Copywriting

Copywriting: Words That Sell When You're Flying Solo

Ever wonder why some entrepreneurs seem to attract clients effortlessly while others struggle to get noticed? The difference often comes down to one skill: copywriting. As legendary adman David Ogilvy put it, "When you write your copy, you're not writing to win awards. You're writing to sell."

The One-Person Advantage

According to copywriting expert Joanna Wiebe of Copyhackers, solo entrepreneurs have a natural edge: "The best copy sounds like one person talking to another person." When you're writing your own copy, authenticity comes built-in.

For one-person businesses, this means:

Write like you talk: Ditch corporate-speak for conversational language
Leverage your personal story: Share authentic experiences that connect with clients
Use your actual voice: Record yourself explaining concepts, then transcribe for natural copy

The Problem-Agitation-Solution Framework

Copywriting legend Eugene Schwartz developed a simple framework that still works wonders today:

Identify a specific problem your audience faces
Agitate that problem by exploring its emotional impact
Present your solution as the logical answer

As conversion copywriter Joel Klettke explains, "Great copy doesn't convince people to buy things they don't need. It helps people make decisions about things they already want."

The Features-Benefits Connection

Marketing pioneer Theodore Levitt famously said, "People don't want to buy a quarter-inch drill. They want a quarter-inch hole." This distinction between features and benefits is crucial for solo entrepreneurs:

Features describe what your product or service is
Benefits describe what it does for the customer

Copywriting coach Ray Edwards suggests a simple exercise: After listing each feature, ask "Which means..." to uncover the true benefit.

The Clarity Imperative

According to website conversion expert Peep Laja, "The number one reason for poor conversion rates is lack of clarity." For solopreneurs, this means:

Eliminating jargon and buzzwords
Using specific, concrete language
Breaking complex ideas into simple steps
Focusing on one main message per page or email

As copywriting authority Ann Handley advises, "The best marketing doesn't feel like marketing."

The Power of Social Proof

Influence expert Robert Cialdini identified social proof as one of the six principles of persuasion. For solo entrepreneurs, this means strategically incorporating:

Client testimonials that address specific concerns
Case studies that showcase measurable results
Reviews that highlight your unique approach
Screenshots of positive feedback or social media praise

Copywriter Alex Cattoni suggests "letting your clients do the selling for you" through strategic placement of social proof.

The Customer-Centric Approach

StoryBrand creator Donald Miller recommends a radical shift: "Your customer should be the hero of the story, not your brand."

For one-person businesses, this means:

Talking more about your clients than yourself
Addressing your audience's aspirations and pain points
Positioning yourself as the guide, not the hero
Using "you" more than "I" or "we" in your copy

The Headline Hierarchy

Advertising legend John Caples noted that "If the headline is poor, the copy will not be read." According to copywriting mentor Gary Halbert, you should spend half your copywriting time on the headline alone.

For solopreneurs, effective headlines:

Promise a specific benefit
Create curiosity
Address a direct need
Speak to a particular audience

Copy chief Laura Belgray recommends writing at least 20 headline variations before choosing the winner.

The Call to Action Clarity

Conversion expert Oli Gardner found that unclear calls to action significantly reduce response rates. For solo entrepreneurs, effective CTAs:

Use action verbs (Get, Start, Join, etc.)
Create urgency or excitement
Make it obvious what happens next
Remove friction words like "submit" or "click here"

As copywriter Neville Medhora puts it, "Don't make them think—make them click."

The Editing Secret

Copywriting legend Gene Schwartz had a simple rule: "Write in white heat, edit in cold blood." For one-person businesses juggling multiple roles, this means:

Write your first draft without self-censoring
Step away from the copy for at least a day
Return with fresh eyes to edit ruthlessly
Read your copy aloud to catch awkward phrasing

Email expert Val Geisler suggests the "So what?" test: After each sentence, ask "So what?" to ensure you're conveying real value.

Remember what master copywriter Joseph Sugarman said: "All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence." From there, each sentence's job is to get you to read the next one.

As a solo entrepreneur, compelling copy isn't just nice to have—it's essential. It's how you turn strangers into prospects, prospects into customers, and customers into advocates. As marketing legend Seth Godin reminds us, "Marketing is no longer about the stuff that you make, but about the stories you tell."