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It’s a fair question.
You deserve a reasonable response.
Words inform and influence.
Words sell.
You have an exceptional product.
You have a distinctively artistic logo.
You have superb music in a first-rate video.
How will those sell without words?
Words explain.
Words clarify.
Words engender trust.
Words prompt action.
Words persuade.
Poorly written words confuse.
Poorly written words erode trust.
Poorly written words inhibit action.
Products don’t sell themselves.
Services don’t sell themselves.
Videos visualize.
Pictures convey.
Logos identify.
Words sell.
Writing words well is a skill.
Writing words with clarity and persuasion is a professional skill.
Expertly crafted sales copy is the defining characteristic of effective marketing.
Perhaps you’ll recall a similar potential client meeting?
You exchange niceties and she offers a seat.
After presenting your “this-is-who-we-are-and-what-we-do” statement, you feel you must expand so she understands.
You enthusiastically restate with an explanation.
Her eyes squint a hint of confusion.
You feel the edge of your confidence dull.
She asks a clarifying question.
A small verbal stumble accompanies your response.
Her smile sags.
Attempting a recovery, you present your logo on a brochure and ask to show a video on your website.
She responds with, “Before you do” followed by another question.
You think “I told her that in my this-is-who-we-are-and-what-we-do.”
You feel an increment of frustration infused with anxiety.
Your potential client’s posture changes.
Fast forward.
A departing handshake is offered with a smile and a clear sense of “maybe.”
What would have made the difference?
Words.
Do the words connect with the visitor’s desires and pain points?
Do the words provide clarity?
Do the words build trust?
Do the words guide the visitor so their experience makes them want to take action?
Design, images, and video are visually appealing.
Words, well-written words, are the vital component of an effective website.
