Everyone loves great copywriting until they're in charge of paying for it.
Even clients who appear to understand the value of strong copy can find themselves questioning that value when confronted with a tight budget.
Why?
If you’re making decisions about marketing, chances are your writing is at least adequate.
So, hiring a seasoned professional writer who doesn't come cheap can seem like an extra, perhaps unnecessary, option. Desirable yes, but ... given budget constraints maybe adequate will do ... hmmmm ...
While initial nervousness about budget makes the value easy to question, it doesn’t lessen the value.
Wins and losses are often decided by seemingly slight advantages …
Horse races are won by a nose …
Argentina won the 2023 FIFA Club Word Cup on penalty kicks after tying France 3/3 …
The Colorado Avalanche won the final game of 2021 NHL Stanley Cup championship by 1 goal …
The Kansas City Chiefs beat the San Francisco 49ers 25/22 in the 2024 Super Bowl by scoring once in the first overtime in the game's history ...
Manchester City beat Manchester United 2 goals to 1 for the 2023 FA Cup ...
Legendary coach Vince Lombardi described American football as a “game of inches” …
The difference between a company’s marketing being effective or delivering less than needed can also be a matter of inches.
“Adequate” doesn’t put you in the winner’s circle.
The investment in excellent copy, that might have seemed
optional in the beginning, can be the advantage that gives a business the extra
inches needed for success.
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For more ammunition to have ready when working with a client who is
questioning the investment in professionally written copy: Bad Writing is Expensive
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