Growing a business in a stalled economy requires tenacity, creativity and resourcefulness. When you focus these three talents upon your marketing communications, you’ll bring in new sales and customers even in tough times.
     Focus first upon content: In short, copywriting is the art of finding people’s hot buttons, those buttons that provoke us into buying. Copywriting creates the foundation that makes a difference in communications content. Some consider copywriters like a blacksmith. Content is created by “forging” ideas with tools to hammer, bend, cut and shape words into a desired form.
I say, “Doubtful!” Wiser ones assert a successful copywriter is a valued wordsmith.
“Right on!” I’d say. The idea, focused by a clear value proposition, is molded and transformed into a selling message; a powerful message whose impact cuts through commercial clutter. Successful content is created with imagination. Wordsmiths apply their craft starting with questions: Who is our prospect? What is their problem? What are we offering that solves their problem or fulfills their desires?
     A wordsmith understands a lot about how the human mind works. Why people react a certain way, what makes them tick. This understanding provides the fine details in a well-written message. A wordsmith also has a comprehensive understanding of the sales funnel process and how it all fits together.
     So, is your copywriter a wordsmith or a blacksmith? Frequently a marketing-wise client creates the difference between the two. It’s called, “The care and feeding of copywriters.”
     Feeding your copywriter starts with a complete briefing. Ask yourself: “Is my value proposition clear, easy to understand?” Without a solid value proposition, anyone trying to write content will most likely fail!  If you want to see jaws drop, equip your copywriter with all the competitive research needed. And please don’t forget all those nitty-gritty details and rules: Size, space or length? Purpose? Logo treatment? Slogans? Trademarks? Feedback info?
     Care starts with setting a reasonable due date. ASAP is not a deadline. It’s true most copywriters don’t start writing until the very last moment. They say, “I need time to think!” But there has to be a due date. So leave some “thinking time” but set a due date that fits your plan. It’s more likely you'll get brilliant work.
     Care continues when you see the work. It's rare for even the best copywriter to hit the mark without any tweaking. If the draft doesn't sound the way you expected, don't hold back on constructive feedback. Be objective: "We need more details about the product’s two major benefits." Steer clear of comments like “It doesn't have enough pizzazz.” They don’t tell the copywriter anything. It’s your message impact that matters most.
     If you really like the work, say so! How did the idea come to be? Can that core idea be expanded within the sales funnel process? Even in tough times count on a competitive content advantage to bring in new sales and customers.
     CNN Money reporter Emily Maltby recently wrote: “Small businesses in a cash crunch can face tough choices: Let employees go or risk the company. One corner of the job market where things are booming: On-demand hiring service Elance.com.”  Elance.com caters to small businesses by connecting them with specialized freelance workers as projects arise. Some 127,985 experts are available in skills ranging from sales, marketing and web programming to finance, engineering and manufacturing. Copywriters? Select from 3,906!

  Find new ideas and marketing guidelines in Jack G Hardy's IDEA Vault.

Jack G Hardy