When a customer walks into a store, the owner has two options.
One, they can ignore the customer (or worse still, use a closed question) – “Can I help you?” – to which the answer may be “No, just looking.”
Either way, they just blocked the sale.
A great copywriter opens the lines of communication between the customer and the store owner. “Good morning… wow, can you believe this heat, what would you say it is out there?”
The customer engages. A conversation ensues. The customer feels relaxed and is more willing to confide the real reason they are in the store. The owner discovers the need, and is able to meet it. A sale.
The copywriter is your substitute for your personal voice. He or she is the person who opens the conversation and gets the customer to act.
Great copywriting isn’t just a call to action. It’s a call to engagement. After that, it’s up to you.