Why Copywriters Are Worth The Money

19Jan12

Good copy can make all the difference in getting results from your marketing. Unfortunately, many companies forgo professionally-written copy, thinking they’ll save money if they do it themselves, while getting the same results. It doesn’t always work out that way.

Here’s an email I received from a provider of managed IT services.

(Yes, I know the letter goes off the side of the page.)

Does this make you want to hit “Reply” or pick-up the phone? Didn’t think so. What really surprised me was the opening sentence, where the sales guy says he’s “trolling the waters for IT projects.” Am I a fish just waiting to be reeled in? Do I want to feel like I was sold to by someone who was “trolling” for business?! No. There’s also no call to action, and no offer either. It’s all about them, and not about problems I might be having that they might be able to solve.

To have an experienced copywriter pen an effective email might have cost $400 at most. I’ll bet this company lost many times that amount in new business with this email.