The Pen Is Mightier

I’ve been frequenting a certain marketing group in Facebook lately. It seems like everyone in there is lamenting about how their website or their ad campaign isn’t working, and they ask the group to troubleshoot.

It’s your traffic!

It’s your brand!

It’s your offer!

It’s your product!

Your price is too high!

Your price is too low!

But no one, and I mean no one talks about the elephant in the room. It’s what will make or break any campaign, whether it’s a million dollar budget or a $5 a day ad.

What is it?

It’s your COPY!

Copy is the great equalizer. It has stood the test of time, weathering the marketing trends that have come and gone. The words you use on your website, in your emails, on your sales pages, in your product funnels, on your video scripts, even in your webinar presentations, will mean the difference between success and failure.

Too many people think they have this critical part covered. They read a book or took a copywriting course, or worse yet they are a “good writer,” so they’re all set.

Writing for the web, when people have split-second attention spans, is a completely different animal than writing for other kinds of advertising, and it’s not even in the same universe as writing a book, white paper, blog post or article.

Every word is crucial. It’s like conducting a symphony. Every emotion, every nuance, every syllable is like a note of music, and if one note is off, or one instrument in the orchestra isn’t flowing with the rest, the entire piece fails.

Your copy is just as important as any other part of your marketing campaign. Ignore this, and you will be left scratching your head wondering why you’re wasting so much money on advertising with such lackluster results.

This is easy for me to say, I’m a copywriter. But I’m not writing this to drum up business. Consider this a public service announcement.

If you want to make your next campaign bring in more sales, or you want to stop leaving money on the table with your website, hire a professional to fine tune the copy. It will pay for itself many times over.

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