Is Copywriting the Most Valuable Skill in Online Marketing? is a post from: Breakthrough Marketing with Loren Woirhaye

Reading time: 3 – 4 minutes

I have what you might call a flair for writing copy – I don’t think I’m the world’s greatest by any measure but some of it comes more easily to me than it might come to you.

The ability to write and communicate well is a fine thing, however it is trumped by the king of all marketing skills: Conversion.

Copywriting of course plays a big roll in conversion but it is far from the whole enchilada – there’s the skill of getting traffic in a cost-effective way, there’s knowing how to structure a back-end offer, or two, or three.

Then there is coming up with the angle that gets people to act immediately. Sometimes it’s making the price so low compared to the value on offer that the decision is a “no-brainer”, but often it’s a matter of creating scarcity of some kind: threatening to run-out of the item or close the doors on the offer when all seats are filled.

I once bought a ticket to 1000-seat seminar… and then when I got there I saw were 2500 seats ]]> Is Copywriting the Most Valuable Skill in Online Marketing? is a post from: Breakthrough Marketing with Loren Woirhaye

Reading time: 3 – 4 minutes

I have what you might call a flair for writing copy – I don’t think I’m the world’s greatest by any measure but some of it comes more easily to me than it might come to you.

The ability to write and communicate well is a fine thing, however it is trumped by the king of all marketing skills: Conversion.

Copywriting of course plays a big roll in conversion but it is far from the whole enchilada – there’s the skill of getting traffic in a cost-effective way, there’s knowing how to structure a back-end offer, or two, or three.

Then there is coming up with the angle that gets people to act immediately. Sometimes it’s making the price so low compared to the value on offer that the decision is a “no-brainer”, but often it’s a matter of creating scarcity of some kind: threatening to run-out of the item or close the doors on the offer when all seats are filled.

I once bought a ticket to 1000-seat seminar… and then when I got there I saw were 2500 seats in the house. I felt mildly gyped but still got a lot of value – and it was the fear of not getting a seat that goaded me to make a decision and buy the ticket – and honestly I can say that seminar changed my life for the better.

While devices like these are communicated in the copy, or the sales pitch, the idea of the offer is not in the copywriter’s hands in many cases. It is the direct-response marketer who structures the offer that gets folks to whip out their wallets – the copywriter is merely the messenger.

A skilled copywriter (like moi) can boost response by turning-out the kind of copy the marketer may have no time, nor the skill to create – by no means do I want to denigrate the copywriter’s skill. Merely I want to point-out that your willingness and ability to create and structure the irresistible offer is the vehicle of your success in direct response marketing.

Want a massive increase in sales?

Massively increase the value of your offer.

Assuming you had an offer in the first place people wanted and bought, increasing the perceived value by adding high-value bonuses can be a great way to increase response by 100% or more – in fact the sky is pretty much the limit.

Of course you have to back-up your claims, and that, my friend, has to do with the quality of your product and customer service – if you botch this part of the equation you may rake in some cash but you’ll also get a lot of grief from unhappy customers. Don’t promise more that you can deliver.

The post author, Loren Woirhaye writes sales copy and creates marketing systems for business clients who want to slash customer acquisition costs and position their businesses For 20%-30% sales growth in the next 12-18 months. He writes regularly about marketing and life at his Entrepreneur Blog.