Most marketers are not experts in copywriting.
And those who are, may not be adding as much value as you think.
Because what the prospect cares about more than your writing ability, is what’s in it for them.
In the end, they care about the deal.
They want to know if your product or service is their best alternative.
When they factor in the price, terms, bonuses, features, etc & compare them to what your competitors are offering; which offer is going to be their best option.
They want to know your offer.
And your offer is more important than you are probably thinking.
It’s more important than your copywriting.
If all you do is prove to them that you have the best product, at the best price & you have all the tools & resources ready to help them achieve their goal… and then place an ad explaining this, with little to no copywriting skills, you are going to make some sales.
On the other hand, if your copy is VERY persuasive and then they find out that your price, terms, etc is not as good as your competitors, they will take the intel you shared with them in your pro copy & then go buy your competitor’s product.
And when you combine a great offer, with great targeting, your copywriting can be average & your campaign will still succeed.
What matters to them is what’s in it for them.
Your offer is the heart & soul of your campaign.
If you spend plenty of time thinking through your offer, your conversion rate will go up.
Landscaper A offers a 20% discount on lawn maintenance, with a 1 year contract.
Landscaper B offers a 20% discount on lawn maintenance & includes weed whacking, power-raking, fertilizing, weed killing & raking, at no additional cost, with a 1 year contract.
Landscaper B simply articulated the offer better, and in exchange, he gets a higher percentage of prospects to call him.
Because both landscapers do all of those things, no matter how much you pay.
Landscaper B just talked about it.
Landscaper B just spent some time thinking about his offer & created a better value proposition.
The prospect thinks “landscaper B is a way better deal” and gets all excited and picks up the phone.
Meanwhile, landscaper A may actually have a better service. They may actually do a better job of communicating with customers, showing up on time, making the lawn look greener & sending their customers gifts.
Landscaper B is simply a better marketer.
Therefore, your campaigns will be more profitable if you spend more time thinking about your offer, your value proposition, your deal.
It’s the single most important component of your marketing campaign, in the eyes of your prospect.