Copywriting
All the copy we do for you at a cheaper rate than freelance or advertising agency copywriters
Influence People & Get Measurable Results—Every Time You Write
Successful persuasion copywriting taps into people’s emotions and makes them act. It makes Jane or John Smith put down their morning coffee and continue reading after they’ve skimmed that first paragraph. It’s also what makes them interested enough to want to hire you or buy from you, rather than your competitor. The art of persuasion is simply about convincing someone to desire to do something you’d like them to do. Easier said than done, of course!
'Copy' is all the carefully written content produced for online and offline media, such as website pages, emails, faxes, newsletters, flyers, posters, advertisements and so on, that market your small business.
When it's done correctly, copywriting is the single most powerful tool in the small business armoury to persuade potential clients to commit to using their products and services.
Copywriters are an integral part of the success of your marketing, and your small business. A copywriter’s job is to grab the attention of the reader, inform them of a product or service, persuade them of the benefits of using it, and convince them to take action in a way that you would like. In short, what they do is to get the message out there, in a clear and arresting manner, that your company offers a fantastic, amazing, reliable and valuable product or service. They make this message believable and credible. Copywriting increases consumer awareness of your small business which generates new clients.
The Benefits of Strong Copy
Copy does the 'heavy lifting' for your small business in terms of developing initial client relationships. The fact is that people simply don't buy a $5,000 or $10,000 service from someone they don't know just because they read a brochure or looked at a website—a relationship based on knowledge and trust needs to arise before they will commit to using your services.
What copy does is spark a relationship between a potential client and your small business. If your copy is relevant to the reader, well-written and has a subtle sales angle, then you will be able to develop this relationship, and remain in their minds while subtly positioning yourself as the expert in the field. This means that when they are ready to commit, they'll think of you first.
A Good Copywriter Using Direct Marketing Techniques and Style Can:
- Capture and hold the attention of your potential client—this is vital because if a potential client doesn’t bother to read anything about you, they certainly won’t bother to buy anything from you.
- Gain their interest through creating engaging content that tells a story and speaks to the reader as an individual, taking advantage of their fears and desires.
- Arouse desire within the reader for your specific product/service by promoting the benefits of it and by positioning it as the best product for them: the solution to the problem they’ve been experiencing. To do this you need to have done some research into what it is your prospect wants and what they fear. You need to tap into their emotions to really engage their desire. The copy should also subtly position your company as the expert in your field, and offer evidence to bolster your credibility so that potential clients can begin to trust you and feel comfortable with the idea of committing money to you.
- Empower the potential customer to take action. This is the most important part of a copywriter’s job! It’s not enough to only write a pitch that leaps out from the hundreds and hundreds of pieces of advertising that people see every day; it has to go one step further. It needs to prompt potential clients to act. It needs to make them take time out of their day, think about what you’re offering, weigh up the pros and cons, decide it’s a good idea for them, and then pick up the phone or get online and contact you. This is the hardest step, but following the tried and trusted advice provided in this chapter will make it a lot easier for you to achieve.
This four step copywriting formula is often shortened to AIDA – Attention, Interest, Desire and Action – and it should be your foundation whenever you come to write new copy, or to reinvent old copy that doesn’t achieve its purpose.