My Goodness My Grammar
Never underestimate the value of good grammar. Not taking care of your copy and content puts you at risk of losing a significant amount of potential customers. Your copy is your voice. It’s the one medium that perpetually represents your identity and brand. This is why informed buyers are first looking to your copy to establish credibility. To paint the picture a little brighter, picture the following scenario. A potential customer compares your company and a competitor. Apples to apples, let’s assume both companies are of equal value and service. However, your company has divine diction and creative copywriting through product content strategy, and the other contains malignant mistakes that should have been remedied in fourth grade English class. Which one do you choose? We thought so. The most important thing here is that you capitalize on every business endeavor, always striving to accomplish the best ROI. Don’t let any prospects slip through the cracks because you were too cheap to get professional help from a know-it-all copywriter.
Copywriting Is Salesmanship in Print
In regards to sales, Zig Zigler said that you’re transferring enthusiasm that you have for your product into the hearts and minds of your prospect. Copywriting is simply the written form of that same thing. You have to differentiate yourself to convince potential customers to buy from you; not your competition. Whether it’s the Internet, billboards, radio or TV, it’s impossible to go through a single day without being bombarded with some combination of what people want us to buy. So to escape from the delusion of advertisements, you’ve got to have a better way of targeting your audience, separating you from everybody else. One of the best places to begin is with positioning, not prospecting. If you position yourself as an expert in a certain field, then you can actually attract, magnetize, qualified ready-to-buy prospects to come to you. This positioning begins with solid lead-generation content within your website.
Writing in the Dark
We don’t write in the dark, so why would we write about your business without asking you questions? We play the part of Sherlock with every new project, developing groundwork for our research and garnering an understanding of the mindset of your intended audience—you talk, we listen. People may view your product information as insufficient to motivate them to purchase, so we’ll take a close look at your product and service content and examine inconsistencies, completeness, accuracy, tone, style, structure and much more—sometimes tabula rasa and starting from scratch is the best policy.
Taking care of these elements allows you to delve into one of the most important elements of your business, your unique selling position. It’s just like the Sesame Street lesson, “one of these is not like the other.” One of the most common website problems is that your copy reads like VCR instructions and sounds just like everybody else. Instead, you’ve got to create a wedge between your prospect and the competition by illuminating what you do differently and developing a hook. That hook is what gets people to not only start reading about your business, but interested in your offer, and eventually to buy what you have to offer.