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Last To The Party But 1st In Sales
Why is that?
Why is copywriting always last on the list of “things we must do?”
It’s silly when you pause and consider it. If there’s no content on your site, how will people know what you’re selling in order to make a buying decision?
Ah, but you’re thinking ‘That’s ridiculous, Terry. No one would ever put up a site or send an email ccampaignwithout it being full of words.’
Ok. Fair enough. that was a ridiculous exaggeration of an example, and though you can’t see it I’m hanging my head in [mock] shame.
But really more often than not, their content and sales message and the sales structure is so horrendous — that I often think they could improve their results if they sent nothing. Though I don’t anyone’s going to spring for an A/B split to test my theory out.
Look, it is the words that sell. Not the graphics. Not the Flash animation. The words. The message. The impact on the heart and soul of the reader.
When that happens, that’s effective sales writing, i.e., copy.
You can have the greatest product or service in the world, but if your copy fails to get those benefits across to the target markets and give emotionally evocative reasons why they should buy, then you have an enormous problem and you will not make your numbers.
Among us marketing strategists, it’s a bit of an in-joke that almost every single business person from start-ups to Fortune 500 CEO’s want to focus on:
- website design (”I want it snazzy, current, relative“)
- traffic (”I want to be flooded!”)
- affiliate programs (before they have the sales system to support it)
- creating buzz (”I want everyone talking about us!”) Famous last words, just ask Kryptonite Locks.
What’s my point? Thought you’d never ask.
My point is that before you get distracted by all the geegaws of on and offline marketing — make sure it’s the best sales message first. Anything else is secondary.
By Walter |
Topics: Client Top Secret, Inside The Mind, Marketing Mishaps, Pro Analysis |