Would you ask your accountant to design your company logo? Or your receptionist to handle your biggest sales pitch? Probably not. Yet many businesses hand off their website copy or marketing materials to “just anyone” on the team who can string a few sentences together.
Here’s why that’s a huge mistake.
Marketing Copy Is A Big Revenue Generator
Most businesses recognize the importance of having a strong homepage on their website, but often, that’s where the effort stops. Their interior pages get treated like inferior pages. They hastily throw together email campaigns. They write brochures and check them for typos, but not for persuasion. They create blogs that nobody reads because there’s no long-term, evergreen strategy. And lead generators? Never even considered, even though they are one of the most effective conversion tools in today’s marketplace.
That represents a significant amount of money left on the table.
Every page of your website and every marketing asset you create is a chance to close a deal. A services page can double as a landing page for ads. A case study can help a sales team persuade a prospect who is undecided. A single lead generator can bring in more revenue in a month than it costs to create.
Copywriting is more than someone who writes words. Professional copywriters craft messages with a strategy to become one of the most effective sales tools in your business..
Why You Cannot Afford to Use “Just Anyone”
When you let an inexperienced writer—or worse, a committee—create your copy, you get text that explains a lot but persuades no one. Words that describe but do not sell.
A professional copywriter brings more than polished sentences. They offer:
Marketing Strategy: They understand how each piece of content fits into a broader sales funnel and how to optimize it to achieve maximum ROI.
Messaging Clarity: They have experience in making your customer the hero and your brand the guide, doing so with empathy and clarity.
Sales Psychology: They anticipate objections, establish authority, build trust, and move people toward a decision.
Broader Vision: They envision how a page or asset can extend its reach beyond a single purpose. They prepare everything to be useful across multiple channels, like social posts, digital ads, email blasts, sales decks, and lead-generating campaigns.
A copywriter knows the difference between “content” and conversion.
The ROI of Copywriting
A copywriter is not an added expense or a negotiable item in a marketing proposal. It’s one of the greatest investments you can make in your website and marketing materials. When a copywriter writes you words, they more than pay for themselves:
- A homepage introduces you, but interior pages convince people to take action.
- A lead generator grows your email list with prospects who are already interested in doing business with you.
- A nurture sequence warms cold leads until they are ready to say yes.
- Campaign landing pages become workhorses for ads and email promotions.
The right words, crafted by an experienced copywriter, make your marketing dollars work harder and stretch further.
Unleash Your Secret Sales Weapon
Your business would never put an untrained employee in charge of your biggest sales presentation. So why would you trust your website and marketing copy—the words most customers see before they ever talk to you—to someone without the training and strategy to do it right?
It’s time to unleash your secret sales weapon.
If you are ready to put words to work for your business, let’s talk. At Drum, our copywriters combine the proven StoryBrand framework with marketing and sales strategy so every page and every campaign becomes a tool that drives revenue.