effective sales copy produces a greater return on your investment
Getting to the Heart of the Sale.
So many people have lost or left their jobs to freelance that it's hard to tell if they know how to write effective marketing copy. Not until you hire them and you get bitten...hard.
Don't let this happen to you.
Before you hire anyone to write your marketing copy, ask these questions...
What comes first in building your headlines and lead? The prospect or the product.
If the sales writer says the product, run.
You may be selling a product or service, but you're speaking to the reader - the person you want to turn into a paying customer. First, you must get inside your prospect, understand his needs and desires...and the reasons for them. And THEN show him how your product or service solves his problems...makes his life easier.
Should all envelopes for all campaigns be upscale with quality paper, ensuring that it'll get opened?
If the writer says yes, be wary...
The sales writer should always keep in mind the whole campaign: envelope, sales letter, lift note, flyer, buckslip, etc.
All the pieces must work together, flow within a certain order to make a certain effect, and all the pieces must present your product or service in a honest manner, reaching out to your prospect and making him feel as if he's reading about something that was made just for him.
Why are you a sales writer?
I know this sounds weird because the obvious answer is "to make money". It's why we all get into our business or take a job. But I suggest asking this question because it will help you know how committed the copywriter is to this field. If he truly loves writing marketing copy, he'll give you a fuller answer.
An overly honest sales writer who's dedicated to serving both you and your customers with copy will say something like:
"Well, I obviously chose sales writing to make a living for myself and my family, plus help businesses survive and help people solve problems and/or achieve their goals."
That's my answer, by the way.
These questions show you the central goal of the marketing copy I'll write for you when you put me to work on your project today. Online or offline, I'm here to help you gain more sales, more leads, more security for your business's future.
Getting to the Heart of the Sale
View my complete copywriting information packet here.
Yours in Sales,
Diana Cacy Hawkins
