Copywriters Are Salespeople
I received a query for a sales letter rewrite from a well-respected online
marketer. He is having poor conversion from his website. I took a
quick glance at the website and saw right away why the sales were
doing poorly.
And it wasn’t:
- the salescopy — that was fairly good
- the product — it’s in demand
- the layout - I would change the background color but it’s fairly clean
- the product owners - they have been in business for many years with a lot of great products
So what was the HUGE problem as I saw it?
It was a POOR SALES STRATEGY.
A few of my coaching members asked me if they should learn internet marketing
and my answer was a BIG YES!!
There is no such thing as a pure copywriter. I mean, someone who
just writes great copy and sell products. In the final analysis,
great copywriters are really great SALES PEOPLE!
I’ve often heard many people comment that the late great Gary
Halbert wasn’t that great at writing copy but he knew how to
SELL.
I have a huge respect for Gary, but I must agree. Gary was a
great salesman. Mind you, his copy was great but not “out of
this world” better than any other copywriter out there.
I’ve read many of his letters and he himself would tell you that
it’s selling strategies that really made him the sought-after
copywriter he was.
The point of all this is that if you intend to write great copy,
along with learning how to write you must LEARN HOW TO SELL. Read
books on selling. (Some are listed in the stickie above.)
You can write GREAT COPY and still stink in your sales because
your marketing strategy or selling technique was poor.
I know a couple mediocre copywriters who are masters at selling
and they do very well for themselves online. They would sell you
the shirt on your back–not through words but through STRATEGY.
So the bottom line is that if you want to be a better copywriter
you must also learn how to sell.
Examples:
1. “Take the puppy home for the weekend and if you don’t like
him you can return it on Monday” -that’s selling! Who will
return a puppy?
2. If you are selling software give away a FREE TRIAL that last
for 30 days. Once the use learns how to use the software and get
accustomed to using it they would have literally sold
themselves!
You don’t need a lot of words to sell software–just give it a
away and ask them to ‘return the puppy’ on Monday.
3. If you are selling an “unbelievably good” product — use a
TON LOAD of testimonials. Now you may say that every copywriter
knows that but some products need MORE TESTIMONIALS than others.
Do you know which ones?? — then that’s selling.
4. Give away INFORMATION and sell the service. That’s what
copywriters and other service providers do. That’s why you have
to write articles, build a blog, give free critiques etc., these
are all INFORMATION but when they need copy they will seek you
out. That’s selling.
So while you improve your WRITING skills, learn how to market
online as well. If you intend to write copy for your clients they
would expect this from you.
And you can charge more because you are a MARKETER, not just a
copywriter.
Filed under: Online Copywriting
