Copywriting for Natural Therapists
Do you hate writing the copy (i.e. the text) for your website, brochures or adverts? Perhaps you don't know what to write about, or hate blowing your own trumpet? Maybe your marketing materials are failing to bring in the bookings you need, and you suspect it's the text that's at fault? In this article we provide 8 strategies to improve your copywriting skills and dramatically improve your sales.
- Decide who you are writing for.
The most compelling copy speaks directly to your target market. If you don't have a specific target market, then consider: Who are your current clients and what do they have in common? Are they male or female? What age are they? Are they mainly coming to you for pain relief? Are they under a lot of stress? Are many of them pregnant? Do you attract lots of golfers? Do you see mainly office workers? - Show your understanding.
You've thought about who you're writing for, now consider their needs and wants. Think about what drives them to come and see you. What results are they hoping for? What problems do they want to overcome? When you're writing your copy, you need to show each individual that you understand their problems and how you can help them achieve their goals. - Come up with a really great headline.
Most readers will skim your headline before deciding whether to continue to read the rest of your copy, so it's well worth making an effort to get it right. Brainstorm some ideas. Read up on writing great headlines - try http://www.copyblogger.com/writing-headlines-that-get-results/. Ask a friend or colleague for feedback. Sometimes it can be good to brainstorm the headline after you've written the text - it doesn't have to come first in the writing process just because it's first on the page. - Make your copy easy to read.
- Keep it short
- Use simple language and avoid jargon
- Use bullet points
- Use subheadings to break up long passages
- For Web text, link important phrases to more in-depth pages to encourage further exploration. For an example of this, see http://www.soothed.com.au/
- Finish with a call to action.
What would you like the reader to do when they've finished reading your web page, advert or brochure? Do you want them to call for more information, visit your website, book an appointment, sign up for your newsletter? Think about what you want and specifically ask them to do just that. It can sometimes be useful to provide a backup action too, e.g. if they're not quite ready to book they may be ready to visit your website. When composing your call to action, make it as easy as possible for the reader - mention the phone number, provide a clickable link to email you, etc. It's also a good idea to mention the name of the person they'll be contacting if (appropriate). Here are some examples:
"Call Fred on 1300 111 222 to make a booking or visit www.fredswebsite.com for more information."
"Call 1300 111 222 to reserve your place today."
"Book your treatment now to achieve lasting relief from pain." - It's not all about you.
If you’ve followed these tips, then your copy should naturally be focussed on your readers rather than on yourself. As a final check, look for words like "I", "we" or "us" appearing in your copy - if they appear frequently then consider whether you're really writing directly to your readers, or are looking at things more from your point of view. - Build trust with your readers.
Many of the people reading your copy will be wondering "Can I trust this person?" Some of the best ways to inspire trust are:- Include a biography
- Mention association membership, or include their logo if you have permission to do so
- Give details of your professional training
- Include your full name and a high-quality photo of yourself
- Provide testimonials
- Include full contact details including a physical address (if appropriate)
- Proof-read your work carefully.
The most carefully crafted copy can be very quickly undone by spelling mistakes and typos. Read over your work carefully, and use automated spelling/grammar checks where available (an alternative is to copy and paste your text into an online checker like http://www.spellchecker.net/spellcheck/)
The key to writing great copy is to get inside the head of your readers and to show them how you can solve their problems. Add some simple techniques like attention grabbing headlines, powerful calls to action, and easy to read copy and you have a recipe for success. Remember it doesn't have to be perfect - implementing just one of these strategies can have a powerful effect on your sales.
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