Many people struggle to convince people to buy their products or services online. They seem to get decent traffic to their site, but the phone isn’t ringing and the checkout cart isn’t full. They’re often left wondering if their website’s doing anything for them at all.
If it is, don’t worry. You probably just need a freelance copywriter. A professional copywriter is one of the best investments you’ll ever make for your business because their specialty is selling people things through words — your things.
One of the most famous (and most referenced) marketers in the world, David Ogilvy (a.k.a, the father of advertising) taught the industry how important writing is in advertising. For over 50 years he repeatedly proved that well written, intelligent copywriting increases sales. Much of his success can be reduced down to this one important concept: the customer needs to be treated as an intelligent person.
Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.(Ogilvy).
The proof: a few brand’s featuring Ogilvy’s copywriting success:
The phrase "Only Dove is one-quarter moisturizing cream" is one of his biggest successes. This campaign behind it propelled Dove to be the top selling soap in the US. The genius behind it is how he tied the copy to his ideal target audience while remaining honest about the benefits it provides. Some examples of what he wrote include creams your skin while you bathe, and an advertisement featuring a woman in a bath full of bubbles with the caption I’m head over heels in Dove. The success of his campaigns led to a 60+ year relationship with Dove.
A lesser known success is a commercial featuring Mrs. Roosevelt for Good Luck Margarine.
Even though margarine has been around since the 1800’s, anti-margarine lobbies and butter producers lobbied against its use, successfully banning margarine in 1884. Years later, long after the ban was lifted, margarine was heavily regulated in creatively destructive ways, such as having it dyed pink to make it. Advertisements were run that said things like Could you imagine spreading this (pink) stuff on toast?. Ogilvy turned this negative campaign around through creative writing and advertising.
Other successful campaigns include Rolls-Royce’s long-form copy boasting how quiet the car is “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock, Ogilvy.” and campaigns with Shell, to name a few.
The scope of those campaigns are massive! How does that apply to me and my business?
It’s true. Those campaigns are giants. But the principles they’re founded on and the success they have is due to the down-to-earth copywriting and research Ogilvy did.
As a copywriter I will take the time to research your brand and see which people would best benefit and be interested in your product or service. I will then provide you with content that can help convert browsers into buyers, increasing your sales.
Some common mistakes people make with copywriting.
Mistake #1: Many company’s don’t speak to their customers like they’re people, they talk about themselves. They try to sell them on their brand or their image. A good copywriter is always talking about the benefits the product or services provides.
Mistake #2: Many websites and sales collateral use unnecessary jargon or confuses them with words they can’t understand. The problem here is stuff fancy phrasing is usually glossed over. This has nothing to to do with the intelligence of your customer (remember, your customer is intelligent, treat them that way). It’s the fact that people will not waste their time reading something needlessly complicated.
Mistake #3: The content is there just for the sake of being there. This is extremely common. Most people, especially when it comes to the content on their websites, skimp out on their content. It’s practically a placeholder. It’s typically a brief headline and 50 words supporting it. The problem with content like this is that it doesn’t help the customer shift from a browser to a buyer because it says nothing to them.
What can I do?
You already know what I’m going to say: hire a professional copywriter. It’s my job to take an unbiased, honest look at everything you’ve written and figure out what’s there and what’s missing. I’ll ask you a million questions, and, after I’ve done my research, I’ll present you with some solutions.
What separates me from other copywriters?
My educational background is research and writing. I’ve completed a B.A. in Philosophy with a focus on Ethics, worked as a full-time Research Technician for UBC, and was a first-round draft editor.
Additionally, as a freelance copywriter I’ve worked with many business’ in many different industries. Some of these industries include Cleaning Services, Steel Fabricators (selling staircases or railings), Garage Door Installers, Plumbing Renovation Experts, Home Renovation Experts, and Jewelery sellers. I also collaborate with Raw Media, where I write and build websites as a developer.
While the blogs on my website here are mainly philosophy orientated, feel free to contact me for a more detailed sample of work.
Copywriting Services I provide.
SEO writing, Website Landing Pages & Blogs & Books:
In today’s online-first world, business need to rank well in search engines. My services include researching and content creation for websites, landing pages, long-form articles and blogs. Arrange a time to call me if you’re interested in learning more about SEO and how it benefits you.
General Copywriting: While all of your content needs to be researched before it’s written, some of your content might not need the Keyword Research that’s required for SEO. And that’s what this service is.