Persuasive copy – the words and messages that you use to attract, educate and motivate great clients – is key to your marketing and sales success.
But not any old copy will do. Not when it comes to creating marketing and sales copy for consultants and professionals.
Copywriting is often referred to as “salesmanship in print”. Not all salespeople are suited for selling professional services.
You wouldn’t hire a salesperson who:
- is pushy
- makes false or exaggerated claims
- uses high-pressure tactics
- engineers fake proof or scarcity
- shows up without providing value (nags)
- ignores data about what’s working and what’s not
And you don’t want those traits in your marketing and sales materials either.
Conversion Copy is Different
“Conversion copywriting” is a term coined by the good folks over at CopyHacker.
Conversion copywriting builds on the foundation of Direct Response copywriting by adding things like Voice of the Client research, SEO, interaction design, and human decision making.
If direct response were a used car salesman, then conversion copy would be the salesperson who is a world class listener with a double major in pyschology and engineering.
In other words, they’d be a great consultant.
Conversion Copywriting for Consultants
We focus on the copy that:
- Generates leads
- Educates prospects about your solution
- Motivates them to take the next step (i.e. request a call, consultation, or a visit to your office)
- Sells your services
- Orchestrates referrals
Examples of deliverables to help you achieve those objectives include:
- Core Message Copy Kits
- Lead Magnets
- Autoresponder and follow up email sequences
- Case Studies
- Referral / Stay in Touch postcards
- New client onboarding packets
- Sell sheets and brochures
- Landing pages
- Website copy
Conversion Copywriting Certified
