Costliest Copywriting Mistake #1: Underestimating The Value Of Ad Copy
Why do some salespeople sell like gangbusters while others fall flat on their face? Because what they say, and how they say it, is everything.
The same with advertising copy. Your copy is your surrogate salesperson. And the way it is written has everything to do with whether or not your ad sells, your website converts, your business succeeds.
The difference between under-performing copy and brilliant copy can translate into many thousands of dollars over time. Bad copy can actually have the opposite effect of damaging your image and suppressing sales.
Yet many advertisers don’t get this. Copy is an afterthought. They spend extraordinary amounts of time, energy and money setting up a business, then doom it to failure with poorly written, cheaply bought or crudely constructed homegrown copy.
It’s not enough just to be out there. Your copy has to work hard, really hard, to grab attention, communicate clearly, convey benefits, overcome skepticism, outfox the competition, generate excitement, exude energy and charm, and close the deal…all within a short span of...
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