I know of several businesses in Chico with truly excellent customer service. Locals patronize these businesses, not just for their products or services, but because they enjoy their experience as a customer. They are loyal and would rather spend their money in these high quality establishments than with other businesses where their experience is average or poor. Over time these customers come to feel they are a part of their favorite businesses with a personal stake in their continued success. They will tell their friends, post about them via social media, and rally round if the business needs support.
When this type of business shifts their focus to online sales, it needs to ensure that the online sales process reflects the same high quality customer experience in order to create the same level of loyalty that they enjoy with their brick and mortar storefront. “But how can we do that? Our brick and mortar customer experience depends on our people!” The answer is: Through your copy. Every word that you use to draw people to your web site and lead them to their purchase needs to reflect your unique business style and commitment to their customer experience. If you just list your items and hope people will be able to see the value, you will be disappointed.
This is how small businesses benefit from professional sales copy. A seasoned, professional copy writer has made a study of selling with the written word alone. They can instantly spot common mistakes and missed opportunities that the average business owner won’t notice simply because this skill falls outside of their experience. When a copy writer sits down to write an ad, web page, email, or product description, they know all the elements that must be included, the order in which to present the information, and how to persuade customers that your product is not only exactly what they want, but why they should buy from you instead of one of your competitors.
Whether your online sales are geared toward locals or to a wider market, professional copy will improve web site traffic, engagement, and sales. In most cases, the increased sales far outweigh the investment. Professional sales copy really does pay for itself.
Cathy Wagner - Sales Copy Writer 