Good copywriting, good small business


The Sydney Morning Herald

CLEAR and effective communication is key to winning business, so it’s important to choose your words wisely. But for some small-business owners it can just be too hard, and it keeps on getting put off … until tomorrow.

The head of the Australian School of Copywriting, Bernadette Schwerdt, says writing involves the fine crafting of words, and many small-business owners make the error of sitting down to write off the top of their head without giving their selection of words enough thought.

Ms Schwerdt, whose background in advertising and acting underpins her communication style, says there are common mistakes that people make when they write material for their business.

Before anyone ever writes anything, they should be able to answer three questions: »Why this? Why you? and Why now», says Ms Schwerdt.

Customers will be making instantaneous, often subconscious, assessments when they read the words on your website or in your e-newsletters, and answering these three »whys» will help your business maintain the interest of the right customers, Ms Schwerdt says.

They want to know why this product will make their life easier, richer, happier or healthier, she says.

Answering the »why you?» question addresses the difference between your own business and that of your competitors, and »why now?» is the urgency factor.

»People think I could do with a financial planner but I don’t really need one now, or I could do with a trip but not now. It’s about creating content or copy that encourages people to do something right now,» she says.

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