How Copywriting Services Can Help You Make Sales
Copywriting services are needed in some form by everyone who has a product or service to sell in the online marketplace, or anyone still trying to use the traditional media to make sales. In a highly competitive environment caused by ease of entry into the marketplace and a downturn in the economy, every business has to make their sales message as effective as possible to stay in the game. Top copywriters are able earn high salaries and prices per job simply because the businesses which hire them know they will get that value back many times over.
It is vital to hire the right service for the specific job you have in mind, as there are many copywriters which specialize and which have all of their expertise in one specific area. The art of writing direct response copy for newspapers is completely different from that of producing online copy, and this is different from the copy needed for a hybrid approach. One of the main differences with printed media is that you are charged more for extra space, so you want to make your message as short as possible while still getting the right result. Even though half page ads are far more expensive than quarter page, they do not necessarily convert better.
There are still services which will produce long direct mail copy, as it is still converting for certain niches and demographic groups. More often, though, companies are targeting people with direct mail using a hybrid approach. This involved sending just a postcard or a very short letter directing the reader to a web page. Once the reader is there, you have so much more freedom to make your pitch. You can make the letter as long or short as is needed without incurring extra charges, and you can also use audio or video if you think it will increase conversions.
Most marketers who employ copywriting services will want the reader to visit a web page at some point, because this is the only way they can be persuaded to sign up to an email list. This is more important even than making that initial sale, as you can then market to them for as long as they stay on the list, for no more expense than that of running an autoresponder service. There is then a need for email copy to be written, possibly in the form of a short series where the emails are in a logical sequence.
One of the other advantages of online copy is that it makes it so much easier to test and track the campaigns, and to optimize the page for maximum conversions. The copywriter will produce the initial sales letter with great care, as this is the one they expect to convert the best. They will then change just one element of the letter and run parallel campaigns with the same source of traffic. If the changed letter converts better it will then become the control and further variations will be tested against it. This way, the optimum letter will be developed in time.
The best copywriting services to use are the ones which don't consider the job to be finished once they have written the sales material. They see this as only the beginning of the campaign, which can be made progressively more effective as they continue to test and try out new variations. Split testing is essential if the best conversion rates are to be attained, whether you are trying to make sales off the page or simply trying to collect email addresses for further marketing. The top services will also be able to handle your autoresponder series for you.
Email copy is not easy to write for anyone coming in from an offline long copy tradition, as it needs to be short enough to sustain interest, informative enough to persuade the person to stay on the list, yet enticing enough to make them think that the paid products will be worth buying. Autoresponder sequences work best when they are following on in a series, and when there are occasional other emails of a more promotional nature. Don't be afraid to sell, but don't overdo it.
The best copywriting services can command paychecks which are beyond the reach of most product creators, so what is the answer? The only practical solution is to try to find copywriters who have talent but who have not quite made their mark yet, and there are many of these on the marketing forums and on the freelance bidding sites. They will be prepared to work for a fraction of the fees commanded by the established copywriters, because they are building their reputation. Don't forget, you always have the option to chance anything which is not right, or to ask for rewrites. Using new copywriters can give you a bargain price on copywriting services.
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