Let me ask you a question.
Do you know the difference between a copywriter and an article writer?
While it might appear like the two are very closely related, there is actually clear difference between them: a copywriter writes material intended to get the reader to take some kind of action (e.g. purchasing a product), whereas an article writer writes content intended to inform the reader about some topic.
You might think that the term “writer” refers to a single profession, but the fact is, there is a world of difference between a copywriter, an article writer, a web content writer, and so on.
If you’re looking to hire a copywriter, you need to know what they can and cannot do for your business.
In the spirit of helping you find out who does what, I am going to share with you the four most important types of content you will want to have written for you by a copywriter if you are doing an internet marketing campaign. Of course, this list is not the be all and end all of what a copywriter does; however, as far as internet marketing goes, the elements on this list are the most important things you will want to have your copywriter do for you.
So, without further ado, the four crucial copywriting components of a successful internet marketing campaign are…
1. Pay Per Click Ad Copy
Pay per click ads are some of the most popular tools among internet marketers.
Simple: They work.
If you do not yet have any visiters for your site, you will need to get some (at least if you want to make a sale!)
A pay per click ad is the little bit of text on the right sidebar on sites like Google, Facebook and LinkedIn. They are called “pay per click” ads beecause you only pay when someone clicks on the ads (imagine that). An effective PPC ad gets the viewer to click in just one sentence or less. Generating interest in just one sentence is tricky; the copywriter’s job is to write a PPC ad that makes the cut.
2. The Landing Page/Squeeze Page
The landing page is the first thing that a customer sees when they click on an ad (PPC or otherwise) and arrives on your site.
A squeeze page is a page intended to get a customer to opt in for your e-mail newsletter.
While there is a conceptual distinction to be made between a squeeze page and a landing page, it is most effective to use your squeeze page as your landing page, since this will get you the highest possible number of subscribers for your newsletter. A good copywriter can write a squeeze page that is not overly pushy, and that makes your readers want to subscribe.
3. The Sales Letter
Ever run into one of those pages that starts with a huge headline like “Man Reveals How He Made $10,000 Online In The Month of March… Just Through Blogging?”
Yeah, that’s a sales letter.
Unfortunately, a lot of sales letters are overly hype filled and obnoxious, hence the association with aggressive, overly obnoxious marketers.
In spite of this, your sales letter is in many ways the most important part of your internet marketing campaign. A good copywriter can write you a tasteful yet effective sales letter that doesn’t make you look like a screaming charlatan on an infomercial huckster.
4. e-Mail Content
To be successful in internet marketing, you need to build up an e-mail list. That’s why you have a squeeze page. Once you have an e-mail list built, you can can market to people without having to spend money.
There are plenty of things you can distribute to your e-mail list (with the help of an autoresponder):
- Newsletter installments
- Product launches
- Affiliate product promotions
If you want someone to buy something as a result of an e-mail sent out over your e-mail list, you really want to get a professional copywriter to write the e-mail content for you. Remember, there are certain key psychological trigger that influence whether someone is likely to buy from you, and a copywriter is trained to recognize those triggers.
Of course, the above is hardly the be all and end all of what a copywriter does. Many copywriters write print content, video scripts, non-PPC ad copy, and more. However, if you plan on marketing over the internet, know that the above are by far the most important four types of content you will ever have written for you. So, unless you’re a copywriter yourself, make sure you shop around to find the best writer you can find when you need these types of content written.