Crafting Your Message to Drive Sales

Many companies are born around a single, brilliant idea. In the world of high-tech, the spark for a start-up is typically a new technology. Inevitably, at the outset, the company's energies and resources are dedicated to developing this idea or technology into something that can be sold (i.e., a product).

While having a great product is a definitely a good start, it's not enough by itself to succeed in today’s highly competitive market. You need to be able to communicate the distinct advantages of your product or service to the right audience in order to generate sales.

This is exactly where a professional marketing copywriter fits in. While you wouldn't hire an accountant to perform QA on your product, why would you expect your technology experts to craft the marketing message? A copywriter can help you to communicate to your potential buyers that you have the product that solves their problem or otherwise helps them improve their bottom lines (in B2B scenarios). A strong and well-built messaging platform allows your target market to understand exactly how your product addresses their specific pain points.

Working as an integral part of the marketing team, the copywriter is responsible for your company’s messaging platform. After developing this "marketing DNA," the copywriter creates focused web content and marketing materials for the product built around this core messaging. These materials include, but are not limited to, search engine optimized (SEO) web copy, product and corporate brochures, white papers, case studies, and presentations.

Your company's goal is to generate revenues. A compelling, high-impact marketing message is crucial in today's competitive, content-driven marketplace. A great product without the right message is like a vintage wine without the bottle. Presenting your product in a way that will resonate with your target markets is a key step towards monetization and meeting your business goals.

Why Use a Copywriter?

Many companies are born around a single, brilliant idea. In the world of high-tech, the spark for a start-up is typically a new technology. Inevitably, the first year (or years) of the company's existence is dedicated to developing this idea or technology into something that can be sold (i.e., a product).

While having a great product is a definitely a prerequisite, it's not enough by itself to guarantee success in today’s highly competitive market. You need to be able to communicate the distinct advantages of your product or service to the right audience in order to generate sales.

This is exactly where a good copywriter fits in. While you wouldn't hire an accountant to perform QA on your product, why would you expect your technology gurus to create the marketing message? The copywriter's job is to communicate to your potential buyers that you have the product that solves their problem or otherwise helps them improve their bottom lines (B2B). A strong and well-built messaging platform allows your target customers to understand exactly how your product addresses their specific pain points.

An experienced copywriter can help you formulate your marketing message and even create an internal positioning statement to share within the company. This is the "marketing DNA" which serves as the underlying platform for all your marketing efforts. The message platform will reflect a joint analysis of your market, how you stack up against your main competitors, unique product differentiators and your company's overall business objectives.

Working as an integral part of the marketing team, the copywriter is responsible for your company’s messaging platform. Once this platform has been developed, the copywriter creates a set of marketing materials for the product that both incorporates and radiates this message as it dominant theme. These materials include, but are not limited to, web copy (preferably optimized for search engines), product and corporate brochures, white papers, case studies, and presentations.

Your company's goal is to generate revenues. A compelling, high-impact marketing message is crucial in a competitive marketplace. A great product without the right message is like a vintage wine without the bottle. A professional copywriter can help you reach your target markets and present your offering in a way that will help you meet your business goals.

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Welcome to my brand new blog.

After 15 years as an in-house marketing writer at several leading Israeli software and technology companies, I have “taken the plunge” and joined the ranks of the freelance writing community.

This blog is intended for marketers and writers that are interested in copywriting. My aim is to share my experience, provide an occasional insight and spur discussion among professional colleagues regarding some of the thornier issues that a copywriter deals with on a daily basis. If you have friends or colleagues who might also be interested in the world of copywriting, please spread the word. Naturally, comments and feedback are always more than welcome.

In upcoming posts, I will discuss some of the ways companies can leverage messaging platforms to create effective content that achieves measurable business results.