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 transaction begins with a strong referral or handshake, your messaging on web pages, in product sheets, and on social media can still make or break a customer’s perception of your business.
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 marketing 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 happy with how your business is being positioned or advertised, why wait?
The catchphrase if you can't explain it simply, you don't understand it well enough, has been around forever in a marketing context… but for good reason. Too much small business website content is littered with half-baked value propositions, excessive buzzwords, and — especially in B2B circles — an unmistakable *fluffiness* that reveals everything you need to know about the writer’s understanding of the product or service being presented.
Copywriting for businesses is all about striking the right balance between simplicity and specificity and convention and creativity.
It's about emphatically promoting the advantages your brand, product, or service offers without pretension or cockiness. It's about explaining features, capabilities, specialties and other qualities with the enthusiasm of a English Lit major and the competency of Technical Writer.
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.