Why is copywriting always last on the list?

I get a lot of questions from people about building their businesses. Everything from managing it, creating products, marketing and even how to leverage it into other businesses or ideas. What Ifind most interesting is that copywriting is almost always the last thing on their list. Why is that? I think I figured out why…

Everyday we are mostly focused on the "how to’s" of our business.

  • How to make a websites
  • How to create a product
  • How to make more money
  • How to get more traffic
  • How to use Adwords
  • How to create an affiliate program
  • How to create our own graphics
  • How to get more optins
  • How to create a buzz

What most people don’t realize is that at the forefront of everyone one of these items, COPYWRITING should be #1.

You can have the greatest product in the world, but if you can’t communicate it’s benefits and why a person should purchase it, then you have an enormous problem and you WILL NOT make sales.

I have to say first and foremost that I am not a great copywriter, but I do ok. You see, I’ve written most of my own copy for the 10 years on the Internet. But, I also have studied the people whom I believe to be the best. I’ve looked at their structure, their layout, their words, their phrasing, their embedded commands and a whole lot more. I’ve managed to do ok communicating my message and people have purchased my products.

Copywriting is about communication.

A clear and concise dialog with your reader persuading them to purchase your product and service. Yes, I said "persuading". If you think your product will sell itself… you are dead wrong. You can’t assume the reader will be able to read between the lines and figure out exactly why they need your product. You have to lay it out for them in plain english. Don’t make them work in order to buy your product.

Michel Fortin is one of the best copywriters on the Internet today. Not because he is a close and personal friend of mine, but because Michel is a self-proclaimed fanatical tester. If you ask him who the true genius is when it comes to copywriting, his response will always be… the reader. Why? Because, it ultimately doesn’t matter what you write, what matters is the results you receive from your writing.

Check out his Copywriting Membership Site: http://www.thecopydoctor.com/ I’m a member and it’s worth every penny!
The beauty of the Internet is that you can test your copy now faster than ever. It’ doesn’t cost much and many times you can do this for free. Here’s an example… Phil Huff created a program called Split Test Generator (No relation 🙂 ) It allows you to do a simple A – B Split test. It sends half your traffic to Page A and the other half to Page B. Just use a different order link for each product and you now have your winner. Pretty easy.

You can get as advanced as you want. Marc Quarles and I developed MultiTrack Generator. This is the most advanced testing software on the Internet. In fact, you can test up to 30 different items simultaneously. The page will use the variables you’ve given it and it will over time create the perfect salesletter for automatically. Pretty slick huh?

In summary… my message is for you to pay attention to your copy. Start testing your salesletters and marketing messages. One small tweak can increase conversion dramatically.

2 Comments

  1. Andrew Cavanagh on January 15, 2007 at 1:54 am

    As an online copwriter you’d have to see it as self serving if I agree with you.

    But you’re dead right.

    Most really smart online marketers could make FAR more money by calling a copywriter BEFORE they create a product.

    A savvy, marketing-smart copywriter can help you develop a product that’s far more likely to sell and help you see potential products and services that can be very easy to deliver and be very lucrative.

    Copywriters have the advantage of being objective industry insiders.

    We’re hired by online marketers who can afford us which, at least in my case, means they’re making real money online.

    We know which strategies are most likely to work and which are most likely to bomb.

    So a good copywriter can be worth a ton of money to you.

    Kindest regards,
    Andrew Cavanagh



  2. Ray Edwards on February 11, 2007 at 12:59 pm

    A good copywriter (or, more to the point, good copy) is only worthwhile if all the other elements of your offer are “right”: market, message, and the matching of the two.

    The issue of testing is vital to this conversation, because this is another area of importance that is often overlooked by Internet Marketers. Many say they know testing is important, but the truth is that most simply don’t do it.

    Armand, your experience of writing your own copy and then testing it rigorously is a good example of what we all should be doing (though you’re a much better copywriter than you give yourself credit for).