Introduction:
Marketing is an important part of a business. What’s even more important is the ability of a business to convert interested prospects into paying customers. Sales are how all businesses survive and thrive.
In the online world, the words your prospects read and engage with are everything. They can and will determine the trajectory of your business. You should focus more on the copywriting of your marketing materials.
The words your prospects read and engage within the online world are everything. They can and will determine the trajectory of your business.
Content:
What is copywriting, and how does it works
Before I dive deeper into the secrets of selling with words, let’s look at what copywriting is and how it works.
The only function of copywriting is to sell. You can sell almost anything – an idea, content, a product, or a service. Selling, in this context, isn’t limited to monetary exchange. You can exchange content for time and attention as well. The genuine concept of selling is trading something in return for another thing.
When it comes to copywriting, it’s both simple and complicated at the same time. The copywriter must craft a compelling sales message for the targeted audience for that action to happen. The essence of copywriting is the action. Doing something. Clicking, researching, ordering – copywriting succeeds if the reader acts.
That’s all that matters.
Good copywriting can transform your business
Whether you’re doing business online or offline, copywriting can play a significant role in determining success. The only way to sell effectively is through communicating your sales message in a clear and organized manner.
If you’re in the business of selling, copywriting is necessary. Here’s how it can be beneficial for your business.
Sell to many on autopilot
Copywriting, in its simplest term, is salesmanship in print.
Write once and sell repeatably for as long as the copy remains profitable. Unlike content writing, the copywriting material’s job is to sell and take action. It’s equivalent to having a salesman that never sleeps.
Excellent and effective copywriting helps drive traffic to your sales or landing page. The copywriting material helps convert leads and make sales on your behalf. Having a part of your automated business allows you to focus on impactful strategies to grow the business.
Increase sales with less marketing costs
Good copywriting converts better.
A 20% increase in sales conversion will result in a considerable revenue shift. Every business needs not just good copywriting but excellent copywriting. It’s one of the keys to taking revenue goals to the next level while maintaining optimum marketing costs.
Let’s do the math. If you can convert two customers from 10 leads, you make money. But, say if you can convert four customers from the same ten leads, you make even more money. Minor conversion improvements make a difference in your bank account.
Better brand awareness
When a business is perceived as “different from other brands,” that business owns something of great value. People remember the brand just by looking at their logo. The brand stands out from the competition. Your tone of voice captured in excellent copy can separate you from competitors. Great copy can enhance differentiation because of your tone. I remember reading a blog about getting emails from a bone broth company that made the author smile and it encouraged me to order more products because he loved engaging with them.
When copywriting hits a nerve and succeeds, it captures the tone of voice and cadence that resonates best with the reader. Many are turned off by corporate and bureaucratic voices that sound indifferent. Excellent copywriting matches the audience with trustworthy language.
Great brands have clear archetypes and brand messaging. A copywriter works within those constraints to put the language into action. A copywriter will craft the unique selling points across your marketing materials by using key messaging consistently. Adapting the messaging for different needs – Facebook Ads, email copy, blog posts, etc. all require slight adjustments to make the message sing to your audience.
Pillars of excellent copywriting
Before publishing any marketing materials, make sure these fundamentals are in place. It’ll help you achieve better marketing results.
#1: Attention-grabbing headline
People are skimmers. It’s a fact every business owner and marketer needs to accept. People don’t have all day to read or watch your materials. One way to tackle this short attention span problem is with benefit-driven headlines.
Think about why you click and read this article. Will you click if it wasn’t because of the headline? Business owners and marketers should put more effort into writing headlines that resonate and connect. Most online conversions in every industry start with the headline.
#2: An irresistible offer
To put it simply, there can only be transactions when two or more parties agree to an exchange. In other words, you have a selling opportunity when you make offers. If you want to increase revenue, make more offers. But be sensitive to the proper cadence.
But not all offers are created equal. The offer needs to be relevant, enticing, and valuable in the eyes of the customers. Great financial rewards come to those who take time to find out what kind of offer will convert leads into paying customers.
#3: P.A.S. formula
In my years of practical experience, copywriting has evolved into many disciplines. Three primary roles are conversion copywriting, SEO copywriting, and brand copywriting.
Despite all of that, there’s only one true formula for copywriting – Problem, Agitate, Solve (P.A.S.).
It works by identifying the problem, discussing it, and presenting a solution. People don’t have time to think about anything else besides their difficulties. If you want to sell better, follow this formula closely.
#4: Call-to-action
Here’s another crucial fundamental in any copywriting – the call-to-cation. It would be best to guide people interested in buying what to do next. You can either give them a checkout link or ways to complete their purchase.
The call to action must be clear and concise. It’s unwise to bury the call-to-action deep within the page. It would help make it prominent, so people know what to do and where to click. Be as clear as you possibly can. Not everyone knows how your page operates.
Conclusion
Copywriting is both science and art. You must know what makes your customers tick and how to best get their attention with your headlines.
Selling comes naturally when your copywriting checks all these boxes.
This is a guest post by Nick Chai. He is a conversion copywriter, growth marketer and helps businesses convert leads into sales at 15% and higher rates. Connect with him on LinkedIn.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
