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If you needed heart surgery, would you expect a neurologist or an engineer to do it?
Consider this: effective copy is the heart of any marketing campaign. Printing, graphic design, list rental, postage … these are all fixed costs. But without the right copy - copy with a strong pulse - the whole campaign is tired and weak, and the expenditures are not optimized.
What is good copy?
- Geared specifically to the particular sales vehicle, ensuring the piece makes the intended impact
- Aimed at the target audience's challenges, engaging the prospects in the optimum way
- Created using tried and true techniques, positioning your product or service effectively
- Focused on the key messages, impacting your customers and increasing response rates
Here's a typical scenario. A company trims the marketing budget by assigning a white paper to a senior executive (the neurologist), or a junior in house specialist (the engineer).
It might take two or three weeks for either person to write the paper while trying to juggle other responsibilities. Do the engineering work and the brain surgeries get done effectively? The company actually stands to lose money.
And the white paper is weak. In this case, where white papers are among the most internally circulated and trusted of all marketing materials, any loss can actually become cumulative.
Add it up. Upfront investment in quality copy pays for itself. And in many cases, with strategic planning, the copy can be reused for several projects, paying for the investment over and over.
It just makes sense: give your heart to the cardiologist.
