If you’re a small business owner looking to up your marketing game, you may have heard the terms “copy” and “content” thrown around. But what’s the difference? In a recent podcast episode, marketing expert Stephanie Gustafson breaks it down for us.
Copy is short and to-the-point material that elicits a specific response, like an ad or landing page. Content, on the other hand, is longer-form and informative, positioning the business as a subject matter expert. While catchy copy can capture attention and drive a specific action, it should also be clear and concise. Being too clever can confuse potential customers and lead to inaction.
One key takeaway from the episode is the importance of understanding your ideal customer when creating copy for marketing. Don’t make the mistake of talking about yourself instead of focusing on your customers’ needs. All messaging should be positioned from the customer’s perspective and should answer the question, “What’s in it for me?” By reflecting these pain points in your copy, you can connect with your customers and offer solutions to their problems.
Another great tip from Stephanie is to limit your unique value propositions to three or four. Don’t try to be everything to everyone, but focus on what sets you apart from your competitors. And remember to revisit your messaging periodically as pain points and circumstances change.
Overall, being clear and concise in copywriting is crucial. Focus on the customer and their pain points, and use both copy and content to effectively drive sales. If you’re still struggling, consider reaching out to a copywriter for help. And don’t forget to sign up for Stephanie’s lead magnet for more tips on effective website messaging.