*** The following post contains a warped exaggeration of the author’s views. He therefore asks readers to kindly refrain from throwing bricks through his window and/or taking these egotistical and outlandish claims to heart ***
If you don’t yet have an in-house or go-to copywriter, then in 7 minutes from now (after devouring every last word of this blog post) you’re most probably going to do this:
Run to the phone.
Frantically dial my number.
Beg me to join forces with you.
Generously offer me shares in your company in exchange for my god-like copywriting expertise. Or negotiate some other kind of mutually-beneficial partnership.
If you do already have an in-house or go-to copywriter, then in 6.39 minutes from now (after soaking up every last drop of this blog post) you’re almost certainly going to do this:
Run to the phone.
Frantically dial your copywriter’s number.
Beg them to never leave you.
Shower them with excessive compliments. And offer them a big fat raise for all their hard and invaluable work.
Why?
Because copywriting is more important than EVERYTHING else in business.
There, I said it.
Am I biased?
Yes of course I am. But I also said it because it’s true.
Oh – you beg to differ, do you?
Well let’s do some little comparisons then, and I’ll prove it to you.
PS. There are only 6.09 minutes left till the running and dialing bit. So you’d better start stretching your legs and fingers…
WHY COPYWRITERS ARE MORE IMPORTANT THAN SEO SPECIALISTS
Search engine optimisation (SEO) specialists possess the masterful talent to boost your website onto the first page of Google and thus drive rivers of eager customers your way, right?
Wrong.
Copywriters do.
Since Google’s Panda and Penguin algorithm changes, SEO has relied primarily on quality content. Not on stuffing the right amount of keywords into unnaturally-written articles, and building as many (spammy) backlinks as possible – as was the case a few years back.
Sure, you need backlinks. And some onsite optimisation.
But Google now rewards websites mostly for their ability to grip and hold the target audience, along with their ability to compel and persuade the visitor to interact with the site and click on the desired calls-to-action (Google knows this through monitoring the bounce rate, page depth and time spent on the site).
And how do you keep visitors glued to the page?
Through brilliantly-written, relevant, valuable, entertaining content.
And who best to create such content?
That’s right… a copywriter.
Especially a creative one.
Especially especially an SEO-savvy creative copywriter who knows their way around some keyword research tools, like we do.
And when it comes to building backlinks; this awesome, valuable content will be naturally shared, and naturallylinked to from other people’s blogs and sites – which is exactly the kind of organic backlinking that Google now rewards.
Next!
WHY COPYWRITERS ARE MORE IMPORTANT THAN GRAPHIC DESIGNERS
Designers are pretty darn important. Don’t get me wrong.
I work with designers all the time, and without their creative talent and analytical eye, you wouldn’t be able to create shit-hot brands. Or beautiful, visitor-luring websites. Or powerfully memorable and aesthetically-charming ads.
And that’s why businesses tend to hire graphic designers a hell of a lot more than they do copywriters.
Which is a shame. Because copy is more important than design.
Allow me to defend this bold statement.
Imagine you want to learn Spanish, and you’re searching online for a course. You arrive on the landing page of a well-designed, well-branded website with a really slick-looking colour scheme. The headline reads “We do good Language lessons. Buy, buy, here today – You won’t regret!” (or something crappy like that). And the body copy is equally terrible.
Would you read on, or would you run a mile?
I think the answer’s obvious.
Now imagine arriving on another landing page. This time the site design is pretty shoddy; clearly just a simple, outdated WordPress template which has been put together by a non design-oriented staff member. But the headline reads “Learn Fluent Spanish from Scratch in 90 Days or Your Money Back”. And the body copy is extremely compelling, persuasive, personal and jam-packed full of reasons why this course is the perfect fit for you.
Which course are you more likely to buy? Or at least inquire about?
In fact, I know a few very successful bloggers and social media gurus whose website designs are not far off the description above. Yet their headlines and blog content are spellbinding and dripping with value. Which is why they have gigantic readerships and swarms of happy, paying customers.
If their content was crap, they wouldn’t. Simple as that.
The same goes for many poorly designed long copy sales pages that are floating around out there, raking in sales left, right and centre. Despite their shoddy design.
Copywriting king Bob Bly explores the debate on his blog, where he quotes marketing consultant Ruth Stevens arguing that copy is more important than design in advertising:
“When the ad’s intent is to motivate a response, it’s about selling, persuasion, and the call to action” writes Stevens. “These appeals are delivered in WORDS and SENTENCES.”
Convinced yet?
3.41 minutes to go…
WHY COPYWRITERS ARE MORE IMPORTANT THAN SOCIAL MEDIA CONSULTANTS
Hello my social media friends!
I’m afraid we’re more important than you 🙂
Why? Because social media marketing is a way to expose your brand and channel traffic towards your website and offering. And quite a time-consuming one at that.
If the copy on your site is as dull and lifeless as a string of dead fish – then your social media efforts will just be a big old waste of time.
So make sure your foundations are solid, and your copy compelling, before casting your net out and attempting to reel those prospects back to your website.
How?
By hiring a copywriter of course!
(3.15 minutes and counting…)
WHY COPYWRITERS ARE MORE IMPORTANT THAN PPC EXPERTS
Pretty much the same reason as above.
The amount of money that small businesses throw into Pay-Per-Click ads willy nilly – without creating tailor-made, professionally written landing pages – deeply saddens me.
Sniff sniff.
The words are ultimately what convince and make the sale. Not the product. Not the design. Not the social media hype.
Copywriting is what seals the deal… (or loses it).
So why not fork out a little extra at the get-go and fill your landing pages with juicy, branded, expertly-crafted, high-converting sales copy – instead of wasting boatloads of money on low-converting PPC ads?
PS. I hope your phone’s in sight. Because there’s only 2.25 minutes to go – and I can sense you’re starting to understand the true value of a great copywriter. Correct?
WHY COPYWRITERS ARE MORE IMPORTANT THAN BLOGGERS
Content marketing is super important these days. And increasingly so.
The fact that you’re here now, devouring this post, is a fine example of how blogs can be used as a powerful tool to attract visitors to your site, expose your brand to large audiences, establish yourself as a thought leader in your niche and rapidly grow your email list (yes, go on – pop your details in that opt-in box on the right now!).
But ask yourself this:
Who do you think would make a more effective content marketer for your business…
- A savvy writer who understands all the best blogging practices and techniques?
- Or a savvy copywriter who’s been trained in the art of persuasion, conversion strategy, branding, advertising AND who understands all the best blogging practices and techniques?
Well, you only have to read some of the awesome, influential posts written by the Copyblogger gang (Demian Farnworth, Brian Clark, Sonia Simone) and you’ll find your answer.
I rest my case.
(2.13 mins left)
WHY COPYWRITERS ARE MORE IMPORTANT THAN SALES PEOPLE
I recently got approached by a company that uses telesales as their main means of acquiring customers. They have a good few hundred telesales reps on the phones all day, every day.
And the sales pitch these reps read is pretty good. I expect they get quite decent conversion rates (I haven’t seen the figures).
But hang on.
Imagine if they got a super-savvy direct response copywriter to tweak the hell out of the pitch. So that it became just 10-20% more personal. 10-20% more persuasive. And achieved a 10-20% higher conversion rate.
With three hundred sales reps converting 10-20% more people into paying customers every single day, how much more revenue do you think would roll in every year?
‘A heckload’ would be your indeterminate answer…And only for the initial cost of hiring a good copywriter for ONE DAY.
Is it sinking in now?
Good. Because there’s 1 minute and 14 seconds remaining till dial-time. (How exciting!)
WHY COPYWRITERS ARE MORE IMPORTANT THAN ACCOUNTANTS
Hmmmm. This is a tough one to argue. But here goes….
Those mathematically-superior accountancy guys are certainly a must-have for every business, whether in-house or out.
But if your copy’s so bad that you’re not converting any customers, then your accountants won’t have any numbers to juggle with. And their role will be absolutely worthless.
Boom! We win again.
THE PART WHERE YOU FRANTICALLY DIAL MY NUMBER
Apart from ruffling a few feathers and angering all the designers, marketers, bloggers, accountants and sales reps reading this post (some of whom will probably throw bricks wrapped in death threats through my window tonight) – the goal of the article was to point out how valuable, yet often undervalued, copywriting is.
The truth is…
While great copy is essential, it won’t do much good all by itself. There are many other equally-essential ingredients to the marketing equation (including all the essential roles I just mentioned) . Which is why we at The Creative Copywriter have made invaluable partnerships with:
- Muneebah Waheed, our amazing go-to designer and branding expert from MuneebahCreative.com
- Liz Azyan, social media queen, and her band of merry men at DigitalMatchbox.com
- And Sean Xie, with his savvy team of SEO and PPC specialists at Zendo Media.
And there’s room for plenty more. (Yes, you)
Whatever area of business or marketing you’re in, you should now understand that copywriting is a fundamental ingredient. And you darn well should either hire or partner with one. (Yes, me)
So go on…
Run to the phone (or just pick it up off the table – which is the more likely scenario).
Frantically dial my number (+44-7951-515-921).
Or shoot me an email at konrad@creative-copywriter.netand we’ll discuss how we can help each other out.
And if you have a copywriter on your team already, then go give them a big fat hug.
PS. Don’t forget to share this controversial post right now and leave your thoughts/ramblings/angry comments below!
Love you,
Konrad
I’m totally convinced but biased too.
But about that penultimate sentence (that would be the one before the P.S.): shouldn’t it read “If you have a copywriter”?
Just sayin.
Love you, too.
Fabian
Glad you’re biased too Fabian; it’s always good to have a biased opinion 🙂
And cheers for pointing out the typo, I’ll change that as soon as I get back to my trusty laptop. (Can’t work out how to do it from my phone, because I’m fairly technologically-challenged)
Thanks for reading!
You’re Perfectly right, Konrad! Banged the nail on the wall!
Effective copywriting ensures that a company’s products and services are brought to the attention of people who may need them, and persuades them – or starts to persuade them – to buy. Copywriters thus perform a crucial role in the marketing process.
Even during downturns and recessions, there will ALWAYS be a need for skilled copywriters. Indeed, at such times, this need becomes even greater.
Unheralded they may be, but without the efforts of copywriters, sales would soon plummet, companies would collapse, and many thousands of people in other jobs would find themselves unemployed.
You’re damn right Ram; we are the glue that keeps the marketing funnel together! Without us, the world as we know it would crumble 🙂
Hahaha…Konrad, you finally hit it square. Copywriters are far much important to an organisation than anyone can even think.
Tweet this: Design attracts, copy sells.
Wise words Riccky, I think I will tweet that!
Thanks for dropping by again my friend. Hope Kenya is treating you well?
I totally agree but yet again as the in-house copywriter I am totally biased! Copywriters are the gateway to good content, whether it’s a press release to a local newspaper or a great blog post on your website. It’s amazing how many embarrassing spelling / grammar / punctuation errors I see online… and I’m proud to say our website is devoid of these! It hopefully gives our potential customers a good vibe when they visit our site… it tells them that we know what we’re doing and that we’re professional.
Thanks for commenting Jeanette. Although in my opinion spelling, grammar and punctuation are less important than tone, style and personality. Saying that; typos certainly won’t bring you more business (let’s hope there aren’t too many on our site!)
Erm No. No I don’t agree. The best copy in the world will not sell or engage a single reader if it doesn’t get seen. What did you do in order to get seen? You promoted your post and shoved it under the noses of people you thought would be interested. That’s not eexcellent copywriting skills in action, that’s that social media that’s not very important.
And whilst I’m here… what’s the most you’ve ever earned from a blog post?
And you know my figures as I’m very open about them, and that post had two typos and a couple of grammos in it (just for good measure).
Good copy is important, but it’s part of a team and if it chooses to think it’s bigger than the team then that’s okay, but then the other things start to slack off. Where’s your great copy without SEO? Social Media? This very post is written on a blog, making you one of those bloggers you ridicule in the post.
Your designer would point out that a purple area to type a comment into wouldn’t be user-friendly and in a lot of cases prevent people from leaving comments. But then again, it might not as the copy is so important why the hell should it pipe up and support the time?
Okay, you’ve had 6 minutes of my time, and all it’s established for me is that you have the typical ego of a copywriter 🙂
Good comment Sarah. I deserve that.
Truth be told, I built my company on old school SEO techniques, and now rely heavily on blogging and social media to generate leads… Without these traffic-generating marketing tools there would just be tumble weed blowing around the site, and a bunch of useless unread egotistical words.
PS. For the record I don’t actually believe copywriting is more important than everything else. I might have to add a disclaimer to the start to prevent the hate.
PPS. But my ego is pretty big, you’re right 🙂
PPPS. You’ll be glad to know the purple box will be leaving with the newly branded site, starting soon. And I won’t be sad to see it go
PPPPS. Don’t hate me!
Construct a well known phrase or saying using the words: nail, the, on, head, hit, the.
I’m biased too. Still an excellent post. Well said that man!
Cheers Rob! It seems that a lot of copywriters have enjoyed this post, but not so many others… I wonder why? 😉
Hi Konrad Sanders, loved the blog where you showcased the importance of a Copywriter. I fully agree!
But i’ve got a few issues with you.
Why don’t you use exclamatories (!)and colons (:) where they’re very much needed?
Instead of “Wrong.”, it should be “Wrong!”.
Instead of “Sure.”, it should be “Sure!”.
Instead of “But hang on.”, it should be “But hang on!”.
Instead of “Boom! We win again.”, it should be “Boom! We win again!”.
Instead of “PS.”, it should be “PS:”.
Got it?
I observed that you’ve used exclamatory but very sparingly & inconsistently. Why?
Hi Raz. Interesting observation.
The reason I didn’t use exclamation marks at those points is because I didn’t want to. In my opinion, there’s more of a subtle and powerful elegance to saying ‘wrong’ firmly, rather than shouting it out like a teenage kid. That’s what I wanted to convey.
The same goes for all the other instances you pointed out. If I was saying this blog post out loud, I would not shout those words or phrases – and that’s why I didn’t use exclamation marks.
In fact, in my opinion it’s very important to use exclamation marks sparingly. F Scott Fitzgerald said that an excessive use of exclamation marks is like laughing at your own jokes… Actually, I think I use too many 🙂
P.S. I don’t think there’s any real need to use a colon after a ‘P.S’ in this day and age. Don’t be a grammar Nazi! But if it really bothers you, I’ll throw a colon in there every now and then.
Sorry Konrad Sanders, your explanations exposes a totally false line of arguments!
I am extremely surprised at your “shouting it out like a teenage kid” comment! I am shocked that someone would equate using exclamatory with “shouting”!
Exclamatory is a simple punctuation used for “expressing surprise, strong emotion, or pain”. Periods do not convey any emotion at all! So Exclamatory should be used to associate a line or word with such emotion. In fact, right from our school days we all’ve associated this smart punctuation with such emotions. And that is how it should be.
In fact, I’d like to thank the gentleman (or gentlewoman…:)) who invented this smart punctuation.
And no you’re not “shouting” when you use Exclamatory. “shouting” takes place only when you use all CAPITAL letters in your words and phrases.
DID YOU GET THAT KONRAD SANDERS?
See what I mean?
And a colon (:) is used just before typing out a list or some special message or quotation. For example, PS:, Note:, Tip:, Warning:, etc. How can you use a period to substitute for a colon? It will look completely odd!
Konrad, let me get this straight – Some punctuations are invented to be used in special situations – and quite rightly so. We must all stick to that.
I cannot understand your display of bravado to break punctuation rules!
If you’re so interested in breaking punctuations rules, how about using period instead of ‘?’ as well? Are you willing to do that? After all you do not want to be a “grammar Nazi”! Right, Mr. Sanders?
Hi again Raz,
I can see you feel quite strongly about this… and I don’t want to upset you any more mate. But you’re wrong 🙂
Here are various examples of P.S. in use, none of which include a colon:
http://goo.gl/n480Kr
http://goo.gl/SJ2Xxl
It’s also commonly agreed that you can get away with ‘PS’ without any fullstops these days… So if that really gets under your skin Raz, I suggest you crack open a beer and say hello to 2014. Times have changed my friend.
And as for exclamation marks, I’m afraid there just aren’t any rules. If you feel there were certain points that desperately ‘needed’ exclamation marks, then you didn’t read it at the pace I wanted you to. Perhaps it’s because of my British tone of voice, I don’t know. But I definitely didn’t want to say “Boom! We win again!”. If I did, I would have written it like that. It’s as simple as that.
The ‘we win again’ part was spoken cool, calm and collectively in my mind. So that’s why I wrote it like that. I suppose if we were talking out loud, you would have a go at me for not raising my voice at the ‘right’ moments? Perhaps I’d be breaking the ‘spoken emphasis’ rules you learnt at school?
Anywayz, You can argue with me all you want. But I’m not sure you’d win in an argument against F.Scott Fitzgerald on this one, buddy.
Oh – and while we’re having a bit of a healthy debate, calling someone by their full name repeatedly in a discussion is pretty darn strange. At least where I’m from.
P.S. I spelled ‘anywayz’ wrong on purpose. Coz I don’t play by the rules 🙂
Konard, you certainly can use your style of punctuations…after all this is your blog. I just stopped by to make some points…not “personal points”…but general points about the use of punctuations.
And just because you take liberties with punctuations does not necessarily mean “Times have changed”. For every example you give to support your style I can give 10 examples to support mine.
>> “But I’m not sure you’d win in an argument against F.Scott Fitzgerald ”
Argument on what issue – Punctuations? I am not aware who Fitzgerald is…but it may very well turn out to be “your word vs mine” kind of an argument with no one winning. 😉
Anyway let’s leave it at that.
Btw, you mentioned Beer. How many glasses you drink a week?
And the best way to “say hello to 2014” is for you to write some more enlightening and inspiring articles on Copywriting. Rest assured I will be reading them and hopefully posting some encouraging words.
PS: Konrad, why do you respond so late? Is this site your own or are you a ‘guest writer’? Finally, I am unable to post a Smiley whereas you can. What’s the secret?
Hi Raz.
Yes it is my site – but we’re going through a re-branding process at the mo, which has eaten up lots of my time. That’s why I haven’t posted recently (which I feel bad about!)
But I have a new post to send out today…finally.
Thanks for reading Raz and for taking the time to comment, even though we didn’t agree on everything!
To this day, this blog and the punctuation debate live rent-free in my mind. I always come back to it when I need a good laugh.
Thanks.
Your darn-tootin’ right!
Something tells me I wouldn’t like this post so much if I wasn’t a Copywriter myself…ahem.
Nick
Well luckily you are 🙂
Very good post, Konrad.
And a bit of creative bias is fine too.
I think anyone who can think logically recognises the importance of copywriters and the others involved in marketing (the company’s offence team).
Copywriters are money-generating people (like strikers in a soccer team).
Accountants, lawyers, etc. are like defenders. They are important but they don’t score. Hence, they’re less valuable.
They count the money and protect the company from legal shit storms, but it’s the copywriters (and the other “strikers” who directly wok on goal-scoring) who can generate money.
Also, my observation is that a good (not great, just good) copywriter can outperform at least five good salespeople. One good sales letter can be sent to 10,000 or more buyers.
How long would it take five salespeople to visit 10,000 buyers? A lifetime.
Further, buyers are more willing to read a letter than to meet salespeople. When reading letters, buyers are relaxed and open-minded because they control the process.
When meeting salespeople, buyers are agitated and sceptical.
Cheers
Tom
What’s better: the brain or the heart? you need both, it’s as simple as that, one is not more important than the other.
Nice analogy Sruly. And; agreed.
Ah-men brother.
Now this is the kind of post I wish I had written first! Great job, Konrad. I too am a freelance copywriter, and while I doubt my ego is that, well, self-assured, this level of confidence is what it takes to be successful in any small business or freelance endeavor. A good copywriter does need a variety of hats, learning enough from each of the other roles to get the job done. Thanks for sharing!
Thanks for your support Kimberlee. Keep doing your thang
Well said, Konrad. I couldn’t agree with you more 🙂 I just wish more organisations took the same view. Hopefully they’ll read this post.
Hopefully they will read this post Andrew. Not sure how much they’l like it though 🙂
I’ll pay that Konrad. Good read mate.
PS. Was that typo in second paragraph deliberate? Kidding…
You big kidder you!
Yes good copywriting is very much undervalued. A good copywriter is the best sales force any business could have.
Hilarious post-you have made my morning! Thank you.
Why thank you kindly 🙂
Wow! Written in 2014 and still very true in 2020. Love this whole ride – thanks, Konrad!
No problem Sada. This post is still a popular one!
I didn’t think a blog about copywriting would actually make me giggle! Congrats, you’ve made that happen. I’m a social media marketer so slightly offended…. only kidding! Brilliant Blog 🙂
It was my intention to offend you Emily. Glad I managed to do so 😉