Table of Contents
- The Marketing & Sales Relationship
- Copywriting = Marketing + Sales
- 3 more ways copywriting drives your business
- Copywriters have time to craft the perfect message
- Copywriters reach more people over a longer period of time using fewer resources
- Copywriters are the voice of your brand
Let’s talk about the importance of copywriting to your bottom line. Yes, good copy transforms products into customers’ emotional responses. And yes, working with a copywriter is a great way to keep up with social media posts, web content, product descriptions, and other important things on a daily basis.
But more importantly, good copy sells. And it’s great at it.
To truly understand copywriting’s role in the sales process, we must understand marketing’s relationship to sales. And that can be a sticky subject.
Marketers and salespeople can be very different. Energy, numbers and a go-go-go attitude drive salespeople.
Those same attributes can scare marketers into hiding! They prefer creativity, new ideas, and the question, “What if?”
Total generalizations, I know.
Yet, as different as they are, sales and marketing are also the same. They are both customer-focused outreach with the end goal of driving your bottom line.
Copywriting = Marketing + Sales
Both sales and marketing have to answer the same questions:
- What are the customers’ needs?
- How does what they offer solve those needs?
- Why should customers choose them over their competition?
It’s by answering these questions that they clear the path for your customers to purchase from you. Marketing sells them on your brand. Sales sells them on your product. But it’s the copywriter who brings it all together. From their carefully crafted sales pitch to reaching the widest possible customer base, it’s the copywriter who seals the deals.
This vintage print ad for Star-Kist Tuna is a perfect example.
The ad’s placement was Star-Kist knowing their prospective clients. The ad’s branding and design presented the company’s personality and communication style.
But it’s the ad copy that informs, persuades, and inspires prospective customers to bring home enough Star-Kist Tuna for their family’s Monterey Souffle Salad. They don’t just present an (ahem…) delicious-looking souffle, they show you how to make it yourself!
And that’s just a warm-up. Here are…
3 more ways copywriting drives your business
- Copywriters have time to craft the perfect message
- Copy reaches more people over a longer period of time using fewer resources
- Copywriters are the voice of your brand
1. Copywriters have time to craft the perfect message
Your marketing and sales force must accurately represent your brand at every customer interaction. They have to demonstrate your voice and values while efficiently explaining how your products/services benefit your customers.
That’s a lot to think about, especially for sales personnel who often only have one shot at getting it right. Yes, you hope all of your customer interactions grow into long-term client relationships. But at each meeting, phone call, or email, there’s one shot to say what you want, how you want to say it, and hope it hits the mark.
The writer who’s composing your marketing copy and content has a considerable advantage in this area. The advantage of time. The writer composing your marketing copy and content has a considerable advantage in this area—the advantage of time.
- First, a marketing team takes enough time to craft a winning marketing strategy.
- It’s then handed off to an experienced copywriter who sets aside the time, conducts in-depth research, and gathers the necessary information to fine-tune the strategy’s overall message.
- They can research and utilize the correct keywords for SEO purposes.
- This time allows them to hone their ads, blog posts, email marketing, web pages, and other deliverables.
- Finally, the added time gives you the opportunity to offer direction and edits to the finished product.
As you can see, time ensures all of your marketing materials boast the right information, the correct tone of voice, use the most persuasive words, and achieve maximum impact over the broadest possible target audience.
2. Copywriters reach more people over a longer period of time using fewer resources
In days of old (Waaaay back in 2019) a thriving sales force often meant road-dog sales personnel. They were constantly traveling long distances; there were struggles with keeping them up on changing directives, new products, and promotions; and there was a lack of insight into how each represented your brand.
In a very short amount of time, that paradigm shifted. Now we see a meteoric rise in remote selling and online shopping. They are the new sales vehicles, and copywriters are the new drivers.
In this newer era, writers have plenty of time to craft a perfect sales pitch, only have to deliver it once, can instantly send it across the world. Best of all, those pitches close deals for years to come with little to no further investment.
These evergreen deliverables never need to rest, never cost you travel and time expenses, and they only stop selling once your next campaign replaces them. From email campaigns to press releases, content creation to print publications, a copywriter uses them all to keep your sales machine running 24/7.
It’s what great copywriting is all about.
Sweetwater.com
Sweetwater.com commands an amazing amount of respect for their customer service, passionate employees, and level of expertise. When musicians think of Sweetwater, they think of their army of sales engineers, each one an expert in their field, highly trained to deliver relationship-based service. At Sweetwater, it’s an art form.
According to Forbes’ George Howard, Sweetwater has grown like a wildfire year after year.
“There are now over 5,000 physical music stores across the US and, of course, Amazon and any number of other online retailers, yet Sweetwater has grown 18% year over year. This only happens when a firm has a high NPS (the percentage of customers likely to tell their friends about a product or service).”
George Howard
But even with that success, a massive chunk of Sweetwater’s sales come from impersonal, online orders. And that makes sense. Sweetwater’s product pages are covered with finely crafted copy written by industry experts.
3. Copywriters are the voice of your brand
We know that a dynamic sales team is essential for the growth and success of any business. And nothing will take the place of human-to-human interaction. Whether it’s a sole proprietor making cold calls or Sweetwater’s full sales force, no one closes deals like sales professionals. Not to mention the personalized customer service they offer.
But a powerful sales force is always empowered by their company’s brand and voice. And who is responsible for creating that voice?
Copywriters.
Copywriters give your sales team the identity to rally behind. Writing is a massive driver of brand awareness, which brings prospective clients to you. They also keep your sales team’s accounts up-to-date on the products, services, and promotions you offer.
In conclusion
When it comes to conversions and strengthening your bottom line, the marriage of sales and marketing is the secret to coming out on top. And no one brings them together like a copywriter.
My hope is that we all stop trying to push our valuable sales personnel even harder than they already are. Instead, we should consider the importance of copywriting and how it makes selling easier for everyone. Both your sales and marketing teams will thank you.
As always, I hope this information is inspiring and informative and that it helps guide your business a little further down the path to success. If you have any questions or comments about the importance of copywriting, or if you’re looking for the perfect writer…
I’m looking forward to it.
Here’s to happier customers, better writing, and more music than ever.
Until then,
Paul, you are spot on. Despite the high growth of video marketing (and voice/podcast) the written word is just as relevant as it ever has been. But because the communication channels are crowded, a good copywriter such as yourself is worth their weight in gold. Mediocre won’t do!
Thanks, David. Good communication will always be king.