If I wrote the copy for your website, I would be a very happy camper. I love to work with new people and learn more about how they intend on making their world a better place. We all have a motivator and I would start by asking you, “Why are you hiring me?” That would tell me right from the beginning how I can make you happy.
Next, I would ask you some questions about your business, your customers, and your competitors.
Some questions will get me a stock answer. Often, when I ask an established business owner for the value that their company provides, they’ll give a list of core values. Same old core values as their competitors. Something about taking care of customers and employees, working hard and playing hard, efficiency, value, synergy… snooze! When this is the answer, I know that I can truly help you find the purpose of your business, which in turn helps your customer to wipe away the bull and get straight to understanding what value you will provide to them.
You see what I’m doing here? I found my value to you, now I’m finding your value to your clients.
But, next is the part that makes me worth every penny I charge.
Now, I find out whether your customers actually need you.
When a business starts up, it usually has an idea of the customer’s pain point and aims to solve it. But somewhere during the ramp up stage or the take-off stage, things can get a little shaky. Maybe the owners have changed their business somehow, offering new products or going after a different industry. Maybe the business hired some people who don’t truly understand the business model. Or maybe you found a better market and didn’t change your business to fit. It’s so common and unless it’s fixed, it will keep bothering your business. You will not reach your maximum potential until this is fixed. That’s where I come in.
I can see things from your customer’s point of view clearer because I’m not fully embedded in your business.
I research your customers. I research your competitors and I gather data (really they’re just notes, but “data” sounds technical). I form a picture of what they want from you and what bothers them about your industry.
I just found your value AND your unique selling proposition (USP). Pretty cool, huh?
Now that I know what your customer wants and how they want it, I’m almost ready to write. But first, I need to make sure that your customer will find what I write, so I go to the Google Gods and the Bing Kings and ask them for guidance.
Now I have a handle on the emotions to attract your ideal customer and the words to entice the search engines.
I’m ready to write your copy.