Someone I know who’s very switched on in the world of business development recently said this: “Clients do not buy professional services…they buy the result of what they do.”
An excellent point (made by Alistair Marshall, Professional Services BD). When you hire a copywriter like me, you aren’t simply buying some nicely written words for your website or brochure or blog.
You’re buying a valuable asset that gets you seen and heard by the customers that matter.
Which are the ones who are most likely to buy from you.
So what is copywriting exactly? And why is it so good at transforming casual browsers into loyal buyers?
What is copywriting?
At a very basic level, copywriting is a way to sell your business, product or service, but without the in-your-face selling that switches people off.
It’s a sales method that allows customers to engage and connect with you. That last point is really important. Because connection is what makes a browser a buyer!
If your web, blog or marketing content connects with your customers and gives them what they’re looking for, you have trust and authority. That leads to loyalty, and in turn, makes them much more likely to buy from you than someone else.
This all-important connection is why customer mindset matters. If I’m writing some copy for you, I start with what your customers are thinking. Who they are, what they need from you, and what problems you can solve.
Hey Google - why does my business need a copywriter?
You might have noticed that Google is getting a bit smarter. Now it’s all about the intent of your search. Not just what you are looking for, but the specifics and reason behind your search.
And it’s also focusing on quality content too. We’re talking juicy, engaging stuff that’s relevant to your customers.
Google wants to see content that’s written with your customers in mind and gives them exactly what they need – whether that’s information on a specific product or ‘how to’ answers, advice and tips.
All this is becoming ever more important in the era of voice searches too.
What results can a copywriter give you?
A great copywriter is an essential sales tool for every successful business. We reach people in a better, more meaningful way - and that means more business growth opportunities for you.
It can be summed up in this diagram (excuse my crude drawing but you get the gist):
So that’s why every business large and small should have a great copywriter in their contact list.
If you don’t, get in touch with me here!