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Why Blogging Is The New Copywriting
Did you miss the boat? Has writing sales copy, i.e., copywriting evolved to a new form? Database marketer and author Kevin Hillstrom thinks so, saying ” . . . the blog is the new form of copywriting.” And he makes his case for this radical opinion in his article “Four reasons why your business should blog next year.”
Here’s a clip from his article:
“In today’s online-driven world, the blog is the new form of copywriting. The advantage blogging gives the business is an interaction with consumers that was nearly impossible to achieve prior to blogging. Blogging represents a significant opportunity for your business to improve organic search results, exhibit thought leadership, have a conversation with customers, and sell more merchandise.”
As radical as it may appear to be, his statements are true enough and my clients have the increased revenues and 
have built larger in-house lists as a result of blogging.
The C-level execs and industry personalities I ghostblog for have seen a HUGE! bump in revenues and responses as a direct consequence of me taking their thoughts and subject matters and ’selling’ them to their readers using my copywriting skills.
There’s a reason it’s called “salesmanship-in-print” boys and girls.
Kevin Hillstrom is author of “Hillstrom’s Database Marketing: A Master’s Complete Method for Success.” To read Hillstrom’s full article (well worth your time whether you have a blog or not), then click here to read it for free at DM News.
Excellent material you can apply to your in-house list at Hillstrom’s website. More at his blog.
By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |
April 16th, 2007 at 8:19 pm
Thanks for calling out my article in DMNews. That was nice of you!
Most of my career has been in the catalog industry, long known for fanciful writing. When catalogers transfer their skills to the web environment, something is lost in translation. It’s a lot harder for a copywriter to tell a compelling story when you don’t know which of 10,000 pages the customer is likely to visit next. As a result, you get simple, clean product descriptions.
The blog is the place where the copywriter can really show off his/her skills. I continue to be surprised how few copywriters demand life, vitality and creativity from corporate websites, how few demand that they have control over the creativity. The blog is the place where the copywriter has the best chance to have his/her skills showcased, the place where the customer can be romanced. Maybe the Information Technology folks frightened people into thinking that not a lot can be done to change big websites, I don’t know.
All I know is that a nobody like me, with minimal writing skills, has several hundred RSS subscribers while writing about a niche topic that few folks enjoy reading. Imagine what could happen if a copywriter wrote about something a large audience had passion about.