Three Ways Website Copywriters Provide Value To Their Clients


By DK Fynn

This past summer (2008), I received a great book from top copywriter, Tina Lorenz. She sent it to me as a gift. Let me tell you: this has been one of the most meaningful books I've ever read, and it's key message is the driving force behind what I'll be writing about here.

The subtitle of The Go-Giver is A Little Story About A Powerful Business Idea. A powerful business idea indeed-not just in business, but in life.

The message I took from this book, and a question I keep foremost in mind, is this: "How can I provide value to X?" X can be a friend, a customer, or in this case, a freelance copywriter's client.

It's in this spirit that I would like us to explore the 3 ways your professional copywriter can deliver more value to you. I've listed these 3 in a countdown fashion, from most obvious to least obvious:

3. Initial consultation. A key idea I keep telling people is that most professional copywriters (that is, copywriters who actually understand direct-response marketing) are exactly that-they understand how to convert the largest number of prospects into customers.

So what does this have to do with the initial consultation?

An experienced, established copywriter will ask you deep questions about your business that you may not have considered. (Sometimes it takes an "outsider" with a wider perspective to shed some light on an issue.)

You might find yourself saying "Aha!" a lot and learning new possibilities for taking your business further.

But the initial consultation is usually standard among most professional copywriters, so let's move to the lesser-known ways your freelance copywriter and strategist can provide value to you...

2. Differentiating you, your product, and your service in a meaningful way...a way that's intriguing and beneficial to your prospects. A U.S.P. is one of the most-overlooked necessities a product or business needs to truly succeed, especially in competitive markets.

U.S.P. stands for Unique Selling Proposition, and is a well-known marketing concept first introduced by Rosser Reeves in his 1961 book, Reality in Advertising.

Though the subject of the U.S.P. is a much wider study than the scope of this article, I will say that by simply positioning your offer in a certain way, your copywriter can communicate your product or service in such a compelling, beneficial way that it influences your prospects to see your offer in the same light that you do.

Of course, this leads to increased conversions and higher sales.

This is simple, but not always easy. I've read several accounts of how professional freelance copywriters took an otherwise dull product or service, and found some new angle or idea that led to a rejuvenated way of communicating, marketing, and advertising that product.

The specifics of this vary from copywriter to copywriter, product to product, but the end result was always the same: an otherwise "same old" offer was presented to the marketplace in such a way that they resonated with it, and of course, sales increased dramatically.

1. Tracking, Split-testing, and Conversion. It's too bad most entrepreneurs and marketers don't know about this. Those who do either don't do it, or don't know how to do it. I gather that most trained direct-response copywriters at least conceptually understand the importance of tracking, testing and conversion, but don't have the technical know-how to do this on the web.

Tracking, testing, and conversion, when done professionally and correctly, can be the key to increased results. A lot of the best copywriters I know of test and track repeatedly. That's a big reason why they're so successful, because testing reveals what is and is not working, they drop what isn't and do more of what is.

Done consistently, this is the key to ever-increasing results in advertising and marketing.

Combined with having an irresistible offer for your prospects and targeted, interested visitors, there is almost no limit to where you can take your business.



 
About the author

D.K. Fynn is one of the best marketing strategists and freelance copywriters to hit the Web 2.0 scene. Visit www.CopyByDK.com to subscribe to a series of free, informative videos that will show you exactly what to look for when hiring the right freelance web copywriter for your business. from http://www.ContentHere.com


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