Business-to-Business Copywriter
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There’s a lot to be said for informing the reader when you write copy or develop an ad. You “inform” them about your company. The benefits your offerings provide. Perhaps how what’s going on in today’s headlines may affect their lives. You may also inform them of your features and other startling statistics to grab their attention.
It’s easy for us to spend our energy coming up with ways to inform our reader with all the neat facts and statistics we know, without taking the time to persuade them to take an action.
It’s a common, but deadly, copywriting mistake.
Persuading your reader into taking an action should be the whole point of your copy in the first place. Right?
The action you want your reader to take may range from signing up for your ezine or visiting your web site to grab a freebie, to dropping everything they’re doing and purchasing your products right then and there.It doesn’t matter what the action is.
Your job as the copywriter is to ensure you persuade your readers to take an action after reading your copy.
I see marketers and copywriters make this mistake a lot in the healthcare industry in particular. They spend so much time educating and informing the reader about the new technology or the startling facts the writer dug up to support their claim that they skip right over the basics of selling and persuading the reader to take action.
They forget that the main goal of their copy is to move the prospect forward in the sales process.
Don’t forget what you’ve been hired to do. I know you weren’t hired to inform your readers. You were hired to make somebody some money. Period.
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285. © 2007, The Copywriting Institute
It’s easy for us to spend our energy coming up with ways to inform our reader with all the neat facts and statistics we know, without taking the time to persuade them to take an action.
It’s a common, but deadly, copywriting mistake.
Persuading your reader into taking an action should be the whole point of your copy in the first place. Right?
The action you want your reader to take may range from signing up for your ezine or visiting your web site to grab a freebie, to dropping everything they’re doing and purchasing your products right then and there.It doesn’t matter what the action is.
Your job as the copywriter is to ensure you persuade your readers to take an action after reading your copy.
I see marketers and copywriters make this mistake a lot in the healthcare industry in particular. They spend so much time educating and informing the reader about the new technology or the startling facts the writer dug up to support their claim that they skip right over the basics of selling and persuading the reader to take action.
They forget that the main goal of their copy is to move the prospect forward in the sales process.
Don’t forget what you’ve been hired to do. I know you weren’t hired to inform your readers. You were hired to make somebody some money. Period.
About the author
Kelly Robbins, founder of The Copywriting Institute, is the author of Powerful Interviewing Techniques for Healthcare Marketers and The Healthcare Copywriters Toolkit. Kelly Robbins is an award winning healthcare copywriter and marketing coach/consultant. Publisher of "The Copywriting Connection", Kelly helps writers and marketers learn to write phenomenal copy. Contact Kelly to receive her free report, "Six things every copywriter MUST know to make high profits in copywriting fast!" at www.TheCopywritingInstitute.com or 303-460-0285. © 2007, The Copywriting Institute
The Greatest Copywriting Mistake You Can Make -- Informing Without Persuading in Your Copy
By Kelly Robbins
By Kelly Robbins