I often have conversations with potential clients who overemphasize the importance of copywriting.
So let me say this as a copywriter:
Copywriting Can’t Save Your Dying Business!
Let me explain:
First, I’m NOT saying that copywriting is unimportant. Or that it can’t help you print more money in your alternative health and copywriting business.
Just that it can’t revive a dying business from the dead.
Here’s why:
There’s something called the 40/40/20 rule in marketing.
Here’s how it works:
40% of the battle is your offer.
40% of the battle is your list.
And only 20% of the battle is your copy.
Meaning, your offer and your list are 80% of the reason you make sales. They both have DOUBLE the impact as copy by themselves. And QUADRUPLE the impact when combined together.
That’s why I can’t help flailing companies who don’t have a proven offer or list.
Now, that’s not to say that better copywriting doesn't add jet fuel to your promotions.
Because it abso-loot-ly does!
But even the best copy in the world can’t sell an unproven offer.
Let’s dive deeper into the psychology of why this happens:
My goal as a copywriter -- or your goal as a copywriter if you’re writing all your copy -- isn’t to “create demand.”
This is a problem too many alternative health and supplement companies fail to realize.
Instead, a copywriter’s job is to maximize sales!
We can’t create demand for something out of thin air.
In fact, the best copywriters don’t create demand at all. They simply spit out what the market wants in their own language in a logical and persuasive way.
And that’s the main point I want you to take away from this:
The best copy in the world can’t sell a crap product
So before you try to hire a copywriter to ratchet up sales, take another looksie at your offer. And ask yourself these questions:
Is your offer irresistible to your market?
Can you improve it in any way?
Are you sure the reason it’s not selling is because of your copy?
Because more often than not, the reason your offer isn’t selling isn’t because of your copy. It’s because of your offer or your list!
Now, let’s say you do have a proven offer and a list full of buyers.
If your offer still isn’t converting, then you know it’s a copy problem.
But we only know that because you already have a proven offer and a list of buyers.
All parts of the equation are important. But offer and list are DOUBLE as important as your copy.
Alright, now let’s say you have a proven offer, but a list of non-buyers. And hired the best copywriter on the planet to stir up some sales.
Here’s what will happen:
You still won’t make much sales!
Remember: your list is 40% of the battle.
Meaning, even with a proven offer and the best copy possible, you still won’t make sales.
Here’s the 40/40/20 rule again:
40% Of The Battle Is Your Offer 40% Of The Battle Is Your List And 20% Of The Battle Is Your Copy
Missing any of the three criteria above means you won’t make as many sales as you could’ve. But if your offer and list ain’t right, the best copywriter in the world can’t help you. Likewise, if your offer and your list is right, then the best copywriter in the world can boost up sales to unprecedented levels.
Remember the 40/40/20 rules and all your marketing campaigns will become wildly profitable.
But if you forget this immutable law, you’ll have a hard time staying in business.
If you have your offer and list nailed down, but need the extra “juice” you get from your copy, I offer consulting services and a done-for-you ghostwriting system I call Profit First Emails.
You can book a Discovery Call with me here: https://calendly.com/johndbrandt/discovery-call
If the link above doesn’t work, it means I’m not accepting new clients right now. In that case, you can join my waitlist below. And you’ll be the first to know when I have a new opening in my schedule.
Join my client waitlist here: https://www.johnbrandtcopy.com/waitlist
John Brandt