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 | Comments