I was sitting at my computer one day trying to write a really smart sales letter for this page. A sales letter that would make people contact me straight away and hire me to write for them. After all, if I believe I can help my clients sell their products I should be able to sell my services as well, right?
This time it was not that simple.
I was deleting one draft after another, getting more and more frustrated in the process.
“I usually do not have writer's blocks, what is wrong with me?”, I thought.
Someone knocked on the door, and I welcomed the distraction. I did not care if it was Avon calling, or some other people who knock on the doors, I was happy I had an excuse to get away from my bummer project.
A young man handed me some junk mail from a local real estate office. One look was enough to see these guys needed help. Nothing wrong with the young man, he was nice and professional, but the leaflet he gave me… “oh, dear!”, I thought.
“Would you like to come in?”, I asked. He walked in, and closed the door.
“Now, who wrote that?, I asked.
“One of the girls in the office”.
But of course…
“Is she a copywriter?” – I knew the answer somehow.
She was not.
“You know”, I said, “if you had a toothache, would you ask her for help?”
“I would ask my dentist”, he smiled.
“Well, you would ask an expert, right? You would not fool around with a toothache because you know how important healthy teeth are to your well-being. I believe that a healthy copy is as important to your business.”
As many small business owners run their businesses on a shoestring, they often accept help from well-meaning friends and family members to save money on web design or marketing.
It may work, but most of the time the results are disastrous. When they tell me that their website was designed by a nephew who loves computer games, and the copy written by a friend who has already published her poetry somewhere – I know they are in trouble.
There is more to copywriting than good grammar and punctuation; in fact, I know brilliant copywriters who have their grammar all over the place, and bad typos on their websites. Guess what? Their sales letters sell, and people read their emails, and that is what counts.
So what was wrong with that real estate leaflet? Have a look, and see if you like it.
I am waiting for your comments.