Some copywriters consistently generate sky-high conversion rates.
They seem like word wizards, don’t they?
It’s like they have been blessed with a special power that was reserved just for them. But although it may seem that way, this is far from the truth.
They have studied the craft, learned the essentials, know the formula’s and most of all, know who they are writing for. But it’s not easy. Frankly, it’s tough. In this post, I’ll explain why, and why you should STILL be excited to learn the craft.
Let’s dive right in.
Copywriting is an evergreen skill
That’s right. The things that worked in copywriting 100 years ago mostly still works today.
As a matter of fact, I recommend you study copy from the time before the internet.
Why? Well, realize this. There were no digital products. There was no instant delivery. No PayPal. People had to fill in a form with a pen and send money through the mail. Ain’t that something?
You can learn a lot by studying the old greats. And if you do, it will pay for years to come.
If you provide something like SEO rankings for your customers, you will find yourself reinventing your game plan every year, or even six months. You may remember what happened when Google cracked down on businesses who played foul. Businesses crashed.
With copywriting, you can be sure that the tested and proven principles that worked 60 years ago will work tomorrow.
Copywriting skills are useful in many fields
I saw a tweet the other day that mentioned great copywriters bring something else to the table, like conversion optimization advice. There’s a ring of truth to that. What you learn in copywriting is useful in many other ways when you help a client.
You learn about reframing and creating offers, so you can help your customer pricing your product more effectively. Or you can advise him to create 3 versions of his product and help him increase his revenue significantly.
You learn how important it is to avoid friction to make a sale, so you can advise your customer on how to make his forms more effective and user-friendly.
These are just some examples of the added advantage you can provide your customers to give you a slight edge. Do it right, and you can add more value to your services with a minimal time investment.
Selling through words on a page is incredibly powerful
Just think about it…Who doesn’t want to win more business, sell more products and services — just through the power of words alone?
What if you could send an email to your list and actually get consistent conversions? What if you could successfully cold e-mail someone, or put together a sales letter that works? That’d be awesome right?
Well, that’s the true power of copywriting for you. It can keep a business alive and thriving.
Think about it. If you have an amazing website design, but your copy is crap. Is anybody going to buy from you?
The answer is NO!
But why is it so hard?
It’s one of the most difficult things to learn to do well. They say selling is the #1 hardest profession in the world. Copywriting is basically just that, only in print.
Copywriters are paid well because they have put in the legwork. They have studied the craft and found out what works and what not works. Then they go out in the real world and learn first hand what works ánd what not works. They know how to avoid the common pitfalls. There are no shortcuts to turning out copy that converts consistently.
Therefore, good copywriters get such incredibly high conversion rates compared to rookies. They do not write ‘marketeze’ – no. They speak the language of your customer and get into their mind. They continue the conversation that was already going on in their head.
Good copywriters know SEO but write for readers first. Google may analyze it, but your visitors are the people who read your copy. These are the people you need to influence to win more business. Not a Google bot.
You will not become an amazing copywriter in a day. You will have to put in the work and be eager to study the craft. But you can actually improve on your copy skills — and therefore your conversion rates, quite fast.
So where should I start?
There are three books I would recommend to everyone that desires to improve his copy skills (no affiliate links by the way):
- The Adweek Copywriting Handbook by Joe Sugarman
- Ca$hvertising by Drew Eric Whitman (ignore the title if it annoys you, it’s one of my favorite books)
- How to Write Seductive Web Copy by Henneke Duistermaat.
And if you’d like to learn more from me personally, there’s this for starters:
- This blog post I wrote about 13 lessons from Expert Copywriters
- My e-mail newsletter for short lessons on writing powerful copy. (click the link)
If you can’t write decent copy, it’s nearly impossible to get someone to buy from you. Great copy works like little salesmen all around the internet doing the hard lifting for you.
So stop spinning your wheels and study the craft of high-converting copy. Trust me, you won’t regret the time invested.
Do you have some interesting before and after stories with your own copy? I’d love to hear it!
Leave me a comment below and I’ll get back to you 😃