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Wednesday, March 29, 2006

Write ad copy or brochure copy or website copy and then test and test

Business growth and business training go hand in hand.

If you want growth you need to implement best practise processes to ensure that your people uniformly adopt the best ways of:

    • Selling

    • Delivering products/services

    • Building customer relationships

    • Dealing with suppliers

    • Invoicing

    • customer complaints

The list could go on and on.

Interestingly your list of vital areas for your business may well be different to mine.

That doesn’t really matter the point is you choose an area and refine and refine it.

Again as I’ve mentioned in a previous post you need to use the Deming Plan-Do-Act-Study process to continually improve a single process.

Until it’s the best it can be.

The exact same principle applies to creating copy, either for brochures, business cards or web sites.

Until a prospect looks at your brochure, web site or business card you can have no feedback on how effective the materials are at generating sales, leads or whatever you’ve set as it’s “Most Required Response.

You must also expect that your guess of exactly what hot buttons your customers have may be wrong, or at least slightly wide of the mark.

That means that you need to polish and change and test and test copy until you’re happy that it’s pulling profits in for you.

Copywriting is a skill that requires feedback in the form of sales, leads, expressions of interest, or their lack. So that the copy can be reviewed and changed according to the real feedback from people who want your product or service.

Don’t be fooled by friends, people in your office, other copywriters or even yourself into thinking you’re the target market you’re writing for. So don’t base the letter on what you want.

Ultimately the final arbiter in how well your copywriting works in a particular instance is whether it achieves what you wanted it to achieve.

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