Recently a client asked me if I could guarantee my work.
Could I ensure what I wrote would garner a particular result?
If I could guarantee that my copy would produce a specific outcome for my animal health or veterinary clients, that would be a game-changer!
But I know that a guarantee of that sort could never be, given the nature of content marketing. There are just too many variables that a copywriter can't control that influence the effectiveness of the copy.
These include product, competition, market, price, marketing strategies, traffic, quality of traffic, demand, and buyer preferences.
When these factors converge, it's hard to predict what might happen.
And this applies whether you're trying to improve a response rate percentage or grow a brand's recognition.
Would your financial advisor tell you a particular investment is a definite winner? (If he does, you might want to look for a new one.)
Writing copy is like investing money.
Be diligent with research, but understand that the market is unpredictable, so there are no sure bets.
So back to my client, how did I respond to the question about guaranteeing my work?
With tact, of course.
I said that I couldn't answer with certainty whether my copy would produce their desired result.
But I was confident if they did no content marketing, the chances of achieving it were next to none.
If you want to grow your veterinary practice or animal health business by sharing helpful content or want to learn more about content marketing, contact me or call 508-277-4929.
Suzanne Quigley - Copywriter