Normally I try to avoid rhyming headlines, a little too cute in msot cases. But somehow, this one seems appropriate.

You see, I come from a direct marketing writing focus. That means that I was trained to write to evoke some action out of the reader, e.g., click on a link or buy a product. To me, that should be the goal of all copy, to get the prospect to take some action a client wants them to take.

Way, way too many agencies and writers these days are focused on awards. You know what? The first ad I ever wrote, won an award. But it didn't sell squat.

And, since it didn't get anyone to part with their money, despite the award, it was a failure.

Since nearly all Zunch clients are either B-to-B or B-to-C, or both, I assume that's what they want when they ask me to write for them. "Sell our product or service." "Get the prospect to click on this link." "Convince the prospect to subscribe." Or whatever action it is the client wants the prospect to take.

Now, just because I write with a sales bent, doesn't mean my copy is sales-y. I sure as heck don't want to come off sounding like a bad car salesman.

It is possible to write interesting, attention-grabbing copy that is also creative, persuasive copy. And that's my goal every time a client asks me to write for their site.

My goal, and Zunch's goal, is to make out clients successful.

Claude Hopkins, who is considered the father of modern copywriters, once said, "The only purpose of advertising is to make sales."

I try to take it a few steps further-- "The only purpose of marketing is to create profits."

If your Website marketing isn't working, give us a call here at Zunch. I'll bet we can pump some life into it and make that a site a profit center, rather an expense on your balance sheet.

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