Most online businesses understand the importance of strong copywriting: They know that strong copy grabs the fleeting attention of prospects and then slowly builds credibility and desire and urgency until the prospect desperately wants to hand over their money to the business in exchange for the value promised.
Businesses know that. Unfortunately, we don’t see it in practice as often because there are other important copywriting truths that online business owners don’t realize.
1. THE MESSAGE IS ONLY PART OF THE EQUATION
Good copy is vital but good copy directed toward the wrong audience won’t convert prospects into frothing-at-the-wallet buyers. It’s just wasted money. Businesses that want to grow successfully by using copy need to first target their marketing messages to the right audience. (Check out these 55 questions to help you determine your target market). Once the right audience is identified and thoroughly scrutinized, only then can the most effective copy be written that will actually work to generate more prospect-to-customer conversions and, of course, more sales.
2. GOOD COPY IS NOT A CURE FOR POOR VALUE
Imagine that you find a great product that promises to do everything you need it to do. You spend your hard-earned money to own it. You put it to use. But if falls far short and doesn’t solve the problem you originally bought it for. All the good promises in the world won’t correct your disappointment at being “duped”. If your business is struggling to provide good value in the product or service you sell, getting a good copywriting is only a short-term fix. The good copywriter might be able to make your products or services look good… but if your business doesn’t back up that “talk” with the promised value then the long-term outlook isn’t good. You could end up losing money on returned merchandise and even negative word-of-mouth. Here’s a blog post about how to improve value so you can sell more.
3. COPY IS NOT THE SILVER BULLET YOU’RE HOPING IT TO BE
All too often, entrepreneurs who want to grow will look around at their struggling business and decide that better sales copy will solve their struggles. So they commission a high-priced copywriter to write their sales copy for them and then they sit back and wait for the money to roll in. They wait and wait and wait. What they’ve failed to realize is that good sales copy is only part of the equation. (Find out the better way to construct an offer). Businesses need to still drive prospects to their sales copy and they need to constantly test to make sure that the copy they’re using is the most effective copy.
Copywriting is an effective (even essential!) tool in the growth of a business. But hiring a copywriting to write a sales letter is only part of the formula for running a business. Next time you need expert copywriting, keep these tips in mind and ensure that you know your market, you provide good value, and your copy will be integrated into a larger sales funnel.