You're in the thick of things — getting your business off the ground, trying to make payroll and squeezing a little profit here and there. So understandably, you can't afford fancy marketing tactics that many marketing blogs spout.
I mean... why trust them in the first place?
When complaints keep popping up in Facebook groups and YouTube comments, lamenting energy and money spent on sterile service/advice from these 'gurus'.
If they aren't stalking you on Facebook with their ads, they're beating down your inbox and office doors, trying to scam you off your hard earned profits.
And yes, not every marketer/copywriter is a snake oil salesman but who has time or energy to separate wheat from chaff?
No wonder you've given up on understanding digital marketing/copywriting and recoiled from her crusaders. You'll stick to what you know. After all, what's gotten you here is old fashion sales. It beats fancy fads that cost money and don't guarantee results. What's there to lose?
...because your competition will figure it out even if you refuse too and soon enough they'll take you out of business.
It'll be wise to advance past the struggle stages of your business by understanding copywriting and it's power to exponentially grow your business. Now, you don't have to go through the pain of trial and error. I've created a comprehensive guide to lead you, step-by-step, from a complete novice to figuring out the marketing/copywriting process.
By the time you're done with this article, you'll have a full understanding of copywriting, its role in marketing and how it all comes together to turn your budding business into an established enterprise. Even finding the right copywriter/marketer at the right price for your business won't be a problem anymore.
What is Copywriting?
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It's simply the use of words (written or spoken) to convince a set of people to take certain actions that eventually result in sales for your business. The more optimized this process is, the more sales you make.
As a business, your goal with copywriting is to create awareness for your business, qualify and generate leads, and increase sales. There are many media outlets to reach potential customers and the quality of your copy will determine how many people will end up buying from your business.
Copywriting is salesmanship in print. It's usually broadcasted to many people at a go and that's why it outperforms a salesperson many folds. If done right, it can be a sales multiplier that changes your business and your life.
Want to see how this works?
We'll now be looking at 3 stages in the marketing/sales funnel where copywriting can turn a budding business into an established enterprise.
Benefits of Copywriting In Your Startup Business
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Your job as a business owner is to get people to buy your products or services. You do this by creating awareness for your business, generating leads and increasing sales. Using this model, copywriting can be a viable way to get more people to buy from your business.
To effectively get your target market to buy from you, you need to meet them at their level of awareness.
Your target market is usually divided into 3 levels of awareness. Some are oblivious to the problems your product/service solves. Others are just coming to terms with these problems and are yet to decide on what product/service to buy. The remaining, are well educated on the obstacles they face, the available products/services in the market, and are ready to buy.
Your potential customers need different things at different levels of awareness. Knowing the type of copywriting approach for each of these levels will help you achieve great results with your copywriting efforts.
The first set of prospects just want to be educated on the problems they're facing/opportunities they're missing. Whether they're aware of it or not. The second set are more concerned with the different products/services that offer solutions to the problems. The third set of people want to pick the products that best suit their current situation.
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Apart from your customers and the prospects your salespeople meet, many may not know about your business. You're still a young business and you don't have strong factors that influence sales like a memorable brand. To make yourself known to your target, you need copywriting to create top of the funnel marketing content.
Such content can be social media content and blog posts. This type of content is created with the intent of drawing your target market to your business using educational content. They're referred to as top funnel content. Remember that your audience is just becoming aware of their problems. They aren't trying to buy products right off the bat.
By using copywriting skills to create helpful content, you build a relationship with them while qualifying them as leads. Your content should map their journey towards their goals. If this is done well, you'll generate many leads.
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The second level of awareness in your target market needs a different approach of copywriting. They know they have a problem and are usually aware of the products that claim to solve their problem. This segment of the market is made of those are already in this state of awareness and the traffic you've helped qualify as leads.
The goal at this point is to get this segment of the market to join your email list using incentives known as lead magnets. Some of these lead magnets include e-books, cheat sheets, free services like roof inspection or a dentist visit.
Once you have traffic of potential customers coming to your website and some signing up to your email. You can now nurture them further till they're not just aware of their problems, but how your products can help solve those problems.
This is done using content like email newsletters, white papers, ebooks and brochures. These types of content are referred to as middle funnel copy. These marketing pieces guide your leads to the logical conclusion of buying your products/services. This is how you feed your salespeople and sales copy warm leads. As you know, warm leads are much easier to sell to than cold prospects – who haven't heard of you or your business.
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The last group of prospects are usually easy to sell to. This segment of the market is mostly made of potential customers with the highest level of awareness. They know their pain-points and are educated on the types of products available to them. Your copy should convince them that your products are best suited for them.
For these kinds of prospects, direct response copy/ads with sales intent is necessary. Some types of these ads include Mail Order Salesletters, Landing Page Copy, Video Salesletters, Search Engine Ads like Google PPC Campaigns, Social Media Ads like Facebook Ads, Website copy like product descriptions and Email Sales Sequences.
In a marketing funnel, these kinds of ads are regarded as bottom funnel copy. They're written to convert readers to buyers. We now have seen 3 important ways copywriting can be beneficial to your business. Let's look at what a copywriter will cost you. See the next post.