Writing Words That Sell
Engage, Educate, Persuade, Convert


Copywriting is an essential piece of marketing and advertising. It involves the creation of written content or copy that is specifically crafted to persuade, inform, and engage potential customers. The primary objective of copywriting is to compel readers to take a particular action, such as making a purchase, signing up for your service, or subscribing to your newsletter.

It is not only about writing words, but also about understanding the target audience; their needs and desires; and how to effectively communicate a message that resonates with them. It requires knowledge of direct response marketing strategies along with research to determine what resonates with your audience.

Copywriting is not coming up with a “clever phrase”. The “clever phrase” that your nephew or niece came up with may be cute to say at networking meetings, but rarely leads to sales.

Why Is Copywriting Important To Your Business?

Copywriting plays a crucial role in shaping brand identity and influencing consumer behavior. It is a skill that requires careful consideration and continuous learning to stay relevant in the ever-changing landscape of marketing and advertising.

Whether you are a business owner looking to promote your products or services, or a web developer who needs content for a website that engages and converts customers, great copywriting is essential for success in today's competitive market.

There is power in writing compelling copy that shapes your audience’s perception of you and your business. It can elevate you and your brand to drive results beyond your expectations.

With the rise of social media, email marketing, websites and video, copywriting has become an even more crucial skill in the world of marketing. The first point of contact with potential clients is usually online. And if you don’t have this part right, you may lose them before you ever meet them.

Of course, you can’t forget direct mail campaigns with good old fashioned snail mail. (And yes direct mail still works…if you follow the rules for launching direct mail campaigns.)

With the increasing use of technology along with old school strategies like direct mail, copywriting has become an even more important piece of your overall marketing strategy.


The difference between the right word and the almost right word is the difference between lightning and the lightning bug.” – Mark Twain


What Does A Copywriter Do?

Copywriters work closely with business owners, graphic designers, web designers and other professionals to create a cohesive brand message that encourages engagement and leads to converting prospects to paying clients.

Successful copywriting requires a deep understanding of human psychology, persuasive language techniques, and the ability to craft compelling stories that connect with the reader. It's a combination of science and art, constantly evolving as consumer behaviors and market trends change. 

Copywriting For Websites

Creating a website is fairly easy in today’s world with a vast array of tools available, such as LeadPages. Even email marketing service providers, such as Constant Contact and Convertkit, have landing page builders. There is also Wordpress which is my favorite web development platform.

The time consuming and real work aspect of creating a website is the copywriting. This includes the words, images, navigation, and layout of your website. This is where a web designer that understands direct response copywriting can be a real asset to your business.

Most existing websites I see are severely lacking in good copy and could benefit from a content rewrite on almost every page. But most websites could benefit from a simple home page makeover.

Copywriting For Email Campaigns and Sales Funnels

When creating email campaigns and sales funnels, it's crucial that your content is written to educate, provide value and sell at the same time. I call it selling without selling.

Even writing something as simple as a subject line for your email can be the difference between getting your email opened or having your email completely ignored. You miss the opportunity to engage your client or prospect and the opportunity to present them with your amazing offer.

Copywriting For Video Scripts

A professional video with bad copy is counterproductive to what you really want to accomplish with a video. As with your email marketing campaigns and website content, you want the script of your video to drive potential prospects to take action after watching your video. You want them to visit your website, call you or do something that takes them closer to purchasing your product or service. 

It's crucial to write your video script in a way that entices them to want to learn more about your product or service.

Copywriting For Social Media

You only have a few words to work with in a social media post, so it’s crucial to make every word count. And if you are spending money on paid ads, such as Facebook Ads or Google Ads, it’s even more important that every word you write leads the reader closer to making a decision to call you, sign up for your newsletter, make a purchase, or to take whatever action you want them to take.

I’m glad to recommend Mike Coleman. He has great insight into advertising and marketing. He took time to learn about the software products I sell and researched the industry and competitive products. Mike helped and advised on special requests including a redesign of banner ads. With pay-per-click advertising, he was able to consistently increase clicks while decreasing cost-per-click on Google, Facebook, and LinkedIn. His conservative approach helped ensure that advertising dollars were not wasted. Mike is dedicated to helping his clients succeed. I believe that anyone could learn and benefit from working with him.

Michael Dowdie ReCrystalize Software

Copywriting For Direct Mail Campaigns

To build an effective direct mail campaign, it is essential to deliver the right message to the right audience using the right mailing sequence if you want results.

The number one reason most direct mail campaigns don't work is the list. If you have a poorly targeted list, you will have dismal results from your direct mail campaign.

Once you are sure you have a great list, the next critical step is to write great copy for your direct mail piece. Then send the email in a preplanned sequence. Sending a direct mail piece a couple of times a year will generally not produce results. Timing your mailings properly will have a huge impact on results.

If you have a qualified list, great copy, and you send multiple mailings in the right sequence, you will dramatically increase your chances for success.

Next Steps...

What are you waiting for? Unlock the potential of persuasive communication for your business using more effective copywriting strategies and watch how it resonates with your target audience.

Contact us today to learn more about how you can use direct response copywriting strategies to get results!