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The UPS Store Small Business Blog
  • 24 March 2023
  • Public Relations

Content Marketing: How to Write Copy That Sells Your Small Business

As a small business owner, you’ve heard that content marketing is essential to driving traffic and increasing conversions. Content marketing is the strategy of using valuable content to reach your audience to generate leads and build more revenue. But what you may need to learn is how to write compelling copy that sells. In this blog post, we'll share tips on creating content that will resonate with your audience and help your small business succeed.

Woman texting on her phone at a desk

Types of content you can create for your audience

 The types of content you can create for your target market should serve the needs of your audience and provide them with valuable information, solutions, or trends. You can start with blogging and creating optimized website content or use social media to engage with followers and tailor your messaging. Video marketing and podcasts are increasingly popular ways to entertain, educate and inform your audience. But none of these types of content exist without writing clear, compelling copy.

 Copywriting tips for creating compelling copy

 Writing compelling, valuable copy is key to stirring emotion and connection with readers. Keep in mind who you are writing for and consider the interests and preferences of your audience. Here are a few quick tips to keep your copy simple and effective:

  1. Be as straightforward as possible, so readers understand what you’re trying to say quickly.
  2. Use short sentences. There’s no need to carry on and on.
  3. Use your customer’s voice in your copy. Your content should match what your customer is looking for, thinking, and saying.
  4. Incorporate SEO keywords into your content. Using relevant keywords your client is searching for will increase your search engine rankings.
  5. Use an active voice. Write sentences in which the subject performs the action. The result is more direct and punchier.

Use strong storytelling techniques

 Storytelling is a powerful way to connect with readers and ensure they engage with the material. Sharing stories about how you started your business or your customer’s experiences with your product or service helps readers know, like, and trust you. When you share stories, you create a connection. People are more likely to purchase from a brand that they feel like they have a relationship with.

 Use persuasive language to sell your small business

The copy you use to market your small business should be as original and unique as the product or service you offer. It should also feature persuasive language. Use what you know and understand about your audience to influence their thoughts and decisions. Highlight the features of your business that will solve a problem or evoke an emotion. Mastering the art of persuasion in copy can convert a reader into a customer.

Appeal to your reader's emotions 

Tapping into your audience’s emotions is a great way to create a strong bond between you and them. Consider adding touches of humor, real-life examples, metaphors, or analogies that draw them in and make them feel closer to the message you're conveying. A compelling story has the power to connect with people on a deeply personal level and evoke a powerful response. Write content that is relevant and meaningful to your clients that will inspire them.

Finish with a call to action

Always finish compelling content by asking for the sale with a clear call to action (CTA). A CTA is a crucial element in effective copywriting because it’s often the gateway through which people take action. CTAs can include asking customers to buy a product, download a brochure or white paper, or register for an event. Be sure to add clear and actionable CTAs to all of your copy.

Practice makes perfect

Effective content marketing focuses on clarity and conciseness, uses strong storytelling techniques to appeal to your reader’s emotions, and includes a CTA. Writing copy that sells takes practice–so start writing. Begin by putting together a simple content plan for your small business today.

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