Sales copywriting is totally different than the other kinds of copywriting. In this episode, Erik shares why sales copywriting is incredibly important and incredibly valuable.
Erik J. Olson (00:01):
The importance of sales, copywriting.
What is happening? I am Erik J. Olson, sales, copywriting, totally different than other kinds of copywriting. Now I’ve known this for a long, long time. One of the books that’s on shelf behind me is a sales copywriting book. It’s not the only one that I’ve read, but I have one here at the office and sales copywriting is incredibly important and incredibly valuable. Now here’s why, and I’ll give you an example. We have a new Spanish offering and I’ll go into more detail on that in another episode, but we were getting ready to announce it. And we asked for some feedback from the team about what we could say in an email newsletter about the offering. And what I got back was like technical jargon. And I’m like, no, no, no, no, no, no. Like why would anyone care that they could get Spanish offering?
Erik J. Olson (00:54):
And it can’t be technical like the technical benefits or technical features, no one cares about technical features. They don’t buy it for the features. They buy it for the advantages and the benefit they get from it. And we have to tell them, we have to like knock them over the head about why it’s valuable, why they should care, why they should buy it. Why, why, why, why, why? So let’s just dive into that a little bit. With Spanish, 13% of Americans actually speak Spanish at home, which means that is their preferred language in America. How many people are there in America? About 350, do the math. That’s 50 million people. You could instantly unlock access to 50 million more clients. If you go with our Spanish translation services here at Array Digital, or if you’re a law firm and most of them service one state, what’s the average.
Erik J. Olson (01:53):
Well, if there’s 50 million people in the United States and there’s 50 states, then on average, it’s 1 million. So you could say instantly unlock access to 1 million new customers just by getting our Spanish translation services. That’s kind of an example of, of copy of sales copywriting. I should say, like sales, salesmanship, like, what is it like? What’s, what’s in it for the person when it comes to sales copywriting, we need the exact same thing. So here’s another example. I have an ad running right now. We have a guide called everything you need to know about hiring a digital marketing agency. It’s a 30 page document. It goes into great detail about all the things you should ask an agency. When you hire them, the things you should expect, the things that you should not expect. And it goes into frankly, what it’s like to work with a good agency like us at Array Digital. And so I want people to download that document and if they do, we get their email and we get their name and then we can send them more
Erik J. Olson (02:59):
Emails and whatnot. We can put them into a email drip campaign, but we had to sell the fact that they should get this document. And we’re trying to sell it by running ads. And by having calls to action on landing pages, all of that is sales copywriting. So I wrote a bunch of copy and I’m I’m okay. I’m okay as sales copywriting, but that’s not my profession. I’m not a professional sales copywriter. And there’s a big difference because, because when I ask like an SEO copywriter to write something, it’ll come back and it’ll rank, which is great, but it’s not persuasive at all. It is totally different from sales copywriting. So I need something that is persuasive. That’ll get people to do something. And that’s what a sales copywriter does. And they could be worth literally their weight in gold. Some of these sales copywriters make a lot of money on engagements, like six figures to write like one email, because the difference between an email that is incredibly well written as a sales copywriting piece versus something that Joe blow writes is astronomical.
Erik J. Olson (04:08):
And if you have scale behind it, it can literally be the difference between making thousands of dollars and millions of dollars. How much would you pay to have a sales copywriter take you from thousands to millions? Now I’d probably pay a lot, right? So they’re worth it. Sales copywriting is an art. It’s also a skill and it’s something that I want here. And we’re putting together a collection of sales copywriters right now that are gonna work on Array Digital stuff. But then guess what? The next thing is, you got it. We’re gonna be packaging all that together as a service to our clients. So right now what we’re doing is we have websites, our services, our websites, SEO, online ads, social media, all those things drive people to a website or a landing page to take action. We’re gonna have a sales copywriter that can go to those landing pages and they can make them even better, right?
Erik J. Olson (05:07):
They can make webpages even better, more effective. When it comes to persuading people to take action, to provide their name and email address, that’s gonna be a brand new service for us. I guarantee it, it won’t be long before I announce it. We’re running that experiment right now on Array Digitals websites, which are, thisisarray.com and arraylaw.com. So we’re gonna be offering that to clients. If that is something you’re interested in, in getting sales copywriting for your website, for your email newsletters, for your eBooks, for anything, contact me, you can email me at firstname.lastname@example.org. You can call us at (757) 333-3021, or find me on Instagram. I’m there @erik.j.olson. That is E R I K dot J dot O L S O N. Sales copywriting for the win.