April 21, 2017

Blogs: The Red-Headed Stepchild of Copywriting

content copywriting

Covered head to paw in long, thick, black and tan fur, the love of my life is one hairy beast.

Tipping the scales at over 80 lbs, he’s a big boy…and handsome as heck, especially when he smells like vanilla and shines like the sun.

Still, when I checked out the website for a new pet cut salon, I balked at the price. $90! Plus a tip! His hair cut, a shave no less, costs more than my own!

And then…right on their home page, a link to an article entitled “Why your dog’s groomer charges more than your hairdresser” with reasons like

  • Your hairdresser does not wash and clean your butt
  • Your haircut doesn’t include a mani/pedi
  • Your likelihood of pooping or peeing on your hairdresser is very slim

You get the idea…

As a copywriter (whether professionally or for your own business) understand that blog posts should never be “just content.” Otherwise, you’re wasting your readers’ time and your own.

Blogs are often treated as the red-headed-stepchild of copywriting, often for good reason.  Blogs generally do not create a “direct response” so their impact on sales is often near impossible to quantify.  Far too many “writers” charge far too few pennies to flood the interwebs with mediocre and meaningless blog posts, so the art of content becomes devalued.

Don’t waste your prospects’ or customers’ very limited attention on fluff.

CHUCK your content unless it is infotaining (ie. not boring), relationship building (builds know, like and trust) and does at least one of the following:

  1. Provides actionable tidbits of information moving them from where they are now toward where they need to be to benefit from the services you offer.
  2. Provides social proof of your methods, your success stories and your programs
  3. Overcomes objections (like the example above)
  4. Motivates people along the path you want to take them down
  5. Shares other works that support your own

Done properly, blogging (just like daily email) can be an intensely persuasive method for  attracting potential customers, spreading your influence and differentiating yourself against the drivel.

A good blog (just like a good daily email) can create long term readership, referrals (shares) and rapport.  Rapport builds trust…and trust builds sales…and sales bring the sacks o’cash.

Mind bloggingly yours,

Lindsay “Never Waste A Website Visit” Sacks

P.S.

Want to see the rest of the dog blog? It’s here.

WE LOVE YOUR SHARES!

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