Within your website and any other online location where your cabinet making business has a presence, there will be many words that are written with the intention of influencing someone to take actions moving them closer to becoming one of your paying customers. This point is emphasised by the digital marketing specialists who rightly advise that no business exists without clients and customers being persuaded to say ‘Yes’, at least once, even if you are the best of Perth cabinet makers.
That ‘Yes’ is not always going to be one relating to the final decision to buy. Moving someone from being a visitor to your website, to them giving you their credit card details, will entail them going through a sales funnel which has several steps. Each step moves them further away from being a website visitor to a paying customer, and at each one that person will have been persuaded to make a positive decision.
The most common means of influencing those decisions in your business’s favour is copywriting. This is the words a person reads or hears, and which produce emotions, spark their interest, their desire and ultimately their absolute belief that they want to buy whatever the words have been written about.
Copywriting is an art, and skilled copywriters are highly paid, for it is they who are able to create the words which provide a business with a steady stream of prospects and customers. Before they can write any sales copy, three critical question must be answered. Without the answers to these questions it is impossible for them to even start. Here are those questions, and if you require copywriting for your cabinet making business, you must be able to answer them.
Who Are The Target Audience, And What Do They Want?
If you were writing an email to a supplier the language you would use would be different than if you were writing one to your best friend. The reason for that is the same as when copywriters sit down to write sales copy and that is the message must be created to resonate with its intended audience.
This is why you should conduct out surveys of both your existing customers and those who have already shown a strong interest in your company to ascertain their likes and dislikes. Best of all, ask what they want to see from your business in terms of products and services, and provide these.
What Makes What You Offer Unique?
Often given the term ‘Unique Selling Proposition’, or USP, this refers to what benefit your product or service can provide anyone buying it, that no other competitors’ could. This is the element that stands you not just apart from the crowd, but head and shoulders above it.
By being able to identify at least one, and preferably more than one, USP, a copywriter can then generate the words which generates desire within those who read them for those unique benefits which they will not be able to receive anywhere else.
Who/What Are You Competing Against?
Although your USP gives you a huge advantage over your competition, the more your copywriter knows about your competitors, the better. This way they can create sales copy that can compare your products very favourably with theirs to the point that yours is the only possible solution to the person reading it.
By providing comparisons in this way, it also means your prospects are less likely to go and visit your competitors’ websites as they already will know what they lack, or why they cannot match your offering.