If you’re over the age of 30 then you’ll have come across the phrase made famous by 80’s band Banarama.

‘It ain’t what you do, it’s the way that you do it’.

It’s an awful song. It annoys me in every way.

But the message is good.

You can have the best website in the world or the warmest, most targeted mailing list but none of it matters if your copywriting sucks.

If the words you use in your marketing fail to create a connection with your prospect, if they don’t tap into your customer’s needs and communicate with them in a way that creates a strong desire for what you are offering, then your success will be limited and you’ll be missing out on sales.

Copywriting is a skill and not everyone has it.

If you’re like most small business owners you probably make the huge mistake of thinking that copywriting isn’t that important or that anyone can do it.  

I meet so many people who think that copywriting is simple. You just throw some words together that tell people what you want them to know and that’s it! Job done!

 But unless you are a naturally talented or skilled copywriter the odds are your copy will miss the mark.

It will fail communicate your message or inspire your prospect into taking action and your business will suffer because of it.

A truly great copywriter understands the psychology behind a making a sale and they understand your prospects needs and motivations.

They know what makes them tick and they can harness the true power of words to influence them into taking the action you want them to take.

Making the decision to buy is very rarely a logical and calculated decision. It’s an emotional one.

Now, I don’t deny that most people will weigh up the pros and cons of a purchase from a logical angle first but ultimately, the decision to buy or not buy will be based on how they feel about making the purchase.

It’s a copywriter’s job to make your prospects feel good about you, your product and your proposition.

If your words can tap into your client’s emotions and show them that you understand their problem, you can solve it and you can be trusted to do it well then you’ll have a sale.

Bland or poorly written copy that only states facts and features won’t create the emotional pull that is needed to make your client feel good and run out the door to buy from you. It just won’t.

But if your words are carefully selected with the needs and motivations of the client in mind then you can create a strong desire for your product or service and the rest of your job is easy.

Really great copy, written by a talented and highly skilled copywriter will…

• Connect with your prospect and make them feel like you understand their pain
• Build a relationship with them
• Show them that you have the perfect solution for their problem – you can ease their pain
• Establish your company as the experts in your industry
• Build trust – this is essential if you want to make a sale
• Inspire them into taking immediate action and getting in touch or making the purchase

Implement great copywriting in your business and the results can be huge.

I had a client who used to send out a sales letter to all his data leads that had been collected at local exhibitions. The letter itself wasn’t bad, but it was heavily focused on his company and what they did – not so much on what it would do for the customer and it paid very little attention to the prospect’s true motivations or feelings.

The results he was getting weren’t bad, but they weren’t great either.

By changing nothing other than the wording in his letter he increased his sales conversions by 25%!

Just think, what would a 25% increase in sales conversions do for your business?

As you can see, hiring a copywriter is not a luxury that should be reserved for large corporations or multi nationals. It is a core part of your marketing strategy that you just can’t do without.

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