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Marketing Sherpa: In-house expertise challenges to LPO

by MRMagMark
6 replies
This article underscores the need for good copy.

Optimization of copy was seen as a "somewhat significant" challenge. From the article:
On the opposite end of the spectrum is the highly mature field of copywriting. While LPO sets its own standards for developing copy that converts, writers that were effective at traditional direct marketing tend to find themselves just as effective writing for websites. As in direct marketing, optimized website copy is objective-driven, and experienced copywriters have recognized this. Objective-driven copy is certainly not necessarily short copy, and the celebrated "super-long-copy" sell pages have been shown to work exceptionally well for certain product and target market categories.
#challenges #expertise #inhouse #lpo #marketing #sherpa
  • Profile picture of the author The Copy Nazi
    Banned
    Originally Posted by MRMagMark View Post

    This article underscores the need for good copy.

    Optimization of copy was seen as a "somewhat significant" challenge. From the article:
    On the opposite end of the spectrum is the highly mature field of copywriting. While LPO sets its own standards for developing copy that converts, writers that were effective at traditional direct marketing tend to find themselves just as effective writing for websites. As in direct marketing, optimized website copy is objective-driven, and experienced copywriters have recognized this. Objective-driven copy is certainly not necessarily short copy, and the celebrated "super-long-copy" sell pages have been shown to work exceptionally well for certain product and target market categories.
    Spurious. What that article is saying is that of 2600 marketers surveyed 32% found copy plays the LEAST IMPORTANT role in Landing Page Optimization - ("Not Significant" - 32%). While the same "Marketers" - whoever they are - found "Design & Management of Experiments" to be "very significant" - 38%.

    But really...why link to this BS? It doesn't "underscore the need for good copy" at all. In fact the very opposite, if anything.

    Fail.
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    • Profile picture of the author MRMagMark
      From the article:

      We surveyed more than 2,600 marketers to learn what they consider to be their organizations’ most significant and challenging in-house expertise gaps.

      That's how I read it.

      So over 1000 of those polled said the optimization of copy is under-resourced and under-prioritized. 32% said it's not a significant gap for them. So what? Not everyone will either see the need or be in the market for copywriting services. The point is that there are more organizations who understand they do have a need.

      And over 1,000 understand that there is a significant gap in their data analysis and test validation. Again, an area where a copywriter could definitely bring something to the table.

      I'd say that's a pretty good opportunity for copywriters to use in marketing their services to organizations.
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  • Profile picture of the author The Copy Nazi
    Banned
    Well...who are these "2600 marketers" for starters. Qualify that. This just reads like a bogus survey you see all the time in magazines and newspapers and online. Like "75% of Copywriters Play Guitar" or some crap.

    "So over 1000 of those polled said the optimization of copy is under-resourced and under-prioritized." So what? What you gonna do? Quote that to a potential client? And what's he gonna do huh? Get all excited and say "You're right! I must go and get me a landing page Copywriter right away!"
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    • Profile picture of the author MRMagMark
      Marketing Sherpa carries a fair amount of weight because they're primarily a research firm.

      To see the full report, you'd have to shell out some bucks. But you can read an excerpt here.

      Also found this from a site that is to feature a MS guest speaker:

      About MarketingSherpa: MarketingSherpa publishes practical Case Studies, Benchmark Reports, exclusive research, how-to instructional materials and eight content-specific newsletters for more than 237,000 content, email, inbound marketing, search, B2B and consumer marketing professionals each week. In its tenth year, the marketing research publisher has been praised by the Economist, Harvard Business School's Working Knowledge Site and Entrepreneur.com. along with MarketingExperiments and InTouch, MarketingSherpa is part of the MECLABS Group, which offers marketers practical research data and information, professional training and networking summits.


      You can check out the radio show on this site (June 9).

      Regarding how useful this information is, I'd say it definitely could play a part in a B2B proposal. If someone is partnering with website design firms, the data could be used within a white paper, special report, or their email campaigns.

      Some don't care about these types of reports but some do. I'm betting CMO's would.
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  • Profile picture of the author MichaelHiles
    In the B2B world, I can tell you that copywriting is extremely undervalued, and tossed off to some marketing intern without any regard for the science underneath.

    That's because B2B folks are still struggling in the brand marketing dominated world vs. embracing direct response.

    Marketing Sherpa is bar none, one of the top corporate resources for that level of marketing "stuffs". Can't say they're up there with the Archangel Michael for gospel, but they do know their own market extremely well... and that market is predominately the corporate brand and B2B arena.
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  • Profile picture of the author AdwordsMogul
    I have to agree with Michael.

    As marketers we often make a big mistake. We often wrongly believe that what people "should" want is what they will value.

    Most of the marketing magazines (including direct marketing ones) are really geared towards "brand awareness" and stuff.

    People will invest in Twitter because it has a certain image. Recently, LinkedIn Shares were selling for a whole lot of cash - without any obvious rational explanation.

    Now, in a certain world, marketing doesn't mean "bringing in more profits". Rather, it means "Increase our perceived value to those who matter".

    Just to be clear: Twitter has demonstrated money making potential. I just wanted to illustrate that they got a lot of funding based on potential.

    Possibly, for them good sales copy at the expense of a fancy logo (and a huge kickback from the ad agency) is simply not worth it.
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