Professional copywriter makes an emotional plea to the audience…
I had a strange dream last night. I was meeting with a potential client looking for someone to write the content for their new website.
It started well enough, exchanging small talk, explaining how I got into copywriting and the experience I’ve gained over the last 14-
years.
The things seemed to go a bit pear-shaped.
After listening to what they did, the type of customers that would buy from them, I said, “OK, but why are you doing this? What do your customers get out of the relationship?”
The room went silent.
“What do you mean? I’ve just told you what we do and what we want to say on the website.”
“Yes, you’ve told me what you do, but not how it benefits your customers. The copy must identify the chief reason for them buying from you. They want to know how you’re going to make their life easier.”
My response was met with a huff. “Look. Just write what we’ve asked for. Tell them what our company does, and they’ll buy it.”
“No, that won’t work. We have to show them how you can help them. We have to use a voice that they can relate to, a style that sounds natural and welcoming…”
“Look.” He interrupted. “Here is an example of what we want. Just write it.”
“Thanks for your time,” I said as I gathered my things. “But I can see that I’m not the copywriter for you.” Exit stage left.
A professional copywriter won’t compromise
I had a few experiences like this in the early days of my career, but thankfully today, they are few and far between. But it does still happen.
I know your business is your baby, and you know it inside out and back to front, but you’re not a professional writer.
Copywriters spend hours developing their skills, studying markets, search trends and psychology. It’s their job not only to write but also to write in a way that will grab your readers’ attention.
Think about it for a moment. Yes, it’s your website showcasing your business, but you’re not the buyer here; your reader is the buyer. That’s why every word on your website must be aimed at them.
They’re not bothered about your offices, and their only interest in what you do goes as far as how it’s going to make their life better.
You see, regardless as to whether you believe your website is a sales tool (which it is) or purely for information (which it isn’t), its content must convince the reader you are the company they want to deal with because:
- You understand their pain
- Your solution will make their life easier
- You speak their language (no hiding behind jargon or mumbo-jumbo)
The final word
If you only take one thing away from this article, make it this: your website is for the benefit of your readers. Therefore, it must show them how you will help them in simple terms and make it easy for them to get in touch with you.
Sally Ormond, professional copywriter