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Dan’s Copywriting Is a Better Investment than the Stock Market.
Here’s how powerful my professional copywriting can be:
I once had a client who sold high-end financial products. He spent about $800 a month on Google adwords, and his website got him about ten solid leads a week. He was happy with this ratio (it was profitable for him), and he wanted to expand it.
He came to me to help him write some more / different Google adwords ads for a second campaign – you see, he figured if he spent *another* $800 a month (which he was willing to do), he’d double his leads. Fair enough.
I looked over his website and right away saw that I could help him not by writing ads for a second campaign, but by rewriting his current website copy. In other words, let’s get more out of the traffic you’re already receiving.
I rewrote his copy, and took him from a 1% conversion rate to a 3.5%. I turned his average of 10 leads a week into an average of 35. Just by rewriting his website copy. No second campaign needed.
And the best part for my client? He paid me once (about $1,000). The rest of the year, he reaped that extra business, without spending a penny more than he normally spent for ten leads. I made him a fortune.
I do this all – the – time.
- I do it for web copy.
- I do it for letters, e-mails, and other marketing collateral.
- I even do it for things that don’t have a traditional ROI, like an employee handbook or process instructions.
So What is Dan’s Writing Style?
Above all else, I like being clear. And I like giving good, solid information. Readers (and search engines) appreciate that.
Instead of being clear, most business writing tries to sound important: “We strive to effusively and dynamically embrace the unique paradigms of the overarching branding scheme.” (no, I don’t know what it means either.)
Or, lacking that, the writing is boring and awkward in tone: “Here at Squash Industries, we specialize in quality. Squash means quality. So if you want quality, think Squash.”
I don’t do that.
I typically maintain a professional tone, while keeping things conversational (I call my style “Professionally Casual“). When I write your marketing materials and/or communications, they will be read and understood.
I’m also extremely logical (and thorough) in how I arrange and present your information. While I think short, punchy copy has its uses, I am under the firm belief that people – in general – want something to chew on. If you interest your reader, answer their questions, create desire, and provide compelling reasons to do business with you, you almost can’t fail.
So use the short punchy copy to get attention and appeal to “scanners”, but give people who want more something to read (kind of like I do here on my site – you were first “interested” somewhere else, probably by something short… and now you are here. See how that works?)
Why this makes a difference:
In today’s world of “information overload”, people are bombarded with an endless array of messages… buy this… try that… get rich quick… the African Prince needs your help to transfer money… It’s borderline ridiculous.
So in the face of all of this “noise”, your writing needs to “speak” to your readers in Plain English. Clear, succinct writing that people actually enjoy reading makes a huge difference. It generates revenue, too.
Like I said, I’m a better investment than the stock market™