Every message, whether it is a simple ad, a landing page, a book, a presentation, or your everyday conversations, relies on its content.

On the web and in print, the content is your words. Your words are your copy. Your copy makes, or breaks, the sale.

“I will do X for you for Y.”

This doesn’t actually incite people to take you up on it. They can always find the same thing cheaper. Or done better. Or faster.

How do they know it’s a good deal?
Do they even need it?

What makes copy/ content so important?

Copy is built from the ground-up to persuade, influence and convert.

Good copy reaches the people that you are selling to. It presents your offer as the solution to their problem. Whether that’s saving time, making their lives easier, or learning something.

And when you put it in context, all those things will affect your outcome. The more you connect with your prospect, the more likely they are to trust your expertise on a given topic.

To do that, you can use such things as:

    • Testimonials, References, Awards,
    • Past projects that you’ve done,
    • Guarantees,
    • Extra bonuses that your prospect will get when they buy,
  • And much, much more.

Good copy entrances, because it connects with people on a deep and profound level. And then it delivers the precise words they need, in order to take action.

You will sell more with good copy.

While design also has a wide spectrum of quality, is more limited.

Sure, you can have pictures, but at the end of the day, design is the frame around the content that the copy provides.

Executed perfectly, the two support each other, guiding your audience step by step. Explaining why they should buy, and addressing all reasons they might have to choose not to.

Yet if you were to invest in design alone, you would find your sales remaining the same. Because design on its own doesn’t actually convey meaning.

So before you go budgeting for your content and website, really ask yourself:

Do you have a strong offer to deliver to your audience?

Phil Daniels

PS. To clarify, I’m not saying design is worthless – I’m saying that design isn’t content in the degree copy is.