Today’s 5 Question Friday features our own awesome copywriter, Stephanie Fleming. She is awesome and really does a lot for the company — specifically our prospects, customers and users with her sharp writing skills and her ability to share ideas clearly across our vast audience to understand. Today’s five questions will go over copywriting for small business – so it’s stuff you’ll gain a lot from.
1. What do you do at Infusionsoft?
As Infusionsoft’s copywriter, I write everything. The bulk of my job includes writing landing pages, follow-up sequences, email broadcasts, and free reports. I also spend quite a bit of time with the website, video scripts, print materials, banner ads, the newsletter and SEO articles.
Basically, if written words are involved, so am I.
2. Copywriting seems challenging … what’s your secret?
I’m lucky because this is not a default job for me. I love writing! I spent a year trying to make it as a freelance writer before coming to Infusionsoft. I wrote articles for magazines, chapters of books, greeting cards, and my own novels. Copywriting is just one more way to put words on paper.
I think, however, one of the reasons I love writing so much is because I have a crazy imagination. I’m always asking “what if?” That, of course, helps tremendously when trying to decide how prospects and customers will respond to the messages I write.
Use your imagination. Take a walk in the shoes of your customers and prospects and your messages will just come together.
3. Which is better: long copy or short copy?
That depends 100% on your audience. Every audience will be different. Test it. That’s the only valid way to find out what works for you.
At Infusionsoft, we often split test, and we’ve discovered that our customers seem to prefer long copy. Prospects are more inclined to read short copy.
4. What do you love most about copywriting?
Seeing people’s lives change because of my words. When I’m in the process, it’s just me and the blank screen. Sometimes it’s difficult to believe I make a difference, but once in awhile, I’ll have a customer tell me “this email” or “that landing page” is what drove them to act on their business. That’s cool!
Words are powerful. When you can use words to drive people to positive, life-changing action, you can’t help but get excited.
5. What should a small business owner or entrepreneur look for when hiring a copywriter?
Try to find someone who is as passionate about copy as you are about your business. You’ll know who these people are. They won’t try to sell you on their great rates, or their award-winning copy experience. They will take the time to talk about your business. They’ll ask about your prospects and customers. Even as you speak with them, you’ll feel them trying to “get into the character” of your contacts. That’s what makes a good copywriter — passion and devotion to the craft.
Having said that…no one understands your people like you do. Don’t be too eager to pass the work on to someone else. Your contacts want to know you – the real you. Even if you’re not the greatest writer in the world, give copy a shot. You might be surprised at how quickly your contacts embrace you and your copy.
Happy Writing!
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Thanks, Stephanie for sharing your perspective on the world of copywriting. I think with your answers, somebody, somewhere will implement your advice and change for the positive in their business. To see examples of Stephanie’s work, sign up for a demo of Infusionsoft.
If you want to be featured on 5 Question Friday, shoot me an email or let me know in the comments. If you have any additional questions for Stephanie or about copywriting drop some love in the comments, too!
Posted In: Company Buzz
