Poor Copywriting and its effect on your business
I’m assuming you landed here because you read page
one of this article (Writing
Internet Articles; the Good,
the Bad and the Ugly). If you haven’t done so yet,
please click
here.
Whilst a good article, published in the right manner,
can be a real asset to your online business, poor copywriting
can have disastrous effects on your reputation.
You wouldn’t call a plumber to fix a TV
or a painter to mend your lawnmower.
Why then do so many individuals with no discernible literary
talent insist on becoming article writers, often to their
own detriment?
It is a well known fact that a potential customer will
judge your business by its sales materials.
Any articles published online to promote your business
do fall under the broad heading of sales literature, since
you are demonstrating your in-depth level of knowledge
of your chosen topic and trying to entice potential clients
into visiting your site.
If your copy is riddled with spelling, grammar or (god
forbid*) context errors such as ‘there/their’, ‘affect/effect’ and ‘manner/manor’,
any reader will instantly form an opinion regarding your
expertise; a negative one.
*Damn; now I’ve gone and offended the religious
zealots as well as the techies.
I just can’t win
this week.
Take the word of someone who’s been in this industry
for well over a decade:
’Poor copywriting can kill your business.’
This fact is aptly demonstrated by the general state of
English language advertising in the Republic of Cyprus.
Here, an increased influx of British expatriates and
property buyers during recent years has created a widespread
need for English sales literature.
Overall standards however have failed to keep up with
demand and it is often small business which pays the price
for poor copywriting efforts, as potential clients desert
it for its larger rivals according to the universally
held perception that better copywriting equals a better
product. Sad but true.
Back on the subject of web authoring, the past couple
of years have seen the internet article scene caught up
in the ‘Greenbar Madness’ of
Google PR.
‘I’ll just publish any old load of codswallop, get a load of inbound
links from it and my Google PageRank will go up.’
Although beneficial on one hand, this strategy will ultimately
do more harm than good, since your shortcomings as a copywriter
are exposed to the world in general through discussion
forums, newsgroups and other social networks and your
reputation damaged as a result.
Here’s a novel idea:
Take a look at your existing articles; if you suffer from
poor copywriting, pay a professional copywriter to produce
a couple of quality articles per week for you to publish
instead.
For the small amounts of money it will cost you it's an
outstanding investment; not only will it raise your professional
reputation; you will also get a better quality of inbound
link.
I leave you to think this over as I wait for the lynch
mob to arrive at the office.
Competent Web Design ensures a search engine friendly
site
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