Entrepreneurs often juggle a million things at once, so when it comes to copywriting, their most pressing needs usually fall into a few key categories.
Part 2 of last week's article looks at three additional copywriting challenges entrepreneurs face along with strategies to deal with them.
CHALLENGE #5: SEO and Visibility
Problem: They’re invisible when prospects search for them online.
Need: Copy that ranks well while still sounding natural and human.
Solution: Entrepreneurs can become more visible online by
effectively using SEO (Search Engine Optimization) strategies to improve their website’s rankings on search engines like Google.
Note: There are MANY ways to improve your website's rankings. Although this is not intended to be a complete list, it will get you leaning in the right direction and help you get your message in
front of more eyeballs:
Keyword Research
Target relevant keywords: Identify the keywords (including long-tail keywords) and phrases that
potential customers are searching for. You can use tools like Google Keyword Planner, SEMrush, or Ahrefs to find these keywords.
On-Page SEO
Optimize title tags and meta
descriptions: Ensure your page titles and meta descriptions are compelling and include targeted keywords. These elements help search engines and users understand the content of your page.
Create high-quality, relevant content: Regularly update your website with valuable content (blogs, articles, case studies) that addresses your
audience’s needs. I know...Geez Gerry, that sounds like a lot of work! It can be but don't forget...Google rewards informative, well-researched, and engaging content. And remember to engage the help of every writer's new BFF...AI!
Use header tags (H1, H2, H3): Structure your content with proper header tags to improve readability for
both users and search engines.
Optimize images: Ensure all images have descriptive filenames and alt tags. This can also improve visibility in image search results. This IS a best practice and one that I should start practicing more and preaching about less.
Mobile Optimization
Responsive design: VERY important. These days, you can expect up to 70% of the people who visit your website to be doing via their phones. Ensure your website is
mobile-friendly.
Apparently, Google uses mobile-first indexing, meaning it primarily uses the mobile version of your site to determine rankings. I'm no expert on this but, based on the fact that almost everyone I encounter is looking at their phone, I'm more than willing to error on the side of assuming it's true.
Here are additional factors that can impact your search engine rankings:
- Fast Loading Times
- Content Marketing
- Backlink Building
- Local SEO
- Technical SEO
- Social Media Integration
In order to determine what effect you're having on moving the SEO needle, it's important to measure and analyze as you go along.
The watch word...(er, words)...be patient! SEO takes time.
It may take several weeks or months to see significant results, but consistency is key to long-term visibility.
CHALLENGE #6: Creating An Emotional Connection
Problem: Their copy is too
technical or bland.
Need: Employ storytelling and emotional hooks that connect with readers on a deeper level.
Solution: Use copy that makes your audience FEEL instead of just reading it.
Here’s a step-by-step process on how to write emotionally engaging copy:
- Know your audience
Emotion starts with empathy. You can’t stir emotion unless you understand your ideal target audience's hopes, dreams, fears and frustrations.
Think about what keeps them up at night. What
do they really want (not just need).
Tip: Use reviews, testimonials, forums, or surveys to uncover exact words your audience uses. Mirror that language back to them.
2. Start with a relatable problem
Show them you "get" them. That you understand their struggle. When your prospects are reading your copy, you want them nodding their heads in agreement. You want them to feel you are virtually reading their minds.
Example: “You’ve spent months pouring your heart into your business… but your
website still sounds like it was generated by AI”.
Pain is a powerful way to effectively engage your prospect—but don’t overdo it. Be real, not manipulative.
3. Use vivid, sensory
language
We "think" using pictures. Use copy to paint pictures in your prospects' minds. Make them feel something.
Park the generic phrases. Use specific, emotional ones.
Use metaphors and storytelling that evoke senses (sight, sound, touch, etc.)
Blah blah: "Grow your business faster."
Impact: "Wake up to Stripe notifications that hit before your morning coffee."
4. Tell stories
Stories activate emotion.
Use:
- Personal anecdotes
- Case studies or client journeys
- Before-and-after transformations
Always make your reader the hero. You’re just the guide.
5. Highlight the transformation
Your prospects don't buy services and products —they buy outcomes.
Use your copy to show them what life looks like after they’ve
worked with you or used your offer.
Tap into positive emotions: relief, pride, joy, confidence, freedom.
LIKE THIS >>> “Imagine hitting 'publish' on your new sales page and watching the first orders roll in—without second-guessing a single word!”
6. Write (speak) like a human - not a
marketer
Drop the corporate speak. Write like you’re talking to a friend at a coffee shop or someone across your kitchen table.
Use contractions, short sentences, and simple words.
Don’t be afraid to show personality—sass, humor, warmth, whatever fits your brand.
7. Use emotionally charged words
Certain words carry emotional weight.
Here are a few that resonate:
- Fear/Frustration: stuck, struggle, overwhelmed, tired of,
burnout
- Relief/Freedom: finally, effortless, simple, done-for-you
- Success/Excitement: proven, breakthrough, high-converting, unstoppable
- Connection/Empathy: you’re not alone, I get it, we’ve been there
8. End with a compelling call-to-action (CTA)
You want the CTA to suggest the next step in their journey, not sound like cheesy sales speak.
NO: “Buy Now”
YES: “Let’s bring your message to life” or “Start your transformation”
CHALLENGE #7: Launch or Campaign Support
Problem: They’re launching a new product/service but don’t know what to say.
Need: A marketing system (often referred to as full-funnel copy (web copy, emails, landing pages, ads, etc.) that guides prospects through the buyer’s journey.
Solution: Strong copywriting is essential to grab attention, build excitement, and
drive action.
Here are the most important copywriting elements you need to nail:
- A Captivating Headline (aka your HOOK)
You only have a few seconds to grab your reader's attention. If your headline flops, people won’t read further. And you end up COMPLETELY wasting any time, money and effort you invested.
Formula: "Meet the [Product]: The Only [Solution] You’ll Ever Need!"
Keep your headlines clear, benefit-driven, and intriguing.
Use power words like new, exclusive, limited-time, effortless, proven.
Insider Tip: I use the
"4Us" strategy to write compelling headlines. The 4 Us are:
Useful
Unique
Ultra Specific
Urgent
When you create a headline that has 3 out of 4 of these elements, you will likely have a winner that grabs attention.
- A Clear Value Proposition (why should the reader care?)
Explain what makes your product unique and why it’s valuable.
Example: "Our AI-powered tool helps you write 10x faster with zero effort."
Focus on benefits, not just features (remember what I wrote earlier,
people want outcomes, not specs).
Use this question when creating your value prop: What problem does this solve? How does it make life better?
- Use Persuasive Storytelling
You just MAY have heard me mention this before.
Tell a compelling story that connects emotionally with your audience.
Example: "I used to spend hours writing content… until I found this one simple solution".
>Use real pain
points your audience faces.
>Show transformation: Before → After.
- Social Proof (Build Trust)
People trust other people’s opinions more than yours! Shocker right?
Examples:
*Testimonials: “This changed my business overnight!” – Jane D.
*The testimonial above is NOT a strong one.
Here's why: In order to be believable, a testimonial has to be attributed. If I can't contact the person providing the testimonial, it's virtually meaningless. People will think it's made up. When you attribute a testimonial, your reader's thinking goes like this: Must be true because I could easily contact the person giving the testimonial to see if it's true. (by the way, people RARELY contact people we provide as testimonials, but when it's attributed, it's a powerful sales weapon. Most
entrepreneurs DREAD trying to get testimonials.
Here's a post I wrote explaining how to get painless, meaningful
testimonials.
*Stats: “95% of users saw results in just 7 days.”
*Media features: “As seen on Forbes & TechCrunch.”
Highlight real customer success stories
or influencer endorsements.
- Add a strong call-to-action
Your audience needs to know what to do next—NEVER let them guess!
Don’t assume they will know!
Example: "Get 30% Off – Order Now!"
Be clear and direct (Buy Now, Sign Up, Get Started).
Add urgency (Limited spots available!).
Use buttons & contrast colours to make the CTA pop.
- Scarcity & Urgency (FOMO Effect!)
People are more likely to act when they feel they might miss out.
Example: "Only 10 left at this price!" or "Offer expires in 24 hours!"
Use deadlines
(Last chance!)
Always show low stock or availability.
- Simple and Scannable Formatting
No one reads a giant wall of text. Make it easy to skim!
Use:
Short paragraphs
Bullet points
Bold key phrases
If you have one or more of the copywriting challenges you've read about in this newsletter article, try using some of the recommended strategies and tips.
They work!
CLICK HERE if you missed
Part 1 last week
