Updated Dec 23
The digital world has created a machine! A machine with an insatiable appetite for fresh, never-ending content. This appetite has become so consuming that the importance of good copywriting has been overshadowed, ignored and sometimes forgotten.
The reason for this is easy to understand. We now work and function in a way that heavily relies on digital technology. The internet, smart phones, apps, social media and everything else in-between have all contributed to the creation and growth of this digital glutton.
For every business, this machine is a necessity that can’t be ignored. It isn’t bad, it’s just very demanding.
The best way to benefit from it is by creating new material as frequently as possible in order to be found, relevant, trusted and successful. This is no easy task for small business owners.
The resources needed to keep up with such a demanding tool often leads to corners being cut and mistakes being made. The neglect of decent copywriting is one of those mistakes.
I would like to demonstrate to you why professional copywriting, especially in scalable digital marketing, happens to be one of the most important elements of your marketing plans.
Do words really make A difference?
I recently read about a research group who were asked to watch a video clip of two cars hitting each other (shown above).
The students were separated into small groups and were asked the same question, except the verb describing the initial impact of the cars was altered:
- How fast do you think the cars were going when they contacted each other?
- How fast do you think the cars were going when they smashed into each other?
- How fast do you think the cars were going when they bumped each other?
The results were fascinating. Despite watching actual footage of the cars hitting each other, the words in the question had influenced their perception of the event entirely:
Verb Used
- Smashed (average estimated speed was 40.5mph)
- Collided (39.3 mph)
- Bumped (38.1 mph)
- Hit (34 mph)
- Contacted (31.8 mph)
Copywriting is based on this premise: words have an impact on how people think and act. This study is proof of that.
While videos are extremely useful tools in today’s digital world, you’ll find that the words that accompany them are far more important, as they influence us on a much deeper level.
Alton Towers (a UK based theme park) has a ride called ‘Oblivion’. It suspends people over a 180ft. drop before hurling them towards the ground.
In 2004, after a noise complaint from the local residents, the theme park had to remove just ONE particular aspect of the ride. That aspect was a phrase: ‘DON’T…LOOK…DOWN’.
3 small words that were played just before the plunge that would send everyone into a raucous frenzy of excitement. After removing it, people made far less noise (at the cost of their enjoyment perhaps).
Another study was done in the U.S, where Elliot Aronson (a Harvard psychologist) was trying to encourage homeowners to invest in insulation. He used two approaches:
- You will save $0.75 a day with insulation
- You will waste $0.75 a day without insulation
Those warned about wasting money were 54% more likely to insulate their home than those who were given the ‘savings’ approach.
A copywriter knows what words to use and also when to use them. They take into account who they are writing for and work hard to find the best way to approach them.
For copywriters, words are our passion and our sharpened tools. We use them proficiently to persuade, provoke and push people into ACTION.
Aren’t You After The Best Result?
A copywriter offers you the greatest chance at achieving the best result from your online marketing.
Look at it like this…
Let’s say that you’re the new owner of a restaurant and you are determined to make a success of it. Opening night has quickly arrived and you find yourself seating dozens of people who are eager to taste the new food on offer.
Instead of hiring a professional chef, you’ve decided to cook the food yourself. ‘Why not?’ you thought. You can whip up a tasty mac n’ cheese and your baked potatoes with bacon bits are smashing. You’ll be saving some money too, which is nice.
It isn’t long before your customers start complaining and then, inevitably, leaving. It suddenly dawns on you that there’s nothing special, or even enticing, about your menu. You’ve also forgotten to include a vegan option!
By not hiring a professional – someone who is focused and dedicated to their craft – you have ruined the one chance of achieving the BEST POSSIBLE RESULT.
The same can be said for anything.
Hiring a copywriter ALWAYS gives you the best chance at achieving the maximum amount from your marketing. It’s an investment, never an expense
A Copywriter Creates Connections
If getting the most from your marketing wasn’t a priority (for some strange reason), you may want to be aware of what else a copywriter does for you:
Immediate Credibility
People who want to know more about your business need to see clean, consistent, coherent copy. If things don’t read well, or if there are obvious mistakes and errors, your customers will think that you have rushed things.
This can be disastrous!
If customers believe that you haven’t put in the necessary time and effort into your wording, they’ll question how much effort you put into your services and products.
Your brand’s copy should reflect the high quality of what you do. A copywriter puts in the care and attention that gives your business true, immediate credibility.
Copywriters Pique Curiosity and Build Trust
With a good marketing strategy potential customers will encounter your brand at different stages. Every encounter is called a brand touch point.
To make the most of these moments, you need to grab their attention, stir their curiosity and develop trust.
It’s important to remember that not every word has to sell! It is far more beneficial to offer well-written, helpful advice that builds trust over time. There are also fantastic SEO benefits when using this approach.
Copywriters know how to connect with readers and nurture them too. They use highly effective, emotional and phycological techniques to accomplish this – not to mention the pulling power of a good story!
Copywriters Give You Back Your Time
Researching articles, producing engaging content and creating effective marketing emails may not be your cup of tea. That’s entirely fair. It can take a long time to produce high quality content and copy – especially if it isn’t your passion.
Your passion is in your business! It’s in the services you provide and the help you give to your clients. That’s where your focus should be.
How much time have you wasted on writing copy that doesn’t convert properly? How much time have you also spent trying to figure out why it isn’t working?
Leave the copywriting to someone who loves doing it. They will complete everything in half the time and bring you far greater results too.
Now What?
All you need to do now is find a good copywriter. One who can dive into your business and produce words that connect you with your customers. Someone who gives you the greatest chance at achieving the best results from your marketing!
We all know that the world is becoming more and more digital too, so it would be helpful if that copywriter also specialised in digital marketing.
What you really need to do is book in a discovery call with Cadmus Copy. That would be your best bet!
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