Writing effective sales copy can’t be piecemealed. It’s all or nothing really.

A prospective client recently approached me about writing some copy for his website. He wanted me to give him a bid to improve on his selling copy. He had originally approached me about creating a new website, but for whatever reason he chose another vendor.

This is what I told him:

Writing copy as a one-off is not something I usually do. The copy I usually create is part of an entire brand…a unique, and compelling point of view that grabs the reader, and invites them into the scene. From there, once that comfort is established, a transaction takes place.

That’s what I do. That’s how I help clients generate response. It’s hard to do that in a piecemeal fashion. Let me explain how I work, just a bit.

I’ve looked over his website, his documents, and there was some really good information there. But to be honest, there was just too much of it, and it was all features. I didn’t really see a single benefit in his websites, or landing pages. As a prospect, I just don’t really understand why I’m supposed to buy from this company. As a prospect, I have to assimilate all the information, and then make the leap as to ‘what’s in it for me?’

Good copy leads with ‘what’s in it for me?’

The phrase…’Develop High-Performance Managers’ just doesn’t get me too excited. It’s not specific enough as to how it will relieve my pain.

If a client is interested in moving prospects down a conversion path, first I need to know a couple things:

  • What are your goals? I assume it’s lead generation.
  • Who is your target audience?
  • What is their pain?
  • How do you relieve it?
  • And what does it look like when the pain is gone?

Once I understand this, then I can write great copy.

Below is a great example of a recent landing I created for Unimax that leads with ‘what’s in it for me?’