1. Your Hero’s Journey

There are seven themes that small businesses and entrepreneurs must create copywriting around in order to win over their target market, build their brand, position themselves as a thought leader and ultimately turn readers into customers.  How many Hollywood movies have your watched that are almost exactly the same? In fact, is there any difference between Rocky and Rambo?

The reason these films keep getting made is that audiences love watching them.

Why? Because they tell a story we want to follow.

While you might not be a down-and-out boxer, you have gone through a series of events that led you to start your business. The events you’ve gone through have given you real-world experience and a solution to the pain points your industry deals with.

That’s why you need to share Your Hero’s Journey in copywriting because it’s a great way to announce who you are and why you’re doing what you are.

The reality is that most people don’t know you right now, but if you explain Your Hero’s Journey you share with them something that’s memorable and engaging.

Here’s how we create copywriting around Your Hero’s Journey in a 12-step process:

  • Introduce you as the hero.
  • Set up your circumstances.
  • Create empathy for you and your journey.
  • Detail the business opportunity in front of you.
  • Explain the situation you’ve been thrust into.
  • Detail how you are pursuing your opportunity.
  • Highlight the conflict you’ve faced along the way.
  • Introduce your supporting network.
  • Explain how your journey has transformed you.
  • Build to the climax of your story.
  • Share the results of what you’ve gone through.
  • Explain why you’re now best placed to serve your customers.
  • Hollywood has proven that the Hero’s Journey storyline is a box office success.

Using it in your copywriting is an effective way to announce to your target market who you are and what you do and can significantly build your brand.
And if you’re likeable in Your Hero’s Journey, it will warm-up your ideal customers to your offer and shorten the sales cycle.

2. Thought Leadership

A thought leader is an individual or business that is recognised as an authority in their industry and whose views and expertise are sought after.

But if you call yourself a ‘thought leader’ it’s doubtful you really are. It requires more than just saying it. In fact, in all the books and content Richard Branson has created not once have we seen him call himself a thought leader.

Most people referring to themselves as a thought leader don’t put forward any new thought or idea in the copywriting they publish.Posting motivational material doesn’t work either – Tony Robbins has cornered that market anyway.

One way to be considered a genuine thought leader is to publish copywriting that touches on new themes or has a different perspective on issues within your industry.

Thought leadership copywriting is designed to be a knowledgeable reference piece that can be used as a resource tool, providing the most relevant answers a reader might need.

Thought leadership copywriting is by far the most in-depth form of copywriting in the content space and requires accurate viewpoints backed up by evidence to support what the writer is saying.

While not an exact science, thought leadership copywriting generally needs to have the following characteristics:

  • Be between 1500 and 3000 words in length (because anything new requires a decent word count to explain).
  • Contain proven and factually correct data, statistics and evidence from well-known resources (that doesn’t mean gossip magazines).
  • Cite reliable third-party sources such as quotes from respected businesspeople, academics or historical figures.
  • Position the author (i.e. you) as a valued and meaningful contributor within a particular industry.

The truth is, you’re not a thought leader until other people are saying it on your behalf. That won’t happen until they consistently read copywriting that offers something new, educated and relevant to them.

3. SEO keyword copywriting

The Content Marketing Institute has some interesting statistics on the power of publishing copywriting that addresses the concerns and interests of an audience.

It suggests that:

  • The most effective SEO technique is content creation (or copywriting)
  • Small businesses with blogs get 126% more lead growth than small businesses without one
  • Businesses publishing 16-plus posts a month get almost 3.5 times more traffic than businesses publishing zero to four posts.
  • That means if you can publish copywriting that meets the demands of readers, you have a strong chance of converting them into loyal customers.

But that won’t happen if you simply write copy about yourself and how great you are – that becomes tiresome very quickly.

One of the major drivers of copywriting becoming a lead generation tool is when it offers education. The best way to do this is to understand your ideal customer’s pain points, address them in your copywriting and provide workable solutions.

A great way to find out the problems your ideal customers have is to identify what they’re searching for online.

Think about it logically; a customer’s buying journey starts by typing keywords of their question into an internet search engine. Whoever has the copywriting that best addresses their question ultimately gets the sale.

Here’s how we create SEO keyword copywriting:

  • Write headlines that are keyword rich and will get searched for.
  • Ensure that copywriting addresses a customer’s question and provides them with a solution.
  • Pepper blogs or articles with keywords and search terms throughout the copy.
  • Write copy to the specifications of Google’s algorithm.
  • If possible, link each piece of copywriting back to other pages on your website.
  • Find a unique angle on SEO keywords to position you differently to your competitors.

4. Opinion copywriting

Having an opinion is only natural and you shouldn’t shy away from it in your copywriting.

As long as your opinion is supported by the people you want to target (i.e. your ideal customers), it will help build your brand.

If the topic you choose to give your opinion on is trending in the media your copywriting can be pitched to online publications and magazines, which is great for your SEO backlinking strategy and to build Google authority.

Opinion piece copywriting can easily get published by external platforms because it offers a viewpoint on a current trend. Editors are looking for high-quality and engaging opinion pieces that their readers will want to consume.

If you offer value and it’s written to editorial guidelines, it stands a good chance of getting a run.

Here’s how we create opinion copywriting (or an op-ed in journalism-speak):

  • Understand the key message you want to get across and how it’s relevant to readers.
  • Draw in current themes to make your opinion newsworthy at the time of writing.
  • Write a killer headline that polarises readers (they’ll either agree or disagree, but either way, they’ll keep reading).
  • Prosecute your argument, making strong claims and asking hard questions (this is your opinion so own it).
  • Write to the journalism structure of the inverted pyramid (that way the most important information is available immediately to time-poor readers).
  • Use a conversational style in the copywriting (nobody wants to deal with a dictator)
  • Include data that supports your opinion.

When it comes to writing opinion pieces, you need to be direct and authoritative but mindful that readers probably won’t know the topic as well as you do. So make sure opinion copywriting is written to be consumed by many people from different industries and backgrounds.

5. Joint venture copywriting

Previously, in Your Hero’s Journey, we mentioned that you need to explain who your support network is. Now is the time to showcase their skill set and how you can benefit their market in your content.

Everyone in business is surrounded by others who offer complementary services to what you do but don’t overlap. Typically, this is called your referral network and it’s a powerful tool to use in your copywriting.

Doing this will mean that when your copywriting is published the businesses and entrepreneurs included in it will share it to their networks – on the website, social media platforms, in their videos and podcasts and in EDMs and e-newsletters.

That means every time this happens, your copywriting (and you) are exposed to a wider audience. Chances are your referral partners’ networks will be a hotbed of potential leads that need what you offer. And if business and entrepreneurs are included in your copywriting, you’ll get the SEO backlink featured on their website.

Here’s how we create join venture copywriting:

  • Identify who within your network can share valuable information that’s relevant to your audience.
  • Identify who within your network will resonate with your audience.
  • Identify who within your network has the biggest audience you can tap into.
  • Create stories and content ideas that both parties can educate each other’s audiences on.
  • Produce copywriting that educates both markets and positions both authors as experts in their field.

Creating copywriting in this way enables you to drag in new audiences but also lessens your need to consistently identify new ideas for the copywriting you publish. Any external businesses or entrepreneurs included in your content will bring their unique ideas to the table and will be able to engage and influence your market in value-adding ways you’d never previously considered.

6. Case study copywriting

Now more than ever, your ideal customers want you to prove you’re as good as you say and they won’t engage with you until you have.

There are two ways you can do this in copywriting.

First, you can create copywriting that focuses on you and what you’ve done. Statements like:“For more than 20 years our customers have trusted us to deliver the results they needed at an affordable price.” That’s bland and doesn’t cut through in a competitive space.

Second, you can give your market social proof from others that you actually have a solution to their problem that works.

The best way to do this is to create case study copywriting that details a customer’s experience using your products or services. If done well, this type of copywriting becomes a giant customer testimonial and can be used wider than just on your blog or social media and in things such as pitch decks and proposals.

Here’s how we create case study copywriting:

  • Interview your customers and get them to explain their story before, during and after working with you.
  • Interview you to understand what you achieved for them from a branding and business perspective.
  • Compile the data and figures that prove your ROI for a customer.
  • Summarise the situation.
  • Articulate the challenge you needed to solve.
  • Detail the solution you provided.
  • Explain the results you achieved for your customer.
  • Case study copywriting is a highly valuable way to explain why you’re best placed to help and should be engaged by a reader.

In effect, you’re not telling that reader how great you are, you’re getting others to do it on your behalf. That’s powerful copywriting.

Each theme has a purpose

Story League is a content creation agency that creates strategic and targeted copywriting that builds your audience and converts them into customers. We want to work with you to develop the stories that are alive within your organisation and industry. For us, your content needs to be seen by your ideal customers as educational, engaging and strong enough for them to seek out your business. Story League has identified these seven copywriting content themes as the most important.
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1. Your Hero’s Journey copywriting

Explains who you are, what you do and why you’re best placed to serve the needs of your customers.
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2. Thought leadership copywriting

Positions you as an industry expert whose ideas need to be listened to and actioned.
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3. Opinion copywriting

Will get you featured in external publications and will build your Google authority.
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4. SEO keyword copywriting

Directly addresses the questions your ideal customers have and provides them with a solution.
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5. Joint venture copywriting

Enables you to tap into the networks of your referrers (and promotes them to yours).
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6. Case study copywriting

Socially proves that you’re capable of achieving results because you’ve done it with other customers.
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7. Branded story copywriting

Allows you to create the narrative around how you want your brand to be seen in your marketplace.
Story League offers monthly copywriting packages that include each of these seven copywriting themes to enable you to generate leads via consistent and meaningful copywriting.