The answer is yes. The best copywriter for your business is going to be the person with marketing experience. Why? Because everything your business produces should be carefully written to move your business agenda forward and tie into a plan to advance your brand, to provide clients, customers and prospects with value so when the time comes that they need what you offer, you’re who they turn to. Good marketing copywriters will accomplish that for you.
Work by a good copywriter keeps you engaged, grabs you by your self-interest – the thing that motivates us ultimately – and moves you toward a desired outcome.
Many small business owners don’t think twice about hiring certain talent – whether it’s a web designer or an attorney, an accountant or someone to create a brochure. When it comes to marketing, they often have whoever’s handy in the office write something up, get it to a graphic designer and they create a brochure or an ad – even their website or online presence.
They think more what the piece looks like than they do the message they’re conveying or the result they desire. And, while aesthetics are very important, if the message isn’t carefully crafted, you may just be wasting your money creating your marketing pieces – including your website.
For example, I had someone bring me an ad for a dental practice. The office manager put it together for the local newspaper. It was immediately apparent to me that the offer they were making wasn’t appropriate. They were targeting a company who had moved to their city and whose employees had an insurance plan they accepted.
The offer she created was based on referring other people. Come in and then if you refer someone, we’ll give you a discount next time. It was a weak offer. People are motivated by getting something now – right away. Most of us are NOT motivated by having to bring someone else into the mix in order to get a deal. After talking with them and asking some questions, I found that they could just as easily offer a discount on some basic dental services; we crafted a good motivating ad that was more meaningful to their target audience. I went on to rewrite their other materials to be much more patient-centric.
Be clear about what your target audience wants and needs and the problems and challenges they face that your business solves. Focus on these in your marketing and get better results.
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