A professional copywriter - asset or liability?

A good question. One that deserves a good answer if you happen to be a professional copywriter and feel you should defend your professional status.

Let's face it, there doesn't appear to be any good reason. After all, we can all think; and I'm sure we can all write (?). And there's no-one that understands your industry better than you yourself. So who better to write a piece of copy to be sent out to customers or prospects, telling them all what's so special about your products or services? The obvious answer should be - do it yourself.

Right, so that's settled. Wait just a cotton picking minute though - is there something not quite right about all of this? Something that we haven't taken into account? Invariably there's a lot invested in these projects, and how good the response is from your communication. And ask your self this question? Why is it that all the big companies - who are always direct marketing or email marketing - employ a copywriter; or teams of copywriters? And what exactly is required to make that copy extra special when it comes to optimisation for search engines?

The reaction of the vast majority of recipients of an unsolicited piece of mail is to throw it away. We are probably talking in terms of 85 here. The trick is to get a some of these people to read what you've written (we are dealing with single figure percentages here - let's not get carried away).
Without being too immodest, I have achieved an 8.6% response rate, measured by the use of a voucher for money off a product (there are particular reasons for that kind of hit rate, and they are not always applicable, but it can be done).

So how do you get to give your mailshot the best chance? Get the recipients to actually open the letter, read it and maybe even take advantage of your unmissable offer? Like so many other aspects of business, it's hard work, coupled with inspiration and expertise. Don't get me wrong, you may have a penchant for doing this kind of work - but be warned: after you've done all the research necessary in what to say, how to say it, how not to put the reader off, and how to close a deal without eye contact or a handshake, you're going to find you've changed career path - you're going to be a copywriter!

There are hundreds of ways to write good copy, and if you've actually read down as far as this, (I'm delighted by the way), you might be interested enough to read other articles which will go into more depth on the subject, and begin to appreciate what I am pleased to be able to call a true business skill. One that makes millions of dollars for some companies, and earns top notch copywriters a very good living. In the meantime, if you are going to write your own copy, take your time. Write as much as you can, and then edit, edit, edit, until you're happy that you are saying exactly what you want to, in exactly the way you think your reader will want to read it.

Article Source: http://www.wahm-articles.com

Rob Hartley is a freelance copywriter, creating copy for ads, brochures, direct mails, flyers, SEO websites and adwords. If you would like to get in touch to discuss any requirements you may have, please visit www.omniscriptor.co.uk/7.html

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