Does Your Marketing Plan Include Copywriting? Here’s Why It Should
December 30th, 2007 Dina at Wordfeeder.comNo Second Chance to Make a First Impression
Whether your marketing materials are mainly print based, web based or a combination of the two… there’s no denying that the words on the page serve as the first point of contact potential customers will have with your business.
Most people admit this, recognize it and fully subscribe to the theory. And yet when it comes down to it, the majority of companies skimp on the copywriting. They pour everything they have into the graphic presentation and print quality. Later we see them scratching their heads, wondering why the marketing fell flat and whether it’s even worth it to sink so much time, energy, and worst of all, money, into a pointless endeavor.
The thing is: marketing works, and if it didn’t, we wouldn’t have so many slogans and jingles coursing through our minds at all times, impacting our purchasing decisions. If a company “fails” at producing good marketing, then the obvious mistake was the copywriting, or lack of it. The message didn’t come through, the customer didn’t “hear it” or “feel it” and there went the sale, onto someone else’s website who “said it better.”
One need only take a look at the direct mail industry to see the magic of powerful ad copy at work. In the majority of cases, direct-mail pieces are downright drab in appearance… and yet this is an industry that manages to pull in millions each year. How so? By doing that which the majority of marketers intend to do, but lose sight of in the end… incorporating a simple, effective and strong emotional argument in their sales copy.
That’s not to say that all of your marketing materials have to be written in a ‘hard sell’ manner. But the message should contain an emotional hook and attention grabber. It should make the reader want to investigate, and more importantly, buy what you’re selling.
The First Few Sentences
Today’s consumers are notorious for their impatience. They don’t want it now; they want it yesterday, and we can thank the internet for giving them this instant gratification mentality. For this reason, it’s more important than ever to create a marketing message that slaps people upside the head and demands they heed your words. If your copywriting doesn’t hook people in a heartbeat, you’re going to be out of luck and out customers. So make sure you tell them something they want to hear, and do it quickly.
What’s In It For Your Customers?
I study many different forms of marketing — newspaper ads, brochures, web pages and so on. Often it strikes me how much time is spent talking about the company and its achievements, instead of what’s truly important - how the customer benefits from doing business with them. Remember that the first thing that people want to know is NOT “who are you and why are you great?”
The REAL question that’s ALWAYS first and foremost in ANY potential customer’s mind is:
“What are you going to do for me?”
Get first rate copywriting for your website and marketing collateral. Contact dina@wordfeeder.com for a custom copywriting quote today.
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