Copywriting for business

Copywriting For Businesses: Taking Inspiration from Goldilocks & The Three Bears

You all know the story of Goldilocks and the Three Bears, right?

Well, I’m about to tell you a little bit of a different version, to help represent how to create copywriting for businesses in an understandable way.

Copywriting for Businesses: The Start of the Story

So, in our content fable, Goldilocks is the copywriter who wanted to write the perfect copy that was really going to sell her clients. But she didn’t know how to do it. So she looked at the options in front of her. There was a large company, a medium company, and a small company that wanted her to write for them.

She knew what she had to do. Let’s look at her thought process and go through what type of copywriting best suits which company.

Copywriting for business

Finding On That is Just Right Is The Heart of the Story

When you are writing for people, you, just like Goldilocks, have to find the one that is just right.

  • What do people want?
  • Do they want edgy, bare bones, etc.?
  • How long do they want it to be?
goldilocks and the three bears

Goldilocks is ready to find her perfect fit. Are you?

No matter who you are writing for, you have to make it fit them.
Think of it this way: when the fairy tale character Goldilocks sat in the papa’s chair and the mama’s chair, they were not just right for her. However, they were perfect for mama and papa bear.

Similarly, specific types of writing, especially when copywriting for businesses, are not right for everyone. You have to find the one that fits – I suppose I could have gone with Cinderella here.

This is especially true when you are writing for different size companies. Let’s look at the three major sizes: small, mid-size, and large, with details on how you can craft successful copywriting for businesses of all these sizes.

1. Copywriting For Small Businesses

When you are writing for a small business, you can’t write the same way you would for a big company. They just haven’t developed that swagger quite yet.

Nobody has heard of them yet, so you need to help them build their brand.

The things you should focus on when writing for a small company are different than what you would write for more established brands:

  • Help them create a voice.
  • Help them build a reputation and brand recognition.
  • Write about what makes them stand out from other companies. (Maybe you can play up the fact that they have the mom and pop feel. Or that they have great customer service because of a smaller client base.)

You also might want to be a little more on the edge here if it is alright with the client. They need to stand out from the rest even more than other size companies.

And while social media is important for everyone, it is especially important for the smaller business. This is one of the best ways to quickly get a name out there.

Small businesses might mean the writer has more room to be creative. After all, they don’t necessarily know much about the content marketing game yet. They might rely more on services and people who know what they are doing.

Another thing that small businesses need to know the importance of is the value of an email newsletter. This can be really helpful, and a lot of small businesses do not seem to realize it.

Small businesses tend to have smaller budgets, so they need to be more careful about the types of content they use. They want to get the most bang for their buck.

2. Copywriting For Medium Businesses

When you are writing for a medium-sized business you should incorporate various tactics from small and big companies. You should talk to the client and see what their goals and expectations are.

  • Why are they hiring you?
  • What do they want to accomplish with their content?
  • When do you want to start seeing results?
  • What kind of style should they be using?
  • What kind of budget do they have?
  • Which types of content do they want to use?

While all clients should be consulted no matter the size, with other sizes, there are general things you should hope to accomplish. (For example getting the name out there for a smaller company.)

Medium-sized companies can go either way as far as how much they are involved in the process. They might feel confident in where they are or they might want someone who can really revamp their content and give them more life.

3. Copywriting For Large Businesses

Large, well-known businesses have a lot more options. They are already known, so they have a little bit more freedom to do what they want.

What you should keep in mind when writing for a bigger company:

  • They already have an established voice. So you need to make sure all of your writings for them match that tone, style, and voice.
  • They have more of a reputation to sustain. Because of this, they might want you to be more constrained.
  • They don’t need to grab people’s attention as much, but that does not mean they do not want to grab their attention at all.

The benefit of working with a big company is that they likely have ideas of what they want in mind. They know the game, probably have some staff that is dedicated to content, and just want some outside help.

The work might just be practically done already. And as Scott Martin points out in Crazy Egg, large companies often have millions of dollars to spend on their marketing, which means the options are almost endless.

The Moral of the Story: Finding the Style That is Perfect For You

When you are copywriting for businesses and companies of different sizes, you have to find the style that is just right. There are some personality issues at play here, of course. How soft do you like your cushions (or how controversial do you like your writing as the case may be), etc.?

However, a big part of getting that perfect fit is looking at the size of the company. The biggest, papa-sized companies need a bigger, bolder piece. The smallest, baby companies need something a little smaller.

Similarly, the size of the company often determines the budget. Don’t try to give a small company a giant throne. It won’t fit them and they probably can’t afford it. It might work nicely for some people, but it needs to fit the company.

If you want to make sure your writing fits you, then think about using an experienced team to make your content just right.

Photo Credits


5 replies
  1. UnveiltheWeb
    UnveiltheWeb says:

    Hi Julia,

    What a fantastic example!!!! The illustration makes the point so clear.

    In the last few months I’ve discovered some very interesting statistics that support your article. For example, in the 2015 B2B Web Usability Report they discovered that nearly 50% of website visitors left because of a lack of message. In Google’s Moment of Truth Research a few years ago they stated in 2011 a person read through on average 10.4 pieces of content before making a buying decision.

    That is actually a lot of content and of course it rarely happens in one sitting that someone makes a decision to buy.

    That’s why your article is so helpful. The question now is what reason are they given?

    I help my clients answer these questions which exposes their message. I have even had Fortune 1000 companies struggle with them and it changed the business and their message as a result:

    1. What tangible values does a customer experience after they buy from you and how did they feel about it.
    2. What “specific” problems are you solving through each tangible value?
    3. Who are you “specifically” solving them for?
    4. How is your product or service a part of “a” solution?

    This leads to being to answer the question of “what business are you “really” in?”

    Even the needs of a business may be different based on size, rarely are the needs of the audience or their prospects. Each businesses message is unique for a variety of reasons of which size is only one.

    Fantastic post Julia! It was nice to discover you site through SEMrush’s blog.

    Have a great week and now I’m off to share!!!

    ~ Don Purdum

    • Julia McCoy
      Julia McCoy says:

      Hi Don, Thanks so much for stopping by and reading my post, it’s an honor.

      That’s amazing – 50% of visitors leave because of no message & 10.4 content pieces are read before a buying decision is made.

      I think understanding the underlying psychology of each potential conversion and the emotions that lead that real person to a conversion can play a huge part in knowing how to “direct” your audience. Those questions you have your clients ask themselves are on point!


      • UnveiltheWeb
        UnveiltheWeb says:

        Good Morning Julia,

        You’re so welcome! I appreciate your article and the stimulating thought!

        In the end it’s all psychology. It’s one more area that we as business owners, entrepreneurs and marketers must master because while technology changes; people do not!

        My questions help us to dive deeper into the “why”s and then the “who’s” and it’s so much fun to discover the answers.

        Thanks for following up Julia!

        ~ Don


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