Today we’re looking more deeply at the copywriting agency examples I shared last week to demonstrate generic messaging.
While these agencies seem to be successful, my guess is that their profit margins are very low.
Why?
Because without well-defined positioning, it’s super hard to charge premium prices.
Without specialization and clear differentiation, they’re likely competing on price.
And that’s not somewhere you want to end up. It’s just not sustainable.
I’ve conducted reviews of over a thousand websites, sales and landing pages for clients over the years.
The biggest issue with the copy was that it was generic and rarely spoke directly to anyone in particular.
Generic copy is a result of poor or non-existent positioning.
So by analyzing the main headlines and first section of websites, we can tell quite a bit about whether or not a business has solid (or any) positioning.
Analysis of 3 Copywriting Agencies’ Copy and Positioning
When I searched for “copywriting agencies” I’d hoped to find examples of pretty good copy (and positioning) but I was disappointed by the top search results.
Then I thought it would still be useful to review them because they are like 80% of small business websites (and positioning) out there.
And looking at what most businesses do badly can help us figure out how to do better.
The Criteria
The best copy is easy for your best-fit clients to understand and it helps them feel understood. So that’s what I address with these criteria.
What’s needed for your audience to understand exactly what you do and how you’re different from other solutions?
Specificity
Say exactly what you do – the problem you solve – and what you want people to do.
Make your call-to-action super clear and easy to take action on.
Simplicity
Keep it simple but not so simple that things lose meaning.
Or as maybe Albert Einstein said: “Everything should be made as simple as possible, but not simpler.”
Signals
Provide signposts for people to know if they’re in the right (or wrong) place.
These include:
- Context – Frame your services to a particular need/situation when possible.
- Category – Show people where you fit in their pre-existing notions of your market category
- Contrast – What’s the difference between you and others who could help people solve their problem?
What’s needed for people to feel understood?
All of the above criteria PLUS elements of connection.
Connection
Connect with your best-fit people through relevant emotions, values, and identity.
Connection conveys, “I get you and what you’re trying to accomplish.”
With these criteria in mind, let’s take a look at 3 of the top search results for copywriting agencies.
Agency #1
First impression of main headline
“There’s Always Room for Narrative”
What does this even mean?
I don’t like feeling like I don’t get it.
And I’m pretty sure this isn’t a case of using “insider” language that speaks to some kind of narrative-knowing group of people who would understand what this means.
Simplicity
Too simple.
This is simple past the point of having any real meaning.
The statements just below this, isn’t much better:
We can help shape – and share – yours.
Shaping my narrative doesn’t sound great. Sounds like spin to me. That may not be the intent but something like “we’ll help you tell yours” is more simple and direct. Not as sexy but still clarity is better than whatever this is.
Specificity
They are adding to the generic goo.
There is a hint of specificity when they list who their services are for:
- For branding and creative agencies
- For CMOs of singular brands, marketing agencies with sprawling client rosters
But then it’s like they got freaked out by being a bit choosy and had to add “oh heck, we’re for everyone, really.”
- (or just plain creatives)
- and anyone in between
What do they want people to do?
There is no clear call to action.
CTA:
Their two buttons: “The Whole Story” and “The Machine in Motion” are terrible.
I have no clue what these mean and they don’t clearly give me an action to take.
Signals
Context
They are forcing visitors to look at the world from their perspective.
They’ve decided to separate out the company into two “platforms” (a term that isn’t meaningful to anyone but them.): The Narrative Agency and The Content Engine.
They’re making people choose a platform but they should be helping people know if they’re worth choosing at all.
Category
It’s not clear that they actually offer copywriting services.
It feels like it could be something else.
When looking for copywriting, I’m looking for help with highly targeted and conversion-focused copy.
Something they aren’t doing well on their website at all.
Contrast
There’s nothing here that sets them apart from other solutions.
Connection
Very much focused on themselves.
Reminds me of the (too many) bad first dates I’ve had where the guy spends most of the time talking about himself and never asks me any questions.
My rating of their overall positioning: Non-Existent
Agency #2
First impression of main headline
A Copywriting Agency Powered by Cognition & Driven By Results.
100% human-written copy and content for creative agencies.
This is a bit like saying: We use our brains to do our work. I sure hope so!
Also, using a science-y word for “thinking” doesn’t make me trust them more. Instead, I question their ability to write relatable copy.
Does 100% human-written mean they never use any AI? If it does, why would this be of value?
Simplicity
They do keep things simple and don’t overload visitors with a whole bunch of different messages.
Specificity
There is very little specificity.
What does “Expert Content” mean? Are they saying they’re experts in content or that they write content for experts?
They do say they’re for marketing agencies, SEO firms, and PR agencies.
But then add, “other creative organizations.”
Who identifies as “other” and then is excited to find out more?
CTA: Partner With Us
Partnering is a popular concept used in agencies to say that they work collaboratively with their clients. But that isn’t immediately clear. It’s best to be as obvious as possible.
Signals
Context
This is vague.
They do mention “white label copywriting and content” so for those who need this, they know that they’re writing for the agencies’ clients and not for the agencies themselves.
But adding more context here would be valuable.
For example, “We provide white-label long-form content and high-converting ad copy for your retainer clients.”
Category
They clearly state that they are a copywriting agency. That’s great.
But then they include “content on-demand”.
It’s fine to have different services but I would love some clarification on what this means.
Contrast
There’s nothing here that sets them apart from other solutions.
Being driven by results or 100% human-written are not differentiators because nearly everyone else fits this description.
Connection
There’s nothing to connect to here.
I have no sense of what they’re like to work with and whether they really get what’s important to me.
My rating of their overall positioning: Very weak
Agency #3
First impression of main headline
Most words are filler.
In our hands, they’re crisp engines of strategy.
All these words are filler.
What’s an engine of strategy? What makes an engine crisp? Is that good
Simplicity
While it’s simple, their headline doesn’t mean much at all.
They do better with the next section where they keep things simple and the messaging is clearer.
Specificity
They have some helpful specific elements.
They are speaking to marketing leaders with smaller budgets.
This is the most specific any of the example agencies has gotten.
CTA: Tell Me More
This is clear but instead of having visitors read more about this offer, it might be better to address the question “Will you really do more with less? After all, you get what you pay for.”
What if instead the CTA was “See Projects + Their Budgets”?
This would get me to click.
Signals
Context
They have a preferred vendor program for marketing leaders but what does that mean exactly?
Providing a better frame here could include something like, “when you work with us regularly for 6 months or more, we ensure your budget goes much further.”
Category
They’ve trademarked “Copywriting for humans® “ but this isn’t a more meaningful category than copywriting agency.
It doesn’t help me position them in my mind any differently than other agencies.
Contrast
Nothing sets them apart from other solutions.
Connection
There is a short 2-minute TEDx video by the founder that helps you see her approach and thinking. Video is good for connection but it would be great to have a video where she talks directly to visitors of the site.
Other than that, there are no connection signals here.
My rating of their overall positioning: Very weak
It’s clear that you can have a successful agency without well-defined positioning.
You can leverage your network and referrals and work hard to keep bringing in business even without a specific focus.
But I can tell you that nothing is as powerful as narrowing your focus and clearly positioning yourself and your business as specialists to grow without always doing more.
Whether you’ve focused or not, I’d like to invite you to book a free personalized positioning assessment call with me.
We can unearth where you might get started or how to go deeper.