What to expect from your copywriter
‘Copy’ is the industry accepted term for any writing that is used to promote or sell a product. Therefore, the quality of the copy of any business is key to its success.
When it comes to effective web sales technique, the simple fact is that no matter how compelling your idea or business model, if you don’t have good copy it won’t sell.
First impressions count in every aspect of life, and the web is no exception. When potential customers glance at your website, they want to see professional, assured copy – not something unclear, poorly written and rambling.
Sharp, relevant, jargon-free copy is what differentiates your product from the hundreds of others that are badly and incoherently presented. A well-written site emanates consummate professionalism, and affirms your customers’ belief in your expertise and ability.
Producing effective copy that manages to both embody and sell your product is a highly specialised skill, so – as for any other mechanism of business – it is best to employ a skilled professional to do it.
Copywriting agencies offer teams of skilled copywriters, who are highly trained and experienced in the art of promotional writing. They require only a relatively small amount of information – and you don’t need to write it down, a phone-call is fine – to generate articulate, proficient copy, that will market your product and enhance sales.
Copywriting is not about being the next Shakespeare, and copywriters will not drown your site in difficult, obscure language. They will use only the clearest, sharpest text to encapsulate and sell your product. Copywriters understand that your customers need to both understand and desire what you are selling, and it’s their job to make sure that happens.
Copywriters have a highly attuned understanding of the business and marketing world, and they know exactly what sells – and the typical mistakes which mean something doesn’t. The most important part of any business is appealing to its audience, and copywriters often see businesses which demonstrate a great deal of passion and flair – but no understanding of the market.
Your customers do not want to waste hours of their time reading overly-elaborate, laborious copy – no matter how passionately it’s presented. They want a precise, to-the-point website, which tells them exactly what they want to know. Copywriters know how to communicate your message in a way that sells.
Copywriters also understand the importance of targeting the style of the copy to its audience, so as not to confuse or alienate them. For instance, if your market is the 16-24 year old demographic, and you are selling a ‘trendy’ young product, a colloquial tone is likely to be appropriate. However, if you are selling professional services in business, then a more formal tone would normally be expected. Copywriters are fluent and adept at practicing whatever style would be the more suitable for your company.
A good copywriting agency will provide you with examples of work and/or references. This is usually enough to assure you that employing a copywriter is a very wise investment, and one that will see business boom.