What does a copywriter do that you can't?

12 January 2007

A copywriter has a hidden agenda: he or she is not writing about your product but about your prospects and what interests them. To show what I mean I have illustrated a promotion selling subscriptions to a sports training newsletter. There is very little about the publication. The title isn’t even mentioned.

This is one of the newsletter’s best performing promotions. It is a classic ‘long letter’ and you can see the entire creation by clicking to the link below:

Peak Performance promotion

The name of the publication isn’t mentioned until way down the second page. The editorial contents aren’t listed anywhere at all in the six page letter.

Supposing the copy you pay for doesn’t work?
Copywriting is the art of selling by writing. But there is much more to that than just words. The reason most publishers don’t commission professional copy is because they worry it won’t get results and all their money will be wasted.

But if you are commissioning a sales letter, then the copywriter must be able to predict what revenue will come in. That target should be part of his brief because like any business person you are looking for long-term profits.

A ‘cost’ or an investment?
Copywriting at this level should combine copy and business advice to maximise profits. His advice should not therefore be thought of as a ‘cost’ but an investment. After all – his work will be bringing in more money than he will charge. And once you have a customer you can hang on to him and his revenue for years, long after the acquisition cost has disappeared.

Many companies use in-house writers. However, although your marketers may be able to write workable copy, they either won’t like doing it, or they won’t be very good at it. Even a fairly good piece from an enthusiastic marketing person will only pull around half the response produced by a professional promotion.

The unfortunate truth is very few people are able to write copy to maximise profits.

Creative copywriting
If you are interested in creative copywriting for your business, contact hobday@wizardwordz.com

Click here if you are interested in Subscriptions Marketing for an inside look at marketing for publishers ..










Google





 



















What does a copywriter do that you can't?

12 January 2007

A copywriter has a hidden agenda: he or she is not writing about your product but about your prospects and what interests them. To show what I mean I have illustrated a promotion selling subscriptions to a sports training newsletter. There is very little about the publication. The title isn’t even mentioned.

This is one of the newsletter’s best performing promotions. It is a classic ‘long letter’ and you can see the entire creation by clicking to the link below:

Peak Performance promotion

The name of the publication isn’t mentioned until way down the second page. The editorial contents aren’t listed anywhere at all in the six page letter.

Supposing the copy you pay for doesn’t work?
Copywriting is the art of selling by writing. But there is much more to that than just words. The reason most publishers don’t commission professional copy is because they worry it won’t get results and all their money will be wasted.

But if you are commissioning a sales letter, then the copywriter must be able to predict what revenue will come in. That target should be part of his brief because like any business person you are looking for long-term profits.

A ‘cost’ or an investment?
Copywriting at this level should combine copy and business advice to maximise profits. His advice should not therefore be thought of as a ‘cost’ but an investment. After all – his work will be bringing in more money than he will charge. And once you have a customer you can hang on to him and his revenue for years, long after the acquisition cost has disappeared.

Many companies use in-house writers. However, although your marketers may be able to write workable copy, they either won’t like doing it, or they won’t be very good at it. Even a fairly good piece from an enthusiastic marketing person will only pull around half the response produced by a professional promotion.

The unfortunate truth is very few people are able to write copy to maximise profits.

Creative copywriting
If you are interested in creative copywriting for your business, contact hobday@wizardwordz.com

Click here if you are interested in Subscriptions Marketing for an inside look at marketing for publishers ..










Google