Copywriting…the Vital Business Skill!

If you’ve studied any of my Internet marketing training products, you know I focus pretty heavily on copywriting during it at some point.

My book, “Internet Integrity: The Truth about How Any Business Can Increase Profits Online” is focused on ethical strategies for improving the profits of your Internet business.  Although it covers quite a bit about how to build a site and generate traffic to it, it still has an entire chapter dedicated to a fifteen step system for writing online ad copy.

My course on how to create and profit from information products has three audios dedicated to the subject of copywriting.  My upcoming teleconference on how to build profitable email lists will have several calls where I talk about using ad copy to get people to subscribe…and then how to write effective selling emails.  A 300 page manual I’ve designed for local business people to increase their business has several sections that deal with ad copy.

Let’s face the facts of the matter.  If you’re going to have a successful business of any type, you must learn how to either write effective ad copy…or at least recognize it when you see it.  Just like any other part of your business, you may want to hire out this job to someone who’s an expert in it.  But how will you recognize a good job when you see it?  Major corporations are ripped off all the time by ad agencies who produce “good entertainment” that can’t sell their way out of a paper bag.

Knowing how to write good ads is essential to doing business online.  Let’s look at it this way.  Let’s say you have a website where 1 out of 200 or 0.5% of your visitors buys your $100 product.  This means your site earns 50 cents per visitor.  Lets take another website in the same market who follow good copywriting principles.  They start off with a 1% conversion rate but through testing are able to get their site up to 2%.  So they earn 2 dollars per visitor.  If you’re both using PPC advertising, the first site loses money at 60 cents per visitor while the second earns a fortune.  The second site can go all the way up to $1.50 for their visitors and still be in profit.  The first site is going bankrupt by this time.

You may say, “Well I don’t use PPC advertising.”  Fine, let’s use a free advertising method…an affiliate program.  The first site decides to pay out 80% of their profits to their affiliates so they end up paying an average of 40 cents for every visitor sent to their webpage.  The second site decides to be generous but not nearly as generous and only pays 50% of their overall profits.  So their affiliates end up earn an average of $1 for every visitor they send.  Which webmaster would you prefer to affiliate with…the one paying 80% for 40 cents per visitor or the one only paying 50% for $1 per visitor?

It’s obvious, isn’t it?  The one who is going to have affiliates promoting for them is the one only paying 50% because it adds up to more money for their affiliates since their website has a better conversion rate.  This same fact applies to everything you do in your business.  The business with a better Yellow Page ad gets more phone calls for the same money spent.  The opt-in list publisher earns more from the same size list because of better promotions.  If you improve your ad copy, you improve your profits and your overall business.

Please understand that when I’m talking about copywriting I’m talking about writing in a concise manner to show your clients the benefits of what you offer.  I’m not talking about tricks, scams, or hype.  If you’ve been online any amount of time, I’m sure you’ve seen these.  Someone puts up their webpage with their moving deadline, “You must purchase before Wednesday the 21st to get this deal.”  Tomorrow the date moves ahead another day through their Javascript.  There is only one answer for that kind of marketing….a scam.  I’m sure you’ve also seen enough copywriting tricks to make you sick. 

What I’m talking about are the basics of copywriting…really showing your clients the benefits, offering a strong guarantee, telling the whole story, giving the reason why you’re making the offer, and honest testimonials from real users of the product/service.  I guess I’m a little sick of the “guru club” who all go around making a testimonial about each other’s products and then tell you about the next greatest offer to ever hit the planet (for some reason those offers are always expensive so they can pay high commissions also).

Copywriting doesn’t have to be difficult.  It’s really simple.  What are your clients dreaming about and what are they afraid of?  Let them know how your products/services can help them with those issues.  “Paint a picture” with your words to describe it to them since people don’t think in words.  They think in pictures.  For example, think about the word dog.  If I say dog, do you think of the letters d-o-g in your mind or do you picture a dog you know about?  I’m sure you see the picture.  What if I describe it as a golden retriever with a big floppy tongue?  Do you see that picture?  I’m sure you can.  All you’re really doing with your copywriting is painting a picture for your clients of what their life is like right now…how it will be once they get your product/service…and how it would be without your product/service.  Then you tell them about the guarantee and remove all risk from the purchase.

If you’d like to know more on this subject, my book is already out and available at Amazon.com.  I also have several new Internet marketing products coming out this month.

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