Over the years, I’ve had a lot of feedback on my copywriting.
The majority has been easy to work with because it helped steer the project in a better direction.
But not everyone is good at evaluating sales copy.
In fact, I’d wager that most of the people in your life are pretty bad at evaluating copywriting, and for a good reason.
Most people HATE selling
Those of us who operate small businesses are constantly working on marketing and sales. We are always evaluating opportunities. We might not like having to sell our wares, but we do it.
When it comes to website copywriting or brochure sales copy, this discomfort can make it tempting to share the copy around with people outside your business to see what they think.
But unless they are a potential customer on the verge of buying from you, the people in your life are entirely the WRONG people to ask about your new sales copy.
They HATE selling and sales even more than you do.
Good copywriting works hard to sell your services and products to prospects by sharing the benefits and relating to their personal needs and goals. Your mum or your spouse or your sister/brother/friend are either already sold on your proposition because they know you, or they aren’t interested.
In case you were in any doubt, you’ll find that people who are not interested in your sales message won’t like your message no matter how it is written.
You are just wasting your time (and money).
Who should you ask?
It might sound a bit bold, but the people you should be asking about your brochure or website copy are the people who will be influenced by it.
If you have a customer you can trust, ask them for input – not writing advice, but input on the message:
- Would this have spoken to you as a prospect?
- Does it explain our selling proposition?
- Are we missing anything?
This is valuable because your customers are the ones you want to influence and sell to. They are the ones most interested in what your business says about itself.
The next time you are tempted to get outside input on some new copywriting for your business, then turn to the people who actually buy from you, because it is their judgement that will contribute to your profits.
by Steve Kellas