Persuasive copywriting guides customers to making a purchase decision.This is why using a professional makes sense for businesses.
Every business needs some form of writing. Be it letters, emails, reports, training manuals and so on. But in recent years the need for copywriting has exploded. Why? Because the Internet has transformed the way businesses communicate.
Have a question? Generally, where is your first port of call for an answer?
I would hazard a guess it’s the Internet.
How do you respond to web search queries?
You learn to intercept them with keyword research. Then you address your customer’s needs with relevant and helpful content.
This is content marketing.
And what makes good content?
What does a copywriter do?
Every piece of content you create has a place in your customer’s decision-making process.
The job of a copywriter is to populate your content with persuasive copy or text. The aim is to guide your reader through its decision-making process to make an enquiry or to make a sale.
When prospective customers recognise they have a need
Social media posts: Informal and engaging posts start conversations and drive business to your door. Engaging social media profiles welcome you in.
When they search for information
Emails: Brief, reader focused copy emphasise your key offers and messages. At the same time, the copy engages and convinces your recipients to make a call to action.
Blog posts: Short articles establish dialogues with your readers. They answer their questions and cement your position as an expert.
When they evaluate the alternatives
Case studies: Original stories spotlight your customers’ experiences. They provide social proof of your expertise and reusable information including invaluable quotes.
Product data sheets/cheat sheets: Easy to scan checklists show how your products/services solve problems. They also provide necessary technical information.
White papers: In depth reports provide valuable information and insight backed up by solid research. They are ideal for generating leads.
When your customer makes a purchase
Website: You’ve spent a small fortune having a beautifully designed website developed for you. Specialist copywriting combines best practice SEO techniques with marketing know how to get your pages ranked in Google. And as a result, generate enquiries.
How does a copywriter differ from a journalist?
Unlike news or editorial writing, copywriting is closely connected to marketing. A copywriter’s aim is to get your readers to take action to advance a sale further.
This action might be to:
- Join a mailing list
- Learn more about a product or service
- Call a phone number
- Take a demo
- Make a purchase
Why does employing a copywriter matter?
1. First impressions count
After making a search query, what questions normally go through your mind when you land on a page?
You’ll probably make quick judgements about the company’s:
Get your copy right and you’ll address these judgements.
- You’ll present your promise in a clear, straightforward way.
- You’ll provide a picture in your client’s mind of them enjoying the benefits of your products/services.
- Most importantly, you’ll provide them with proof that you can deliver on your promises.
2. Saves you time
Regardless of how much you see the need for content, your day-to-day job comes first.
If you’ve tried to create your own content you’ll know it takes time to get it right.
A well-written piece of content goes through several stages in its creation:
- Proof reading
So when you have deadlines to meet, it’s easy to push content creation to the bottom of your to do list.
This is why more and more people are turning to copywriters. They make it their time to devote a few hours, days, or weeks to do the job for you.
3. You don’t have the experience in-house
You know your business inside and out. You are now and will always be the expert.
But when it comes to writing, sometimes you can be too knowledgeable about a subject.
Being too knowledgeable makes it hard to put your customer first when you write. It’s easier to talk about your products and services and use jargon.
Copywriters look at your products and services from a different perspective. They dig deep to find out what it is that motivates prospective readers to make a purchase.
So if you’re not a writer, it makes sense to hire a professional, as you would for anything else.
If you would like help writing clear, customer focused and conversion optimised business communications, then do get in touch.
About Claire Hawes
Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.