So you need to hire a copywriter for your sales letter? Well there are many people that sort of jump into the hiring process without doing much work beforehand.
In this article, I'm going to show the work that you need to do before you even consider going on a consultation with a copywriter.
These techniques will save you both time and money later on.
So read on.
The first thing you must do is evaluate your site.
Do you really only need a sales-letter? I hope that you have a traffic tracker already installed such as Google Analytics or stat counter.
If you don't, install these and monitor what happens on each page using an excel spreadsheet.
Try to do this for at least a week.
Build a funnel in your mind.
You see, over time as we keep adding more content to our sites, we find that our message gets jumbled and our visitors get confused.
Often, you don't even know what's happening until you sit in front of the numbers and see where traffic is dropping off.
Using this technique, you could determine that you need a better converting landing page (this is the initial page that the visitors reach).
Next, determine what traffic is hitting your sales-letter.
Determine what percentage is buying your product.
This is called a "conversion rate.
" You want to be able to do the math and have a goal in your mind.
Do you want to increase your income by 50%, 100%, what is your goal? Using this process, you may be able to determine what type of conversion you need.
One last technique that you could use is to survey your past customers and find out why they bought your product or service.
In marketing these are called "hot buttons.
" Also ask them to review your current sales-process/sales-letter and ask them what they think about it.
Now once you have this information, don't beat your copywriter over the head with it - get free info from him! Remember the reason you are hiring a copywriter is because he's the expert.
Instead just calmly ask for feedback.
Say "here's what I think the customer's hot buttons are, do you agree?" This kind of collaboration will help you get the best the result for your business.
And you can get a whole bunch of extra service out of him, just because you had this info.
You can end up getting so much advice on how to improve all these other areas of your business, that you might end up not even needing him at the end.
When you have done this research and you hop on a consultation call with a copywriter, you will seem really smart.
You seem hiring someone is a huge investment of both your time and money.
Doing your work beforehand will help you tell your story and your goals clearly and succinctly.
Any copywriter will respect you for this because in truth, you are also honoring their time.
Now you can say "I need x% conversion, rate.
Can you do it?" If the copywriter says yes, you can ask if he can provide a guarantee around it.
This is great, because it actually takes the risk away from you.
He has to deliver, or he's toast.