Copywriting is a lot like shaping a surfboard.
When you get that hot little freshie in your hands, you only see a sexy outline, beautiful resin tint or perfect gloss.
What you don’t see are the hours the shaper spends covered in foam dust, working late in the night under the artificial glow of fluorescent lights, coughing up a lung as they stare down the stringer of your soon-to-be new best mate.
Likewise for copywriters, you as the reader only see the words on the website or social media page.
The hours spent researching VoC data, reviewing competitors’ websites or painfully writing and rewriting dozens of headlines (only to use the first one that we came up with, fml) generally go unnoticed too.
Moral of the story here is that writing effective copy is a time-consuming and arduous task made all the more difficult because of the limited space and attention span of readers in today’s fast-paced digital world.
The question then becomes:
How can YOU as a time-poor surf business owner ever hope to create compelling copy that sells?
Request your DIY copywriting cheat sheet > here
The honest truth is that you can’t unless your copywriting toolbox is stocked with some essential tricks of the trade.
These tricks of the trade I’m referring to are a set of proven tips and techniques that can help you write better copy, even if you’re not a professional copywriter.
I hope that after a decade of writing ads, articles and website content for all manner of surf businesses, from startups to established brands and legacy organisations, I’ve picked up a few copywriting devices that are worth sharing with my fellow surf biz owners.
So here we are.
Below you’ll find my top 13 tips for surf biz owners who don’t have the money to employ a professional copywriter, but also don’t want to waste time writing content that fails to engage their target audience.
And because I like making things as easy as possible, I’ve also created a one-page cheat sheet you can request here.
This way you needn’t even take notes on these tips.
Just download and refer to them whenever you need a refresher before writing your next piece of copy.
Check out the BONUS section at the bottom, too.
My top 13 tips for writing better surf biz copy
13. No one cares about you
- Always keep in mind that your writing should resonate with your target customer
- Understanding their needs, preferences and pain points is crucial in crafting compelling content that captures their attention
- Leave your ego at the door and see your copy from the point of view of the reader
- Regularly ask yourself, “What’s in it for them?”
- This mindset shift will help you create value-driven content that speaks directly to their interests
- Prioritise their perspective, keep it about them
12. Repetition
- Your audience is like goldfish (see: short attention spans)
- Don’t hesitate to repeat your key message, as reinforcement will help solidify understanding and retention
- Present your unique selling propositions (USPs) consistently, but vary your delivery by using different phrases, examples and formats i.e. say the same thing but in different ways
- This approach ensures that your message resonates with your audience from multiple angles, making it more memorable
- Repetition is a powerful tool in communication!
11. Common mistakes
- Being longwinded can lead to audiences losing interest
- Clear and concise communication is more effective in conveying messages
- Playing on negative emotions may initially grab attention, but it can backfire by creating a disconnection with the audience who prefers positive and uplifting content
- Overusing stereotypical surf phrases can make a brand seem unoriginal and clichéd
- Trying to copy other brands often results in a lack of authenticity, as consumers are more likely to engage with businesses that don’t pretend but rather stay true to their unique brand voice
10. AI
- Don’t rely on AI to write all of your copy
- It’s more like a personal assistant, not a replacement for the human touch in copywriting
- Use it like a sounding board and for generating ideas, but always review and edit the content it creates
- Ultimately, what you have to say and how you say it is what makes your brand authentic and relatable, not a machine
09. Copywriting hacks
- Use Hemingwayapp.com to enhance the clarity of your copy
- This tool helps identify complex sentences, passive voice and adverbs, ensuring your content is easy to read and understand
- Always write with one reader in mind
- Picture a specific individual as you draft your content; this approach personalises your message and helps you connect more deeply
- By focusing on their interests, needs and preferences, you can tailor your writing to resonate with this one person
- Remember that emotion is more powerful than logic
- While data and facts are important, tapping into your readers’ emotions can create a stronger impact
- Use storytelling, vivid imagery and relatable experiences to evoke feelings that engage your audience and make your message memorable
08. Lead paragraph
- After the headline, the opening or lead paragraph is the second most crucial part of your copy. It sets the tone for the rest of your content and can make or break whether readers continue reading
- Start with a hook that captures attention. Don’t be afraid to be weird or original
- An unexpected twist or interesting story can immediately draw readers in and make them wonder what else you have to say
07. Writing headlines
- It’s said that you should spend 80% of your time writing headlines and 20% on the rest of your copy
- I think that’s excessive, but you should definitely devote a significant amount of effort to crafting the perfect headline
- This could involve using statistics or opening a curiousity loop, which prompts the reader to continue reading to find out more
- The key is to make your headline attention-grabbing and intriguing enough to entice readers in, but not so click-baity that it leads to underwhelm
06. Gathering intel
- Voice of Customer (VoC) data captures the feedback, preferences and needs of customers
- It gives you direct and immediate access to how they think and spink, which is invaluable when writing copy
- By gathering VoC data through testimonials, Amazon reviews, competitors’ websites and surveys, you can build a more complete picture of what your offer should be and how it should be presented
- This understanding allows you to create content that speaks directly to their desires and pain points, ultimately driving engagement and conversions
05. Instagram captions
- They say that reels are the way of the future, but a good Instagram caption is time-tested… if done well
- Address your reader directly, be conversational and finish with one Call to Action (CTA)
- Don’t just sit down and write what you think either. Focus on one pain point and drive home your solution
- Brevity is key here, and if you can capture attention in the first line of your caption, you’ll inspire the reader to “See more” and linger longer on your post
04. Product descriptions
- When crafting product descriptions, trying linking features to benefits (see the BONUS section below)
- Paint a vivid picture of the experience they can expect, engaging all five senses to create a compelling narrative
- Additionally, don’t hesitate to ask a question that invites the reader to imagine themselves using the product, making it more relatable and enticing
03. The secret to selling
- Knowing your audience’s pain points, and how to press their buttons, is the copywriting technique that sells for you
- Copywriters are, after all, problem solvers in disguise
- Frame your target reader’s problems and be empathetic by using “you/your” language
- Don’t forget about copywriting formulas like AIDA or PAS either
- They’ll help you structure your copy in a way that grabs attention, creates interest, builds desire and ultimately drives action
02. Being clear
- Always write in active voice and avoid long words when shorter ones will suffice
- Varying your sentence length can enhance the clarity and engagement of your writing
- Mix it up. Create rhythm in your prose. Long words. Short words. Your sentences have a pulse
- This way, readers won’t get bored with reading the same sentence structure over and over
01. Telling your brand story
- To craft your brand story, make it personal by sharing your unique journey
- Include your struggles, as they add depth and authenticity to your narrative
- Being honest about your experiences is crucial; it’s what makes you relatable and connects you with your audience
- Embrace vulnerability and let your true self shine through in your storytelling
- If you feel uncomfortable talking about it, chances are you’re onto something
BONUS: Features vs. Benefits and CTAs
BONUS #1: Features vs. Benefits
- Do you know the difference between features and benefits?
- Features are the physical characteristics or qualities of a product or service. They can include specifications, materials used and functions
- Benefits are how those features directly improve the lives of your customers
- Benefits should focus on addressing your target audience’s pain points and providing solutions that make their lives easier or more enjoyable
- EXAMPLE: A feature of a surf camp may be that it’s 200 metres from the ocean. The benefit of this feature is that surfers can easily access the beach and spend more time surfing instead of commuting (a.k.a. time-saving)
BONUS #2: Calls to Action (CTAs)
- A strong CTA is an essential component of any copywriting piece. It tells your readers exactly what you want them to do next
- Keep it short and clear – avoid confusion by using simple and direct language
- Use attention-grabbing words and design elements such as bold text or buttons to draw the reader’s eye
- Create a sense of urgency by including time-sensitive phrases like “limited time offer” or “while supplies last”
- Entice readers to click or take action by highlighting the benefits they will receive, such as a free trial or exclusive discount