Do You Follow Your Own Advice?


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As copywriters, it’s easy to be “quick and easy” and simply slap our own stuff together. And all too often, writers end up falling into the same traps as the clients we try to advise.

Too frequently I see writers’ websites that start out talking about that writer’s 10 year’s experience, or superb track record, or some other tidbit designed to (hopefully) win the prospects trust and explain why we’re the right person for the job.

And yet, most of us know that the biggest way to waste a website, brochure or mailer, is to start off talking about the company and throwing around superlatives.

1. Check your website. If you’re not starting out by identifying a problem or explaining the benefits they will enjoy after choosing you, it might be a good idea to re-think your own copy.

2. Are you testing the various elements on your site…or at least tracking traffic patterns with a program like Google Analytics?

3. Are you trying to find places where your targets are congregating, online and off in order to make the most of your marketing, PR and networking?

Set some time aside and hire yourself as a client. Think through your business the way you would a client’s, put a plan together, and spend at least a little time each week putting that plan into action.

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