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What is sales copy?
Sales copy is written text that sells your product or service with strong, emotional language.
We've all received a fair share of e-mails, letters, or pop-ups begging us to part with our cash. If you're like most people, you've learned to ignore them on muscle memory. That's because the copy is usually dull, awkward, cheesy, or just outright terrible.
But copy that's empowering, inspirational, or genuinely exciting can change all that. When written by professionals, sales copy can make your product or service jump off the screen and into the mind of your audience, driving steady revenue and growth across your marketing channels.
The secret to good copy isn't just data or information about your offer. Those are specs — and they may as well be written in cryptic text. Prospects don't want to know about a laptop with a 10,000mpAh battery and QuickCharge functionality. But a laptop that can power through long-haul flights so you can work towards a promotion in mid-air — that’s what makes them Add to Cart, Buy Now, or Learn More.
Conversion copy (a.k.a sales copy) is written by professionals who master the science behind effective writing and mash those insights with enough creativity to make your audience sit up and listen. There's a lot of moving parts to that process — including deciphering an audience's needs, deciding which benefits to write about, and finding the right Tone of Voice. These decisions can rule or wreck your marketing campaigns which makes good copywriters more than just word crunchers or spell-checkers.
One of the biggest mistakes many brands fall into is assuming their copy can be written by anyone, as if it's just technical specs with a few elegant words. That's like assuming brain surgery is the same as buttering bread; it's just waving a knife around until it all comes together, right?
Like any task, skill and proficiency make all the difference. It's best to leave copywriting to professionals who can help you get the most out of every word and maximise your ROI.
The
perks of good copy
The main upside to investing in sales copy is that you can reap the benefits almost right away. Swathes of data shows that the quality of your copy can change how readers behave online. Even a marginal improvement to copy on a campaign that targets thousands (or millions) of users can translate into a colossal uptick in sales revenue.
We’ve even seen struggling campaigns turn around within hours by spicing up landing page copy. In most cases, optimised copywriting leads to:
higher conversions or click-through-rate
higher open rates for eDMs
longer time-on-page
lower bounce rate or exit rate.
Copy is also a handy lead-nurturing tool that fits into almost any step of your marketing journey, whether it's ads, payment forms, or even thank-you/confirmation pages. That gives your brand infinite opportunities to hit leads with powerful words that march them straight into your CRM.
How much does copywriting cost?
Every copywriter charges a different rate based on their experience so there's no actual market-value on how much you should pay. As a general guide, a novice writer may charge around $80-150 per page (estimate based on 400 words), although you should expect to pay at least double that amount for experienced or renowned experts.
Pro tip: some writers may offer to charge per-word, which often leads to quantity over quality. The best way to get the most out of a writer is to agree on deliverables, deadlines, and expected results in advance.
When comparing copywriting prices, keep in mind that you’re paying for more than just words on a page. Vocabularic prowess is only a small part of a copywriter’s craft — most of it comes down to understanding how those words fit into a wider strategy to maximise your brand's success. That means at higher price points, you can expect copywriters to collaborate with the rest of your team on everything from design, SEO principles, user experience, wireframes and more.
Sourcing sales copy
Copywriters work under various different models so you'll need to consider which terms work best for your brand. Here's a general idea of what to expect with each option. Keep in mind these don't take into account your business' specific needs or requirements.
In-house writers
‘In-house’ is anything that comes from inside your own business. Larger companies with heavy content demands usually hire copywriters on a salary or retainer, giving them full control of their work and time. While the overhead costs are much higher, in-house writers allow you to launch campaigns or shift your approach rapidly as you have constant access to free-flowing copy.
Producing copy in-house can be frustrating if your business isn’t set up to manage the creative process. Between briefing, proofreading, SEO, and wireframe support, there are countless moving parts that need to be managed simultaneously to get top-quality copy from your team.
PROS
- • Direct control of writers and their work
• Outright ownership of all work
• Fixed cost makes it easier to plan ahead
CONS
- • High overhead cost of salary or retainer
• Difficult to find writers willing to work full-time
• Managing creative employees can be difficult
S
tip
:
Remember to check your metrics regularly to weed out any weaknesses in your copy. A low conversion rate is a sure-fire sign that your words needs work.
Freelancers or contractors
Most copywriters prefer to work under their own terms as freelancers or contractors, selling their work on a 'pro-rata' basis. Using a freelancer means you only pay once for the amount of work needed, which is a useful way of managing your marketing budget. However, freelancers might lack the experience or capacity to take on complex projects, especially on short notice.
With so many copywriters working as freelancers, finding the right one for your business can take time. Vetting through the sea of beginners or part-time writers is frustrating at first but once you find a suitable writer to work with, it often leads to a valuable long-term partnership.
PROS
- • Pro-rata cost helps you manage your budget
• Cheapest method of copywriting available
• Freelancers tend to be more creative and unrestricted by company culture
CONS
- • Many inexperienced or part-time writers
• Lack of marketing or business acumen
• Often unable to take on large campaigns or projects
Copywriting agencies
Kings of their craft, copywriting agencies live and breathe for the written word. They're often the most reliable and impressive source of sales copy given their exclusive focus on the science behind effective writing. Copy boutiques also have first-hand experience in web design, amplification, and other strategic elements which means they can offer valuable input on campaigns.
The major downside to using a copywriting agency is that there aren't many around so their service can be in high demand. Their passion can also lead to unchained rants about how the world doesn't appreciate their craft, but that's a small price to pay.
PROS
- • Most reliable option for high-quality work
• Agencies specialise in strategic campaigns
• Seamless integration with the rest of your digital team
CONS
- • Higher cost than freelancers
• Waiting times may be high due to rarity of specialised agencies
Need words that sell?
We put the alphabet in the perfect order to help you close more leads. Reach out today.
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