Recently, I was talking with the CEO of a health and wellness startup who told me that he feels that writing is the most important skill a startup needs. I was surprised to hear him say that. His startup depends on the latest in wearable technology and the expertise of many fitness and nutrition professionals, so I thought he’d have other things higher on his list of importance.
I may have been surprised, but I couldn’t agree with him more. As he explained to me, in the “information age,” there is nothing more important than explaining your product or service, and convincing people to invest in it. As a serial entrepreneur who had just raised an impressive Series A round of funding, it thrilled me to hear this from someone who knows what he’s talking about.
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Words Gotta Work
It’s not enough to let the genius of your idea and the perfection of your execution draw potential customers to you. You have to “get your name out there,” and stand out in a sea of similar ideas. Even if your startup is completely unique and of immeasurable value, you need to be able to explain why it’s worthwhile.
Copy is the most important building block you have to develop your brand. Be it on your website, in advertising, your social presence, blog posts or an email campaign, your copy is how potential customers get to know you. Your copy needs to be able to make someone interested in what you have to offer, explain why they should care, then convince them to buy or sign up.
That may seem like a lot to ask out of a few short sentences online.
Honestly, it is.
That’s why those sentences need to be as effective as they could possibly be in order to carry all that weight.
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