 A very happy new year from Fabula Copy! May your business thrive, your customer base grow, and your brand shine in 2022. The new year is a time for evaluation and goal setting for the months ahead. The past few years have certainly had their challenges, and consumer behaviour and expectations have changed as a result, but the great news is that there are some easy, cost-effective steps you can take this year to make your company stand out from the crowd. Read on for 5 ways you can make your copy work harder for you in 2022. 1. Revamp your website copy“If there's one thing the COVID-19 pandemic has taught marketers,” says Lena Sernoff, Senior Digital Marketing Expert and Writer for website builder Wix, “it's that having a strong online presence for your business is a must.” And that means more than simply having a website — it means having a website that encourages customers to engage with your brand. It takes 0.05 seconds for a visitor to form an opinion about your website, and if that opinion isn’t positive, chances are they’re going to go somewhere else. In an increasingly crowded online marketplace, user experience matters. If your website copy isn’t working hard for you, then 2022 might be the time to bring in a copywriter to help you give it an overhaul. 2. Rewrite your "About Us" pageIt’s often overlooked, but this section of your website is actually so important that it gets its own entry in this blog. And that’s because it’s so often overlooked. The About Us page of your website is more than a simple who’s who of your company. Your brand is your story and your story is your brand, and the About Us page is where you bring your story to life. It’s about demonstrating that your team understands your customer’s needs at a fundamental level and that it aligns with their goals. It’s about building trust with your potential customers by building rapport — something that’s difficult to do in the online world, where there’s no face to face contact. So, if your About Us page is focused on function over connection, now’s the time to rework your copy to bring your story to life. 3. Reconnect with your mailing list“It’s true,” says Digitalmarketer’s Eva Gutierrez, “newsletters have made their comeback just like 90’s fashion (who knew bell bottoms would ever become a thing again…).” Well, some of us are old enough to remember when bell bottoms were a 70’s fashion reboot, but that’s beside the point. The fact is that, with social media algorithms constantly changing and third party cookies on their way out, your mailing list is the one digital outreach and customer information gathering opportunity that you truly own, and if you’re not making full use of it, you’re missing out on a huge opportunity to connect with your customers on your terms. Mailing lists need to be regular, entertaining, and to add value to your customer’s lives — and if that seems like an overwhelming burden to add to your already overcrowded working day, then the good news is it’s simplicity itself to outsource their management to a copywriter. And on that note, if your mailing list growth has been sluggish lately… Shake up your opt-in incentivesIt sounds obvious, but if your newsletter is your key means of keeping in touch with visitors to your website that perhaps aren’t quite ready to make a purchase, then the key goal of your newsletter is, ultimately, to turn subscribers into purchasers, and so all of your efforts in this area ought to be focused around making that goal more likely to happen. And that means thinking strategically about how you get your customers to part with their contact details in the first place. A money-off voucher in return for a subscription is one way to nudge a visitor off the fence and into a purchase, but that’s not always applicable, and if you’re a service-based brand, then you do need to think a bit more strategically about what you’re offering in return for permission to stay in touch. Free ebooks, guides, how-tos and cheat sheets, are all very popular incentives for mailing list subscriptions, but are yours working hard for you? Are they giving your customer insightful, practical information that’s high enough value to persuade them to trade you an email address for what you’re offering in return? And, crucially, is your opt-in incentive nudging them towards the conclusion that they want to use the services that your brand provides? If the answer to any of the above is “Um…” then 2022 might be the year to think strategically about how to make your freebies earn their keep. 5. Make your product descriptions irresistibleSo, the great news is that more people than ever are buying online. In the UK alone, more than a quarter of all 2021 purchases were online, and that number is set to rise to one third by 2024. The pandemic might have accelerated the online retail revolution, but it’s certainly not a new development and the its growth continues apace even as the world starts making tentative steps back towards normality. But, as ever, with increased opportunity comes increased competition, and sales pages now have to work harder than ever to make an impression. That’s why upping your product description game ought to be a key priority for 2022. A product description needs to sell your product. That sounds insultingly self-explanatory, but the reality is that getting a product description to perform requires more than simply writing a description of what you’re trying to sell. You need to understand your target audience — who’s going to read this description? What needs do they have that your product can fulfill? What information are they going to need about this product to be persuaded to make a purchase? What tone is most likely to engage their interest? What tone is likely to put them off? If your product descriptions aren’t hitting all the right notes, then you’ve likely lost that customer to a competitor who knows the importance of compelling product copy. If your sales page isn’t quite doing the numbers you’d hoped for, then maybe 2022 is the year to bring in a copywriter to spice things up a bit and make your products dance right off the page and into your customer’s basket. What other areas are you going to focus on this year? Print ads? Social media presence? Webinars? Whatever your strategy for the coming months, if your copy could do with a new look for the new year, get in touch for a free consultation to see how Fabula Copy can help make 2022 the best year yet for you and your brand! References
Sernoff, Lena: "A Look Forward: Marketing Trends to Embrace in 2022." www.wix.com. 2021. https://www.wix.com/blog/2021/12/marketing-trends/ Gutierrez, Eva: "Answer These 3 Questions To Figure Out What Content To Put in Your Newsletter." www.digitalmarketer.com. 2020. https://www.digitalmarketer.com/blog/decide-newsletter-content/
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