Is Quality Copywriting Worth the Expense?
Written by: Angie Haggstrom | September 21, 2009
If I told you I was giving away a few hours of free copywriting, but you would have to choose whether it was high, mid, or poor quality, which would you choose? I’m willing to bet you’d want nothing but the best. When money’s not an object, we all want the very best. If we didn’t there’d be something wrong with us, right?
So, here’s a little food for thought: what would your answer be if I told you that you’d have to pay for it? Would you still be willing to pay extra to have the very best copywriting, or would you go with the lowest quality to get the most content for the least amount of money? Sadly, many business owners will settle for mid or low grade simply because of the price savings. Should they? Or, more importantly, why would you spend more money simply to have ‘the best’?
(photo: joiseyshowaa)
Bring In and Qualify Traffic
Content is a significant component in any SEO strategy. It helps get the page indexed, improves your ranking, and brings in traffic with the right keywords. This is really nothing new.
What many people forget about is that your content helps refine your traffic to bring in the segment of online wanderers who are looking for what you have to offer. This is why the topic and the exact words you use make such a difference. You need to know your market, their pains, their joys, their interests and use that knowledge to attract them to your site.
To Get Conversions
Whether you’re looking for a sale, a link, or a signup, online or offline, all content has a purpose and a goal. You want something from a complete stranger. Hopefully, lots of strangers. But, unless you’re Fabio or Jennifer Lopez and have people beating down the door just to be in your presence, chances are they aren’t going to hand it over willingly. You have to make them WANT to give you their money, links or email address.
It’s sort of like getting a date from the girl or guy you have a crush on. First, you need to get her attention and make her aware of your existence. But, just being alive isn’t enough. You have to get her interested in you so she’ll even give you enough time to ask. Once you’ve got her attention, you need to make her think ‘hey, this guy would be great to go out with.’
(photo: beX Out Loud)
The hardest part is convincing someone to act. That person has to have an idea of what you’re all about and what to expect before he or she would ever consider making a move. This means you need to build the elemental foundation of trust while relaying information about who you are and what you’re all about.
If you’re bumbling around like an idiot, distant, or failing to connect with that person, you aren’t going to get your date (email address, link, or purchase), never mind reaching first base.
Educate
People won’t buy anything without finding out about it. They want to know what it is, how it works, and what they’ll get. But, they also want to know one important thing: what will your product or service do for them?
Just spouting off all the features isn’t going to do it. Quality copywriting uses benefits to prove the value of your products and services. ‘You’ll never go to another dance alone’, ‘It makes doing the laundry fun’, ‘She’ll never complain to you again.’
In addition, you need to demonstrate how you’re different from everyone else. And no, Buster Brown, being charming isn’t enough. Your Unique Selling Point has to have a direct benefit. In short, your copy has to prove to your customer that he or she would be losing out if they didn’t buy from you.
Build Your Brand and Authority
Have you ever read something and thought ‘boy, what an idiot/jerk/genius/etc’? Well, every time you read something, you’re forming an opinion about the author and subject, whether you realize it or not. So, what thoughts does your target audience have when reading your articles or site copy?
If it’s well-written, readers should be forming an important opinion about your business that will help create the foundation of a loyal following. Your Brand. It’s what makes you special to your customers and sets you apart from the crowd. And this loyal following, my friends, is where you’ll make your money. Once you’ve got this, you’ll have one of the most powerful marketing systems on earth.
When you consistently produce high end content that’s well branded, you begin to make a name for yourself. You become known for your quality, which helps to build your authority level in your industry. And like branding, this has a huge effect on your sales. Don’t believe me? What’s the first thing you think about when you read words like these: facial tissue, fast food, beer, and running shoes.
(photo: hyperbolic pants explosion)
Your Voice
One of the toughest aspects of copy is putting it in your voice; it’s a reflection of you. It’s what you’d say to each of your site visitors or interested prospects if you could. At the same time, it needs to speak to your readers.
Accepting poor copy when it’s speaking for you is really no different than having someone quote you poorly in a newspaper, and it can have similar consequences. If you’re putting your name or brand on something, you’re endorsing it.
In amongst all of these requirements, you need to get your message across to your target audience, and it needs to be crystal clear. Do you honestly think someone getting paid a dollar and whipping out 20 or 30 pieces like yours a day can really address all of these requirements? I’m afraid not. Does your copy need to have all of these components?
Well, that’s up to you, but here’s my biased view on the subject: If I’m going to put that much effort into my business, shouldn’t my copy? Wouldn’t degrading the effectiveness of my business with bad content ruin all the time and money I’ve put into it?
Topics: Copywriting | View Comments
Posted on 21 September 2009 by Angie Haggstrom
A resident of Saskatchewan, Canada, Angie is the founder of Angie's Copywriting where she's the Senior Copywriter, writing coach, and content consultant for Fortune 500s, new entrepreneurs, and everything in between. She's also a contributing author for several industry-leading publications, newspapers, and magazines covering topics such as SEO, social media, branding, marketing, and business. You can find her on Twitter (@AngsCopywriting), LinkedIn, or follow her using Google Reader.
Angie Haggstrom has written 9 articles for Cloud Mixer
September 21st, 2009 at 00:27
I think your opening statement says it all…”content helps refine your traffic.” Getting more hits seems to be the focus of a lot of cheap resources, when the focus should be getting the right eyes in front of your site. There is no shortcutting solid copy, and writing for the web with SEO in mind is even more of a focused discipline. Your company is worth the investment.
September 21st, 2009 at 00:39
I couldn't agree more David. Unfortunately, many don't. And as I'm sure you already know, copywriting isn't the only industry experiencing this issue. Designers, developers, marketers…the importance of these industries, the work they produce, and the benefits they provide are all horribly underestimated. Until it's often too late, anyway.
September 21st, 2009 at 06:08
Its true, “content helps refine your traffic” is a very important point in this post that many under estimate in their quest to get mass amounts of traffic without realising the significance behind it. Quality is always better than quantity.
The points you raise about “Your Voice” is interesting and well put Angie. Not everyone is a writer and some of us find it hard to articulate things and because we feel pressured to market content rapidly we do tend to take the easy route and hire “a dollar an article” type content, when really they would be better of saving that dollar (or 30, or 50 dollars), having another coffee and making a piece of there own really shine.
September 21st, 2009 at 06:30
I agree fully Justin. Owners almost always create great content even if it isn't quite as 'perfect' as a professional piece might be. If you choose to have someone else write your content, you need to make sure that whoever writes your content can inject your voice throughout the piece. Adding some passion into the subject certainly doesn't hurt, and as far as I'm concerned, should be a requirement.
This is what makes finding a copywriter difficult for most business owners, I think. Whoever you hire has to be more than just a good writer; it has to be someone you can work well with, and who 'gets' what you're all about.
September 21st, 2009 at 17:30
Nice post, Ang. I particularly like “you need to build the elemental foundation of trust”. As I look around, most copy seems to have been written without this in mind. Also, I agree with Justin. Your discussion of voice is very well put. By accepting low quality copy, you're endorsing it, and equating it with your brand.
September 21st, 2009 at 17:44
Sadly, this 'belittling' of quality copy is very real. I have had clients who would say that as long as people can read the copy, it would work just fine for them.
Your discussion about educating people on the necessity of always going for high quality copy is a great idea. But how? All I can see is the haggling part of the freelance writing business will take longer when you also try to educate your clients about this. But I value the importance of this idea and I'll think of how to best do it.
September 22nd, 2009 at 06:45
[...] her recent excellent post, Is Quality Copywriting Worth the Expense?, copywriter Angie Haggstrom suggests that copywriting clients who accept poor quality (i.e. cheap) [...]
September 22nd, 2009 at 15:12
Hi mjces,
Validating your services and convincing the client of that isn't easy, but it's the perfect opportunity to stretch your copywriting muscles. What makes you better and different than anyone else? What makes the content you write better than the content generated by machines? What will the customer gain when they hire you as a writer?
The idea is to show that you are a far better option and the client would be doing himself a disservice by not hiring you. By the time you're done telling him about how he'll benefit from hiring you, he'll completely forget about using previously distributed content or any other option he may have been considering. He won't be willing to accept anything less than you.
Once you figure out the information your potential clients need, you need to decided where this information needs to be presented and which format will work best? Will you include it on your website? If so, where? Will you use a client brochure?
September 22nd, 2009 at 15:15
Thanks Glenn, unfortunately so many people never stop to think of these things until it's too late. And lets face it, with so many companies reaching into the same pockets, for the same consumer dollars, there really isn't room for experimenting with copy.
September 23rd, 2009 at 02:37
Really made me think about our own copy and i realize i need to pay attention to it. I'll be in touch Angie :-)
September 23rd, 2009 at 06:28
Hi Frank,
If it got you to consider your own copy, then my work here is done ;) Glad you found it interesting! (And I'm happy to chat with you anytime!)
September 23rd, 2009 at 07:37
Really made me think about our own copy and i realize i need to pay attention to it. I'll be in touch Angie :-)
September 23rd, 2009 at 11:28
Hi Frank,
If it got you to consider your own copy, then my work here is done ;) Glad you found it interesting! (And I'm happy to chat with you anytime!)
June 21st, 2010 at 15:21
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