Can a copywriter do more than just help you make a quick sale?
But in order to establish long-term sales, you need to build a relationship with prospects. That’s where content comes in.
Content is the most critical element of any marketing campaign. It plays a key role in changing the customer’s attitude and influences prospective sales. If you are a business owner struggling to produce long-term sales, consider a copywriter to write your content.
Below is a list of 7 content-related issues and the ideal medium for tackling each, plus some tips to help you get the most out of your copywriting.
1. Need to win back past customers
A challenge that all owners face one way or another is to win back past customers. And the ideal medium for tackling this issue is a direct mail long copy. Unlike many other forms of promotion, direct mail is a tried and tested medium for changing behaviour.
A challenge that all owners face one way or another is to win back past customers
What is a long copy you ask? Long copy is more than 4 pages in length and it involves a lot of time in planning, researching and writing. A copywriter will produce content that speaks directly to your past customers, dealing with their objections and presenting a great offer.
Tip: if you want your direct mail to stand out, consider a package that includes an eye-catching envelope to go with your copy. The quality of the artwork and the quantity will depend on your budget.
2. Clients need a reason to read your newsletters
Newsletters (print or digital) create awareness and keep clients informed about your product or service. The tricky part is getting clients to show interest. Because let’s face it, no one wants to read boring company newsletters. But if it’s done in an engaging way, they are likely to spend time reading it.
Organisation is key to a successful newsletter so this requires a lot of planning. A copywriter’s role is to gather the stories and write the content. Examples of content are a balance between serious and light-hearted stories, editorials, interviews, competitions and quizzes for readers to partake.
Tip: for the print option, it is best to check the level of involvement as some copywriters are actively involved in the printing and distribution process.
3. No time to write a blog
We all know that writing a blog can take a significant amount of time. But it’s not just the writing component that takes time; it’s the planning and strategizing that goes behind the content.
You see, writing blogs without a content strategy is like long distance driving to a destination that you’ve never been before. And without a map! You hope to get there without running out of petrol along the way. The same applies here with your blogs.
A copywriter will help you come up with a series of topics, a schedule for each publication with action-driven content to increase your readership and convert them into paying customers.
Tip: ask if the copywriter has a content promotion strategy as part of a package deal to help increase your blog’s exposure for your social media channels.
4. Your website isn’t bringing in the right target market
Ask yourself this question: is your website a reflection of your brand? Does it portray your style, format and tone? Above all, does it speak to the right target market? If not, then your website copy needs a little TLC.
A copywriter’s job is to take out the bland copy and transform it into your ideal customer by speaking their language and presenting them with a solution. In terms of value-add content, a copywriter will produce literature (e-books, white paper, infographics) to convert information-seeking readers into loyal customers.
5. No social media presence
This issue is not as common as businesses placing all of their focus on social media; however, the absence of social media hinders growth.
Social media provides an easy outlet for your customers and prospects to learn about your business in bite-size chunks.
A copywriter will come up with a plan designed to pique prospects’ interest in your products or services with engaging posts. Such posts may contain a mixture of customer reviews, industry news, questions to readers, quick tips and advice, contest posts etc.
Tip: if you require copywriting done your website or another digital medium, ask a copywriter to provide a package deal that includes social media. This may help you save some money.
6. Emails aren’t being read
Email marketing is a beast in itself. It harnesses the power to convert but it can also deter prospects away should the content be meaningless or ‘too salesy’. If your emails aren’t being read, there can be a number of reasons for this:
Content isn’t engaging
One method used to engage with readers is to tell stories. Stories are powerful because they are lessons. They reveal a problem and to put it simply, your business is the solution.
Wrong target market
A common problem with email marketing is writing to the wrong target market. Segmenting your recipient list so the information is useful and relevant to them. Segmentation is simply the process of breaking up a mailing list into smaller lists. This method works best for large mailing lists.
The subscriber list is small
Everyone starts out small at first so if you are struggling to grow your list of subscribers, the best thing to do is to focus on building trust with quality content. In addition to this, you must offer an incentive to your subscribers. An example might be reserving the best insider tips or how-to guides for your subscribers. Any information that is considered ‘gold’ must be saved only for your subscribers.
In any case, a copywriter can fix those issues by writing a series of educational, story-telling and promotional content to increase your email click-through rates and grow your list of subscribers.
7. Don’t know how to announce a new product or service
If you have the budget for it then a radio announcement is one way to let people know about this new addition. A copywriter not only writes the script but can come up with character play scenarios.
All in all, a copywriter is there to come up strategies and write the content so you can focus on the most important thing which is running your business.
Do you have some content goals that you want to achieve? I’d love to help you! Send me a message at firstname.lastname@example.org.
Please leave a comment in the ‘Leave a reply’ text box below. I’d love to hear your thoughts.
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