One copywriter brings you the latest tricks of their trade; another one makes you laugh – who’s who? Let’s explore it through the story below.
One fine summer morning, two copywriters, Bunny and Bart, sat down at their keyboards to craft sales letters for almost identical products.
They were very much alike when it came to basic writing skills with two distinct personalities. Bunny was tricky, charismatic, and shrewd-minded, while Bart was mischievous, rebellious, misunderstood, and disruptive with his wacky antics.
Both had started together and been colleagues-cum-best friends. But the urge to outperform each other was there right from the start.
Both writers were also dedicated students of direct response marketing and were up on the latest trends and techniques for making their clients (and themselves) ever-larger profits.
But while Bunny spent an entire week writing and editing, his leisure-loving colleague, Bart, cranked his final draft out within hours of sitting down that first evening.
And here’s the capper.
The ad that was written in mere hours buried the week-long effort by many multiples.
What Made The Difference
While Bunny spent days building the perfect lead, piling layers of proof into his ad, and extracting every conceivable hot button to boost response…
Bart had a hunch that a good, old-fashioned story was called for to sell the dickens out of his particular product.
So who’s right here? I will leave that to you and move on to the other contrasting traits these two copywriters had.
Niching down and sticking to it
Bunny offered specific services or specialized in a niche industry. His experience, education, or simply his best output, was in that space. Thus, as a specialized copywriter, he had more knowledge of his specific copywriting niche compared to more versatile ones. This lent itself to his ability to churn out a high-quality copy that he could be confident exceeds the industry standard.
While Bart used to cluelessly offer “writing, editing, and social media”—and pedicures and drum lessons too – all this in a bid to present his business as a one-stop-shop to potential clients.
Offering the whole kit and caboodle feels like saying,
“I’m here. I’m good at everything, and I’m available!”
Should that be client catnip? THINK!
Or leave the thinking part for the end because the story isn’t finished yet. Here comes the other varying traits:
Who had an awesome website?
Bart used to send his clients to his Fiverr listing or some social media handles. And here’s the truth of posting a freelancer profile on job-bidding sites that it is usually free and reserved for early on in a writer’s career.
On the other side, Bunny sent all his clients to his own website — one he maintained, wrote copy for, and paid for.
And here’s what makes great copywriters stand out from the average: Their website is excellent. Every great copywriter has a great copy on their website. It’s just a fact! A copywriter with a standalone website means he is a serious, experienced copywriter.
Bunny’s copy was easy to understand from the homepage headline and got the clients amped up to contact him.
Great samples ramp up the business
Bunny knew that real, concrete writing samples are key when you’re a copywriter. He believed that employers want to read the content he’d written and published for other companies in the past so that they can imagine his writing for their brand and really see if his skills measure up to his resume. Thus, he made sure to include as much as possible of his best work to make it a rockstar portfolio.
While Bart didn’t seem to care much about his samples, and forked them out randomly from his Google drive when needed.
Who was the YES man?
As you now know, Bart used to offer every service under the sun—whether he has done it before or not, whether he enjoys it or not, and whether he knows he can do an excellent job… or not.
Some clients love working with generalist copywriters because they know they can throw any project at their writer, and the writer will say:
“What could go wrong???”
Other clients are wary of copywriters who wear 35 hats. They think:
“How can this writer be the BEST at landing pages, emails, blog posts, social media posts, content strategy, and anything else I think of? Wouldn’t that make her a g**d*** unicorn?”
Conversely, Bunny specialized in building his expertise in a given industry or type of copywriting. He avoided clients or projects outside his chosen specialty. If he decided to, it’s because that project was a perfect fit in other ways. But in that rare case, he was always the one setting the terms.
He was not just happily chasing down whatever tiny bone a prospective client might throw his way.
He could put together Diva Lists of what HE wanted in an ideal client.
He earned the respect of his existing clients by not being a YES man. His clients saw him as a valuable extension of the team. This led to more niche-based project requests.
Does a little question harm?
Bunny wanted results with his marketing project, and as a copywriter, knew how to ask about what the client was looking for.
Not only was his writing electrifying, but his clever dealings with clients earned him a lot of projects. However, he sometimes couldn’t be honest about whether the project in question could achieve the clients’ goals.
On the flip side, Bart had always been transparent with what he would bring to the table and guided every client honestly.
Asking about obstacles faced
Every business has to deal with barriers to entry and obstacles to getting more sales.
Bunny would ask about the issues the client had been facing. This way, he usually found a better solution to getting the positive results his clients wanted.
While Bart relied heavily on his ability to research the obstacles that sometimes led him to miss the mark.
Who was the great communicator?
From Bunny’s website to his first email correspondence, he wrote clearly, concisely, and without error. He knew he would be judged constantly on his writing — and he should be!
We all make typos, but Bunny would send his clients’ perfect emails and copy them every single time.
He would also speak pretty well. Don’t be surprised if you’re blown away by his clarity, ideas, and descriptions when you get on a discovery call with him.
Whereas Bart was an equally talented writer, but his communication skills were far from perfect. However, he preferred to be honest; he lacked to strike up a winning conversation with a prospect on call or in person.
The sizzling benefits part
Bunny knew his customers wanted to know why they should buy from him. He would make it very clear why his clients should work with him.
According to Bunny, if he can’t clearly explain his benefit to consumers and what they’ll get out of working with him, they will think he probably wouldn’t write a good copy.
Selling more stuff and getting great conversions is all about relaying benefits to consumers, and no one understood it better than Bunny. Though Bart was of this opinion too, he often failed to sell his benefits to the potential buyers on call or in person – closing deals via Fiverr chats was his only option to be afloat as a copywriter.
So this was the story of two so-called friends of the same competitive profession, copywriting. Both were compelling artisans and often delighted their clients, but, in the long run, who would make the best copywriter: Bugs Bunny or Bart Simpson?
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