Copy Writing Master Class Creating Content Vs Creating Sales Copy. There is defiantly an art to creating sales copy that gets read. There is also an art to creating content copy that gets read.
Both are useful and both need to be used in their place.
Providing highly useful content is a great way to gather social media following, educate your audience and prepare them for complex sales.
However, the main drawback of content is actually the relatively short half-life of a given piece of content. A tweet or a Facebook post has a half life measured in hours or minutes. More prolific authors tend to be more rewarded.
And think of a blog that hasn't been updated in the last few months - it feels abandoned doesn't it - life the author has abandoned it. Then take the next step and if that blog belongs to a company you start to wonder if it is even open for business.
Even offline content is similarly hamstrung with fresh content required for every edition of a magazine, newspaper or newsletter.
A good ad can last for months or even years.
I have a control coming up on its first anniversary for a client. I have another piece that has lasted nearly my entire copywriting career. Nothing compared to International Living's long running control, or say the famous 'two young men' letter.
But all the same, strong control remains an asset to a business for much longer than content produced. Tirelessly working to generate leads, or convert potential customers into customers.
The value of a few good pieces of copy can never be overestimated, but mark my words they are much harder to produce.
Writing copy requires copious research, laser focus on the goals of the piece and endless thinking and polishing in order to make that piece of copy a success.
Then once you have one good piece of copy you need another control to try and beat the existing one otherwise your marketing will derail should the piece ever fatigue.
When you appreciate the power of lists of accumulated leads and customers, you'll know that if you aren't building these over time, then you can be sure that your business will never be stable. Getting people onto those lists requires powerful sales copy.
Keeping the people on those lists engaged and willing to buy more from you requires good content all the time otherwise they are never going to stay with you.
Both are useful and both need to be used in their place.
Providing highly useful content is a great way to gather social media following, educate your audience and prepare them for complex sales.
However, the main drawback of content is actually the relatively short half-life of a given piece of content. A tweet or a Facebook post has a half life measured in hours or minutes. More prolific authors tend to be more rewarded.
And think of a blog that hasn't been updated in the last few months - it feels abandoned doesn't it - life the author has abandoned it. Then take the next step and if that blog belongs to a company you start to wonder if it is even open for business.
Even offline content is similarly hamstrung with fresh content required for every edition of a magazine, newspaper or newsletter.
A good ad can last for months or even years.
I have a control coming up on its first anniversary for a client. I have another piece that has lasted nearly my entire copywriting career. Nothing compared to International Living's long running control, or say the famous 'two young men' letter.
But all the same, strong control remains an asset to a business for much longer than content produced. Tirelessly working to generate leads, or convert potential customers into customers.
The value of a few good pieces of copy can never be overestimated, but mark my words they are much harder to produce.
Writing copy requires copious research, laser focus on the goals of the piece and endless thinking and polishing in order to make that piece of copy a success.
Then once you have one good piece of copy you need another control to try and beat the existing one otherwise your marketing will derail should the piece ever fatigue.
When you appreciate the power of lists of accumulated leads and customers, you'll know that if you aren't building these over time, then you can be sure that your business will never be stable. Getting people onto those lists requires powerful sales copy.
Keeping the people on those lists engaged and willing to buy more from you requires good content all the time otherwise they are never going to stay with you.
Bottom Line: The ability to make something interesting to
an audience is what copywriting is all about. Get good at it. And now I
would like to invite you to claim your FREE instant access to three
free "Copywriting Video Critiques" (and two free copywriting reports) when you visit http://www.zacnelles.com/twofreereports
You'll see how common copywriting mistakes and what you can do to change them to increase the response rate to your sales letters, websites and much more. You can make these changes for yourself right away.
From Zac Nelles, Direct Response Copywriter and Direct Marketing Strategist.
Article Source:
http://EzineArticles.com/?expert=Zac_R_Nelles
You'll see how common copywriting mistakes and what you can do to change them to increase the response rate to your sales letters, websites and much more. You can make these changes for yourself right away.
From Zac Nelles, Direct Response Copywriter and Direct Marketing Strategist.
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