Why do you need
a professional copywriter? You can always tell when someone's masquerading as a copywriter. Sometimes it's the owner of a business. Sometimes it's a friend or relative who got talked into it. The business owner writes about 45 years in the same location. Or about their family, or about their donations to the local scout troop. If it's the friend or relative, they write the same thing. Poor saps, they're forced to do it. Some say who better to write about a business than the owner? That's like letting a death row prisoner decide on their execution date. Neither person has an impartial opinion. As a result, what ends up on the page is usually nothing the customer wants to hear. And what do customers want to hear? Simple. What's in it for them. That's all any customer cares about. Like it or not most people are pretty greedy. So when they pry open their pocketbooks, their selfishness makes Stephen King's most evil antagonist look like Mother Theresa. WordSleuth isn't here to philosophize about the human condition. I'm simply informing you that a professional copywriter is the person best qualified to communicate with your customers.To get through to them and increase your business. No matter what you're selling. Copywriter Emeritus Herschel Gordon Lewis says we live in The Age of Skepticism. I'm inclined to agree. If this is the case most customers are not only greedy, but they're skeptical of anything you tell them. I can't think of a harder sell. "Why should I buy your widget?" "Down the street they sell something just like it for 20 percent less." "Gimme a lifetime guarantee, and you got a deal." "Gimme the kitchen sink." "Gimme your first born." The only way to handle demands like these is to educate. The customer needs to be schooled in your product's features, advantages, and benefits. The features equal the advantages you have over your competition. The advantages equal the benefits your customers get from dealing only with you or your product. The words that do this most effectively are written by a professional copywriter. Don't believe WordSleuth? Head over to the Copywriting Crimes page. You'll find an example of what happens when the wrong person writes copy. |
