When copywriting for business, there’s no one size fits all solution. Sales copy is a completely different beast to informative, educational copy and each have their place. Not everything you write needs to shout BUY ME!
While there can be a little bit of sales speak in most marketing communications, it’s good to separate the hardcore sales pitch from the more informative resources as much as possible.
When people are searching for answers to a specific question, they’re more likely to trust what you say in your business blog or published article if you deliver the facts without shoe horning in an aggressive sales pitch.
For example, if you’re a home improvement company writing a blog about different types of doors and you only cover the benefits of the products you sell, visitors may not feel you’re offering them an honest, balanced view. If, however you talk about the pros and cons of every available door, whether you sell it or not, they’re far more likely to trust you and eventually buy from you for your expertise and honesty. You’re still selling, just in a far more subtle way.
Horses for courses
And of course, you can and should still employ the more direct approach to sales via copy in direct mails, brochures, the body of your website, and adverts. There is absolutely a place for a more direct sell in your marketing materials, just don’t feel like you have to include it everywhere.
If you need a hand getting the right words down for the right medium, feel free to get in touch and I’d love to help. You can e-mail me at firstname.lastname@example.org or use the contact form here.