Copywriting – Expense or Investment


It doesn’t matter what industry you are in, you need great copy if you are going to have an impact on your market.

Whether all your marketing is offline, online, or a combination of both, your sales writing must be active, interesting, persuasive, creative and compelling if it is going to attract potential customers.

As a freelance copywriter I am approached by numerous companies from all industries looking for great sales copy. The majority of  these appreciate the skill that is required to craft copy that will attract, promote and sell their products. They understand the power of professionally written copy and therefore see it as an investment.

They don’t look at my quote as an expense – they see it in terms of what the copy will produce. By investing in my services they will achieve x% higher sales and greater market visibility.

If you needed dental work, you wouldn’t get a quote, scoff at the cost and then decide to do the extraction yourself with a pair of plyers. You would know that you need a professional to ensure the best results possible.

Admittedly that example is a bit extreme, but I think it illustrates my point.

Your marketing materials are your company – they are what your potential customers will judge you on. If your brochures, website copy, newsletters, emails and reports are wishy washy, bland, boring and badly written your company will come across as that too. Utilise the services of a professional copywriter, and you will be seen as dynamic, customer centred and professional.

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#1 Jaimie Dobson - Internet Consultant on 06.25.09 at 11:07 am

This is great post highlighting the issue that many of us, in the professional services sector, have when it comes to selling our wares. In the client’s own mind it’s easy (on the whole) for them to justify a cost or price when they have a tangible product in front of them, but more difficult when they are buying into expertise. Getting them to see their purchase of such services as an ‘investment’ is the correct strategy.

#2 admin on 06.25.09 at 11:19 am

Hi Jamie, thanks for your comment. Indeed it is an up hill struggle faced by all professional service providers!

#3 Matt Ambrose on 06.25.09 at 3:03 pm

I used to agonize over how much to charge and whether charging too much would scare off clients. Now I stick to my rates and think if the clients main criteria is price then we probably weren’t a right fit for each other anyway.

#4 admin on 06.25.09 at 3:19 pm

Hi Matt, I think that is definitely the right attitude to have. If a client values your work, they’ll be happy to pay for the quality results they will get.

#5 Kelly on 06.28.09 at 9:54 am

So true. If I find poorly written websites I instantly distrust them. Companies need to spend money and time to make sure everything about their website and materials looks trustworthy and professional

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