Professional Copy Writing Services Can Boost Marketing ROI
Professional copy writing services can boost your marketing program’s return on investment (ROI.) The reason is simple: writing to sell is different from writing to tell, and a professional writer knows and uses the difference to help you increase the return on investment in your marketing campaigns.
Copy Writing Services Focus on the Sell
Professional copywriters understand the power of words to sell products. Most business owners are too close to their companies and products to understand exactly what excites their customers about them.
Imagine a factory. The factory specializes in casting resin statues for artists. The factory owner wants to promote a new product. Resin casts are typically white and then painted into the final desired color. This factory owner will be the first in the nation to offer bronze-colored resin compounds.
Think about all the statues you see in home decorating stores; most are cast in resin, and then spray-painted with a faux bronze finish. This company had just found a mixture that could mimic the effect of bronze throughout the entire cast product. Instead of having to spray paint a thousand statues, the statues could be cast and shipped in the same day. Not only that, but if the statues chipped, homeowners wouldn’t be left with a big, ugly white gouge in their ‘bronze’ artwork. Instead, small chips and scratches would be virtually unnoticeable on the finished statues because the coloration would extend throughout the statue.
How the Manufacturer Sees It (Features)
Like many business owners, the person who owns the manufacturing facility loves his work. He loves it so much, in fact, that he bores folks to death with the intricacies of the casting process. He’s excited by this thought:
This new polymer compound offers the benefits of D-ethylsupercalifracilisitcepulaedoc without the harmful effects of PABA.
There. Isn’t that glorious? He thinks that a marketing campaign built around this new attribute will work.
How a Professional Marketing Writer Sees It (Benefits)
A professional copywriter sees the situation differently. While she agrees that the new chemical compound is innovative, chemistry isn’t the most exciting aspect of the new product.
An artist can make more profit more quickly, because he can get a new work to market one week sooner and at a cheaper cost, since the labor of hand-spraying the statues, then clear coating them for protection, is eliminated. A home decoration store can promote them as a better alternative to cheap overseas made statues.
It’s the benefits the new compound offers that get people excited – saving time, saving money, offering a superior American-made product. These are all things that a professional copywriter can see at a glance and weave seamlessly into the headline and the body copy of the website and subsequent marketing and advertising materials to create a selling story, rather than a telling story.
Benefits sell.
Features tell.
Benefits of Hiring a Professional Copywriter
But the factory owner can only see the situation through his own lens. He lacks the knowledge, skills and experience to see it any other way. He spends countless hours poring over the copy, only to be disappointed by his home-grown results. He can’t understand why customers aren’t as excited by the innovative new chemical compound as he is. He concludes that the experiment is a failure, and goes back to using plain white resin. In the meantime, a competitor across town hires a professional writer who conveys the immediate benefits in their sales copy. The competitor grabs a big chunk of business, and the Midwest factory owner is left wondering why people didn’t buy the new material from him when he offered it first.
“I was ahead of the game,” he tells himself, and moves on.
Meanwhile, his competitor – for a modest investment in professional writing services – is laughing all the way to the bank from all the new business he’s raking in.
A professional writer can save you time and money…and increase your profits.
Don’t Settle for “Okay” Copy. Go for Great!
What typically happens to the do-it-yourself copywriter is that they create something that is okay, but not great. And in today’s competitive internet marketing world, okay doesn’t cut it anymore. Okay gets you to the 30th page of Google, and that will get you nowhere, fast.
On the other hand, a professional SEO writer can work with your web design company to get your website to the top pages of the search engine results. That can dramatically improve
Because a professional copywriter has the knowledge, skills and experience to cut right to the top selling points of any product or service she’s tasked with marketing, she can save time on the project by getting it right the first time around. And while the investment in professional writing services may seem substantial, think about how much of an investment it will be to fix your website or marketing materials later after launching them and not getting any response at all. It always costs more to fix something than to do it right the first time, doesn’t it?
Lastly, a professional copywriter can save you both time and money by creating what are called tests in the marketing world. Now don’t panic – you’re on taking a test. Your marketing materials are. Good copywriters and marketing experts can set up tests to determine which of two headlines increases the response rate the best, or many other elements. Things that can be tested include the offer (what you are selling, the price), the list or audience you are selling to, the timing of when you are marketing your services, creative elements such as colors, pictures and words. The results of marketing tests can then be used to establish benchmarks so you can more easily estimate how much your marketing investment will produce in sales later on. Tests can also help you understand better what it is about your products or promotions that appeals to customers.
Ready to Hire a Professional Marketing Writer?
If you’re ready to hire a professional marketing writer for your website writing, SEO writing, or other marketing materials, then contact me through Web Design of Palm Beach. Expect some questions as I learn more about your business, products or services, and project goals. Try using professional copy writing services today and see the difference in your marketing ROI.
About the Author
Jeanne Grunert is an award-winning writer, entrepreneur and direct marketing expert with over 20 years of experience. She helps business owners attract new customers and create raving fans by creating effective, measurable, and cost-effective content marketing strategies. She also offers marketing consulting and copy writing services. Visit Seven Oaks Consulting or email jeanne@marketing-writer.com for more information.