What You Need to Write to Make Sales

Lesson 3
syw-sellContent marketing and copywriting sound like very similar things. Confusing them, however, is a big mistake. If you’re only doing one or the other instead of both, you’re going to be frustrated (maybe that’s you right now?). Here is the simple difference:
  • Content marketing is providing value.
  • Copywriting is selling.
Confusing the two is problematic and neglecting either one will destroy your sales. Did you catch that? Neglecting either one will destroy your sales. Are you neglecting content marketing or copywriting?

Make Something, Sell Something

Don’t confuse content marketing with content. Marketing is the promotion of products or services. If you do not have a product or service to sell, you’re not doing content marketing, you’re just making content!

  1. Make something.
  2. Sell something.

A lot of people get it backwards: they start on Step 2 and start doing content marketing with nothing to sell. Content marketing with nothing to sell is just content!

If you’ve made it this far, it’s because you do have a product to sell. But you can still make the same mistake with a product if you’re not careful.

 

Write With Purpose

You have a product or service to sell—great! But the most common mistake I see is purposeless writing. Are you writing about things that move the needle? Are you writing to educate prospects so they become buyers? Are you advancing people from one stage to the next on the buyer’s journey?

Or are you just writing to fill the page? Are you just writing to fill your queue?

Writing to fill the page is great for practice. It’s not great for business.

If you have something to sell, make your writing about the thing you’re selling! Stop writing about things that are not related to what you’re selling. It’s really simple, but a lot of people forget.

I will say it again because it is crucial: stop writing about things that are not related to what you’re selling.

If you don’t generate cash, you don’t get to have a business. If you don’t sell things, you don’t generate cash. If what you’re writing isn’t related to your product or service, it won’t result in sales!

Every single thing you write should move someone closer to making a purchase.

When you have more money than you know what to do with, then you can break these rules and write about whatever you want. Until then, choose to be purposeful with your writing.

Now, let’s look at the two types of content you should be writing.

Content Marketing Builds Trust

What does content marketing look like?

syw-sell

It comes in many forms:

  • Blog posts
  • Emails
  • Videos
  • Podcasts
  • Social media posts

Content marketing is all about providing value. You are giving away value.

Why in the world would you give away value? You do it to build trust.

People buy from those they know, like, and trust.

How can they know, like, and trust you if they haven’t ever consumed anything you’ve made? How can they trust you more if you’ve never shared anything that’s worth sharing?

A common misconception is thinking that if you’re selling something, you shouldn’t give any of it away because it’s valuable.

Yes, it’s valuable, but:

  1. No one knows your product is valuable unless they buy.
  2. They’re not going to buy unless they trust you.
  3. You can’t build trust without giving value.

If you are only selling without providing value, your sales will be low because you haven’t built trust.

But in the same way, if you’re only doing “content marketing” and not copywriting, that means you’re not selling. If you’re not selling anything, then it’s not content marketing—it’s just content!

Copywriting Generates Revenue

Copywriting is what closes the deal. It bridges the gap. It’s the last little nudge your prospect needs.

They already know your product or service is the solution. They already know they want to go with you. They just need some guidance.

syw-sellCopywriting is different from content marketing in that its purpose is not to provide value, but rather to bridge the gap.

What many people get wrong is trying to make copywriting do more than what it’s intended to do.

Don’t try to make copywriting do too much of the work.

When you try to make copywriting do the job of content marketing, things get awkward really quick.

You know those landing pages that feel really sales-y? The ones that are super aggressive and make you feel pushed?

That’s copywriting trying to do too much of the work. You need content marketing and copywriting working in tandem.

Now here’s the real interesting part. While content marketing and copywriting are different things, they don’t have to be completely exclusive.

In fact, much of your content should be both!

POP QUIZ: what has this series been? Has it been content marketing or copywriting?

If you answered content marketing, you are correct!

Why?

Because I’ve been providing value. At this point, you’ve received education on the important difference between two writing methods. That’s value!

Knowing the difference is crucial. Otherwise, you’re just throwing words at the wall.

But knowing the difference between a drill and a jackhammer doesn’t mean you know how to use either effectively. Knowing the difference is the what. Being able to use them is the how.

That’s what we cover in Supercharge Your Writing.

 

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