Are sales important in your business? Copywriting is multiplied salesmanship.
“The principles of copywriting are the principles of salesmanship.
Treat it as a salesman. Force it to justify itself. Compare it with
other salesmen. It may appeal to thousands while the salesman talks to
one, hence every ad should be a super-salesman. A salesman’s mistake may
cost little. An advertiser’s mistake may cost a thousand times that
much. A mediocre salesman may affect a small part of your business.
Mediocre advertising affects all of your business.” – Claude Hopkins, “Scientific Advertising” 1923
Copywriting is the translation of marketing strategy into words.
Copywriting is based on scientifically established principles of
psychology and communication to promote a person, business, opinion, or
idea in order persuade the intended recipients of your message to ACT;
usually to part with their hard earned money in exchange for your
product or service!
No matter what business you are in, you can not afford bad copywriting:
- Ineffective copywriting costs your business money in missed sales opportunities.
- Bad copywriting creates a negative brand image for your business.
- If your website, brochures, advertisements, catalogues, email,
direct mail sales letters, whitepapers, videos are failing to persuade
your prospects to buy then all the costs of producing and distributing
these are wasted! The costs of reaching your customers with your message
make up to 80% of all your marketing costs!
More than ever businesses need the services of professional copywriters.
In 2007, Yahoo predicted copywriting as one of the top 5 in demand
professions. The explosion of online marketing communication such as
websites copywriting and email copywriting has given birth to a much
greater demand for copywriters. In today’s hyper competitive business
environment what your customers think and feel about your business is
one of the last sources of competitive advantage. Everything else can be
easily copied. The positive perceptions your customers have about your
business are created through effective communication. Communication
that is clear and concise. In one word – COPYWRITING!
There are more books and websites about copywriting, more
copywriting schools, more copywriting courses and more copywriters than
ever before. Yet the general standard of copywriting, that is
percentage of good copywriting as a proportion of total copywriting is
worse than ever before – just look at the advertisements in your local
paper, most industry based publications, your mailbox, and 90% of all
websites! In many ways it seems that we have taken a step backwards not
learning from the mistakes in the hard work of the great copywriters
of the yesteryear.
“Experience has convinced me that the factors that work in mail
order advertising work equally well in all advertising. But the vast
majority of people who work in agencies, and almost all their clients,
have never heard of these factors. That is why they skid hopelessly
about on the greasy surface of irrelevant brilliance. They waste
millions on bad advertising when good advertising could be selling 19
1/2 times as much.” – “Tested Advertising Methods”, John Caples, First published in 1932.
Much has changed since then – technology, media, the economy. Print
was the only mass media vehicle. Attention spans were longer. Mass
production was just beginning to bring the benefits of a higher standard
of living to the population at large. Majority of products had real
points of difference. However the principles established by the
grandfathers of advertising, copywriters like John Caples and Claude
Hopkins are even more relevant today than they were then. Consumers want
their problems solved. They want to save time or effort, save money or
make money, have peace of mind, feel good about themselves and have
The Principles of Copywriting (advertising) are based on the
understanding of human behaviour and the ability to translate marketing
strategy into words (and images) that sell.
If you don’t have the right strategy (product / service) no amount
of advertising expenditure or great copywriting will help – remember
that good advertising kills bad products faster!
Good copywriting and sales results are a culmination of the right
strategy – providing the right product or service to the right people at
the right time.