Why DIY Copywriting Doesn’t Always WorkJuly 20th 2010 Sally Ormond copywriter, copywriting tips, freelance copywriter, sales writing
Everyone is feeling the pinch right now, but there are some things that really shouldn’t be cut back on – especially if you are running a business.
You are in business to sell, right? And the most powerful tool in your sales armoury is marketing. Marketing needs words; words that sell. So unless you happen to be a freelance copywriter as well as a business owner, why are you trying to do it yourself?
If you car breaks down you take it to a mechanic, if you are unwell you go to the doctors, if your pet needs some TLC you take it to the vets. You wouldn’t try to do any of those things yourself, so don’t try and write your own sales copy.
No one knows your business like you do
I’m not going to argue about that because it’s true – no one knows your business like you. You know your product inside out and back to front. But that doesn’t mean you know how to sell it in writing.
It’s quite easy to spot a piece of copywriting that’s been written by the company. It’s all about the company, it lists the product’s features and it crammed with ‘we’ with very little ‘you’ – basically it doesn’t talk to the reader; it doesn’t engage with them.
Because you know your product so well, your writing becomes descriptive rather than powerful sales writing. For example if you were selling shoes, as a business owner you’d mention their quality and range of colours – but that won’t make someone sit up, pay attention and buy.
But a copywriter would look at your product and produce compelling copy that would tell your reader your shoes are the latest must-have item for the savvy woman about town – they’ll make heads turn. This kind of copy reaches the emotional side of buying – the side that will make them want your product.
At the end of the day your readers are only interested in what your product is going to do for them:
- Is it going to save me money?
- Will it save me time?
- Is it going to make me look successful?
- Will it make me feel like a million dollars?
- Is it going to make me the envy of my friends?
So invest in the services of a good copywriter and make your sales copy work harder for you.