If you're reading this, you're probably wondering if professional copywriting is worth the investment.
I completely understand. After all, writing is easy, right?
Admittedly, almost anyone can be taught to arrange words on a page. But, that doesn't mean the writing will be "good." Consider the differences, for instance, between a Shakespearean sonnet and a drug-store paperback. Even though both are comprised of words, the way those words are used makes all the difference.
Now, I'm no Shakespeare, but after running my own copywriting business for almost two decades, I've discovered that copywriting has its own specific conventions. What are these conventions, you ask?
Great question.
1. Good Copy Considers the Target Audience's Desires
Here are two headlines written by two different copywriters.
- You'll Flip Over our New and Improved Finance Mastery Course! Only $29.99. Buy Now!
- Learn The Simple Secret Top Investors Use to Generate Massive Capital Gains
Which one grabs you more? If you said the second, I agree. So, why is it better than the first? Here's my analysis:
- It makes a bold promise to the reader and offers a clearer benefit than the first headline.
- It leverages the almost universal emotional desire to improve one's financial position by offering insider information.
- It asks for a small reader commitment in return for a potentially large benefit.
In my opinion, those differences make the second headline much stronger. Moreover, the emotions invoked when a reader imagines their own monetary windfall are emotions that will likely resonate with the target audience. Offering products in a way that allows your target audience to feel how they want to feel is a sure-fire way to get that audience to buy.
2. Good Copy is Easy to Understand
Can you decipher this string of sales jargon?
"Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle"
Perhaps you find it easy to understand, but I can almost guarantee customers will find it frustrating. Excessive jargon doesn't convert prospects into buyers. It just confuses them. That's because consumers only think in terms of benefits. They want to know what's in it for them.
Here's how a copywriter might fix this phrase:
We offer automated marketing and sales products that are tailored to fit your bottom line.
It's understood in copywriting circles that simplified copy sells. When the copy is simple, your customers understand the benefits of your product. Here are a few more golden examples of what I mean. I didn't write these, but I bet you can name the companies that did.
- "I'm Loving It"
- "Think Different"
- "You Above All"
These simple phrases are clear, concise, catchy, and memorable. And while these slogans might not consist of five-dollar words, they've likely been used to generate millions of dollars in bottom-line revenue. That's the power of good copy.
3. Good Copy Uses Timeless Sales Techniques
Imagine if your business could clone your top sales superstars. Now imagine that those salespeople worked around the clock, consistently pitching your products to thousands of people every day.
Sounds like science fiction, right? But, good sales copy does just that. It works 24/7/365 with no lunch breaks, sick days, or vacations. It just keeps converting day-after-day. It's also testable, easy to revise, and reusable based on your business's objectives. Moreover, good sales copy can be used for YEARS to generate sales.
Could your business use a billion dollars? How about a million, or even a few hundred thousand? That's why effective sales copy is worth more than its weight in gold. That's also why it commands a higher price than blog posts, news articles, or evergreen content.
Why You Should Hire a Copywriter Today
Quality copywriting isn't just a "nice-to-have," it's a necessary investment to help your business to reach its full potential. Your competitors are already using it to gain an edge. So, whether you hire me or someone else, your business absolutely needs professional copywriting.
If you're ready to see how quality copy can help your business, click here, and we can chat about your goals. But hurry. I have limited availability, and am currently booking into the latter half of 2025.
That said, I'm excited to work together, and I hope you're excited by the possibilities.
Warmest regards,
Matt L. Hall
Owner/Operator
Hawthorne Freelance Services
