Eight Ways to Use Copywriting to Build Your Business

by Heather Robson

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Published on this site: January 2004 - See more articles from this month

The written word is a powerful medium - one of the most powerful in marketing. If you use it correctly you create valuable materials that your prospects will want to hang on to. And then when they need a service that you offer, they're one step closer to choosing you.

When people think of copywriting, they often think of the typical brochure or flyer or newspaper ad. If you fall into that category, here are eight other ways you can use copywriting to build your business.

1. Write a sales letter
   
   Direct sales promotions gross over one and a half trillion dollars a year. It's a proven medium and it¹s easy to track so you can see just how well your marketing investment is doing.
   
   
2. Write a case study
   
   Case studies are a great credibility builder. They tell the story of how you solved a common problem for a client.
   
   They're loaded with facts and figures and testimonials from the client. A good case study can be the tipping point for a prospect deciding to work with you.
   
   
3. Write a white paper
   
   A white paper is a semi-academic piece covering a general problem in the industry and how your product addresses and solves the problem. White papers range from a simple two-page explanation to a visually-rich multi-page discussion.
   
   They involve a lot of research and take an objective tone, giving the impression that you are both and expert and have the answers they're looking for.
   
   
4. Write an article
   
   Articles are another expert-image-building tool. You can publish articles online, over email (like this one), in your local paper, or in a trade publication. A well-written article is worth its weight in name recognition, especially if you get it published in the right place.
   
   
5. Write a newsletter
   
   A regular newsletter is an ideal way to keep in touch with your existing clientele. Newsletters help generate repeat business and they add value to your services which means they build loyalty among your clients.
   
   
6. Write a report
   
   Do you have a wide range of products or services? Write a helpful and informative report to clarify for your clients how you can best be of service to them. Or, if you offer a service that takes prep work on the client's part, provide them a report that will help them do what they need to do to get the most out of your services.
   
   
7. Write a booklet
   
   Write a booklet related to the product or service you offer.
   
   Do you sell digital cameras? Create a booklet explaining how to use different features. Do you run a restaurant? Make a booklet filled with recipes for past specials and include a coupon in the back. Do you do accounting? Create a booklet on getting organized for the tax year.
   
   
8. Write an ebook
   
   An ebook is like a booklet, but longer and because of the medium, more interactive. An ebook is usually rich in online resources as well as information on your chosen topic.

Copywriting is a great tool for building your business and something you should use in nearly every aspect of your marketing. If you don't have the talent or the time for copywriting yourself, look around on the web - there are scores of talented copywriters waiting to be of service.

Heather Robson is a founding partner of DragonFly Creative Media, a company that helps businesses that are struggling or overwhelmed make the most of their print and internet marketing strategies. To find out more about how DragonFly can help you with your copywriting or web design needs, contact Heather at [email protected]