How Killer Copy Can Potentially Kill a Long-Term Business
By Alice Seba, Teacher at Internet Marketing Copy Makeover
Killer Copy (n): Emotionally-based website sales copy designed to sell a product to as many prospects as possible.
You’ve probably heard about killer copy and the amazing effects it can have on your potential prospects. We’re talking amazing conversion rates, but a problem arises when killer copy becomes the main focus of the whole marketing process of a business. You bet, copy is important…but it doesn’t stand on it’s own for long-term business success.
I’ve had the honor of learning copywriting from some of the greatest direct marketing masters out there, but I have to tell you, some of them scare me a bit. They share amazing techniques about increasing conversions to astronomical proportions and it’s very impressive. On the surface, it sounds like a very good thing. After all, who doesn’t want to sell more?
But selling more can actually mean a lot more unhappy customers.
Realize that many of these direct mail and online marketers simply sell products via direct response. They aren’t necessarily into branding, building a reputation, etc. If you’re running a business for the long term, you need to ensure your copy does a few things:
* Your target market should be clearly defined. Sure, killer copywriters are good at targeting a market, but because the copy is so emotionally based, they often sell a product to segments of the market for which it’s not really intended. If that sounds confusing, let me give you an example – Let’s take your garden-variety Internet marketing course using killer copy. The copy usually is written to appeal to people who want to make easy money. Well, just about everyone wants easy money. The copy plays on the emotions of this group when realistically, they don’t want to set up an Adwords campaign, write articles or whatever the product teaches you to do.
* Your copy should match your offer. Killer copy often overplays the benefits of a product and that leads to disappointment by the prospect when they don’t receive quite what they were expecting. For example, things that are labeled as “push button” or promise “results overnight” often simply can’t deliver.
So, if killer copy is this dangerous, why do people to do this? Well, it’s simple. Even though they may have a high refund rate (and this is very often the case if they’re honest), the overall high conversions result in a lot more initial sales.
And remember, all they’re really interested in is the INITIAL sale.
But for the business working to build a brand and reputation, the initial sale is not enough. One of the important keys to your success are repeat customers and word of mouth. If your customers aren’t totally satisfied, they certainly won’t buy from you again and they won’t recommend you to others. In fact, they may spread the word, but the result won’t be positive.
Instead, stick with copy that effectively targets your prospect, matches your offer and inspires customer loyalty. If you need step-by-step help in doing that, you can grab your copywriting course here and of course, do share your thoughts below.
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For more help with your crafting copy that will bring you ultra-targeted prospects that will buy from you over and over again, check out Alice Seba’s Internet Marketing Copy Makeover. This one-on-one 4-week coaching program is customized to the needs of your unique business and shows you how to transform your current under-performing copy into an effective sales tool.