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How to Boost Your Copywriting Skills & Write Your Own Copy

As a copywriter, there’s nothing I enjoy harking on about more than the importance of excellent copy. Whether it’s on a website, in a blog, in product descriptions, or for social media posts, I internally whoop when I come across well-written marketing materials with a strong tone of voice.

It may seem a little odd that I’m about to show you how to boost your copywriting skills when my ability to pay rent depends on folks like you hiring me to write for them. And it’s going to seem even more bizarre that I’m suggesting you employ artificial intelligence like ChatGPT instead of a copywriter like me. But we Good Eggs like to make life easier for our fellow business owners where we can, so that’s what we’re aiming to do with the advice in this post. Plus, the more killer copy there is out there on the internet, the more internal whoops for me!

So, here goes. Here’s how to boost your copywriting skills and write your own copy with a little help from the internet’s favourite time-saving robots…

AI Can Be a Pretty Handy Sidekick

I reckon most biz owners know that great copy is the key to connecting with your target audience. However, hiring a copywriter isn’t always an option — it can be a costly pursuit and budgets may already be earmarked for other business needs.

Truth be told, I’d usually advise you to stay well away from ChatGPT et al. It’s not because I’m worried that the robots are coming for my job (the robots don’t rate themselves, so why should I?). It’s because you can usually tell when AI has written copy. Typically, it’s bland, generic, and lacking personality, and nothing turns a potential client off quicker than a brand they just can’t connect with.

 

A bored woman looking at a laptop
Your copy should make folks feel excited (this person is definitely not excited)

 

For many business owners, the thought of writing a website home page or creating blog posts as part of a content marketing strategy is enough to have them anxiety-sweating into their keyboards. If tackling your copy single-handedly fills you with dread, ask AI to pitch in.

ChatGPT can be useful for knocking up a first draft, which you can then edit to fix any errors and adjust the tone so it sound like you wrote it. To save even more time, you can train AI to write in your tone of voice so you don’t have to do the heavy lifting of editing the copy yourself.

Determine Your Tone of Voice

To teach AI your tone of voice, you’ll need to get to grips with it yourself first. Tone of voice isn’t just what you say, but how you say it. The way you use your words is important because it determines how your target audience perceives your brand. And since most folks only want to buy from/work with businesses they trust, you’ve gotta ensure that your copy creates a connection that feels consistent and authentic.

Consider this example: hello, howdy, hey, hi.

They’re all greetings, but each has a totally different personality that may or may not suit your brand. I recently got an automated ‘howdy’ email from an online retailer when I contacted them about a faulty laptop they’d sold me. This tone seemed a little too casual considering the circumstances and I would have preferred a more respectful ‘hello’ in that instance.

And is it just me or do any other Brits find National Rail’s jokey tone of voice on their rail replacement buses majorly irritating? The ‘choo choo I’m a train’ sign boils my blood every time I have to get on one after paying megabucks for my ticket (which, as any Brit will tell you, is a frequent occurrence).

A bus with a digital display that says Choo Choo, I'm a Train!
Do you enjoy being sassed by a rail replacement bus?


How to Determine Your Tone of Voice

If you’re still figuring out your tone of voice, start by answering the following questions:

  • Brand personality – what are your brand’s core values and beliefs, and how is this communicated in your tone of voice?
  • Tone of voice characteristics – are you funny or serious? Formal or casual? Enthusiastic or to the point?
  • Language – will you use conversational, everyday language, or will you select words that feel more authoritative?
  • Syntax and grammar – will you be playful with grammar or stick to the rules? Will your sentence structure be short and punchy or long and poetic?

If you’re reading this and thinking, HOW THE HECK DO I DETERMINE MY TONE OF VOICE, we can do it for you. When you work with us to create your tone of voice document, we get to know you and your brand so we can answer the four questions above for you. You’ll get a handy one-page PDF outlining your tone of voice that you can refer back to forever.

Pop us a message if this sounds like the best £350 investment your business could make this month.

 

Teach AI How to Talk Like You

One of the biggest issues with AI is that its tone of voice is flat. So, once you’ve got your tone of voice pinned down, it’s time to train AI how to talk like you.

We don’t use ChatGPT at Good Egg (other than as a silly little work experience robot to save time on simple tasks). However, if we were going to get AI to write a first draft, this would be our game plan:

  • Write your prompt in the search bar to get your first draft. E.g. write a 1,000-word blog on the best night creams for oily skin:
A screenshot from ChatGPT of an article about night cream
ChatGPT's signature tone of voice is 'bland'
  • Refine this content if needed. For this example, you might want to ask it to add recommended retail prices or categorise the options so you have sub headings like ‘best on a budget’ and ‘best for mature skin’.
  • Once you’re happy with the content, it’s time to add some pizzazz. Ask your robot to rewrite the content but using your tone of voice. I used the following prompt: “Rewrite this content in a friendly, funny, and upbeat tone of voice. Use an active voice, everyday language, and short sentence structures to make the copy feel accessible and energetic”. Here’s how that intro looks now:
A screenshot from ChatGPT showing an excerpt from an article about night cream
This is a bit much, no?
  • This is a little cheesy for my tastes, so my next step would be to manually refine the copy myself to get the pizzazz levels just right.

Once that’s done, all that’s left is to optimise your content for SEO. And you guessed it! We’ve got another time-saving hack for that…

 

Learn the Basics of SEO Copywriting

The goal of search engine optimisation (SEO) is to get as many eyes on your website/blog post/product page as possible. Experts will tell you that SEO is a tricky thing to master, and that’s absolutely true. But you can get the hang of the basics without having to hire a pro. The easiest place to begin is to use the same words in your copy that your target audience is searching for on Google. To do this, all you need are a couple of tools:

IMO, Keysearch is the best affordable keyword research tool out there, and it has lots of tutorials available to help you get to grips with it. Let’s stick with the night cream for oily skin example and see what keywords it comes up with:

 

A screenshot from Keysearch showing a selection of SEO keywords
Keysearch is a lovely little tool for SEO research

 

Once you’ve identified a killer keyword (from the above list, I’d go for night cream for oily skin), head over to a platform like Frase. Simply plug in that keyword and it’ll generate a huge amount of data to help you write your content.

Tip: if you’ve already written your copy using our tips above, just paste this into Frase and optimise it there using the data it provides you with.

 

How to Boost Your Copywriting Skills and Write Your Own Copy

So, there you have it — these are our simple to follow steps to creating gorgeous copy without having to hire a pro. Still not convinced you can tackle this alone (even with an AI sidekick)? Let Good Egg help you for free!

 

Get Some Good Egg Help FOR FREE

If you’ve already written your website’s copy and would love a second pair of eyes to look over it for free, we can be those eyes for you. Our Sisterhood Support programme is for women and non-binary business owners who could use some expert input on their website and copy.

You don’t have to invest in any of our services to take part — we Good Eggs just genuinely want to help out where we can. Find out more and book your free 30-minute call here.

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