Presentation is everything. That’s what my 95-year old Oma says. For small business, she’s right on the money.
Every interaction with a customer is part of a conversation. Simply driving past your shopfront or glimpsing your website in a Google search puts you on their radar. In an instant, you have a chance to shape their perception.
So you need to make impact. You need to engage your audience. Send them an effective message that gives them reason to return. Every touchpoint must create value. You don’t have the strength of a global brand or an unlimited budget behind you, so you need to work harder to acquire – and retain – customers.
Copy is central. From your web site to your gift vouchers, subscription email to loyalty card, monthly newsletter to signage… copy is at the core of your business.
And it works collectively with all the other parts of your customer’s experience to voice your brand.
Shabby shopfront signage is a giveaway. It tells me you’re not on top of your game. Stressed out staff – the boss is probably overloading them. A serial misuser of apostrophes – cutting copywriting corners. Menus printed on cheap stock, oily fingermarks – how clean is your kitchen? What quality are your ingredients? Clunky, clichéd real estate copy – a lazy agent… how will they be bothered to push for the best price for my property?
These things are not inconsequential. They form part of the whole package you’re selling. They give customers insight into your attention to detail.
If you can’t put in the effort to create a polished image, how can your customers trust that you’ll put in the time and thought they deserve?
Oma is right. Presentation does matter. Engaging, quality, relevant content must be central to your conversation – that’s what professional copy writing is.
SEO copy for brands with meaning
Hey there! I’m Rachel Green, an SEO copywriter who gets meaningful businesses found online. I work with handmade brands, eco-focused business and small biz to create readworthy, Google-friendly websites that tell your customers you’ve got what they need. I write copy that connects with your audience and that targets the key words for which you want to be found.