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Struggling with Copywriting? Here’s How to Write Words That Actually Work for Your Business

Let’s be honest: writing copy can be tough. Whether you’re crafting a social media post, a newsletter, or the content for your website, finding the right words to get your audience to take action is a challenge many business owners face. You might have great ideas, but putting them into persuasive and clear copy? That’s a whole different story.

If you’re tired of spending hours creating content that doesn’t lead anywhere, or feeling like your words aren’t making the impact you want, you’re not alone. This is one of the biggest hurdles for small business owners and entrepreneurs.

So how do you overcome it? That’s exactly what we talked about in my latest episode with copywriting expert Heather Crouch. Heather has helped countless business owners figure out how to write intentional copy that drives action. In our conversation, we broke down the essentials of what it takes to write copy that converts—and how you can stop spinning your wheels with content that feels like it’s going nowhere.

Why Is Copywriting So Hard for Small Business Owners?

The challenge most of us face when it comes to writing copy isn’t that we don’t have ideas; it’s that we don’t know how to organize them in a way that makes sense for our audience. This is where the struggle begins.

Here are some common pain points business owners face with copywriting:

• Lack of Clarity: You know what your product or service is, but you’re not sure how to explain it in a way that makes people want it. Your message feels scattered or too vague to connect with your audience.
• Overwhelm: Writing a blog post, social media content, and email campaigns can be overwhelming. How do you manage to say something fresh each time without burning out?
• Uncertainty: You might be creating content, but how do you know if it’s working? Without seeing the results (leads, sales, clicks), it can feel like you’re putting in effort with little return.
• Not Knowing Your Audience: Sometimes it’s hard to really nail down who you’re speaking to. And if you don’t know your audience, how can you expect your copy to resonate with them?

It’s a challenge to figure out how to communicate effectively and authentically, especially when you’re also managing all the other parts of running a business.

The Difference Between Content Creation and Copywriting

Another hurdle many business owners face is confusing content creation with copywriting. While both are important, they serve different purposes.

• Content Creation is about sharing value—whether it’s educating your audience, inspiring them, or building trust. Think blog posts, educational videos, or infographics.
• Copywriting is about driving action. It’s the persuasive language used in ads, sales pages, email campaigns, and social media posts that encourages your audience to do something—buy a product, sign up for a service, or subscribe to your newsletter.

A lot of us get stuck producing tons of content but forget to use intentional copywriting. We end up with beautiful blogs and social posts that don’t generate leads or sales because we’re not asking people to take any action.

This difference is key. In the episode, Heather and I discuss how understanding this distinction can totally transform your approach to business writing.

The Power of Knowing Your Audience

Another big takeaway from our conversation is how crucial it is to really know who you’re talking to. One of the reasons so many small business owners struggle with copywriting is that they’re trying to speak to everyone. But here’s the thing: if you try to speak to everyone, you’ll end up speaking to no one.

Understanding your target audience is the foundation of all good copy. When you know their pain points, desires, and challenges, it becomes so much easier to craft messaging that connects with them. Instead of writing generic content that doesn’t land, you can focus on creating personalized, targeted copy that speaks directly to your ideal customers.

Heather and I went deep on this topic, and she shared some great advice on how you can figure out who your audience really is—and why that matters so much.

Why Copywriting Needs Intention

Here’s the hard truth: posting content just for the sake of posting is a waste of time. If your content doesn’t have a clear purpose, it’s not going to get the results you want. So what’s the solution?

You need to write with intention.

This means that every blog post, social media update, or email should have a clear goal. What do you want your audience to do after they read it? Maybe it’s to visit your website, schedule a consultation, or download a free resource. Whatever it is, your copy should guide them toward that action.

In the episode, Heather shared a simple formula for writing copy that actually works: AIDA (Attention, Interest, Desire, Action). It’s a framework that helps you structure your messaging in a way that pulls your audience in and compels them to take action.

• Attention: Grab their attention with a strong opening. A headline or hook that makes them stop scrolling and want to know more.
• Interest: Keep them interested by addressing a specific need or challenge your audience faces.
• Desire: Build desire by showing them how your product or service can solve their problem or improve their life.
• Action: End with a clear call to action—whether that’s clicking a link, signing up for a service, or downloading a resource.

This approach shifts your content from simply informative to persuasive. When you write with intention, you’re not just giving your audience information—you’re showing them why they should care and what they should do next.

How AI Can Help (But Won’t Replace You)

If you’re still feeling stuck, there’s another tool that can help—AI. Heather and I talked about how AI tools like ChatGPT can be a great starting point for writing copy. Whether you need help drafting an outline or brainstorming new ideas, AI can save you time.

But—and this is a big but—AI isn’t a substitute for your own voice. It can give you a framework to work with, but the real magic happens when you edit and add your personal touch. AI tends to write in a very robotic, formal tone, so it’s important to infuse the final draft with your unique personality and brand voice.

We all know when we’re reading something that feels a little too automated, right? You want your copy to feel human, authentic, and true to your brand. That’s something AI can’t do for you.

Ready to Transform Your Copy?

If you’re ready to stop struggling with your copy and start creating messaging that actually converts, this episode is a must-listen. Heather breaks down the steps you can take to write copy that’s not just informative, but persuasive and intentional. Whether you’re using AI tools or going the traditional route, Heather’s insights will help you sharpen your message and take your business to the next level.

Want to dive deeper into these strategies? Listen to the full episode here.
If you want to learn more about what I do and how I can help – look here.

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