The Silly Sales Point Copywriters Too Often Make on Their Website

Posted on by

Uncle Sam telling you why you need a copywriterIt’s something you’ll come across on loads of copywriter websites.

And it’s often the most prominent message you see on the home page.

What am I talking about?

Some silly sales point that serves no useful purpose whatsoever.

And that’s telling your visitors why they need a copywriter.

It usually looks something like this:

Why you need a copywriter

  • Attract more visitors with professionally crafted SEO content
  • Boost sales with clear, compelling and persuasive copy that gets results
  • Save time and focus on the things that you do best
  • Get a fresh outside perspective and new ideas

You may be thinking that these are all perfectly good reasons why someone should hire a copywriter.

And you’d be right.

But does that mean you should be selling these benefits on your website?

Absolutely not.

Here’s why …

1. You’re Already Preaching to the Converted

You’d surely hope that the reason your prospective customer found your site was that they were looking for a content writer in the first place.

And if they were already looking for one then quite clearly they already knew why they actually needed a copywriter.

So why on earth would you waste their valuable time by explaining what they already knew? In other words, all you’re doing is just preaching to the converted.

2. Your Visitor Already Wants a Copywriter

As I say, in all likelihood your prospect has already decided they want to hire somebody. So instead of focusing on why they need a copywriter, you really should be convincing them as to why they need you.

Your potential customers will usually check out several websites before they make contact with any one writer in particular.

And what they need to know is what the very distinct reasons are for hiring you.

Get it?

So how do you do this?

Perhaps the easiest way is to highlight any fields that you specialise in. For example, if you write bucketloads of stuff on personal finance then say so.

You might be tempted to think that this is limiting your options. But you’ll invariably find that positioning yourself as first port of call for one specific type of copywriting is infinitely better than being a generalist, who’s never the obvious choice for any type of writing at all.

But you don’t necessarily have to focus on a niche in order to make your proposition stand out.

Let’s take another quick look at the first two selling points from the fictional example I gave you earlier:

Why you need a copywriter

  • Attract more visitors with professionally crafted SEO content
  • Boost sales with clear, compelling and persuasive copy that gets results

Well, you can still make both of the two sales points above, as long as you show how you’re different or better at the same time.

Here’s how you do it:

  • Say how or why you can attract more visitors with your professionally crafted content
  • Explain how or why you can boost sales with your clear, compelling and persuasive copy

Now doesn’t this sound more like it to you?

If so, then start thinking about how you can make your own offering stand out right now.

Have Your Say

How do you make your website stand out from the crowd? Are you still trying to identify your own unique selling proposition? Please let us know by adding your views to our comment section below.

In our next post: 5 good reasons why rookie bloggers should only be posting once a month.

Blogger ProfileAbout the Author

Kevin Carlton of Write Online is an IT copywriter and blogger based in Stafford in the UK. He is owner of freelance copywriting service Write Online, which helps technology companies get the most out of their online presence.

You can follow him on X or connect with him on LinkedIn.