Does the content really sell?
There is nothing more true (and wrong at the say time) to say that the content sell. Some people describe copywriting as a quite effective marketing tool, while others state that it only plays supporting role, complementing the whole sales process. Therefore, we will dispel doubts related to the title question in the following article.
First of all, we must raise a diametrically important issue which is often avoided in business textbooks and strategy planning.
The effectiveness of marketing activities, including copywriting, is affected by the bushy network of dynamic connections.
The final effect is not determined only by the supply and demand, but also by actions of the competition, market trends, updates of the search engine algorithms, period of time, social mood and… happiness (it cannot be denied that this is how we describe “the right place and the right time”), as well as many other factors.
No one can answer whether the order content will sell your company products and services. If it were that simple, everyone would be using the same marketing technique. After all, people react and buy in a certain, specific way, aren’t they? Unfortunately, there are many different ways and individual marketing strategies.
However, if we were to consider the specificity of the content – would they have the potential to increase the number of transactions and improve business results? Does content really sell or is it just a metaphor?
Does the content sell?
Yes, sales content can influence the emotions of the recipients, thus modify their purchasing decisions.
It informs about and attractive offer in a clear way, encourages to buy and even creates needs. Writing affects the imagination – this simple fact is the foundation of many persuasive techniques in the entire advertising industry.
By combining lexical items into various semantic contexts, the content can increase brand recognition, build company image, encourage to buy and improve conversion rate. The key to success is individual content (which, contrary to appearances, is not so easy to create, but we focus on the theory, not practice here) adapted to the company’s needs. Undoubtedly, the effect of copywriting is important, measurable and worth your attention.
We should remember, however, that content selling effectiveness depends on a multitude of factors, mostly because the final decision is always up to the customer.
For this reason, attractive prices, high quality of services or products, as well as other marketing activities significantly increase the effectiveness of the content.
If you neglect the elements mentioned above, there will be no miracle – even the most wonderful content will not be able to help you, as the customer simply do not have to spend money. It is relatively logical, so you should not blame the copywriter for any failures that do not relate strictly to content. Just like the positioners and graphic designer, a writer make its contribution and influence final results too.
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