Agencies and businesses strive to end the year with a bang, and 2022 is no different. They might spend major money on paid ads, website design, sales tactics, and more. However, beautiful websites and Facebook ads don't make a successful agency. In fact, these agencies are forgetting something FOUNDATIONAL that separates the lackluster businesses from the rockstars: Excellent copywriting!
Copywriting creates magic for your business, but it’s so easy to skimp on it. Let’s say you launch a gorgeous website and deploy tons of paid ads, but you don’t invest in your copy. No matter how many people discover your site or click on your paid ads, the result will be the same: Viewers bounce off your site, few people click through your ads, and you barely convert more prospects. Your website, ads, and word-of-mouth may get someone to the door, but quality copy helps your prospects open it.
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Copy Doesn’t Matter That Much… Does It?
A young agency underestimates the importance of quality copy. So, in an effort to save money, they skimp by with the bare minimum. But here’s the problem: If you invest little, you’ll get little… and the same is true with copy. Moreover, too many entrepreneurs fail to realize that copywriting is an art and science, and those who understand it can transform your business.
In fact, copywriting and all other aspects of your business are linked. Think about this way: Copy directs leads to your salespeople, warms up new connections from your networking people, and collaborates with the designers to optimize your messaging. Put simply, awesome copy is an irreplaceable piece of the puzzle.
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Three Myths Keeping You From Writing Good Copy
To help you get started, we’ve exposed three myths that prevent you from writing exceptional copy. If you follow the fundamental principles, you’ll transform your business before you know it.
1. Teaching vs. Discovery
The Myth: If you want your readers to convert, you ought to educate them about something in your field, right? This idea makes sense on the surface, but a fatal flaw lies beneath: People don’t want education—they want captivation. When someone reads your email or social post, they don’t want to feel like a kid back in school.
The Truth: Effective copy leverages “A-Ha!” moments. Say you want to sell your digital marketing course, and you naturally want to provide value to help conversion. Yes, you need to bring value, but that doesn’t mean purely providing information. Instead, think of an “A-Ha!” moment in your journey—a moment when you had to fundamentally change your approach, and it made all the difference. In our experience, personal revelation converts prospects better than feeding them the answers.
2. Storytelling vs. Solutions
The Myth: Businesses have to choose between two strategies in their marketing: Tell personal stories to relate to the reader, or hard sell solutions to solve the customer’s problem. The problem? Too many businesses use these strategies separately… but they work best together!
The Truth: Effective copy combines BOTH of these approaches to convert consistently. First and foremost, storytelling reigns over dry descriptions. If you want to sell a course on digital marketing, tell stories of you and your colleagues struggling to succeed—it’ll keep people engaged. However, without providing a solution to your readers’ problems, that story will pull a few heartstrings—only to get forgotten in five minutes. So, tell engaging stories that highlight the customer’s problems and ALSO provide their much-needed solutions. This killer combo will take more prospects over the finish line!
3. Get the Sale vs. Prove the Value
The Myth: All marketing strives to convert prospects, but it’s not that simple. In fact, getting the sale is NOT the primary goal. Good copy strives to achieve something deeper and more substantial than that.
The Truth: Instead of trying to get the sale, copy should serve to PROVE the VALUE of your product or service. People feel cautious when it comes to spending their hard-earned cash, and they can smell a salesy pitch from a mile away. Why? Because next to NO ONE likes to be sold to! Instead, SHOW (testimonies, stats, social proof, etc.) the value of your product/service. Once you’ve established proof and trust with your readers, your product/service will practically sell itself.
Copywriting is an art, and the more you practice, the better you become. So, keep writing and keep trying—your business will thank you!