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Business Owners: Great Copy ISN’T the Answer

By February 27, 2017Uncategorized

What’s the most annoying way to answer a question?

Another question.

And the second most annoying way?

Answering with: It depends

It’s an answer I (rather annoyingly) give to most potential clients when they ask: Will this copy convert?

And by convert, they mean:

  • Will people click on the button I want them to?
  • When they click, will they make a payment, add their email address, or give me a like?
  • Is the copy you wrote convincing them to buy?

My answer to the question, as annoying as it is, has a purpose.

But before I get onto that, let me explain a little about why this question is even asked in the first place.

Since the proverbial explosion of businesses online, everyone and their cousin Polly has become aware of the importance of good copy.

Just Google: How to write sales copy, and marvel at the 2+ million results.

And they know this for good reason.

Expertly written sales copy appeals to the audience you most want to appeal to.

It seduces using words alone, and whips them into a frenzy, to the point where they’re ready to throw their credit cards at you so you can have your way with them over and over and over again.

It has the magic of you being with your audience in person without actually being there, and holds the secret to selling online, and even that illusive passive income dream.

Or does it?

Because when potential clients ask if the copy I write will convert, what they’re really asking is:

Will you write something that makes my product or service a success? So it sells like hotcakes? And does so effortlessly? So I can finally relax knowing that the copy is doing all the heavy lifting?

And the reason why I answer with It depends is because whether or not you make a sale isn’t entirely based on the quality of the copy alone.

It’s supported by the research you’ve done on your audience, the relevance of the offer to said audience, and whether or not they’re willing to buy.

Because when all’s said and done, the bottom line is this:

No matter how talented your copywriter or how on point your copy, it can never make up for a bad product

Or service.

Or programme.

Or whatever.

And by bad, I mean: The audience you’re selling to doesn’t want it badly enough, or wants it but doesn’t want to pay for it (with their money, their email address or their time).

Because if you haven’t done enough research on your audience and haven’t established whether they’d even take something from you for free, sales copy won’t save you.

Research will. Copy won’t.

I’d argue that you’re better off spending your time researching your audience further, testing small offers on them first, and then hiring a copywriter when you know your audience will buy what you’re selling.

That’s when copywriting talent becomes your best investment.

Let’s take a look at a few scenarios where sales copy without adequate research will never save the day:

 

:: Scenario 1: Emails

You’re ready to launch a new coaching programme and hire a copywriter to write an email series leading up to the launch.

The success of this emails series will depend on:

  • The size of your email list
  • How responsive this list is. By responsive, I mean:
    • Do they open your emails?
    • When they open emails, do they click on links in emails
    • Have they bought something before (even a free opt-in offer?)
  • The relevance of the programme to their needs, i.e. – are they willing to pay for it?

Because if you hire a copywriter without knowing all this, you’re setting them up for failure.

:: Scenario 2: Facebook ads

You’re ready to launch a new coaching programme and hire a copywriter to write Facebook ad copy leading to the sales page.

The success of the ads will depend on:

  • Whether the audience is cold (has never heard of you) or warm (they know who you are)
  • If the audience trusts you or not (they’ve bought something from you before)
  • If the audience you’ve set up in Facebook Ads Manager is responsive to an offer like yours
  • Whether the image or video you use is relevant to the offer you make
  • The relevance of the programme to their needs, i.e. – are they willing to pay for it?

Because if you hire a copywriter without knowing all this, you’re setting them up for failure.

 

:: Scenario 3: A sales page

You’re ready to launch a new coaching programme and hire a copywriter to write a sales page where people can sign up for said programme.

The success of the sales page will depend on:

  • Whether the audience is cold (has never heard of you) or warm (they know who you are)
  • If the audience trusts you or not (they’ve bought something from you before)
  • If the audience wants to pay for what you’re offering

Because if you hire a copywriter without knowing all this … you get the picture.

Great copy won’t save you, folks. But brilliant research before the copy is written definitely will.

That’s why, when I work with my clients, I get to know their audience better.

I interview them, ask them a lot of questions, so that I’m convinced the offer’s worth writing for.

(and if you want a piece of that, just click this)

 

Remember: 80% of the work’s done before you sit down to write.

And if you’re wondering whether the copywriter you want to hire will do this for you, click here.

I’ll tell you exactly what you need to tell if your copywriter’s worth the investment.

What to do now?

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