A skilled copywriter can transform your business.
As I often say, it is not enough to create an amazing product or service. Without effective marketing, it will not succeed. Marketing is the lifeblood of any business. Do it right, and you can expect great success.
Marketing is all about the story you tell. And a key part of that is the words you use. Your words must convey empathy, authenticity, and trustworthiness. Empathy because you must show your customer that you understand his needs and his pain points. Authenticity because he must know that you are the real deal (and therefore he will not go elsewhere). Trustworthiness because if he is going to hand over his hard-earned money to you, he would like to know that he is making the right choice.
Any number of marketing surveys will tell you this one truth: buyers make decisions on an emotional level first, and only after that, logic kicks in to justify the decision. In other words, in deciding whether or not to buy, buyers engage first with the heart, and then, with the brain.
This means that a good copywriter should be able to produce content that engages directly with the customer. And that this must happen on an emotional level.
What is the customer’s greatest need? What are her fears? What are his aspirations? You need a copywriter who can key into all these and more, and then help you connect with your customer.
As a small business owner, you might be tempted to write your own marketing copy yourself. I advise against this. Even if you are an excellent copywriter, you are likely to be too close to your business to do it justice. You need to have a bit of distance, so that you can step into the mind of your target customer.
One of the major objections I hear from small business owners is that they can’t justify the cost of a copywriter, and so would rather write their copy themselves. The thing is, if you look at copywriting simply as ‘writing beautiful words’, you may, quite reasonably, balk at paying for it. However, copywriting is more than just pretty words on a page. A skilled copywriter will produce powerful, attractive content that will draw in customers and sell to them. Such content will pay for itself, many times over.
I’ve lost count of the number of times I’ve been consulted last-minute by panicked business owners facing a ‘copy crisis’. Typically, they would have attempted to write the copy themselves, and, after several rounds of writing and rewriting (sometimes even in a committee), they would have realized that the copy did not work. And of course, with a product or service due to launch, panic would set in.
That, at least, is better than the situation where the marketing campaign has actually been launched, including the weak copy. At that point, it becomes clear that the copy cannot perform. They then have no choice but to pull the entire campaign. One can only imagine the wasted time and effort.
For your business to succeed, you need solid, powerful content. Do not launch your marketing campaign until you are sure of the power of your copy. Sooner or later, every business owner will discover the power of great copy. Better to find this out early in the day.
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