How to write an effective small business promotion.

It’s tempting to quickly create a social media post, newsletter or advert.

It may well be effective!

But if you want to see a bigger boost in sales.

Try a more tailored approach.

A well-planned campaign can bring in fresh revenue and custom.

Here’re my top tips (in 4 easy steps).

Good luck 💪

1. Focus on your target audience.

Take a minute to remind yourself who your target customers are.

Who are your most profitable customers? 

Look at past and current customers. Scroll through your social media followers – these all have potential.

Who are they? Where are they? What do they do every day? What do they need? What problems do they have?

Create a buyer persona. A profile of your target customer.

It’s easier to write with someone in mind.

A message tailored to your target audience, will be more effective than a general message aimed at everyone.

2. Do some research.

A simple task but worth it.

Look at similar and influential businesses.

Sign-up to newsletters and follow others on Instagram, Facebook, LinkedIn and Twitter to see what’s going on.

Look at how other businesses are adapting and attracting business with the current restrictions.

This will give you ideas.

3. Talk about your benefits.

What’s in it for me?

What does your customer really desire?

Get some feedback from customers or friends who know you well.

Why do people go to you?

What problems do customers have that you solve?

You have a USP – a unique selling point. Something that no one else offers.

Tell people what it is…

Benefit examples

  • Quality products and services
  • Originality
  • Value for money
  • Excellent customer service
  • Local, sustainable business
  • Friendly, helpful staff
  • Experience and qualifications
  • Comfort and enjoyment
  • Self-improvement
  • Environmental credentials
  • We do all the hard work so you don’t have to…

4. Create your promotions.

Now’s the time to put your business out there!

What are your customers planning for?

What problem can you solve?

4 easy steps:

1. Choose your platform. 

How can you reach your target audience?

Social media, email, video, print, local press?

Could you expand your audience with a different platform?

2. Choose a campaign.

  • Existing products or services
  • New products or services
  • Build-up campaigns (to an event or product launch)
  • Book/order now – early bird discounts
  • Visually branded campaigns
  • Seasonal campaigns
  • Competitions
  • Like & share posts
  • Live videos and vlogs
  • Tips and advice to help your customers
  • Behind the scenes photos (helps build trust and reassurance).

3. A strong, simple message aimed at your target audience.

A short and sweet message that clearly promotes what you do with one or two benefits, will be effective.

A good promotion will include:

  • A strong benefit
  • Service or product info – what are you offering?
  • Reassurance – reviews, qualifications
  • Contact details

Always start with a strong benefit or your USP.

What does your ideal customer really desire/want?

Customer reviews or photos of happy customers will give ‘piece of mind’.

4. Don’t forget to entice action.

Tell customers what you want them to do.

Give one option –

  • Call
  • Visit website
  • Order/book now
  • Like or share

Clearly show your contact, shop or website details.

To entice action, give a deadline to receive a special offer or discount. Or advise of limited stock or availability.


If you take some time to plan your copy, you’re likely to see better results.

Good luck! 

Useful links

How to create a buyer persona. Hootsuite

How do I advertise my small business? Simply Business

6 Real examples of how you can connect with customers on social media. UK Domain

6 Creative responses to coronavirus challenges from UK small businesses. Startups


Fifty Shades of Grey. Take inspiration and boost your business’s marketing.

Earlier this week on a dreary February evening I broke my usual weekday routine to see movie of the moment Fifty Shades of Grey.

Despite the bad reviews I enjoyed it. It made interesting conversation and debate with a friend, her teenage son and girlfriend.

What’s the secret to this film’s success? 

Curiosity and the focus on raw human emotion?

A gap in the market?

This subject is not often broached and used as a main story-line for a major film. You’ve also got the build-up and fan base. It was huge. Millions of books have been sold across the globe.

Love or hate it, you can’t deny that Fifty Shades of Grey is a marketing triumph.

What can you do to give your marketing campaigns a boost?

1. A bold and noticeable campaign.

For a while now the trend in marketing has focused on subtle ways to promote a business through content marketing and social media.

All good, but maybe a bold and out-there campaign is what’s needed to jolt people away from their routine and take notice.

Break the mould and surprise your customers.

I’m thinking real life models (in place of manikins) in clothes shop windows – it would get people looking.

A coffee shop revamp that introduces 20 new teas and a free salsa lesson with every 20th coffee bought.

Or a performance from a local group in a electrical shop, showcasing the latest amps and speakers.

2. Jump on the bandwagon.

As per this blog talk about what’s current. Put your own spin on news and local issues. Blog and use social media to express your thoughts.

Views, likes and shares will draw people to your business and website.

Google favours a popular blog or social media post.

Do this regularly and your website hits and ranking will soar.

3. Go back to basics.

Remind people what you do.

When promoting your own business, it’s easy to get side-tracked and miss out important details in promotions.

Everyone’s in their own world, and new customers follow you on social media.

Show how your service or product will benefit them.

If you need inspiration on what to talk about, get out there and talk to your customers. 

You could hold a workshop, event or inspirational talk, give away free samples etc.

Take feedback on what people like about you and use the answers as a basis for a blog, social media update, newsletter, email or marketing campaign.

4. Timing.

Valentine’s Day was an obvious date to release the film but, it’s also that time of year when everyone needs a boost.

Can you take advantage of up-and-coming local and national events?

Or special occasions and times of the year?

Start planning. Draw up a promotion plan for the year ahead.

You can build up the momentum with teasers on what’s coming up, or for an event, offer incentives like early-bird offers and extra benefits for booking early.

Plan promotions across a variety of platforms.

A well thought-out, creative campaign can perform better than lots of one-off promotions.

Also by planning in advance you get everything done in good time and allow for distractions and delays.

I hope this blog has given you some ideas for your business.

Good luck with your marketing projects.


My service.


What does a copywriter do?

I recently received a call from someone who wanted me to copyright their newly written children’s book.

It’s misleading but a copywriter has nothing to do with copyright law.

We have the almighty task of writing for business.

We wear many hats.

We could be a journalist one day, writing a blog the next, and then move onto writing for a website and doing all the research, SEO and behind the scenes tasks that you don’t think about.

The exact role of a copywriter varies.

Some will have a specific job within a company, or if you’re a freelancer every job is different.

Many will have a background in marketing or journalism, and some are skilled in writing for a specific audience such as the medical or law community.

It’s hard to define but we are all writers.

We aim to find the most effective way to connect with the audience and achieve the desired outcome of the job.

Whether it’s to sell, promote a brand, or move up the pages on Google.

Today’s copywriter.

Before online marketing, a copywriter’s role was to research and creatively write for various types of media such as magazines, newspapers, flyers, posters, radio etc.

We still do the above but the role has evolved to writing for and competing in the online world. 

We now

Write with SEO in mind.

Essential to get found by the target audience.

Write for various online platforms.

Such as websites, blogs, emails and social media. There are techniques, tactics and behind the scenes tasks for all.

Develop an all-round marketing strategy.

Looking at each business type, target audience, goals and tactics.

Effectively write for print.

It’s still a good option. It will help compete with online marketing.

Copywriting and marketing go hand-in-hand.

A good copywriter will ask lots of questions.

Be up to speed in the latest SEO techniques, and have experience in writing for different audiences across different platforms.

Example questions a copywriter will ask.

  • What would you like to achieve by hiring me?
  • Tell me about your customers, who do you want to target?
  • What do you want customers to do?
  • What’s your background and what inspires you?
  • How do you differ from the competition?
  • Describe your brand.

I might encourage you to build-up your reviews and testimonials online to help with your SEO and building trust with your customers.

Or suggest trying a print or email campaign for customers what are not on, or responding to social media.

It’s also about knowing when less is more.

Where a few words or decisive sentence is all that’s needed to entice action.

Or when a lengthy blog piece will benefit.

Who can benefit from hiring a copywriter?

Anyone that needs help finding the right words.

If you’re struggling to find the right approach, pondering on how to connect with your customers, or if you simply need some tips on how to write successfully online, a copywriter will cut through the confusion and guide you in the right direction.

A marketing company or a graphic designer.

A perfect combination. Copywriters can write for individual pieces or help out on large marketing projects.


A copywriter writes to attract, humour, provoke, gain attention and is well suited to write for magazines and newspapers. Many copywriters are journalists.

Direct with a business.

You could be a small business looking to improve your marketing and attract new customers, or a large established company looking for someone to take a new approach with campaigns and projects.

Whatever your needs, a copywriter will rise to the challenge of the job and help you achieve your goals.

I hope you enjoyed my blog. 

I am a freelance copywriter.

If you would like me to write for your business or publication I’d love to hear from you. Get in touch.


My service.