In any business, seeing is believing. So, when you’re writing sales copy for your client’s websites or emails, it’s important to ensure that they can prove the results of your work.
While it’s obviously beneficial to a business to get potential customers to visit their websites and read their content, it’s also important to consider why they aren’t already purchasing the product or service you’re selling.
What you need to remember is that a company website isn’t the only place you need to prove the effectiveness of your copy.
Product Review Websites
Before you begin writing, it’s a good idea to identify potential product review websites that your target audience might be visiting. Reviews can provide your client with valuable information about their products that they might not know, and it’s also a place that they might stumble upon when Googling your topic.
If you’re pitching product reviews to a tech-savvy audience, you may want to consider review portals like CNET or PC Magazine. For more traditional review sites, you may want to consider reviewing products for reputable news publications or giving interviews about your findings to the media.
Another effective way to prove the effectiveness of your copy is to issue a press release about your findings. When an organization or company learns about your research through a press release, it gives you the opportunity to prove that your research was valuable and that the media coverage was worth it.
To qualify as a reputable media source, your press release must be approved by a journalist and published under your own byline. The best way to get approved is to contact the media team for a respected publication and ask them if they’re interested in reviewing your research. If they agree, they will contact you with the date that the review will be published.
Once you’ve secured approval from a journalist, it’s time to secure the date that the article will be published. To do this, you’ll need to visit the website of the publication where you’ve been approved and find the calendar date for the release. Once you know the publication’s deadline, you’ll have enough time to write and submit your press release well before the publication date.
As with reviews, you can choose to write about any topic that’s relevant to your target audience. But since press releases appear in the media’s news feed and are used to promote a brand or product, you must ensure that the content is relevant to an audience that might be more likely to purchase the product you’re promoting.
If you’re a business owner who’s trying to convince investors that your business plan is sound, you may want to consider providing them with case studies of similar businesses that are already making a profit.
When you’re writing case studies, it’s important to keep in mind the reader’s goal. People are more likely to believe you when you’re giving an objective, unbiased account of events. When writing case studies, try to include everything from the pre-planning phase to the ongoing operations. If you do a good job, even the most skeptical of your readers will be convinced that your business will succeed.
Another effective way to prove your copy’s effectiveness is to craft a presentation around your findings. A presentation allows you to walk your audience (typically investors or potential employees) through the details of your findings. While in the past people might have read lengthy research reports and ignored their conclusions, investors today want to hear the results of your research and what you plan to do with their money.
To create an effective presentation, you need to start by choosing a topic that’s both relevant and interesting to your audience. After you’ve decided on a topic, it’s time to start brainstorming relevant points you might want to make. Once you’ve created a list of points, it’s time to arrange them in order of importance. Once you’ve finalized your list of points, it’s time to create a compelling story that ties everything together. Once you’ve written your story, you can add more points as you see fit.
When writing a presentation, try to stick to one main idea per slide. Presentations are usually 25 to 30 minutes long, so you may want to keep this in mind when you’re writing your outline. Additionally, because the goal of a presentation is to convince the audience of your point of view, it’s important that you put yourself in the listener’s shoes and deliver your message clearly and with confidence.
If your target audience is comprised of people with health problems, you may want to consider creating clinical studies around your research topic. A clinical study is a type of research where they will be testing a new drug, medical device, or treatment protocol on a small group of people with the same problem. Since the participants are a small group, the results of the study will be more accurate and the findings will be more valuable.
The best way to get started with clinical studies is to contact a reputable medical journal and see if they’ve got any current studies on the subject matter you’re interested in. Alternatively, you can contact a university and see if they’ve got any professors who are doing research in your area. Once you’ve found a study that piques your interest, you can contact the study author and get the study’s details. From there, you can start building a case for why your target audience should participate in the study.
If you’re not a patient yourself, but you have friends and family members who are, you may want to consider giving a live demonstration of how a diagnosis or treatment works. When a medical professional gives a patient a live demo, it can help them understand the details of a procedure or explain why they’re having a problem in the first place. Additionally, because you’re demonstrating the procedure, the medical professional can ask questions and get clarification on any point that might be unclear.
To start, you can contact local doctors’ offices and medical centers and see if they’ve got any upcoming patient panels that you can demo on. Additionally, you can check with your state medical board to see if they’ve got any upcoming professional boards (also known as medical licensing exams) that you can take and demo. If you’re not sure where to start, contact the medical board for assistance.
Once you’ve secured a location and a few appointments, it’s time to get started with the actual demonstration. To create the perfect demonstration for your audience, you need to choose an ailment or condition that your target audience might be experiencing. Since doctors usually prefer to see live patients, you need to choose an illness that’s both prevalent and easily diagnosed. Once you’ve picked your ailment, it’s time to find the medical procedures and treatments associated with it. Since you’re a guest in someone’s office (or hospital), the best way to collect all the information you need is to ask each doctor and medical professional you speak with for details about the procedure you’re interested in learning about. Additionally, you can research online and find videos and blogs written by doctors, patients, and parents that can help you better understand what you’re getting into.
As you can see, there are many ways you can prove the effectiveness of your copywriting efforts. Whether you’re pitching an idea for a business or product, drafting an application for a funding agency, or convincing potential employees to join your organization, you can use the above tips to secure tangible results from your copywriting efforts.