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The Value of Copywriting

© By Skip Pratt, Knowledge Download

Traffic. Ahhh…we all need traffic. Or do we?

I see beginners make the classic mistake all the time. More traffic. I need more traffic.

Wrong.

From my view, and my experience, generally what is needed is a higher conversion ratio.

Why spend time and money bringing in more traffic if you are not converting more of your EXISTING visitors?

The temptation is strong to get to market with your new website and GET TRAFFIC. Weren’t we all quite excited when we visited our website logs to see that 25 people found my site this week……..???

Then 30 and 50 and so forth. More. We need more.

Nope.

Let’s step back and look at the basics of any business and what the successful ones do:

Plan
Act
Measure
Start the cycle again

How much planning have you put into your site? How many professional copywriter’s newsletters and ebooks have you read before you put out your first website? None?

Just so you know, I read copywriter’s ezines, message boards and discussion lists for 6 months before going live on the web.

I purchased three ebooks and digested each and every one. I was hungry like a sponge. Frankly, I over did it, but I had a confidence that my copy was going to sell before I ever launched the site.

Instead of driving more traffic, focus your energy on crafting a professional sales letter. Here are some excellent sites that offer tips; advice and products that may help you write better sales copy:

http://www.adcopywriting.com/

http://www.bridgemarketing.com/

http://www.nickusborne.com/

The first link is for Joe Robson’s site. The second is Karyn Zoldan’s and the last is Nick Usborne’s.

Of that group, Joe is the king. Of any group of copyrighters, Joe is among kings.

Search for “copywriting” on your favorite search engines. Sign up for newsletters. Check the discussion groups and message boards and participate. Ask newbie questions; the old timers love it! It gives them a chance to show off their expertise.

Next, once your sales copy is improved, your next effort should be fine-tuning your copy to maximize conversion rates. You’ve spent considerable time upgrading your sales message. Now is the time to tweak it.

You should be adjusting your sales message daily or weekly at the very least.

The Internet provides an immediate feedback loop. It offers the option for immediate measurement of your changes. Measure them. Improve them. Once you’ve hit the maximum conversion rate with these efforts, then you will be ready for quality traffic.