MYTH: Killer Copy is All You Need
Killer Copy (n): Emotionally-based website sales copy designed to sell a product to as many prospects as possible.
Okay, the smart and ethical business person already knows that simply having good copy is not enough. Having a good product and customer service to match is important too.
But that’s not really what I’m talking about.
I’m talking about when the killer copy becomes the sole focus or main focus of the whole marketing process. You bet, copy is important…but it doesn’t stand on its own for long-term business success.
I’ve had the honor of learning copywriting from some of the greatest direct marketing masters out there, but I have to tell you, some of them scare me a bit. They share amazing techniques about increasing conversions to astronomical proportions and it’s very impressive. On the surface, it sounds like a very good thing. After all, who doesn’t want to sell more?
But selling more can mean a lot more unhappy customers.
Realize that many of these direct mail and online marketers simply sell products via direct response…they aren’t necessarily into branding, building a reputation, etc. If you’re running a business for the long term, you need to ensure your copy does a few things:
- Your target market should be clearly defined. Sure, killer copywriters are good at targeting a market, but because the copy is so emotionally based, they often sell a product to segments of the market for which it’s not really intended. If that sounds confusing, let me give you an example – Let’s take your garden variety Internet marketing product using killer copy. The copy usually is written to appeal to people who want to make easy money. Well, just about everyone wants easy money. The copy plays on the emotions of this group when realistically, they don’t want to set up an Adwords campaign, write articles or whatever the product teaches you to do.
- Your copy should match your offer. Killer copy often overplays the benefits of a product and that leads to disappointment by the prospect when they don’t receive quite what they were expecting. For example, things that are labeled as “push button” or promise “results overnight” often simply can’t deliver.
So, if killer copy is this dangerous, why do people to do this? Well, it’s simple. Even though they may have a high refund rate (and this is very often the case if they’re honest), the overall high conversions result in a lot more initial sales.
And remember, all they’re really interested in is the INITIAL sale.
But for the business working to build a brand and reputation, the initial sale is not enough. One of the important keys to your success are repeat customers and word of mouth. If your customers aren’t totally satisfied, they certainly won’t buy from you again and they won’t recommend you to others. In fact, they may spread the word, but the result won’t be positive. 
Instead, stick with copy that effectively targets your prospect, matches your offer and inspires customer loyalty. If you need step-by-step help in doing that, you can grab your copywriting course here and of course, do share your thoughts below.
About: Alice Seba
Alice Seba earns a full-time online income as an entrepreneur and loves to help others achieve the same. With a focus on using content to create relationships, loyalty and results from the written word, she co-owns both a ghostwriting service and a private label content business. To get more tips for your content marketing, visit Contentrix.com - your free resource with plenty of tips and strategies.Freebies
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greg cryns
Good point, Alice.
Successful business people realize that the initial sale only pays the bill for obtaining that sale.
Internet Marketing cannot be defined by usual business experiences, though. The cost of obtaining a customer can be far less in the IM world if you are using dollars spent as the main basis to determine the cost.
However, we often fail to factor in our time as a cost. If you are making $50 an hour, that cost can get expensive quickly.
Perhaps the guys and gals making the big bucks don’t need to worry so much about the long term effects of killer copy. From my perspective, if you can make a ton of money without hurting people, more power to you.
Tahiti comes to mind.
Rob Sellen
Nice post.
Soundbites and no substance is never a good thing
Thanks for sharing that Alice.
I’d hope people would rather underpromise on the soundbites and then overdeliver on the substance…the fact is those HAPPY customers are better to have in fewer numbers than the unghappy ones in large numbers…whats more, those happy ones spread your product with enthusiasm.
Thanks again.
Rob
Aimee
I’m working on the copyright sweetie course right now so this article was wonderful today.
Even a lot of small businesses are looking for that initial sale, but maybe not in such high numbers as the ones you’re talking about though. But, they are all about that initial sale.
I would rather have a few repeat customers who absolutely love my product than a million customers and half of them hate it.
Andee Sellman
Really good points Alice.
I read the other day that people are becoming immuned to mass advertising and are looking for more authentic connection. Marketing appears to me to be more understanding and listening than telling. As a result I’m trying to learn to listen more and copy is about drawing out that conversation.
The hardest thing for our business is winning a new customer and therefore when we do, our hope is they will be a long term or even lifetime customer.
What do you think about copy referring to after sale benefits?
I know of people who work up to the point of a sale and then forget the customer after that.
Sandy Zuniga
I totally agree Alice. I am not a copywriter but have been on the receiving side of those ads. I constantly remind my clients of quality products and matching the copy with the quality. I only work with the best clients with integrity but I have seen that “Killer Copy” and as you said it ends up with lots of returns and customer dissatisfaction.
So I totally agree with you Alice, and your ethics!
Sandy
Jill Florio
Twitter: hippygeek
As always, it depends on the person’s motive. There are a lot of “make money no matter how” orientations out there.
It’s so nice to be a part of a group that actually wants to create quality information and help people! It’s better to contribute to the world and be rewarded for the effort, rather than just take from it and run (short sighted thinking in any case).
Which way makes a person feel better about themselves, after all?
Tom Lucas
Many thanks for the reminder that “slow and steady” wins the race.
Cryxellis
The more you are well planned and organized with your business the more you are are near to success.. making it slow is not a problem as long as you are doing it accurately and interesting, you can get good customer out of it..
Alice Seba
Andee, do you mean offering extra product support and mentioning in the sales page? I think that’s fine as long as you have the staff or gauge the time you have available appropriately. But mentioning it in the copy can totally help distinguish you from others who don’t provide that level of service and it can be a very good thing.
And to be clear, I’m not necessarily saying “slow & steady”…it doesn’t have to be slow.
Andee Sellman
Hi Alice,
I was meaning after sale tips and suggestions. Something that can keep you in contact with the clients between actual sales transactions. This keeps you top of mind for the customer and also helps them remember you and pass on recommendations for your products and services.
Alice Seba
Of course, Andee. Most definitely keep in touch, continue sending value, special offers and more.