one constant in my life was definitely writing. Having always been an artist, I practiced several mediums before settling into communication, wordsmithing and design. It made perfect sense that I should become a copywriter. It just took me a while to see it. But my creativity did not stop there for my content writing is all about branding. It was only natural that website design should compliment the correlating copy – a symbiotic relationship that completes my practice.

Heeding the prominent characteristics of my personality

For me, there were two – writing accompanied by a strong sense of independence. The latter is the reason why I pursued different ventures during the last two decades. A thirst for knowledge, wisdom and professional experience has gifted me with an arsenal of skills, honing my craft a thousand times over.