Why Does Sales Experience Matter for a Copywriter?
The copywriting industry is expected to reach $77B in 2022, and is estimated to hit $340B+ by 2026. That's a lot of new copywriters hitting the market which makes it all the more confusing when choosing who to hire to write content for your business or project.
As a quickly-growing industry, copywriting is inundated with new writers from all sorts of backgrounds. Few come from a writing background. Even fewer come from a sales background. Learning how to write good copy takes some tutoring, education, a willingness to learn, and practice, practice, practice.
Thanks to YouTube and social media, learning the art and discipline of copywriting only requires an internet search. Immediately afterward the inquirer will receive myriads of copywriting program advertisements. YouTube is also filled with free videos on beginning a career in copywriting and content marketing and frankly, most are good to very good. Some of us learned the old fashioned way, going to school and then just practicing your craft, but that doesn't make it any better. The YouTube folks, especially Alex Cattoni are excellent teachers and I've picked up a lot of great tips from her.
Videos and copywriting courses are a great way to learn all the techniques necessary to be a good copywriter. As a salesperson for 20+ years, I believe actual sales experience is one quality that makes an exceptional copywriter because copywriters are by nature, persuasive salespeople.
Sales People Get a Bad Rap...
Before making the point that every copywriter should have some sort of sales background, I should note that salespeople can be annoying! Like every profession, there are good salespersons and bad salespersons. Good salespeople are well-meaning, empathetic, and sympathetic people who have excellent communication skills, know how to listen, and possess thorough knowledge of their product, service, or topic.
Having been in sales and marketing my entire professional life, on or off the clock, I always feel like I'm selling something because I'm simply interacting with others and love to exchange ideas or opinions. Whether it's my taste in clothes, culinary preferences, personal opinions on any topic at all, I enjoy sharing what I think are great ideas, thoughts, and experiences with those who happen to be near me. Frankly, I've made some great friends that way, gotten a few dates, and attended some amazing parties, but that was never my original intention.
For example, I love eye frames, I own several pair. So when I see someone walking past me with great eyeglasses, I compliment them. It's a way of showing my appreciation and in every instance so far, the receptor is grateful and usually a little surprised and give me a nod or quick "thank you!" Win-win. I shared my taste and appreciation, and they felt uplifted and appreciated! Plus it makes a pretty nice world to live in. That's how a good salesperson thinks, with empathy and appreciation for even the simple things.
Why Salespersons are Annoying
The caricature of the typical salesperson is that they're cheesy, disingenuous, and annoying because they don't listen and only care about selling you something, not helping you. Even if it's selling you something you want, most customers are irritated that they mean nothing to the salesperson, and a salesperson is only grateful for the payday, and have no genuine interest in you as a person. I contend that most individuals don't dislike salespeople per se. They dislike insincere and disingenuous people in general. Strangely, if a salesperson doesn't appear annoying or insincere, he or she isn't perceived as being a salesperson.
A sincere person doesn't sound rehearsed and isn't pushy. The same feature or benefit is always stated differently to each customer because the true purpose of a salesperson is to solve a problem or provide a solution. A great salesperson first listens to the client's needs, and then responds. Even though the solution may be the same for different customers, the reasons why it's the same solution can be vastly different.
Communicating the Same Benefit is Different for Each Customer
One of my first sales positions was in retail, working for Brooks Brothers. I had 5 different customers all looking for a black suit. Listening means more than, "I need a black suit." It's having a conversation and getting to know why they need a black suit. In conversation I discovered that one customer was a priest. Well, that's a no-brainer, but rather than selling him one, I sold him two! As a good Catholic boy I learned that a priest never has too many black suits!
The second customer just stated that he needed a suit. He didn't realize he needed a black suit until I asked him questions about how often he wears suits, how many suits does he have, and on what occasions require a suit on a regular basis. He wanted something that made him look slimmer and he needed it right away for a wedding, and was also a bit budget conscious. We had black suits on sale in his size, in stock, and black is universally more slimming. Customers 3 thru 5 had different stories, but you get the idea!
Different customers can ask for the same thing in different ways for a myriad of different reasons. Good salespeople solve problems. Good copywriters inform, persuade, and provide information in a way that resonates with readers, in other words, sales!
Sales People Are Problem Solvers
Authentic sales people see themselves as problem solvers. In my 20+ years as a top-producer, winning awards and sales contests, I became good at my craft because I love helping others solve their problems. I always felt humbled that people put their trust in me to assist them. It's a huge honor and a great responsibility.
Copywriters and Salespeople Share the Same Purpose
Copywriters and sales people have a common purpose. Surprisingly, it's not to convince or persuade their audience. The purpose of both professions is to provide enough information in the right context, the right way, so that the customer/reader will convince themselves of the idea, product, or service.
Anyone in sales knows that customers and clients who feel they were "sold" on a product service, or idea, was a pressure sale. And those who feel pressured either cancel the order, return the purchase, or complain, write bad reviews, or denounce the business or company at every possible turn. No one likes to be taken advantage of, pushed, lied-to, controlled, or manipulated. That's why creating urgency is a very delicate balance for the salesperson. They have to paint the picture so that the customer feels the urgency in themselves. Otherwise building urgency can simply be another word for "pushy."
The Advantage of a Sales Background for Copywriters
The reason why sales people make exceptional copywriters is that no matter what the topic or genre is, a copywriter is selling something. There's always a reason why someone is reading the copy, whether it's a product description or a blog or article. A message is conveyed to persuade a call to action. Every copy is sales copy.
I don't intend to imply that good copywriters must be salespersons first. But I have noticed that every YouTube video on copywriting I've viewed, every writing course I've glanced at or taken including one on how to write a memoir, has a strong element of sales involved. All these courses and videos help the copywriter uncover and develop their "inner salesperson."
My advice to anyone who wants to continue to hone and develop their craft as a copywriter or any kind of writer, is to be particularly conscious of the salespersons they encounter on a day to day basis. Listen to how they communicate and relay features and benefits. Raise your awareness in identifying whether salespersons are genuinely interested in resolving your problem even if it's choosing grocery products or buying clothes, not just the "big ticket" items.
Sales is becoming a lost art because everything has been commoditized thanks to the internet. This simply means that copywriters have become the new breed of salespeople.
Basil Damukaitis is principal of Hubbard Street Marketing, a boutique firm of copywriters and content writers in the B2B, B2C, and B2I markets whose current clients include digital marketing agencies, home builders, and private equity and venture capital businesses. Feel free to contact him at basil@hubbardstreetmarketing.com or through their website at www.hubbardstreetmarketing.com.
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