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Shocking Truth About Copywriting

Copywriting is king, no question.

That's why I'm shocked at how so many business owners know so little about something that has such a drastic impact on their business.

Recently, I asked a company whether their clients write their own content or if they use copywriting services. Their response was:

"... typically clients handle all their own content include grammer (yes, they spelt it wrong) and spell checking. Most clients simply don't have enough in their budget for the main functions of their site much less somebody to write the content for them."

Main functions of their site? Most sites function to sell! They were basically telling me most clients prefer looking great like show ponies over actually saying something to their prospects to persuade them doing business together. (see related article)

Let me make something very clear:

Copywriting has NOTHING to do with grammar and formal writing skills. Copywriting is a battle for your customer’s heart. Their decisions are emotion driven.

Want proof? Ok, look at this:

"I work for a suit company. We have been in business for over 45 years. We specialize in making tailor made suits. We make very good quality suits and they look nice."

There is nothing wrong grammatically or linguistically with the above paragraph.

But is it a good sales tool? Will people buy reading this? Hardly.

So copywriting has to be more than spelling or grammar or any other writing 'rules' we're accustomed to, surely? Actually if you like throwing money away, here’s a great experiment:

I want you to go and invest your money in a website and go heavy on site make-up, flash, colors, graphics but no content. You have a snowflake's chance in hell of selling anything.

Now do the opposite. Put up a one page site with incredible copy and all of its elements. No graphics, animation, fancy bells or whistles. I guarantee you sales will roll in. I have one-page site references as large as the Geneva Convention to show for it.

So invest in the most critical aspect of your site, your copy - first. Powerful copywriting has everything to do with keeping your audience's attention firmly fixed on the message; all the way to...

The end.

Sammer Hakim is a Dallas-based copywriter serving clients worldwide and helping them with their sales materials. He can be reached at www.marketing-commando.com or drop him an e-mail: sammer@marketing-commando.com

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