"Our lives are frittered away by detail. Simplify, simplify."
-- Henry David Thoreau
In this day and age of multimedia overkill and information overload, you have about half a nanosecond to get your point across to the reader.
How can you help them?
It's simplicity itself, really. It's reflected, as an example, in the style of this website - short and to the point. My copywriting will get their attention for you and I'll get them to want to call you. That's what good freelance writers do..
That means you better make it count, and you better make it count quickly. My philosophy as your copywriter is simple: grab the reader's attention and get him or her to want to contact you. For marketing material, that should be the sole purpose of the copywriting. And that should be the goal of any copywriter. Too many people make the mistake of thinking the material's purpose is to close the sale. It's not - it's to pique their interest. Writers who don't understand this get bogged down in detail and minutia that the prospect just doesn't care about. At least not at that point. If he or she is glancing at your brochure or looking at the verbiage of your website (notice I didn't say "reading" as nobody has time to read anymore) it's because he or she is looking for a reason to contact you. As your freelance writer, the purpose of my copywriting is to provide that reason.
And how is that done? By letting your prospect know - quickly - what's in it for them. What's the advantage? How will your product or service make their businesses or their lives better? Remember, they don't care about all the fancy features. They care about one thing and one thing only:
Jerry Payne - Copywriter