Postcards and billboards and banner ads, oh my! If you're interested in working with a Copywriter but are unsure what to have them start with, let me suggest a landing page.
What is a landing page? It's where a website visitor "lands" after clicking on a digital ad, and it has one purpose: get the visitor to take action. Usually, this action involves opting in to a "freebie", like an e-book, a webinar, or another giveaway of some sort. And while people love things that are "free", it still takes some convincing on the writer's part to get the visitor to pursue the "free" stuff. After all, it isn't totally free...they do need to exchange their email address or whatever contact information it is that you're looking for.
The moral of the story, though, is that a landing page needs exceptionally good copy to convert visitors into leads, and the success of the landing page is easily measurable. How many email addresses did you collect from it?
This is an excellent way to kickstart your new marketing efforts, and a great indication of your copy's quality. How catchy is the headline? How much information are you providing for viewers? Can you reel them in with simply a headline, sub-head, and opt-in button, or do you need to dig deep into the viewer's pain points and the benefit your product provides?
A landing page is also a great first project for your copywriter because a freebie or opt-in page on your website is a must - if you don't already have one, you should! And if you do have one, how is it performing? Most landing pages could use some improvement!
Once you do convert visitors to leads through your new landing page, a natural next step is to start nurturing those leads with consistent email newsletters and sales emails. And, with that, you've got a whole journey ahead with your new copywriter! Happy selling!