Copy Writing Overrated

Conversion Rate

Some copywriters are legendary.The story of how they came up with the perfect hook that turned a losing campaign into millions of dollars passed around as folklore.Their words act as slick sales people jumping off the page to close the deal.Mere mortals wish they could pay their exorbitant fees.I think much of it is glamourized and over hyped.

on’t get me wrong, there are a lot of talented copywriters out there and the results they get are real. In addition, compelling copy is critical to your conversion success and a talented copywriter will outperform an average Joe any day of the week.So what do I mean?In my experience dealing with clients, many of them hear about these copywriters and mistakenly think that it’s some sort of magic pill. Don’t expect your copy to do all of the heavy lifting and twist people’s arms if you don’t have the right traffic coming to your site or you are missing other critical elements that are important for those users to convert.The truly great copywriters put more time into the research than the writing. They make sure to know the target on a deep emotional level before they ever write one word.Most want to shortcut this process. I know right away when a client isn’t getting it when they ask us to “just write a sample ad”. Judging results in this way without truly knowing your target market is guesswork and luck.If you approach copywriting in this manner, you will have an uphill battle significantly improving conversion rates and most likely waste a lot of time and money trying.The greatest copywriters in the business are the best researchers. They understand what information is needed to craft messaging that taps into the conversation already in your ideal customer’s head so it hits them between the eyes.You don’t need magic when you plan and prepare properly.

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