This morning during a 1 to 1 coaching call, I showed a client a website. The website is from a Vendor in the real estate space that sells different services.
I asked my clients what they thought.
"Oh this bad. This is all wrong," was my client's response.
What they were responding to was the #copywriting on the website.
This was coming from someone that didn't know what copywriting was when we first started working together. I don't think they even knew what the word "copywriting" meant.
The problem was... one of the services this vendor was offering was copywriting, content marketing and email marketing.
Gratefully, my client was smart enough to immediately recognize what was wrong, and if this vendor doesn't know how to effectively write copy on their own website, even though they offer these services, my client knows not to hire them.
You don't need to be the master of everything, but you need to have a 101 knowledge of the things that impact your business...
... Or you'll be making some bad decisions and investments.
Let me explain a bit more...
I've worked with restaurants, bars, chiropractors, even childcare services...
When I'm working with companies like this... I can and will do their marketing for them. They don't need to understand marketing at in depth level, because they are not in the business of marketing.
Sure, they need to market their product, service and business. But their business is not marketing.
If you are a real estate agent, you are in the business of marketing.
What is a Seller hiring you for, if not for your marketing and ability to sell?
If you abdicate your marketing (which includes copywriting) to someone else, what exactly is your value proposition to a seller.
Hear me closely here...
I'm not saying you can't outsource or leverage it out, but you must have a #basic 101 knowledge base, so you outsource and leverage it to the right person.
My client certainly has 101 knowledge base of copywriting and could recognize the most basic, simple, fundamental mistake in copywriting.
This is the thing that my #1 to 1 client immediately recognized as being done wrong on this Vendor's website.
Once you understand this #basic rule of copywriting (and it's probably the #1 mistake you are making with your copy) not only are you going to be able to transform your blog posts, #landing pages, email marketing, sales letters and postcards...
But you are going to be able to recognize, when looking for services, if a copywriter/marketer is skilled or not.
- Stay Productive
- Keep Focused
- Be Consistent
-- Darin Persinger
P.S. I've seen a lot of Expired and FSBO sales letter that are not following this basic rule...
Just because someone can write, or even claims to be a copywriter... doesn't mean they are a copywriter.
Be careful out there.
PPS. Would you like me to come talk with you about this 1 Rule?