Professional Copywriting - Why It"s Not Worth Your Money
Hiring someone for "professional copywriting" is a good way to go broke quickly. So-called "professional copywriting" gives you all glitz and no results. This is the kind of professional copywriting you get from the advertising agencies.
It is a well known fact that companies change their advertising agencies every year or two. If a the advertising agency is making money for the company, why would they need to fire the agency so quickly and so often?
Professional copywriting in the advertising agency system has evolved into a game of "branding". Brand advertising involves a lot of slick imagery but it doesn't produce any measurable number of leads or sales.
In most cases, when someone advertises themselves as providing professional copywriting services, they are advertising agency people. What you really need is a professional direct response copywriting.
Direct response copywriting deals with results and results alone. There is no branding like in professional copywriting. Every mailing that goes out must produce a profit. You can measure how many products were sold, how much revenue was earned and exactly how much profit the company made.
There is no accountability with professional copywriting. You just keep spending and spending trying to build "brand recognition" hoping that one day people will say "oh, why don't I try that brand?" Yes that can happen and does happen, but there are far more cost effective ways to generate the same number of sales and more. Professional copywriting costs a lot of money and you never know if it is really making money for your company.
When you can measure exactly how much you are making or losing, you can adjust your advertising to get a better result every time you run a campaign. This is what direct response copywriting does. Professional copywriting, done advertising agency style, can't compete with that.
Your advertising should produce a profit everytime you run a campaign. If you run a direct response type of campaign you will know exactly what the results were. You can also run tradtional media based campaigns but not based on professional copywriting. Direct response copywrting applied to the same campaign will produce much better results.
Professional copywriting does have a place in the marketing mix, but for most advertisers, they will be more satisfied if they spend the bulk of their budget based on direct response copywriting.
It is a well known fact that companies change their advertising agencies every year or two. If a the advertising agency is making money for the company, why would they need to fire the agency so quickly and so often?
Professional copywriting in the advertising agency system has evolved into a game of "branding". Brand advertising involves a lot of slick imagery but it doesn't produce any measurable number of leads or sales.
In most cases, when someone advertises themselves as providing professional copywriting services, they are advertising agency people. What you really need is a professional direct response copywriting.
Direct response copywriting deals with results and results alone. There is no branding like in professional copywriting. Every mailing that goes out must produce a profit. You can measure how many products were sold, how much revenue was earned and exactly how much profit the company made.
There is no accountability with professional copywriting. You just keep spending and spending trying to build "brand recognition" hoping that one day people will say "oh, why don't I try that brand?" Yes that can happen and does happen, but there are far more cost effective ways to generate the same number of sales and more. Professional copywriting costs a lot of money and you never know if it is really making money for your company.
When you can measure exactly how much you are making or losing, you can adjust your advertising to get a better result every time you run a campaign. This is what direct response copywriting does. Professional copywriting, done advertising agency style, can't compete with that.
Your advertising should produce a profit everytime you run a campaign. If you run a direct response type of campaign you will know exactly what the results were. You can also run tradtional media based campaigns but not based on professional copywriting. Direct response copywrting applied to the same campaign will produce much better results.
Professional copywriting does have a place in the marketing mix, but for most advertisers, they will be more satisfied if they spend the bulk of their budget based on direct response copywriting.
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