Even in the midst of a pandemic, there’s never been a better time to hire a copywriter. Here’s why…
I’m biased, but I’m not alone. In his Copywriters Podcast ~ “Copywriting and the New Normal,” David Garfinkel explains that we’re entering a new golden age of copywriting. But to get the most from your marketing, all businesses must embrace, “the new normal,” of leading with incredible copy.
“Some businesses have accelerated, including my business and several copywriters, I know,” said Garfinkel. “And this only makes sense because copy is one of the only ways left that, businesses that are staying open, still have left to sell.”
David Garfinkel
I think Garfinkel’s insight is so spot on that I decided to break down that podcast episode into his four main points and delve deeper. Enjoy.
- Point 1: “Where we are now”
Analyze your clients’ current marketing needs - Point 2: What this means for copy-driven businesses
Adapt your copywriting to “Where we are now” - Point 3: New opportunities for businesses new to copywriting
Open new market segments with copywriting & remote-selling - Point 4: “What all this means for copywriters”
New opportunities for encouraging copy & incredible engagement
Point 1: “Where We Are Now”
Analyze your clients’ current marketing needs
Before we even get into the importance of copywriting, Garfinkel’s first point asks you to take stock of the current economic, social, and even emotional situation. By and large, people are less interested in ‘How to make a million overnight!’ and are more focused on safety, financial security, and coming out the other side of this intact.
That said, it’s still crucial to address each of your clients’ needs on a case-by-case basis. It’s imperative to know each of your clients and where they are now.
So whether business is booming, you’re struggling to embrace remote selling, or you’re a writer adapting to the times…
…ask yourself these four questions:
- How do people feel about life and how your offerings impact that?
- Have your clients’ businesses been hurt or grown through all of this?
- How has that hurt or growth changed their needs?
- How have your needs changed?
Point 2: What this means for copy-driven businesses
Adapt your copywriting to “Where we are now”
Many companies were already using a remote-selling model and are doing great. I hope this is you! But your customers’ needs are changing. And to continue to succeed, you need to ask yourself those same four questions. This will help refine your marketing and copywriting approach.
People’s and businesses’ reasons for buying is very different today. And what they’re buying is very different today. So it is vital to understand these changes and shape your copy accordingly.
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Here are a couple great examples of businesses that asked the questions, adapted, and have come out on top.
1: Podcast host, Nathan Fraser shares an example of a personal trainer adapting how he appeals to changing customer needs.
2: In this Reverb.com piece, Alison Richter and Joel Handley spotlight how music producers and studio owners find success in a ravaged industry.
Point 3: New opportunities for businesses new to copywriting
Open new market segments with copywriting & remote-selling
Think about all of the sales channels that we’ve lost recently.
- Sales meetings
- Product training
- Trade Shows
- Business travel
So how do you sell when you’ve lost all of these tools?
You hire a copywriter.
“Customers will be using email, landing pages, and shopping carts in new ways,” says Garfinkel. “And as their customers either can’t or won’t come into the store, they’ll start to see copy as more of a life or death thing.”
David Garfinkel
Gone are deals made over a handshake. Today it’s all about “Click to Buy.” While no one likes these unforeseen changes, they offer an incredible opportunity to step into the remote-selling future.
For companies that are new remote selling, this is the dawn of a whole new market segment. And it’s one where a writer’s skill is the tip of your sales spear.So whether you are moving to an online sales format or need a great press release, it’s essential that you hire a copywriter today.
Point 4: “What all this means for copywriters”
New opportunities for encouraging copy & incredible engagement
It’s a great time to be a copywriter. No matter where your clients stand, they have to embrace the remote-selling techniques that we offer. And many of them are having to adapt on the fly. They can use your help!
But writers need to direct their approach with the same four questions. They’ll help us take the temperature of the room, industry, and social situation.
We also need to put away the “Make a Million” pitches and reach our audiences with kindness, humility, and information.
That doesn’t mean we should stop selling or that weak copy is the way to go. But we need to make our offers with acknowledgment of people’s situation, hope, and a commitment to giving them the information straight. This will offer the stability, security, and safety that people need right now.
In Conclusion
My goal here is to encourage other writers. But I also want to demonstrate why my fellow business owners should stop waiting, hire a copywriter, and COVID-proof your marketing today.
Whether you already have a staff of writers or you’ve never considered the need for one, know that we become more crucial to your bottom line every day. Writers are your ace-in-the-hole.
And I highly recommend spending some time with the Copywriters Podcast. It’s a wealth of insight and sales tactics from a master copywriter. You can also head to David Garfinkel’s YouTube channel here.
As always, I hope this information is inspiring and informative and that it helps guide your business a little further down the path of success. If you have any questions or comments about this blog, or if you are a business who’s looking for the perfect writer, contact me here.
Here’s to finishing 2020 out with happier customers, better business, and more music than ever.
Until next time,
