***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 seven minutes from now (after devouring every last word of this blog post) you’re most probably going to do this:
- Check these copywriting courses out.
- Run to the phone.
- Frantically dial our number.
- Beg us to join forces with you.
- Generously offer us shares in your company in exchange for our god-like copywriting expertise.
- 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 finally, 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.
P.S. There are only 6.09 minutes left till the running and dialling bit. So you’d better start stretching your legs and fingers…
COPYWRITERS ACHIEVE #1 RANKINGS ON GOOGLE (NOT SEO SPECIALISTS)
Search engine optimisation (SEO) specialists possess the masterful talent needed 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, Penguin, and more recently, Helpful Content algorithm updates, SEO has shifted to rely primarily on high-quality, helpful content.
It’s no longer about stuffing a page with the “right” number of keywords or building as many backlinks as possible. Instead, Google now emphasises content that gives genuine value to the reader – content written for people, not just for search engines.
Sure, you need backlinks. And some on-site 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 of course, with AI-driven search models now on the scene (such as BERT and MUM), Google now interprets natural language better than ever. Meaning? That to torpedo to the top of the rankings you need copy that is conversational, genuine, and HUMAN.
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.
Next!
COPYWRITERS CRAFT COMPELLING MESSAGES (NOT 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 enquire 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.
Convinced yet?
3.41 minutes to go…
COPYWRITERS ARE SOCIAL MEDIA GURUS (NOT 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! (Take a peek at what we can do if you don’t believe me.)
3.15 minutes and counting…
COPYWRITERS WILL INCREASE YOUR ROI (NOT PPC EXPERTS)
The amount of money that businesses throw into pay-per-click ads willy-nilly – without creating tailor-made, professionally written landing pages – deeply saddens me.
Sniff sniff.
While PPC experts work their magic on ad targeting, it’s the words that ultimately convince and convert. The visuals, the product, even the ad placement itself? Those grab attention, sure – but it’s the copy that seals the deal… or loses it.
Tailored, brand-aligned, expertly written sales copy can elevate a landing page’s performance, making every click count.
Not only does great copy resonate with the reader but it also satisfies Google’s quality standards, sky-rocketing ad relevance and performance scores to lower costs and maximise reach.
So why not invest a little extra up front for landing pages brimming with juicy, branded, high-converting copy instead of watching budget-busting PPC ads underperform?
P.S. 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. Am I right?
COPYWRITERS WILL INCREASE YOUR CONVERSION RATE (NOT 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 at the bottom of the page 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, and 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)
COPYWRITERS WILL BEAT YOUR COMPETITION (NOT 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.
We win again. (60 seconds and counting.)
COPYWRITERS PERSUADE CUSTOMERS TO TAKE ACTION (NOT SALESPEOPLE)
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 a mere three seconds remaining till dial time. (How exciting!)
3..2..1…
Boom!
THE PART WHERE YOU FRANTICALLY DIAL OUR NUMBER
Apart from ruffling a few feathers and angering all the designers, marketers, bloggers, 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).
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 (or an agency) (Yes, us.)
So go on…
- Run to the phone (or just pick it up off the table – which is the more likely scenario).
- Frantically dial our number (+44-7951-515-921).
- Or shoot me an email at konrad@creative-copywriter.net and 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.
P.S. Don’t forget to share this controversial post right now and leave your thoughts/ramblings/angry comments below!
Love you,
Konrad