Some companies just don't understand the value of persuasive copy. That's unfortunate, because it can make a huge difference in both the quality and the quantity of customers who respond.
If you're a small business owner who doesn't see any reason to hire a writer when you or others on your staff have perfectly good grammar and spelling, here are some reasons to change your mind.
Writing marketing copy is not just a matter of being a decent writer. There are plenty of good writers who don't have a clue about what it takes to write good web copy. Or a good tagline. Or a good email headline. Or an online ad that pulls in a prospect within the painfully short number of characters allowed.
Here's what a good copywriter knows that a casual business writer may not.
- How buyers respond to online information and how that compares with reading offline
- What's going on in your prospect's mind when he's reading – psychological triggers all of us have that make us respond or turn away
- Stages of involvement and how to lead someone through a process that builds trust, instead of expecting to make the sale in the first moment of the first encounter
- How to tailor the message to the target audience
The goal is to gain attention and show how your business meets your prospective client's needs best, then get him to take the next step. Unless the person writing your copy has the knowledge, skills and techniques noted above, your copy won't be as good as it could be, and that means lost revenue from customers who don't follow through.