The Art of Writing Copy That Sells
Let me preface this by saying that there really is a SKILL to writing copy that sells.
You might be able to write, but that doesn’t mean you can write copy that sells products and services.
There are a lot of people online TOUTING themselves as copywriters for hire and yet they are doing nothing more than writing what YOU ( the client) not the ( customer ) wants.
Of course, you’re over the moon for about a day and then after you upload the copy and start your marketing campaign, you suddenly realize your copy sucks!
Why is your copy not selling?
Because it was written by someone that either:
A. Isn’t a copywriter, but fancies themselves as one
B. Followed the clients advice about what THEY wanted vs what will really move the customer to action
C. The clients marketing sucked ( I will save that discussion for another post as I’m sure that truth will piss off a fair amount of people )
I can’t begin to count the number of times I have rewritten other copywriters work. Work that initially the client loved until they used it.
Listen, don’t get me wrong here… everyone who wants to get into copywriting has to start somewhere. They will no doubt write their fair share of crap that doesn’t sell before they start churning out red hot copy. AND… there will be the odd time where a piece may not convert as well. Let’s face it, even the greatest bands, directors and artists in the world have albums or songs that aren’t a success. Call it unlucky, call it fate, call it a bad mix… whatever it is. SHIT happens
But it’s less likely to happen with someone that is willing to challenge the clients initial ideas.
You see, here’s the thing…
A COMMON PROBLEM, A PRETTY SIMPLE SOLUTION!
As I write in every market you can imagine ( fitness, natural health, internet marketing, automotive, insurance etc etc ) it’s very common to have clients ask for sales letters, emails and direct mail that is NOT HYPEY
9 times out of 10 the reason they don’t want copy that is hyped is because THEY themselves don’t like it. It could convert like hot cakes, triple conversion and send in a flurry of sales overnight but if the client doesn’t like it. It’s not going to happen.
Also please understand…
What is HYPE to one client may be normal to another, so it must be clarified what THAT PERSON means by HYPE.
Also contrary to what people may say, HYPE is not bad IF it sells!
The key issue is not whether or not words are considered HYPE as I have made it clear above that what is hype to one person is not to another. The key issue is, what does it take to SELL?
And how flexible are you in testing out new forms of copy?
Listen, I will be first in line to say I don’t like hype, but there is a huge difference between writing copy that is HYPE and doesn’t convert and copy that is HYPE and converts.
Ultimately the GOAL of writing copy that sells is
1. To determine what your target market wants and has already bought many times over
2. Write with their needs and selfish desires in mind, not what YOU want or what YOU think is cool, interesting, less hype and bound to sell because YOU like it.
3. TEST ( 1 piece of copy that sells doesn’t mean you have hit the jackpot. You could double or triple your sales with ONE word being changed. So you must be willing to test new headlines, openings, stories and calls to action )