Why
do some salespeople sell like gangbusters while others fall flat on their face?
Because what they say, and how they say it, is everything.
The
same with advertising copy. Your copy is your surrogate salesperson. And the way
it is written has everything to do with whether or not your ad sells, your website
converts, your business succeeds.
The difference
between under-performing copy and brilliant copy can translate into many thousands
of dollars over time. Bad copy can actually have the opposite effect of damaging
your image and suppressing sales.
Yet many advertisers
don't get this. Copy is an afterthought. They spend extraordinary amounts of time,
energy and money setting up a business, then doom it to failure with poorly written,
cheaply bought or crudely constructed homegrown copy.
It's
not enough just to be out there. Your copy has to work hard, really hard, to grab
attention, communicate clearly, convey benefits, overcome skepticism, outfox the
competition, generate excitement, exude energy and charm, and close the deal...all
within a short span of time! Just like a star salesperson would.
It
takes ability, experience and time to craft copy like this — to research,
write and rewrite it to achieve exactly the desired result. That's why exceptional
copy comes at a price. But one that will repay you many times over.
I
can't tell you how many clients come to me after throwing away their money while
trying to save it, hiring cut-rate, self-proclaimed copywriters who are big on
promises and short on results.
Lesson: don't hire
anyone until you've seen their work. Note what businesses have entrusted their
brands to them. Take the time to read their copy. See if it sells you.
And don't be afraid to invest in outstanding, professionally written copy.
It's all a part of doing business. A very critical part.
To
find out what companies have entrusted their brands to me — and what I've
written to earn their esteem — click here.
And
don't hesitate to contact me if you need a quote.
