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More Proof Why Copy Is King
Ok class. Here is today’s lesson on why website designers shouldn’t be responsible for writing your sales copy.
Ready? Go to any website. That’s right, pick a site, any site. While you’re doing that, the lecture will continue. And btw, online or offline, I dare you to find any message put in front of potential customers that isn’t directly or indirectly sales-oriented. 
But go ahead, got that site yet? We’ll wait [toe-tapping sound as we wait].
Got one? Good. Now imagine that site without any graphics, banners or animation. Could it still sell?
Yep. Maybe it won’t produce the best conversion in the world, but if you were sufficiently interested and motivated, it would probably make the sale.
Now instead of the graphical gewgaws, blot out the words instead. Could it still sell?
Obvious, right? It couldn’t because how would you know what it was, how much it was selling for and how to order it?
The ‘words’, the ‘copy’, the ‘content’ – different words describing the same thing — they all provide information. And information is what you and your prospective customers need to decide whether to purchase or not.
The “look-and-feel” of the presentation can enhances sales, but it doesn’t count in the final buying decision. While the look-and-feel can lose the sale, a good look-and-feel won’t guarantee the sale either.
So with all of that, why then do some companies spend so much time and money on graphics and technology? And so little on words? I’ve seen clients willing to fork over $15,000 for a website full of Flash animation, yet balk at paying the same for proven sales copy.
You can’t make this stuff up, folks. But wait, there’s more . . .
So what do enterprising site designers do? Why they offer to write the copy as well and make it a package deal! What an offer, right?
Ehhht. Wrong. That way lies the dark side, young Skywalker. Never, ever let graphical designers write copy. Never, ever let them subcontract out your valuable sales copy. Why? Well, think about it. They’re graphic designers. By what criteria will they judge effective sales copy?
Yep, file that under “Things That Make You Go Hmmm . . .”
Those same companies would be better served getting some Elancer to whip up a profession sales site for $1,500 and spend the rest on proven sales copy that will boost revenues and increase responses. That is, after all, the purpose of having a website, right? To sell stuff?
But a note of caution: if you go the Elance route, don’t let them make you a package deal to write the copy as well. You don’t want that to happen. See here for the hilarious unintended consequences of using third world copywriters. The link is at the end of the post, but you may want to read those pesky words for context.
Words sell, not glitter and whirl.
Represent, y’all.
And yes, it certainly is “ludicrous,” isn’t it?
By Walter |
Topics: Client Top Secret, Marketing Mishaps, Pro Analysis |