One day it’s pay-per-click (PPC) advertising . . . the next it’s Social Media . . . then it’s a new variation on SEO (search engine optimisation) . . . and the list goes on. While these tools can help a business, not one has proven to be the ‘magic bullet’ to catapult your business to success and set you apart from the competition.
However, there is a single, often overlooked tool that can and does.
Many top business owners and marketers worldwide use it. It has the power to improve everything you do for your business, from product launches to traffic strategies to customer service.
By disregarding this tool, you risk letting your competition take full advantage of it . . . and so accede to them not only getting better results from ANY marketing technique or strategy they use but also gaining a significantly better market share than you.
So, what is this essential business tool?
Copywriting.
“Yes, but I already know how to write,” you’re thinking. That’s great. But while we can all ‘write’, copywriting involves SO much more than simply penning a few well-crafted words. Before she or he writes, a good copywriter will spend a considerable amount of time researching the intended audience. They’ll make sure they understand buyer behaviour and how to craft your message in such a way that it really makes a splash.
Copywriting is not all Hollywood and celebrities. We are currently writing technical content for a roofing supplies company. While the product EPDM might not get any scribbler’s hearts racing, it is a good example of how copywriting pays. Content topics that are not immediately interesting need a good copywriter to write blogs that make people sit up and listen to why they should read more!!
The Key to Your Success — Online or Offline
Good copywriting can make confusing policies crystal clear. It can keep inter-company communications running smoothly through the careful use of words. And it can build relationships, be positively persuasive and ethically ‘sell’ a company’s products or services.
In short, you present the MESSAGE to your target market at every stage of the sales process. And, as any top author, business owner, or marketing expert knows, WHAT you say and HOW you communicate with your prospect means everything to your business.
Considering Cost Effectiveness
The problem is that most entrepreneurs and SMEs lack either the time to do justice to their ‘business words’ or they lack the necessary skill sets in order to communicate their company’s message effectively.
There is no doubt that copywriting is labour-intensive and time-consuming. Let’s say you’re a small business owner and spend at least several days per week writing the copy for your sales letters or blog posts. How much money could you have earned in that time? Would your business suffer more or less by continuing to write your own copy when you have one-hundred-and-one other things you need to do, as opposed to hiring a copywriter to take care of it for you?
No Short Cuts, Now, Please!
Okay, so let’s assume you have the time and you don’t mind that hiring outside will probably save you a lot more than your time is worth. You can always learn to master copywriting through various educational tools.
You must make sure you ALWAYS carefully choose the right words for the right audience and in the right context. If you don’t adequately explain how you differ from your competition . . . If you can’t convey all the relevant benefits you bring to your prospect . . . or the credibility you have . . . or you don’t know what response triggers to use . . . and more, then you are putting a very low ceiling on your overall business growth.
So don’t be tempted to cut costs or give short shrift to copy development. Instead, make sure you are doing everything possible to optimise the performance of the words you use for the benefit of your company.
Believe me, your business will thank you for it
