December 21 2017
“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” – David Ogilvy
Writing compelling copy that converts strongly is as much of an art form as creating a strong, compelling visual design.
However, since everyone writes every day in the form of emails, text messages, or social media posts, we think that we’re naturally good at writing. In psychology, this is known as the Dunning-Kruger effect or the illusory superiority bias.
To put that simply, we tend to think we’re much better at things than we actually are. In a classic study from 1977, 94% of professors rated themselves above average relative to their peers. Drivers consistently rate themselves above average, when asked to rate their driving skill.
Naturally, this applies to marketing as well.
An effective narrative follows a specific structure designed to elicit an emotional response in the reader. This structure is very different than the emails or messages that we write on a daily basis. Copywriting is a skill that takes study, practice, and real-world application to master.
Both copy & design need to work together to create a high-converting page. Like the design, copywriting is best left to a professional.