The other day a friend -- let's call her Barbara, marketing manager in the Widget Company -- wished aloud for a direct response copywriter with experience writing for the Widget industry. She didn't want to "waste time" bringing an otherwise-top-drawer writer up to speed on the Widget Industry and all its subtleties.
We talked about the projects she had in mind: lead generation campaigns aimed owners and senior executives in small and mid-size companies. What language did they usually speak? Were Widgets uppermost in their minds -- or were they busy trying to run a business? Were they already looking for a Widget Solution? Or might they simply have a pressing problem that Widgets could solve?
Hmmmm, I surmised, perhaps it would be MOST important to get a writer who can speak owner-and-CEO language, rather than Widget language. Someone who can effectively sell the business benefits of Widgetdom -- and, just as importantly, who can compel readers to act.
You know where I'm headed here. Fortunately, my pal ended up going with a great dm copywriter -- no, I did NOT recommend this writer -- who knows how to sell business benefits, and knows how to make phones ring and Web visitors click. Our hero (the writer, of course) will focus on the audience's issues and the benefits of Widget use. And the leads will come pouring in. Probably.
No "vertical" copywriter required.
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