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Choosing To Hire A Copywriter Or Not
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As a copywriter I strive to write clear, concise sales copy that gets right to the point to tell the reader the benefits of the product or service. People these days are busy, almost too busy, and they get in their own way. Rather than taking the time to really study the situation they rush through it and let their emotions sway their decision.
What this means to a copywriter is that it is something that can be used to get the reader to buy right then and there. This gives the writer an advantage especially when writing web sales pages. With this in mind let's take a look at what a sales page should look like and more importantly sound like.
For instance HTML code aside a sales page should have a title that grabs the readers attention followed by a paragraph that is all about the main benefit they will receive. There should be no hemming and hawing about it. This paragraph needs to get right to the point, telling them in no uncertain terms how this product or service will improve their life.
For the body of the sales page create images that the reader will pick up on and see in their head. They should see themselves enjoying the product or service.
Since most people won't actually read the sales page word for word it needs to be broken up with subheadlines and bullet points. Even graphics that evoke the images you want them to see would be appropriate. Videos are another way to get them to feel the joy.
The copywriter also knows that there must be research that comes before anything is written. He or she needs to know what the perceived main benefit of the product or service is in order to sell it to the target audience. Without this knowledge you could be pitching the wrong benefit.
Product research is one thing, but target audience research is where the sale of the product or service is really done. Knowing whom you're selling to is paramount because of so many factors. You want to know how they think, how they react, what they want and how they talk to one another.
When these things are known by the copywriter the sales page will read like one friend talking to another telling them how they can solve their problem. This voice builds trust and friendship and this is something needed as people buy from those they know like and trust.
Having a sales page written by a professional copywriter can help your business in ways that you might not realize. The main advantage is the conversion rate. Trying it on your own you might see a conversion rate of 1%, where a professionally written sales page will surely get 8% and might even reach as high as 10% or even 15%.
To me this makes a professional copywriter worth their weight in gold. What I mean is getting 8 times the business from a sales page is worth a lot of money that you'd be missing out on with the self created sales page. Of course the choice is up to you. I'm just putting it out there for your consideration when you are deciding to write your own or to hire someone that is a professional copywriter.
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