… and how you can use it to clarify your message, demonstrate your credibility & attract more leads without tipping sacks of cash into Google and Facebook Ads.
“COPY ISN’T THAT IMPORTANT, I’LL JUST DO IT MYSELF OR HIRE AN AMATEUR…”
– Every business owner who’s ever lost sales due to poor copy
Practically everyone knows how to write. So it’s easy to assume you can write with the best of ‘em, right?
There’s a good chance you’ve tried wearing the ‘copywriter’ hat already (to go along with every other responsibility you juggle in your business).
But once you start putting pen to paper (or fingers to keyboard), the results don’t turn out as you’d hoped. Maybe your words feel lifeless and dull. They might be confusing your message instead of improving it. Or they could sound suspiciously like the competitor’s website you used for “inspiration”.
We get it.
It’s frustrating because you know how to write; you do it every day. So logically, you think you should be able to write marketing materials for your website, emails, and ads. But that’s not how it works (and deep down, you probably know it).
If you’ve been wondering if it’s worth sticking with underperforming copy or investing in the pros, here are 6 reasons why shelling out money for professional copywriting can help you stand out from the competition, attract more leads, and rapidly grow your business. Oh, and let’s not forget, save you time, headaches and more than a few grey hairs.
Grab a refresher before you go on: ‘What is Website Copywriting?’
#1 – Copywriting… speaks to your customers in their own language and forms connections
Powerful copy doesn’t just pass spellcheck. It speaks to your audience in the language they use daily, which builds rapport and trust.
Unfortunately, failing to speak in the customer’s language is one of the most common mistakes business owners, and brands make when writing their own copy. They think back to high school or university when formal writing was king and apply the same rules.
Never use contractions. Don’t start a sentence with ‘and’. You can’t use slang if you want to be professional.
These copywriting rules might have helped you during your English tests, but they’ll hurt you when you want to forge a connection with your audience.
Because your customers break those rules all the time.
You want your customers to see you as a business that “gets them”. And speaking the way they do is the easiest way to form a connection. You wouldn’t speak to a friend like you’re giving a stuffy presentation in a boardroom, so why speak to your customers that way?
People aren’t looking for a robotic sales pitch on the page. They want to know that your business is made up of real people who understand the problems they’re facing.
By clarifying your message and creating authentic, engaging copy that speaks to your customers in their own language, you’ll be forging connections that take people from “yawn, this website reads like every other website” to “wow, this business really gets me”.
#2 – Copywriting…captures your brand voice and communicates authentically
We feel confident saying you know *exactly* how your logo, fonts, and colours should look on your website. But how confident are you when it comes to your brand voice?
More than what you say, your brand voice is how you say it. It’s the personality and emotion that are fused in your communication and the consistent voice that helps drive interest, clicks, and sales.
For example, your brand voice can:
- Position your story
- Showcase your uniqueness
- Help build familiarity and trust
- Create stronger brand loyalty
Your brand voice is crucial if you’re like most business owners and you’re keen to grow. Whether your goal is more customers, higher ticket sales, or more repeat business, you know that your website or landing page is the vehicle to move you to those goals. But it’s a mistake to jump straight into writing a website, sales copy or landing pages without figuring out your brand voice first.
Because developing your brand voice helps you avoid drowning in a sea of similar businesses, projecting a confusing message, or worse… confusing the hell out of your audience which stops them from ever becoming customers.
Although your brand voice will be unique, there are core elements that should always feature. These include:
- Authority in your niche
- Expertise and experience
- Empathy for the reader’s situation
- An understanding of what the reader wants
Nailing your brand voice helps improve perceptions and is your ticket to standing out even in a crowded industry, so don’t make the mistake of sounding like everyone else.
#3 – Copywriting… boosts authority and turns you into a trusted thought leader
Ever wondered why used car salesmen get such a bad rap?
It could be because they try to push products that people don’t need. That they don’t take no for an answer (ever). Or, because they’re driven by commission so it’s hard to believe what they say.
Whatever the reason, most people don’t trust them – and without trust, the chances of a sale are slim to none. In fact, 81% of consumers admit trust is a deciding factor in their buying decisions.
Although the challenge of building trust is one all brands face, there is a silver lining. And that is, consumers will go hunting for trusted authority figures every time they browse online. This could be looking for an experienced scientist’s opinion when comparing medical news, a government study to demonstrate credibility or a thought leader in their field as an example of true credibility. For example, if you’re looking to sell video production training, then a testimonial from a well-known producer or director can add serious weight to your sales pitch.
You don’t need to lean on testimonials alone to build credibility. You can propel yourself to “authority” status through well-crafted copy that builds trust, boosts your own authority, and helps you become a thought leader.
Here are a few tried and tested ways to build authority through your copy:
- Awards… What have you won and when did you win it?
- Credentials… What qualifications make you stand out?
- Experience… How long have you been doing what you’re doing?
- Testimonials… What do your customers have to say about you?
- Customers… How many customers have you helped?
- Company Size… How many staff, offices or countries are involved?
- Case Studies… What tangible success can you demonstrate?
- Financial Success… How much money have you earned or saved?
- Sales… How many sales have you generated?
The list above is a fraction of what the most trustworthy businesses use. Look at your own experience and see which trust signals are right for you. Whatever metrics you choose, make sure you back up every claim you make. Fudging the facts can backfire if your audience realises you’re overselling your authority which can end up making you LESS trustworthy.
Great copy builds trust. Trust leads to confidence. And confidence leads to sales.
#4 – Copywriting… helps you connect with your audience emotionally and have more impact
The worst thing your copy can be is boring.
Well, super offensive copy might be worse. But boring is just about the worst crime you can commit on your homepage, blogs, emails, or marketing materials.
If your copy doesn’t hit people on an emotional level, you won’t have the impact you crave nor the impact you need to drive traffic, leads, and sales. You only get one shot at a first impression. If your copy is “meh” then that’s what your audience will think of your business.
Here are some common emotions your copy can target:
But here’s the catch – evoking these emotions doesn’t mean writing a 10,000-word story or trying to terrify your audience into doing business with you. Great copy can evoke emotion in a few short sentences, so it’s not what you say, but how you say it.
Your message might be getting through, but unless it’s making people feel something, you won’t have a lasting impact. People buy based on emotion and justify with logic, so when you start connecting deeply with your audience’s emotions, you can:
- Understand the problems they’re facing, so you can…
- Appreciate and empathise with their struggles, so you can…
- Connect with and support them through their challenges, so you can…
- Provide a solution for them (hint: you’re the solution).
All the numbers, discounts, offers, and promotions in the world won’t help you stand out and earn a place in your customer’s hearts unless you make them give a damn.
You don’t always have to tug on heartstrings, but great copy makes your audience feel something. That’s how you develop strong customer loyalty and have a greater impact.
#5 – Copywriting… compels your audience to take action and generate results
Can you do us a favour and book a consultation with a Savvy Copy expert within the next 10 seconds?
Alright, let’s be honest. That didn’t work, did it?
Truth is, modern consumers are naturally hesitant. They’ll look for reasons NOT to do business with you. If you haven’t formed a connection, you can kiss a booking or consultation goodbye.
“I don’t know this brand”. “I don’t have time”. “I don’t trust this business”. “I don’t get a good vibe”.
Copywriting is important because it addresses these fears by removing obstacles and driving people to take action. You can’t walk up to a potential customer and ask them to immediately book a call or schedule a consultation (like we just did). It’s jarring. It pushes people away. It’s weird and annoying. Yet, so many people still do this on their websites.
Instead, you need to make readers feel comfortable enough to take action with a deep understanding of your target audience’s psychology – and that’s what great copy does. When your copywriting identifies and addresses why a prospect isn’t taking action, you can help them overcome their roadblock.
That’s how great copy turns a leap of faith into a comfortable step and moves people to take action.
WARNING: The wrong type of copywriting can cripple your ROI. Compare the top copywriting styles here (and learn which one will fill your bank account with cash).
#6 – Copywriting… boosts sales and puts more money in your pocket
Let’s be honest, building a brand and creating relationships are great. But they’re not what you REALLY want, is it?
But here’s the catch – it’s not enough to just describe what you offer, throw out a price, and expect the sales to come rolling in.
Price is important… but it’s still just a story you tell to your customers.
Think of it this way. If price was the sole consideration of a product, then Gucci, Louis Vuitton, and Prada would *never* sell anything. They have customers (willing to splash serious cash) because they’ve done more than slap a price tag on products and expect sales.
These brands have created a clear brand voice, established themselves as authorities, and applied pressure on their customer’s pain points. That’s how they generate consistent revenue regardless of price – and with copywriting that’s how your business can do the same.
Great copy transforms the words on your page into a high-selling salesperson in print and does the heavy lifting for you 24/7- whether you’re selling a low-ticket $20 product or a $10k high-ticket coaching program. This helps you attract more leads, convert more customers, and make more money so you have the freedom to focus on the things that matter most to you.
What difference would professional copywriting make to your business?
More website visitors. Less friction between sales. More consultations. Less mixed messages. More money in your pocket. Less awkward pausing when someone asks to check out your website and you’re embarrassed about what they’ll find.
Professional copywriting – the Savvy Copy type – can be the difference between a browser being closed, a lead being missed, a sale being lost and a flood of new business. These are the types of real-world challenges avoided by businesses that use professional copywriting.
At the same time, if you’ve been writing your own marketing materials, it can be tough to relinquish control. No one knows your business the way you do but your expertise isn’t enough to drive the full ROI that professional copy is capable of. Best of all, pro copywriters don’t need your level of expertise. With the steps listed in this guide, we can package your product or service and make it irresistible to your audience.
So if you’re finally ready to save time and trust your brand’s copy to a team of direct response superstars with a track record of success, book a call below to chat with a Savvy Copy expert.
Let’s Chat About Your Copy? (It’s FREE and Only Requires 45 Minutes of Your Time)
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