Why hire a freelance copywriter? There are plenty of good reasons (I would say that).
But over the years I’ve realised that there is one reason that just keeps on cropping up more than any other: people can’t find the time to write content themselves.
There are two reasons I know this:
1) Because it keeps cropping up when new clients ask me for content
2) Because I constantly fall behind on my own blog writing
Yes, even though I spend the vast majority of my day writing copy, very little of that is actually for my own marketing purposes.
I just don't have the time.
I don't know about you, but when I land on a new website, I'm always tempted to the About page.
It comes down to intrigue. I want to know more about this person or company and to hear their story in their own words. You can also tell a lot about a business by how they present their About page through the tone of voice and the words they choose.
And I'm not alone.
The About page is one of the most trafficked page of any website, for the exact reasons I've included above. It's an essential element of your site. A website without an About page is incomplete.
And because so many of your visitors will check out your About page, this makes is a great opportunity for you to present your brand and tell your story … and to convert visitors into leads.
Here's what you should be doing in 10 simple steps.
I provide professional copywriting services, so it won’t come as a surprise to you that I consider copywriting to be a good investment for your business. But if you’re not convinced by my words alone, check out these key benefits of hiring a copywriter:
1. Increase Your Conversion Rates
Copywriting is all about using persuasive writing to garner a response. Just because something is well written, it doesn’t mean it will persuade the reader to take action. If you want to attract new customers and get old ones excited again, copywriting has a huge role to play in the process.
2. Impress Your Customers
No one is impressed by mundane writing, clichéd descriptions spelling mistakes. A copywriter will add the spark to your writing that sets it apart. As a result, your customers will see you as a good communicator who speaks on their level.
I am not the best example when it comes to a typical email reader.
I open every email that lands in my inbox. I don't use Google's system of separate tabs for Primary, Promotions and Social emails.
My inbox is a to-do list of sorts. I get edgy when emails remain in the inbox unread. It means there is something to be dealt with.
Inbox Zero is not something I celebrate, but the daily norm.
And yes, I know very well that I am something of a novelty (or a freak?). For the vast majority of people, Inbox Zero remains something of an urban legend (“My friend's cousin once had nothing in her inbox…”)
And they most certainly do not open and file away every email they get.
I know that because I send emails to them. My clients send emails to them. And these emails never get opened all of the time.
In most email inboxes, chaos reigns.
Emails mean work. They battle with tweets and WhatsApp posts and SnapChats, which have the double bonus of being shorter and more interesting.
What happened to all those hilarious email forwards I received on a daily basis? I haven't seen one in years.
With everything else going on, with all those work emails to answer, all those hilarious social media posts, emails have a tough job.
Getting your marketing message out there by email, getting it read and getting people to act on it is a challenge up there with Leicester City challenging for the Premier League title.
But, just like Leicester City, great things are possible when you get the formula right.
The right offer. The right copy. The right subject line.
And, most importantly, when you are consistent.
Sending consistently good emails is one of the most important elements of success in any email marketing campaign.
Leicester City only won the Premier League because they were consistently good. You will only win with email marketing when your emails are of a consistently high quality.
But whatever the contents of your emails, there is one thing standing in your way to them getting read: first they have to be opened.
And to be opened, they have to get noticed by standing out from a chaotic wall of subject lines all screaming for attention.
And that means your subject lines have to stand out and inspire the recipient to open them.
In fact, 35% of email recipients will open the email based on the subject line.
So how do you go about writing subject lines that get your emails opened?