You know, I've lost count how many times people have asked me what copywriting actually is.
"Sooo, copyrighting... How does that work?"
It gets me. Every. Single. Time.
It evidences the fact that a staggering number of people are clueless when it comes to effective marketing, what it should look like, and how often it's done wrong.
Copywriting and its purpose is so frequently misunderstood (and wrongly referred to) that many business owners mistakenly believe that anyone can do it. I've worked in offices where non-native English speakers in the marketing team have been asked to just "throw some words down on the page". Because after all, that's all it is, right?
Advertising has been around since man figured out he could sell and make a profit. Copywriting, the thing that determines whether your ad is gonna flop or be the runaway success that makes you millions, is often single-handedly responsible for making customers:
- like you
- trust you
- remain loyal
- choose you over a competitor
- find you and actually buy from you
And if you're reading this thinking, Hey! That's what I need! DON'T hire another business development bod or ask Dave from accounts. Hire a copywriter.
YOUR COPYWRITING SOLUTION:
You see, copywriting = persuasion. Copywriters persuade people to buy without the icky feeling they're being sold to. It's their job to make it easy for the customer to know, like, and trust you.
And once the customer buys what you're selling (it can be instantly or after a period of time), a copywriter worth their salt will then keep them warm and engaged with frequent (but not TOO frequent) communications (like emails, incentives, offers, newsletters) until they're ready to buy (FROM YOU!) again.
Copywriters not only need the ability and grit to get a customer from one end of the buying cycle to the other, but they also need stamina - and a shit-ton of it.
Fun fact: Did you know that Forrester Research found that 93% of customers now admit they prefer buying online, alone, without so much as a whiff of a salesperson? Well, no one said it was going to be easy...
But do yourself a favour and make it easier. Use a professional copywriter and let your prospects find you on their terms.
The number of consumers becoming allergic to the slippery tactics of salespeople is rising sharply, which means the businesses not reaching their customers in the ways they WANT to be reached, will quickly get left behind. If that's the shape of the future, it's in your best interests to start exploring other options now.
When you hire someone to take care of the language of your business (and ideally, someone who can develop its aesthetic through strategic branding and design), you're working to secure its desirability, profitability, and longevity in the increasingly competitive digital stakes.
You'll attract the right type of customers to your brand, in order to nurture trust, create longer-lasting relationships, and consistently demonstrate why you're the obvious choice through careful positioning and consistent, regular communication.
And honestly, if you could do it, why wouldn't you?