Most start-up businesses, and even some established businesses, don’t see the written content on their websites as an important aspect. They couldn’t be more wrong if you ask me.
Let me continue…
Whenever we want to communicate with any other human being we have to use words, in some form or other, 99.9% of the time. If you want to create a great first impression on your website visitors and potential customers, you must make sure that those words are perfect. First of all you want your customers to stick around and secondly you want to convince them that they should buy from you.
How are you ever going to do that with poor copy? The simple answer is you won’t.
Now some people have told me that anyone can write. Well of course they can, but that doesn’t make you a copywriter. Some of them even told me they had an English degree. So what? All that education has done is taught them how to right essays and please an examiner, not how to sell products or services to the public. In fact, most of what you learn at school, when it comes to writing, should be thrown out the window if you want to write great copy.
Too many businesses fall into the trap of just describing what they do without “selling it”. Your customers need to know more than that. They need to know why they should buy from you and not Joe Bloggs. If you can’t tell them that then they will go and find someone who can. Businesses also often make the mistake of using a thesaurus too much to fill their content with flabby words and self-indulgent phrases The only thing that will do is kill any interest someone might have in what you have to say.
You see copywriters don’t just write, they communicate. They talk to your customers in a voice and language that they understand and can relate to. A copywriter highlights the problems customers have and then persuades them that Company A or Company B has the product or service that can solve that problem. By communicating and engaging wtih your customers you maintain their interest. If you maintain their interest then you have won half the battle.
In addition to being able to write, Copywriters are also students of business and marketing and have a solid grasp of both subjects. They perform extensive research on their clients and their client’s rivals. They are able to pick out the USPs (Unique Selling Points) of any business and then write content that will help that business stand out from the crowd. They also know the difference between a feature and a benefit (believe me, this is something most people get wrong far too often).
I could go on but I feel I have made my point. The bottom line is that good copywriters are experts in using words that will earn you money.
Now we move on to you! Copywriters: Do you have anything to add to this post? Non-Copywriters: Do you have anymore questions you would like answers to?
Let the discussion begin.