Many companies and organizations believe that killer copywriting is all you need to increase sales.
Why?
Well, since copywriting is persuasive, it should compel people to take action immediately. So, for example, if you were to edit your copy on your website today, you should expect quick results.
Unfortunately, sales don’t work like that.
I’m here to tell you that this is not true for several reasons.
Copy is one tool
Firstly, great copy is just one of many things people consider when making a sales decision.
They look at the other moving parts , such as the website design, user experience, brand reputation and more.
Think about it.
Have you ever seen your analytics change drastically after improving your copy?
The answer is likely no. Why?
The other moving parts I mentioned earlier are all working together to create an experience for every user. In other words, it takes time for that experience to become available and for users to recognize the experience for what it is.
So, while copywriting can increase sales, it doesn’t do so alone. Copywriting is simply writing (although it is not simple to produce). Copy is one tool in the toolbox that helps you get sales. If copy could increase sales alone, a word document would be the best sales collateral any company could use!
Copywriting is a collaboration
Secondly, great copy doesn’t function on its own.
Of course, copywriting should be persuasive to increase sales. In the same way that copy doesn’t achieve sales on its own, simply copywriting (i.e., doing the act of copywriting) doesn’t achieve results on its own.
Before you even start to write, there have to be things in place like:
- A strategic plan to figure out what your approach will be
- Resources to guide you forward
- Tactics and best practices the copywriting
- Brand positioning to properly align what you write
Together, these things and more give your copywriting the right context for users to even consider making decisions. Furthermore, strategies and plans in particular help you guide a user’s decisions. For example, placing the text in particular way or using interesting power words can increase engagement, which increases the likelihood of users further exploring your website or online presence in general.
All in all, these are moving parts that are necessary for success. Furthermore, they help you give users a reason to continue to engage with your brand online. In this respect, copywriting is a collaborative process. Without anything other than copywriting, you position your company or organization to lose engagement.
Copy is a means, not end
Finally, great copy isn’t an end in and of itself. It has only one purpose – to get people to take action. That is a great start to increasing your conversion rates. However, it would take many iterations to do copywriting that works, especially as wants, needs and preferences change over time.
Remember: copywriting tools and approaches have different purposes that work in tandem to meet your business goals. For example, content marketing will show your customers that you provide value in addition to your services.
Over to you
Great copywriting can do many important things for your business. It can support your business goals in many ways, but it can’t do everything. Nevertheless, now is always a good time to improve your copy so that it does what it was intended to do.
Ready to improve your website copy to better position your brand for more sales?
Let’s get in touch and get started.