Understanding the three types of (business) copywriting can be useful because it helps us to understand that writing isn’t just about stringing random keywords together, and hoping that Google ranks us high enough that people find our website.
Instead, we need to target the individual needs that our customers will have when they land on a specific page. Where are they on their journey?
Informational
Where is your Audience in their Buyer’s Journey? Informational content is aimed at people who are at the beginning of their buying journey; they might not be aware that they have even taken a step into their journey. They are asking questions and seeking information, that answers those questions.
This is when you educate your audience with information that gives them value, without any kind of selling. Selling at this stage is typically unnecessary because your audience probably isn’t ready to make a purchase yet.
It’s amazing how many businesses don’t spend time on informational content, but it is potentially the most important because this is where you enforce your knowledge, credentials and experience.
Informational Content could be:
- FAQs
- Infographics
- Blog Posts
- Articles
- How-To Guides
Commercial
Where is your Audience in their Buyer’s Journey? Commercial Copywriting is aimed at people who have recognised a need, but perhaps aren’t sure what they need or who to purchase from. Therefore, this is your time to pull out your marketing skills.
Commercial copywriting is used to persuade your audience to take action. You need to prove to them that you can offer exactly what they are looking for, that you can solve their problems and make their life easier.
What do you want them to do? Do you want them to make a purchase? Send an enquiry? You need to know this so that you can enforce strong calls to action that make your intent clear.
Ensure that you include everything that will provide enough information about your services and products, including all the benefits and features of any products and/or services, highlighting the Unique Selling Points (USPs).
Endorsements from reviews and any feedback you have received from past clients should also be included here. When someone is looking to make a decision, the feedback of other people with similar problems can have a heavy influence on the direction they take.
Transactional
Where is your Audience in their Buyer’s Journey? At this point, your Audience converts into a customer, they know what they want, they know that you can provide something that will help them, and they are ready to spend their money.
At this stage, your content should encourage action, whether that is making a purchase or signing up for a newsletter. At this point, your customer knows they want to commit, and they are actively moving ahead at actioning that, but you need to use this content to ensure they know how to do it.
Make processes easy, because this helps to build trust.
To Finalise:
Your website needs all three of these types of writing to work together to engage and convert your audience into customers.
Copywriting doesn’t need to be complicated. However, if you need any help, get in touch, we’d love to help: hello@brusselsprout.co.uk