5 Copywriting Services To Take Your Advertising and Marketing Further

November 14th, 2008 at 8:16pm

In this article, not only will I list 5 types of copywriting services, I also hope to give you some expansive ideas that will help you see new marketing channels through which you can reach your market.

This is not an exhaustive list of services. The 5 types of copywriting services are listed here with the intention of representing all the possibilities that are in store for your business. Your website copywriter can help you determine which type, or combination, is best for you.

The 5 Types of Copywriting Services

To begin, we can classify all the various types of copywriting services into two broad categories: offline and online.

Infomercials, direct mail, and radio are all examples of offline advertising. However, since this article is written with the Internet-oriented business owner in mind, online services are what I’ll focus on. (However, with proper guidance, most offline advertising can be transferred online, and vice versa. A sidewalk banner can easily be scaled down to a banner image that fits on a web page. Your best-converting pay-per-click ad can easily be printed in a newspaper classifieds.)

Copywriting Service #1: Salesletter Copywriting Services {(But Not What You Think)(Not What You Think)(Without Leaving Money On The Table)}

I know you probably know of the salespage where you make your offer, so I won’t bore you with that.

Instead, I’ll let you in on an often-overlooked type of web page that employs an otherwise ordinary copywriting service. However, it’s the strategy that makes it really effective. And that’s the use of the one-time-offer.

The traditional use of the salespage is that it would be displayed before your visitor makes a purchase from you. That’s great, but you can do better with the OTO. By giving your visitor another chance to buy from you, the one-time offer page takes this one step further. The OTO is a salespage your visitor sees after they have just purchased your original offer. It’s part of a strategy based on the fact that a certain percentage of your buyers are likely to buy again…especially while they’re “hot”! Due to the nature of the offer, they won’t see that same offer at that price again. If they close the page or refresh, they lose out. They can buy later, but not at this steal of a deal. Of course, the one-time offer is complimentary to the product or service they just bought In fact, it may be an enhancement of it, or even a “gold” version.

Because of this one-time scenario, and if your offer has been presented well (which is the job of a good professional copywriter), your buyer will feel very compelled to make a second purchase. In fact, it might not even be a hard decision at all. This can increase your by up to 65% or more.

The OTO is a very profitable example of how a good, professional copywriter can add value to your bottom line.

Don’t overlook the power of this strategy.

Copywriting Service #2: Video Copywriting and Marketing

Is a slide-to-video presentation best for your audience?

How about an infomercial-style video?

How does the fact that most people are visual learners influence how you’ll produce a visual message?

I’m sure you know that online video is a huge trend, confirmed by the growing number of video sites like YouTube, Metacafe, and Revver.

Video marketing isn’t thought of as part of what a copywriter does. That’s the old way. When you consider the fact that 52% of all Internet traffic is video, or video-related, it becomes apparent that you should consider the services of a professional video marketer. You may find that leading-edge copywriters and marketers, as well as internet marketing providers, will increasingly offer video marketing services. Your prospective copywriter may provide video marketing advice. If you’re lucky, they may even provide the service themself. Currently, there are very few who do, but since video is increasingly used as a viable marketing medium, the need for video marketing services will increase, and copywriters are in a very good position to offer this.

When done well, video marketing can be a profitable marketing channel for you. Blentec’s “Will It Blend series of YouTube videos testifies to this

Copywriting Service #3: Google Adwords Campaign Management

Last month, one of my copywriting coaches told me something that I had heard numerous times before: that a small change in an ad can yeild a significant increase in response.

The services of a professional copywriter don’t have to be limited to the writing of pay-per-click ads; your copywriter, depending on how comfortable and experienced they are, can help manage them. If your copywriter understands pay-per-click, they can monitor each pay-per-click ad. Some will be profitable for you, whereas others will break even or fail to yeild a positive ROI. By observing click-through and conversion rates, a web-savvy copywriter can pause your low-converting, money-wasting ads, and direct more effort toward creating ads that resemble the positive ROI ads.

Copywriting Service #4: E-mail Copy (And Autoresponder Series)

Before going further into the subject of e-mail copywriting services, I should note that being CAN-SPAM compliant is one thing to keep in mind. I won’t go into the specifics of being CAN-SPAM-compliant, except to say that doing so is an important requirment of legal e-mail marketing.

In a moment, I’ll explain what an autoresponder series is.

Not only can enticing sales messages be written for web pages; they can also be delivered to your prospect’s inbox.

But…depending on the market, people may frown upon overt sales messages being delivered to their inboxes, even if they’ve subscribed to your e-mail list.

So…how do you keep in touch with your e-mail subscribers, without scaring them off by repeatedly sending them sales messages?

Send them e-mails that discuss on how much better their lives will be as a result of having your product, or service. The important idea here is to sell them indirectly, instead of blatantly. This is where the good work of a copywriter can come in handy.

For years, it’s been said that over 80% of online sales take place after 7 exposures. This means that your prospect may need to see messages from you 7 or more times before they make a purchase.

In addition to regular, timely e-mails, an autoresponsder series is a great way to automatically keep in touch with your prospects.

An autoresponder series is simply a series of sequential, pre-written e-mail messages that are sent to your e-mail subscribers.

Entire products have been devoted to e-mail marketing. Last month, 2 collegues of mine attended a seminar devoted to e-mail marketing, and I know of at least one copywriter who specializes in writing autoresponder e-mails.

All these things confirm the validity of autoresponder marketing and how, when done legally and properly, it can be a profitable way to keep in touch with your prospects and customer base.

Copywriting Service #5: Split-Testing and Conversion Tracking

Did you know that all of your advertising can get better and better?

I’ll let you in on a “little” secret…

Most marketers either haven’t heard of it, or simply don’t do it the profitable way.

Without going into too much detail, split-testing is just testing two ads or messages, finding out which of the 2 works better, and improving our findings.

For example, what would you do if you had an advertising campaign that gave you an ROI
of 2:3? ($2 profit for every $3 invested.)

You’d be running a loss…but why?

Most marketers never look beyond this point. Or, they don’t look further than they should.

This is where a pro copywriter and marketing strategist can help you.

Let’s say we find that your advertising campaign consists of 2 different ads.

Upon closer inspection, we find that one of the ads is losing money, and the other one is actually profitable for you. The losing one costs you $4 for every $1 it brings in, and the winning one returns $2 for every $1.

At this point, we can pause your losing ad, and focus more of our advertising into the ad that works. This means that your previously-losing campiagn will now turn in a profitable ROI of 2:1.

There’s a little more to it, but that’s essentially what split-testing is. If your copywriter does split-testing, they can explain this in more detail for you. The unfourtunate thing is that even though they may conceptually understand what split-testing is, there aren’t a lot of copywriters who know the technical aspects of split-testing on the web.

Imagine how successful you’ll be after just a few months of new, proven, ROI campaigns.

conversion tracking goes a little further. Essentially, it’s a split-test that tracks your prospects throughout your marketing funnel.

I hope this has begun to open you up to the many profitable advertising opportunities that exist for your Internet business, and all of your projects.

This may seem like a lot, and it is. However, a good website copywriter can implement everything I’ve shown you here.