The evolution of copywriting
Want to know a secret about marketing?
The fundamentals haven’t changed in over 2,000 years. Antiquity experts have found evidence of branding, packing and labelling dating back to Pompeii circa 35 C.E. for a bottle of fish sauce “The best liquamen, from the shop of Scaurus”.
So, what are the three founding principals of marketing that never change?
Crafting the right message for the right media to target the right market (AKA the Marketing Success Triangle).
If you haven’t heard the term “Simplexity”, it is a term used to describe the idea that with simplicity comes complexity.
So, don’t let the simplicity of the marketing success triangle fool you. There are only 26 letters in the alphabet, but these letters have infinite and incredible possibilities. Copywriting has proven this concept; it has been around since 1477 and remains the king of marketing to this day with no sign of it slowing down.
As a professional copywriter, you might think that I have you at an unfair bias. And you are probably expecting me to preach that “every business needs copywriting”.
Well, guess what? You’re right, and I believe that every business does need copywriting in some way, shape or form.
Please don’t take my word for it. The evidence is all around us.
Go for a quick surf through the World Wide Web. Look at different websites, advertisements and social media posts. I guarantee you that they are all using copywriting to promote their brand, product or service.
Your website is your number one sales rep, and it is there to work for your company 24 hours a day, seven days a week with no salary, overtime or commission.
I have had a passion for the written word since I was five years old. I also have a Bachelor’s degree in Writing and a Masters of Research, and yet I still have so much to learn about copywriting. It is a never-ending pursuit of knowledge.
You don’t need a wall full of degrees to be a great copywriter, but the truth is, there is no quick way to learn how to write copy.
If you’re not passionate about something, don’t do it.
If you are only interested in copywriting to help build your business, then I strongly recommend you outsource your content to a professional copywriter. You have better things to do than try to learn how to write copy. It’s time-consuming, and if your content is average at best, it can damage your brand.
Instead, focus your energy on managing your team, running your business, onboarding customers or closing sales.
Why should people listen to you?
The reality is, most people don’t care about the features of your product or service. How many times have we heard the buzzwordy, stagnant elevator pitch: “We offer high-quality XYZ services for SMB to enterprise, with 300% ROI over a growing number of industries. We are market leaders, blah blah blah...”
These offers don’t make sense; they feel robotic and don’t resonate with real people.
As a consumer, we care about solving our own problems.
Here’s an example of clear copywriting:
“Did you know Google ranks slower sites lower in the search results?
How long does your website take to load?
We can optimise your website and double your loading speed in under 1 hour.
Contact us to learn more.”
The above copy has a clear target in mind: Business owners with slow loading websites. It outlines the problem and the adverse effects that it carries while educating the reader. The offer provides an easy solution to the problem and a way to get in contact to learn more.
Time is money.
Copywriting can chew up a lot of time and effort. If you are a business owner, you don’t want your focus to be on writing articles, blog posts, eBooks or website copy.
Outsourcing copywriting allows you to focus on growing your business, servicing your clients and managing your staff. Having engaging copy will help generate inbound leads. The goal is to generate enough gross profit that it pays for your copywriter and then some.
Would you hire a sales manager with zero sales or business experience?
No, and you shouldn’t treat your copywriting any differently.
Copywriters are professional writers who are highly skilled at research, giving them the ability to write about almost any topic or industry.
Try to find a copywriter that is open to critique and discussion. We offer our clients unlimited edits. That way, we can discuss different angles and ideas, make changes so that we end up with the highest quality content. If the customer isn’t happy, we’re not satisfied.
Many businesses are concerned with trusting an external writer to create their content. Especially if they are not experts in the industry and they don’t know the inner workings of the company.
With the right copywriter, the outsider’s perspective is one of the main benefits.
Hiring an external writer gives your content a fresh perspective. A great writer will conceptualise your business from the customers perspective and write in a voice that will resonate with your readers.
A professional copywriter will create a clear content strategy to help your business grow. Copywriting is a tool to promote your business and should be the foundation of your marketing strategy. A consistent and targeted content strategy is crucial to generating more leads online.
Yes, we sell copywriting, and SEO packages, but DON’T buy them!
Wait. What? Aren’t we supposed to be selling you something?
SEO and copywriting is a long term strategy. It is important to make sure we are the right fit for your business. Never buy anything until you feel comfortable and have all the information.
If you want to learn more about our SEO and copywriting packages, or if your business would benefit from a content marketing strategy, please speak to us first. You can contact us anytime for a friendly (and free) conversation.