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The most fruitful activity related to all aspects of Internet marketing today is writing. I have often wondered how many people understand this statement exactly. So let’s take a quick look at what it really means.
Whether you have a product or a service to sell, someone has to write a description, write the text for the websites, maybe a promotional letter or a series of small ads, a press release to announce availability, articles to help with advertising, emails to the autoresponder and then there are those important pay-per-click ads. Not to mention the blog you have to deal with.
Now let’s take a closer look at the whole process by referring to a typical example of an “Internet product”.
We all know that one of the best products you can sell online is information. Let’s say you want to create an information product like an e-book. An e-book could deal with absolutely any subject. If there is a recognizable marketplace where it can be sold, then it is probably worth the effort.
So you decide to write an e-book of about 40 or 50 pages. Then you have to decide how you want to promote the book. The most common method is through a website with a long sales page. So after spending about two or three weeks researching, writing, proofreading, and editing your book, you now face the most important aspect of all. The website sales letter.
Should you decide on a long or short copy? Let’s settle for something in between and say 2500 words. This should take 2 or 3 days, but be prepared to rewrite most of it if it doesn’t work.
How about offering a subscription to the newsletter? It makes sense to write a series of ‘best-selling’ emails that are intended to be newsletters to get you interested who are always expecting something for free… and of course to build your list. So let’s say you delete 12 emails from a page each. This will probably take at least a few days of work.
Now you need to market your website, so get ready to write some more. A press release announcing the launch of your new product is a good idea, so you have another hour of work. A good way to get the word out and visit your site is to submit articles, so write 4 articles. That’s one more day.
Now you need to promote your website and your product, so you need to put together some small, individual, smart ads. You could spend another day creating and submitting them. What’s next?
Ah! Those expensive little pay-per-click ads. The smaller the ad, the more specific you have to be, and most importantly, the more creative and imaginative you have to be. Let’s spend a day on this. Okay, are we ready to go? Chances are, it took over 4 weeks of almost uninterrupted writing to get to the final stage.
Let’s hope you’ve done everything right and started selling. If you haven’t started in the next few weeks, you should consult a professional writer.
A copywriter with real marketing experience can turn the tables and restore your confidence in your online business.
But at the very least, you’ll have gained an insight into the world of a copywriter, and hopefully, the professional copywriters have earned your respect. Unless you write all the necessary texts yourself, you won’t be able to evaluate what this job entails. And if time is an issue, don’t even bother to start.
The fact is that writing is a skill that not everyone masters easily and in which only a handful of people will excel. It requires imagination, creativity, vision, and artistic talent. A good copywriter must not only fully understand the selling process, but must also be able to understand the emotional triggers that are responsible for this all-important impulse buy.
Writing advertising copy is neither an art nor a science, but lies somewhere in between. However, a degree in one of these two subjects is not a recognized qualification that meets all the requirements of the job. Although the qualities of a professional writer can be identified and sometimes even listed, they can never really be transferred.
An artist may be able to teach his students to paint, but if they both painted the same subject from memory, the results would probably be infinitely different. The artist, like the writer, has the ability to capture the subject’s mood, feeling, and environment and interpret it in his or her own way.
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