Well, yes and no. Writing, as in arranging words on a page, is pretty easy. Anyone can do it. But good writing is the difference between a Shakespearean sonnet and a drug-store romance novel.
In the decade I've run my own copywriting business, I've learned that persuasive writing--writing that sells--is a skill that takes years to perfect. I'm Matt, and I'm a copywriter. This is how I earn my living, and I love it.
Today, I'm going to walk you through three reasons why good copywriting leads to bigger profits, easier sales, and less overhead for your business. Ready? Let's go.
Reason #1: Copywriters Create Emotion
Which of these two headlines do you think might generate more page views?
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Learn The Simple Secret that Top Investors Use to Generate Thousands in Passive Income
The second one, right?
Of course it does, because the headline sparks curiosity in the reader. It uses active verbs. The "secret" seems easy to learn. The phrase "top investors" establishes credibility, and the headline makes a promise.
This headline speaks to the consumer's emotional desire, and we all know that emotions drive buying behavior. Buyers who are emotionally invested in your product don't ask for discounts. They don't complain about add-ons or upsells, and they tell their friends about your business.
Creating excitement and emotion is the realm of the copywriter and it's what I do best!
Reason #2: Copywriters Simplify
Simplifying is another copywriter's duty.
For example, see if you can figure out what this string of sales jargon means:
"Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle"
That hurts to read, right? Here's how I would simplify that statement:
Automated marketing and sales solutions tailored to fit your bottom line.
The business world is clouded with jargon like the phrase above. But jargon doesn't convert prospects into buyers. Jargon is vague and difficult to decipher while reading. Copywriters simplify business-speak into language that is easy to understand. You won't find any five-dollar words in good copy, but you will find words worth thousands or more!
Simplified copy allows the consumer to shift from their logical brain--which is the one that has to break down complicated business speak--to their emotional brain. And we've already established that the emotional brain is the one that makes all of the buying decisions.
Simple copy sells. Don't believe me? Here are a few examples that I didn't write:
- McDonald's - "I'm Loving It"
- Apple - "Think Different"
- JetBlue - "You Above All"
These simple phrases communicate each company's values and approach to their business. Guess what sort of writer wrote those?
Reason #3: Copywriters Help Clone Your Best Salespeople
Imagine the ability to clone your top sales superstars. Sounds like science fiction, right? But, a good sales letter does just that. It works 24/7 without excuses or travel expenses (well, maybe a stamp or two). A good sales letter doesn't take sick days or vacation. The best part is that a good sales letter can be used for YEARS to generate sales.
Could your business use a billion dollars? Probably. How about a million, or even a few hundred thousand? That's the power of copywriting. Effective sales copy is worth much more than its weight in gold.
How do I Get Started?
Well, if you're ready to see what a good copywriter can do for you, click here, and we can chat about your business goals. It's important for you to know, that you're not sending messages to some call center overseas when you contact me. This is my personal email address, and it's almost always in my pocket. Unless there's an emergency, I respond to ALL inquiries within 24 hours or less.
I'm excited to work together, and I hope you're excited by the possibilities.
Matt L. Hall
Hawthorne Freelance Services