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Why are you the right answer?

November 24, 2020 by Leigh Baker

When you’re writing website copy, it’s all too easy to focus in on what you do and how you do what you do.

But in a world of nearly 2 billion websites, you need to do more than tell people about your solutions.

You need to tell them why YOU are the best people to deliver that solution to them.

As expert website designer Greg Merrilees says:

When someone visits your website, these are the questions they’re asking:

* What do you offer and do you have a solution to my problem?
* How will I benefit from your offer?
* Do you have proof that your solution works?
* Why should I choose you over your competitors?
* Does your website look credible and trustworthy?
* What action do you want me to take?
* Do you have a clear pathway on how you will solve my problem?

Clear vs Clever — Why Clarity Wins Every Time! – Studio1Design

Your website is not really about you

As I discussed in a previous post, winning copy is all about your customer – even when you talk about your business and what you do.

You’re convincing when:

  • You show your deep understanding of your customer’s problems.
  • You demonstrate that you’ve solved that problem for others through performance metrics, social proof and case studies.
  • You show up as generous, with useful, helpful content that helps them understand their problem better.
  • You demonstrate your authority and expertise – whether it be through qualifications, awards, speaking, books, podcasts.
  • You explain how your process works.
  • You explain your Unique Selling Proposition for meeting your customers needs – and more.
  • You show up as real people delivering your real solutions – through photos, video, stories.

So whether you’re writing your own copy or preparing to brief a copywriter, think about this question:

“What do our ideal prospects need to
KNOW about us
in order to LIKE us
and TRUST us
to deliver their solution?”

sales funnel

Filed Under: Marketing, Stories and storytelling, Web copywriting Tagged With: benefits, solutions, website copy

A quick copy hack – last to first

May 5, 2019 by admin

I spend an afternoon recently with my favourite website designer. We’re collaborating on a book project, and we looked at website after website.

[Read more…]

Filed Under: Web copywriting Tagged With: Customer first copy

Copywriting = daily learning

February 1, 2019 by admin

One of the things I love about copywriting is that I’m always learning – and in fields that I would never have chosen by myself. There’s a constant cross-fertilisation of ideas and information. (Something that I find really key to staying creative.) [Read more…]

Filed Under: Web copywriting

What can you learn about copywriting from “the tale of two billboards”?

November 30, 2018 by admin

This is a lovely marketing story on lots of levels – so it’s well worth reading the full Medium Article “Stories From the Field: A Tale of Two Billboards” [Read more…]

Filed Under: Communication and Learning, Marketing, Web copywriting Tagged With: call to action, slogan

Unblocking blog post block

October 30, 2018 by admin

What do you write when you have “nothing to write”.

I speed blog* regularly with a local client – and when we got together last week she was having one of those days when she felt  “I got nothing”. [Read more…]

Filed Under: Stories and storytelling, Web copywriting

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Recent Posts

  • Why are you the right answer? November 24, 2020
  • Winning copy is all about your customer November 23, 2020
  • Speed blogging – the fun way to do content July 17, 2020
  • A quick copy hack – last to first May 5, 2019
  • Copywriting = daily learning February 1, 2019

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