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mulberry outlet uk cheap nfl gear for women I hate to say it, but a lot of marketers and business owners get in their own way when it comes to creating powerful web content, sales letters, and blog copy. I've heard it time and time again: "I like to write" or "My wife is a writer and she made a few adjustments." Often, when a client makes "a few adjustments," they've just killed a carefully crafted marketing strategy. The reality is that you have to be more than a "good writer" to sell your product or service. You've got to know how to hook the reader, create a relationship, and make the sale. I once had an editorial staff massacre one of my pieces by injecting numerous punctuation errors. The result was a fractured copy that diminished my credibility as a writer. Fortunately, they were willing to work with me to fix most of their mistakes but their remaining edits created a few speed bumps in my work. I wasn't happy. Another time I wrote a promo piece that focused on attracting new students to a two-year college. Even though the piece was short, it had to make a huge impact and I knew it. After hours of crafting a powerful message, the dean of the department added a small edit that took the focus off the potential student and onto the individuals who worked at the college. That single edit took the wind out of the sails of my original marketing message. Effective copywriting is not the type of writing that you learned from your English teacher. (I should know... I have eight years of experience teaching English.) Great writers often underestimate their abilities while less-than-stellar writers brag about their writing finesse. One of the biggest battles that copywriters face is overcoming the ego of a business owner who cannot divorce themselves or their family from the writing process. Unfortunately, too many business owners fall prey to the "I'm a good writer" kiss of death. Writing great copy is a combination of writing skill, marketing know-how, and adding psychological triggers without being obvious about it. In essence, you've got to make an immediate connection that hooks the reader right now. Otherwise, the penalty is the seven-second death. The seven-second death refers to the amount of time that it takes a website visitor to click away from your page. This often occurs because the headline is weak or the offer is not compelling. There's a huge difference between good writing and compelling sales copy. That's why you need to hire a knowledgeable copywriter who knows how to pull the psychological triggers that make the sale. Unfortunately, there are many so-so copywriters who are marketing themselves as "experts." If someone says he's an expert, don't take his word for it. Before you hire anyone, ask to see samples of their work. Ask for testimonials. A good copywriter will be happy to provide those for you. Finally, keep in mind that a copywriter is an investment in your business. If you shop around to find the cheapest writer in town, you'll more than likely be disappointed with the results. A busy copywriter is a good copywriter. If the writer has a waiting list, it will often be worth your wait to hire him or her. Professional copywriters charge by the project, not by the hour. In essence, you're making an investment in results. Would you spend $10,000 to earn a quarter of a million dollars? The answer is a no-brainer. Once you've hired a copywriter, trust the process. Effective copy is one of your most powerful tools in your marketing campaign. Tell the copywriter what you want, and then step back. If you want to make changes, let the writer effectively integrate them into the copy. Creating good copy is a process, and if you resist the temptation to make changes-or to allow someone else to make changes-your investment will be money well spent.

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