Great point to make about people having the mistaken belief that copywriting (or marketing coaching) is too expensive but I think you’ve missed the big benefit.

What people don’t see is the unnecessary loss of hidden profit opportunities, where for example, someone lands on a website and isn’t engaged. Or sees a poor quality sales letter and it goes straight into the bin without being read.

Each time it happens, a potential customer has been lost, and because the focus should be on lifetime value, then depending on your business, that could be thousands of pounds missed.

I’m not saying that every website visitor should be engaged, and in fact I believe in polarisation – making the people who are meant to like you, really like you, while making it clear to others that they don’t fit onto your target market.