The truth is that most types of marketing copy work. If they didn’t, they wouldn’t still be around. What you need to figure out, as either a copywriter or a business owner / webmaster, is what kind of copy will be most effective for what you’re selling to the specific audience you’re targeting.

So please, stop simply copying what everyone else seems to be doing in the moment, and start taking time to understand your audience and what motivates them to act or buy. Test different types of Web copy, or even test different language choices. Watch what happens to your conversions.

And remember, the best copy isn’t necessarily the type of copy you think you want going into a project. You may want something touchy-feely, and find out that it’s not what actually sells to your audience (what they tell you they want and what makes them buy aren’t always the same thing; that would be like asking any of us if we want commercials playing during our favorite TV shows — we don’t, but that doesn’t mean they never work). Or perhaps you want something flashy, but your audience would respond better to a serious case study. The audience comes first. Then comes testing. Then, and only then, comes your amazing, high-converting copy.

Here’s something else to keep in mind: Just because something “works” doesn’t mean something else wouldn’t work better. Don’t stop testing and tweaking just because you’re satisfied for now. Would you really be happy with a 20% increase in conversions if a different style of copy could net you an 50% increase? Probably not.

This post was originally featured on July 27, 2008.

The post The Importance of Testing Web Copy appeared first on Pro Business Writer.

Let’s look at what content writing and copywriting are, along with a few examples of each.

Content Writing

When you hire a business writer to write content for your company, you’re hiring them to write something that will:

• Inform;
• Educate;
• Entertain.

This includes projects such as blog posts, feature articles, or e-book content. There is generally little to no direct selling in content writing, which is why it’s so important to hire a qualified copywriter if that’s your goal.

Copywriting

On the other hand, copywriting is designed to:

• Influence;
• Persuade;
• Sell.

This can include direct “hard” sales copy, such as a sales letter. It includes public relations copy, such as press release writing. And it includes much more subtle copy such as the About page on your website — which is designed to influence visitors into considering you a trustworthy company or authority in your niche or industry based on your background.

Of course there can be some overlap between content writing and copywriting. White papers are a great example. The bulk of the white paper is meant to be informational or educational. Only the closing section of a white paper generally pushes into sales copy.

The best way to find a business writer for your project is to know which area it falls into — content or copy. Then find writers who specialize in what you need. Better yet, search for writers who specialize in your specific project type.

If you need help with an upcoming copywriting project, it never hurts to have a pro in your corner. Get in touch and let me help you with your project today.

The post What is Copywriting? appeared first on Pro Business Writer.