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.
Excellent post, Kevin. I think a big reason a lot of copywriters include the “Why You Need a Copywriter” section on their site is because they haven’t narrowed down their target audience to those who already want one. Instead, they’re trying to cast a wider net by including those who need to be convinced of the value of a copywriter in the first place.
I’m currently rebuilding my professional website and even though it’s still under construction, it’s very targeted to those who already know that they need a writer. I just want to convince them that they need me in particular.
Again, good post.
Erica recently posted…How this Little Ducky Went Freelance: Part 3
Too right, Erica. Take your time to get your website message right.
And if you stick to your focus of convincing prospects why they need you in particular then enquiries will come.
What’s more, people who already want a writer are much more inclined to pay the going rate than someone who needs convincing that they need the service in the first place.
I thought this article made a very good point. When you walk into a computer store they don’t try to tell why a computer would be good for you they assume you already want one and ask how they can help you find what you’re looking for.
Peter D. Mallett recently posted…3 Writing Roadblocks and Detours that Work!
Love your analogy Peter. It really helps to get the message across.
Of course, the point applies across the board, whether you’re trying to sell yourself as a copywriter, solicitor, computer supplier, PR practitioner or whatever.
But, for some reason, copywriters fall into this trap more than most – almost as if they feel they need to justify their existence.
I shall be spending some time tomorrow checking my site to make sure I haven’t done this! Great post that got me thinking.
I try to create standout with my tone of voice and the hopefully witty approach I take. Some people love it, some hate it I’m sure. But so far so good!
I’ve come across your brill website before, Kate, but I’ve just checked it out again.
I love the style, love the features and love the branding. As you say, this really helps you to stand out.
But, yep, why not review your content again anyway.
Because if you can spell out what’s different about yourself in your actual copy then so much the better.
Great point. I totally agree with you, Kevin! I’ll keep this in mind as I continue my own marketing strategy. Cheers, Crystalee
Thanks for your input Crystalee.
If ever you get the chance, please let me know what specific sales angles you come up with for your own copywriting business.
And perhaps you could even write about how you arrived at your own USP in a future post on your blog