Why copywriting will be more important than ever in 2011

OK – as a copywriter, I’m biased. I’m always going to think of copywriting as more important than other parts of the advertising/marketing equation. I have to!

So why did I read on another blog written by a non writer that content and copywriting will be more important than ever?

Let’s step back and take a look at the science. According to Will Swayne, one of my clients, Google Adwords conversion is harder than ever: for one client, the cost per click of pay per click is up 800 per cent in five years. Ouch! Very ouch!

The increase in PPC and the increasing difficulty getting organic search results places added pressure on conversion. If you get someone to your website, it’s vital to increase conversion. And it’s more important than ever in the current economic climate.

Copy on a website is a conversation between the business and a prospective client or customer. Imagine yourself having a sales conversation with a customer that goes something like this…

“This is what we do…we make widgets. They’re really good and they come in red, blue, green, and yellow.”

Any salesperson would be fired for this type of shoddy salesmanship. Yet most copy I read is like the statement above.

Successful, high converting copy on a website is like having the best salesperson on the planet selling for you.

One more thing…make the copy readable. Copy that’s hard to read is the same as having a salesperson who mumbles.

Here’s a great example of a superb sales website…I didn’t write the copy but I help this client with copy for their clients.

Here’s a landing page that’s getting 80 per cent click through. I wrote the copy for this one.

In 2011, make your copy read like a successful sales conversation between a top sales performer and a potential client/customer. How? Use proven direct response copywriting techniques.

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I’m a direct response copywriter based in Charlotte, N.C. My website is here.

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