Imagine your competition breaking in to your encrypted network to steal your strategic business plan. But if your marketing was doing things right, all your competition would need is your best sales letter. Why?
Because quality copy will hone into the essence of your business strategy by exposing the right message that reaches the heart of your target market. Demonstrating their buying process. The motivating factors that get them to buy. The features that help place your product BEYOND what the competition can or will provide. The wording that enraptures the market's most valuable customers for maximum life time customer value. And much more.
However: Your competition will find it near impossible to replicate. Why? Because copy is never a collection of creative wishful thinking. Rather, copywriting done right will blend your company's genuine advantages with irresistible brand strengthening benefits though a compelling personal brand story. Your competition can not compete on those grounds.
What Are Your Marketing Objectives? A good copywriter can near effortlessly reel off high quality copy for short-term gains by evolving pre-existing collateral. But beyond that short-term promotional sales uplift, copywriting can 'get at the roots' of your business strategy to support a sustained and 'irresistible' competitive advantage. In Marketing Due Diligence, McDonald, Smith and Ward explain: "Market definition should be described in terms of a customer need, in a way which covers the aggregation of all the alternative products or services that customers regard as being capable of satisfying that same need."
Legendary copywriter Gene Schwartz put it thus: "Your markets sophistication depends on how many similar products, and how many competing ads... the goal is to be at exactly the right place, at the right time, with the right gadget or gizmo - To discover, intensify, and revitalise the desires held by a market. To focus those already existing desires onto a particular product."
The more your copywriter uses a crystal clear copy platform which defines the target audience, the more your advertising will produce high-performance results.
Here's where marketing and copywriting come together. Your copywriter must understand the essence of your company and product to build brand preference and response 'inside the mind' of your target audience.
"Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect." - Positioning - The Battle For Your Mind, Al Ries and Jack Trout
Consider beer. First there was just beer. Brands like Miller, Schlitz, Heineken and Carlsberg. Which to choose? But then came Miller Light. A new market category was instantly formed for the market segment concerned about calories and weight. Miller created and owned a new market category. How can your company create and own an entirely new market category?
Your Product Positioning Statement - To really empower your copywriter, work together to select a suitable company/product positioning statement for the brief. Something to the effect of: My product helps [whom?] do [what?], [when?], better than any other product in the world by [how?]. With strong product positioning, your copywriter can produce rock-solid sales messages for you.
Because quality copy will hone into the essence of your business strategy by exposing the right message that reaches the heart of your target market. Demonstrating their buying process. The motivating factors that get them to buy. The features that help place your product BEYOND what the competition can or will provide. The wording that enraptures the market's most valuable customers for maximum life time customer value. And much more.
However: Your competition will find it near impossible to replicate. Why? Because copy is never a collection of creative wishful thinking. Rather, copywriting done right will blend your company's genuine advantages with irresistible brand strengthening benefits though a compelling personal brand story. Your competition can not compete on those grounds.
What Are Your Marketing Objectives? A good copywriter can near effortlessly reel off high quality copy for short-term gains by evolving pre-existing collateral. But beyond that short-term promotional sales uplift, copywriting can 'get at the roots' of your business strategy to support a sustained and 'irresistible' competitive advantage. In Marketing Due Diligence, McDonald, Smith and Ward explain: "Market definition should be described in terms of a customer need, in a way which covers the aggregation of all the alternative products or services that customers regard as being capable of satisfying that same need."
Legendary copywriter Gene Schwartz put it thus: "Your markets sophistication depends on how many similar products, and how many competing ads... the goal is to be at exactly the right place, at the right time, with the right gadget or gizmo - To discover, intensify, and revitalise the desires held by a market. To focus those already existing desires onto a particular product."
The more your copywriter uses a crystal clear copy platform which defines the target audience, the more your advertising will produce high-performance results.
Here's where marketing and copywriting come together. Your copywriter must understand the essence of your company and product to build brand preference and response 'inside the mind' of your target audience.
"Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect." - Positioning - The Battle For Your Mind, Al Ries and Jack Trout
Consider beer. First there was just beer. Brands like Miller, Schlitz, Heineken and Carlsberg. Which to choose? But then came Miller Light. A new market category was instantly formed for the market segment concerned about calories and weight. Miller created and owned a new market category. How can your company create and own an entirely new market category?
Your Product Positioning Statement - To really empower your copywriter, work together to select a suitable company/product positioning statement for the brief. Something to the effect of: My product helps [whom?] do [what?], [when?], better than any other product in the world by [how?]. With strong product positioning, your copywriter can produce rock-solid sales messages for you.
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