Pitching Your Products and Services
Purchasing decisions are irrationally influenced by your ability to talk the talk
Why You Need Good Copywriting
Even when a potential sale begins with a face-to-face handshake or word-of-mouth referral, your copy on a product sheet or a web page can still make or break a buyer's perception of your company.
If you manage a small business, for example, a website with strong, optimized content and a modern look-and-feel can level the playing field against much larger competition. If you run a larger organization, on the other hand, great content can help level smaller competitors online.
So if you're anything less than confident when you send prospective customers a link to your website -- or, if you second-guess your advertisements when you see them online, in a magazine, or hear them on the radio -- then it's time for a change.
If you're not completely satisfied with how your business is being positioned or advertised, why wait?
As often as the catchphrase "If you can't explain it simply, you don't understand it well enough," is shared in marketing contexts, so much of the content I come across is littered with half-baked value propositions, excessive buzzwords, and an unmistakable fluffiness that drives non-marketers crazy.
Business copywriting is all about striking the right balance between simplicity and specificity and convention and creativity.
It's about emphatically promoting the value and benefits of a product, service, or other commodity without pretension or cockiness. It's about underscoring features, capabilities, and specialties with the competency of Technical Writer and the enthusiasm of a English Lit major.
And above all, it's about making sure your business objectives and brand identity align with the content that potential customers and other readers will use to distinguish your organization from others in your industry.