Our digital growth guide to scaling your business fast.
It starts with the ‘big idea’. A single-minded message so powerful to your prospect, that it zeros-in and forces them to take notice. Finding this idea is only possible through a deep understanding of your prospects and market.
Once you have the ‘big idea’, it needs to be communicated clearly. The real (and only) job of the copy is to convey the message. Great copy is not sophisticated. It’s the opposite. Clear and simple so everyone understands it.
Design determines how easy it is for the reader to understand your message. Use poor design and you’ll make it hard for your readers. If reading is a strain, then comprehension will drop – and so will conversions!
Other Digital Agencies
Other Digital Agencies
We understand your business growth drivers using our Growth Model and set and measure the KPIs that really matter. We are aiming to drive more revenue for your business, while reducing churn.
Experience running successful campaigns in over 30 industries with hundreds of thousands of dollars in Ad Spend. Over 20 years professional digital marketing experience at a director level. We know what works.
We are a best practice agency. We are a Google Partner agency, a Digital Marketer Partner agency and we are Google Analytics certified. We draw on industry and enterprise best practices and implement them into your business.
We have a team of copywriters available, along with a large network of writers who specialize in specific industries. We will hand pick the right copywriter for your business.
We incorporate Sales Copywriting in conjunction with a cross-channel approach. We often match Sales Copywriting with Website Development, Landing Pages, Content Marketing, Email Marketing, Sales Funnel Design, Advertising Campaign Management to maximize results.
We have a cross discipline team of digital strategists, copywriters, conversion specialists, CRM experts and analytics nerds who will all be working on your account.
We have experience writing copy across the whole Customer Journey, from lead nurture, to sales support, to product launches, to customer onboarding, to upsells and cross sells, to email newsletters, to review and referral campaigns.
We implement a tracking and analytics system to understand the performance of your campaigns. We set meaningful KPIs which are tracked and reported to monthly.
We value transparency. Our experts regularly report to you on the actions being taken on your account. You will never be left guessing what’s being done on your account.
We mailed this email campaign on the 13th of March:
Email is delivering big time for our tourism client.
From 1 campaign we have driven 601 new sales leads with a value to the business of $88,450.
Email holds the 2nd place in marketing channels by volume of conversions (behind paid search) in this 2 month period, but it is by far the most efficient:
Email conversion rate: 56.50%
Site wide conversion rate: 18.33%
Best of all, the client is paying cents to mail out to thousands of users in their database!
“Sometimes have to remind myself that these guys are not our own internal marketing team, it's that seamless.”
Our client wanted to increase the percentage of visitors into inquiries, especially from paid traffic sources such as Facebook and Google Adwords.
Last year their site-wide conversion rate was 3% (website session to inquiry).
To boost their conversion rates, we implemented 8X highly OPTIMIZED conversion landing pages.
1,096% increase in leads
For every 1,000 visitors they get an extra 110 leads!
“I would just like to say a massive THANK YOU for all your hard work to date! The last 6 months have been very hectic and your team have pulled off launching two websites, two CRMs and maintained our digital media strategy!”
We took over Adwords management in 2016 and immediately began optimizing performance.
808% increase in Leads
72.8% reduction in Cost per Lead
5,245 Ad Groups
9,607 Negative Keywords
749 Ad Extensions
“The whole process exceeded my already high expectations. It was quick and painless, and we were very happy with the end result.”
The first and only role of advertising is to sell
At its core, copywriting is about attracting and influencing people to take the action we desire. To do this, we need to understand them intimately. It all relies on a deep understanding of what to say/do/offer that will trigger them take the action you want.
Persuade by showing readers how to get what they want
We have to focus exclusively on the customer. We have to learn exactly what they want (testing can help!). The clearer we understand our customers, the better we can create offers (or web pages, case studies, special reports, etc.) that speak directly to their needs.
If we can show people how we can help them get what they want, we will win them as customers all day long.
Your lead appeal makes or breaks your copy
Quick, low cost split-tests can tell you categorically what the market wants. After all, the only thing that counts is whether people are willing to part with their cold hard cash to get what you’re offering. And no amount of market research or customer surveys can tell you that.
Headlines tell the prospect your message is for them
We only have 1,440 minutes in each day. We can’t possibly pay attention to every message that comes our way. So what do we do? We use selective attention to scan and ignore. And in today’s hyper-marketed environment, we’ve gotten very good at it. We can tell if an ad is relevant to us with a second’s glance.
Clear headlines speaks straight to the heart of your prospect. It talks to them about their issues and desires. And it tells them that this is a message they need to read.
Once you have attention, keep it by making the copy valuable
People don’t read sales pitches for fun. But they do read newspapers, magazines and websites for interesting editorial and useful information. Therefore we can increase the likelihood of keeping our prospect’s attention by being of service to them.
Putting out valuable information as a form of advertising will build trust, prove your expertise and lower your prospect’s resistance to sales. Especially effective for lead generation.
Every big promise needs to be proven
People now naturally cynical when being sold to. They’ve been over-promised and under-delivered. So they’ve learnt to intuitively look for signs of proof. Proof that you can do what you say you can do.
Fortunately there are many forms of proof a skilled copywriter can use to persuade prospects that your promise is believable.
Always give readers a reason to believe
There are three universal questions you need to check off in your prospect’s mind before they take action:
Why choose you: give compelling reasons why to choose you as opposed to other solutions (or not taking action at all)
Why believe you: give compelling reasons why they should believe your promise is true (that you are credible)
Why now: give compelling reasons to take action today
Remove your customer's risk of buying
Taking the risk away from customers is a powerful way to increase conversions. More importantly, it can be a winning advantage if your competitors aren’t doing it.
Tell readers what you want them to do
Always ask for action. If you don’t, you’re leaving it to chance that sometime later your prospect will take your desired action. Think of the busy life your prospect leads. Think of all the things that could get in the way of them doing business with you. Let’s not leave it up to chance.
Better converting copy means more money in your pocket.
Copy is applied all throughout your customer acquisition funnel, from ad campaign creatives, to blog posts, to lead magnets, to sales pages and emails:
Sales Funnel Design
Analytics & Reporting
Google Adwords Advertising
Social Media Management
Search Engine Optimization
Web Design & Development
Conversion Landing Pages
Conversion Rate Optimization
CRM & Marketing Automation
Q. Why are you called Inbound Craft?
A. We’re Inbound Craft because in today’s market, people turn to the web first to learn about new businesses, products and services. Content is the best opportunity to attract more people, open more relationships, and build more trust (naturally leading to making more sales).
Q. What will it cost?
A. It depends on the volume of work. We generally charge by page, considering the length of the page and the amount of research required. Give us a call and have a chat about what you need, and we’ll happily give you an obligation free quote.
Q. What types of sales copy do you write?
A. All types! We write a lot of sales pages, explainer video scripts, landing pages and email campaigns.
Q. Will you provide a quote before the work begins?
A. Yes! We deliver a written quote outlining deliverables, timelines and costs before we start working on your business.
Q. Do you do all the SEO?
A. Yes! We have skilled SEO copywriters who we can assign to your project that will write all content OPTIMIZED for search engines.
Q. What’s the difference between copywriting and content writing?
A. Generally copy is sales focused in nature (think landing pages, sales pages, product pages, promotional emails) in which we are actively selling. Content on the other hand is more widely encompassing, and can be of informative and educational nature (things like blog posts, eBooks, general webpages).
Q. What information will you need from me?
A. We will ask you to complete a briefing document and / or attend a strategy call to brief our team on the objectives and strategy of your email marketing campaign.
Q. What happens if the project evolves and changes scope?
A. If there’s minor changes to the scope we can usually work with it. If things are starting to get out of hand, we’ll raise the issue and explain the situation, and let you know of any changes to the price that might be incurred before we agree to any changes to the project deliverables.
Q. What about confidentiality?
A. We treat all clients as confidential, however if you would like, we’re happy to sign an NDA.
Q. What happens if I don’t like the first draft of copy?
A. You will have the opportunity to provide feedback, or make edits directly to the copy yourself, or a combination of the two. We have a 100% satisfaction guarantee which means we keep working and writing until you are happy.
Q. How long will it take?
A. The delivery time is dependent on the volume of work required. We can however, work fast. We’ve delivered 20+ pages in just over a week!
Q. I’d like to work with you. What happens now?
A. The next steps is a strategy call where we learn more about your business and where you’re at with your digital marketing. From this strategy call, we will understand your needs and make recommendations on which strategies you should prioritise. We’ll also give you a price for having our team work on your business.
Q. Why don’t you charge by the word?
A. We don’t charge by the word because every project differs in terms of the amount of research required by our team to get up to speed with your business, your industry, and your target audience. Often a deep understanding is required before we can develop effective sales messages for you.
Q. What makes you qualified to write my copy?
A. We have a large team of talented and skilled copywriters we can assign to your business. We also execute proven strategies where copywriting is just one cog in a wheel that’s required to get results. When you work with us you get talent, strategy and measurement - everything you need to continually improve your marketing.
Q. Are you a B2B copywriter or a B2C copywriter?
A. Both! We have writers who specialize in B2B or B2C, and sometimes both.
Q. What happens if you don’t have experience in my field?
A. In the rare case that we don’t have a writer in our network that doesn’t have experience in your industry we usually do one of three things. One, we go into heavy research mode. Two, we run exploratory interviews with you to extract your expertise to feature in the copy. Three, we ask you to send across any writing you have done before on the topic.
Q. Will I have to sign a contract?
A. We have no lock-in contracts and all of our clients are with us on month-to-month engagements. We’ve had many clients with us for years!
Q. In what form will you submit your copy?
A. We generally provide content and copy in a Google Doc, which is the easiest platform for sharing, commenting and collaborating. If you like, we can deliver it in a Word documents or a carrier pigeon (only kidding).
Q. Will I own copyright to the work you do for me?
A. Yes! All work delivered will be owned 100% by you.
Q. What are your terms?
A. It’s dependent on a project-by-project basis, however we have no lock-in contracts and all of our clients are with us on month-to-month engagements. We’ve had many clients with us for years!
Q. What’s your availability?
A. We have a large team of experience and specialized writers that we can call on. Generally we will always have a skilled copywriter available to pickup your project.
Q. I need content urgently. Can you help?
A. Yes! We can put a rush deadline on the delivery. Plead give us a call to discuss what you need.
Q. Can we meet?
A. Yes! You can meet our team. Give us a call and we can organise an in the flesh meeting.