We love to talk about ‘content marketing’, ‘consumer engagement’, ‘social media strategy’ and all the other buzzwords of the day.
But, whether we like it or not, what we’re really talking about is selling stuff.
You might be selling a product – selling ISAs to consumers or seeds to farmers. You might be selling a service – business phone numbers or freelance copywriting.
You might be trying to persuade people to give to a charity. Or give their blood for the good of others. In which case you’re selling an ‘idea’. Planting a thought. Demanding a response. Right now.
That’s why I believe what I do for you is simply salesmanship in writing, whether it’s pixels or print.
This means I prefer to work with you from the earliest point in the process as possible…when you’re putting together your marketing strategy, for example. So I can help you identify the facts and features about your product or service that we can turn into compelling customer benefits. These are the vital triggers that tap into the audience’s needs, wants and desires. They are the ‘reasons’ people will act in the way you want them to – even if they sometimes don’t know it themselves!
The truth is – and this is a copywriter talking! – getting these underlying messages right is much more important than the actual words you use to communicate them. The essence of WHAT you say is far more important than HOW you say it.
But, of course, once we know what we need to say, I then use a host of direct response copywriting techniques to guarantee that these benefits are communicated to your audience in the most effective and persuasive way possible.
If it’s a website, it means ensuring we think very, very careful about the whole user experience (UX). Why are people coming to your site? What do they want from it? How can we get them there as quickly and painlessly as possible? How can we convert them to customers? What are the headlines that will catch their attention and tap into their mindsets? What are their turnoffs? In other words, it’s not just about hits and SEO. It’s about converting hits to sales.
In offline, it’s the same process. Who are the people most likely to buy your stuff? What’s the best way to reach them? What are the benefits, reasons and triggers that will make them call you, visit your website, buy your products in the supermarket? Whether it’s a direct mail pack a press ad or a poster on the side of the road, it all begins with isolating the WHAT and letting me craft the HOW.