For the many millions of lead generation budget that is spent on co-registration (co-reg) it's amazing how little time and money is spent on creating a compelling advertising creative that consumers want to engage with. Essentially marketers have a 6 word header and a further 50 words to convince a consumer to opt-in and respond to the offer.I tend to use freelance copywriters for campaigns that is 1,000 times more effective than your average co-registration copy. Remember great copy not only increases the volume of leads generated but also raises the quality by recruiting people more relevant and in tune with the brand. Far too often, copy is left to the last minute and involves rehashing promotional blurb from a homepage - I admit I've been guilty of this in the past.
Great advert copy needn't be expensive and when you are spending millions generating leads online it is a small price to pay when you consider better copy can uplift conversions by min. 10%.
At the very least, if you are a last minute copywriter by default rather than choice, I recommend reading 'Olgivy on Advertising' to get the creative advertising juices flowing.
So if anyone out there describes themselves as a co-reg copywriter then be sure to drop me a line? - I think you are alone in this profession in the UK!
