Copywriting For Services. Here’s how it’s done.

Copywriting for services that sell

Copywriting is more than just fluff on a page to make a product sound nice. It’s when you create content that persuades and informs your reader through an in-depth and straightforward description of services in less than 1200 words or less; Give or take.

Copywriting for services is not an easy task as it strives to gain your attention, which we know is fleeting and breakdown sometimes complex services into words they can understand.

How is Selling Services Different from Selling Products?

Services Take Work

Let’s start with services. Now the textbook definition will tell you services are intangible, and here are a few other aspects of service.

  • They are built on trust and relationships
  • Typically don’t come in bulk
  • Can’t take a service back

Services require watering the grass. People tend to buy from someone who is credible or, who reflects the same values and beliefs they do, mainly because we love what is familiar.

To sell a service, you must take on your audience’s fears and make them feel comforted in their decision to come to you. No one person is the same, so, the service you provide may fluctuate depending on your audience. What works for Molly may need to be tweaked to fit the needs of Amy.

That ties into effectively gauging your audience. You aren’t here to appeal to everyone, but you are writing to a specific group of people. Be sure to use a universal language, and not jargon that your viewers won’t relate to. When you’re in an industry that is more diverse it can be a little tricky.

Some tips to conquering a diverse audience are to always keep it simple, avoid offensive language and comments, and focus on benefits more than demographics. Being an open-minded copywriter helps your content come across as genuine and understanding.

Be versatile and let that shine through in your copy. This will allow both types of audiences to know the services they want is readily available.

There typically is no refund line for a service, and the resell value is non-existent. Services are presented to your audience as is, and it’s challenging to redo that same service the second time around. This means that you need to be prepared to satisfy their needs from the very beginning.

When copywriting for services, understanding your audience, and marketing copy with care will make your services priceless. People will wait in long lines, sign up for email newsletters, and follow your social platforms, just to stay informed on what you have to offer. 

Why? Because you have what they want and show that to them constantly. Give them takeaways.

Nobody likes people selling to them, who don’t know why they are doing it. More than likely your audience expects you to know what they want before they look for it, so guide them to your services using your expertise, and that starts with a strong copy.

Be Mindful of Placement

Let’s move on to positioning. Making sure that you angle your copy correctly will help you to navigate the curvy pain points of your audience. How can you do that?

Start by seeing how you can be of service to your audience. Let that consume you and then get to writing. Your copy needs to be diligent and consistent while giving the minds of your audience a happy experience.

Another way to be mindful of placement is using descriptive and scannable copy will allow them to quickly pinpoint the benefits and drive that item into their cart.

Different Ways to Use Copy

Blogs Create Community

Blogs are pieces of copy where you can share your opinions on different subjects with others. These forms of copy can be used to sell services, but there are a few things you need to establish first. 

Write about something you’re passionate about, that not only lets your audience connect to your writing but it allows your content to be exciting. Your audience will likely be reading your copy because they share the same ideas or want to learn something different. Produce valuable content that is informative and flows so well they have to share it.

Establish who your audience is, and begin writing about something you love, and you will become a trusted expert in your industry. This is the perfect time to sell services in your copy. 

When selling services write copy that is relevant to the subjects in your blog posts. You don’t want to sell kitchenware if you are writing about fashion and makeup on your blogs. It just doesn’t make sense! Let your personality shine through your writing and the audience will do the rest.

Video Builds Trust

Video marketing is becoming one of the most sought out forms of delivering content and selling services. In fact, over half the people in the world 55 percent watch videos online every day.

Why is that? Because humans are visual beings and watching someone talk is far more interesting than reading words on a page. Start your videos with purpose and lead to a clear objective. 

Including copy in your video that will allow you to amuse and inform them. Strive to be the most informed person in your field. You can do this by creating several different videos on the same topic and putting them in a playlist. This will be easily accessible, build trust, and make you credible among your audience. 

When you sell services, show them how you can help them instead of talking about it. One way to do that is by creating “how-to” videos that reveal benefits. People love visual guidance and of course some social proof. So get some testimonials together and showcase your helpful talents to your audience 

Service Pages Lead to Value

The hint is in the name. This is the page where you show your audience what you can do for them, how awesome you are at your job, and that you are the answer to their problems.

Use that elevator speech you’ve been practicing for months now, and personalize your message to make your possibly diverse audience feel valued. This means uncovering your unique audience’s different needs. Your copy to sell services has to unhinge them from their pain points in a way that resonates with them.

For instance, if you are a gym, you’ll cater to athletes, who need little or no guidance, the elderly, and the newcomer who has never stepped foot in a gym, and needs assurance this is the right choice for them. Being detail-driven in your copy and not overloading information will strengthen your audience’s belief that your services are right for them. This covers all your bases and makes sure everyone feels comfortable and cared for.

Don’t Get Spammed

Emails are meant to be short and sweet, so it’s essential to create content that engages and guides them to something right away. This starts with a catchy headline. You won’t get far if your email doesn’t get opened, so get creative with your headline

Get personal. Most of the time your audience is feeling the same frustrations as you. Letting them know you have problems too helps personalize the email and make it interesting. Remember emails give you a short amount of time to create a conversation that sells. 

What else can you utilize in emails to sell services? Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Still unsure how to make your emails stand out? Read our blog on email marketing best practices for more insight.

Create Solutions They Crave

Whether it’s your website, email, blog, or other forms of copy your content needs to be simple. Audiences can explore your services more in-depth when it’s simplistic. Simplicity means less clutter and more facts.

Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Looks matter, especially with website layouts. You don’t want to have amazing content and a lackluster website. Check out our blog on the top website designs for 2020 to see how you can revamp your website so your copy can shine bright.

Be The Expert

Your audience is looking for someone who has all the answers to their questions. You can show them you have the service designed for them through your copy. To establish expertise without giving everything away takes patience and lots of teases. 

Keeping your audience on their toes, but still engaged takes skill. To keep them engaged, start by learning your writing style. Study how you can incorporate that into your service pages. Copywriting is a way to connect with the audience using their jargon and writing style.

Educate yourself on your services. You can not go into greater detail and entice the reader, knowing the bare minimum. Becoming an expert helps you highlight the benefit to the audience in a unique way, which is essential when copywriting for services.

In a Nutshell

Write with a sense of urgency. Be passionate and focus on the benefits. When you can uncover a need through copy, the audience doesn’t need a sales pitch because your writing confirmed how your service could enrich their lives.

Wayward Kind is consistent in our mission to write compelling and meaningful copy for humans by humans. Let’s uncover your audience’s needs together.  Tap in with us here.

We can help you master your digital marketing strategy with content marketing & copywriting tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Author Jaz Adams

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