Why Copywriters Are Essential Assets for Lead Generation Companies

Fadi Nasser
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Lead generation companies are about delivering results for your clients. In this article, I’ll show you how professional copywriters can be one of your company’s essential assets.

According to HubSpot in 2018, "61% of marketers say generating traffic and leads is their top challenge."

According to Demand Generation Benchmark Survey "71% of marketers said that their demand generation budget will increase. Of these, 46% said their demand gen budget will increase by 20% or more."

Your lead-generating copy could be in the form of a Facebook ad, email, landing page, or social media post. Whatever the form of copy you choose, in lead generation, the name of the game is conversion.

Your efforts must be focused on getting your clients more leads, more customers, and more profits. And you need to do that consistently. Why? It’s because if your client isn’t making money, you’re not. Their ROI on ad spend must be positive.

Here’s the thing. The effectiveness of your copy is one of the cornerstones to the success of your marketing campaigns. However, if it's poorly delivered, it affects your conversion and the results you're delivering to your clients.

There’s a system that seasoned copywriters follow when they write copy, especially "conversion copy". It consists of 5 steps to deliver consistent results. Lead generation companies will find that copywriters who use this system will be one of your essential assets.

Step 1: Pro Copywriters Know the Market

Pro copywriters know that they’re in the "revenue-generating" business, not the writing business. This is critical for lead generation companies.

What do I mean by that? These copywriters write to deliver results. See, writing copy is one thing. But writing copy that converts and generates leads is a whole different issue.

Before writing a single word, copywriters need to know who they’re writing for. They research your audience in 3 basic areas:

  • Demographics.

  • Psychographics.

  • "Below-the-surface" desires.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter Drucker, author


Demographics are statistical data relating to the population and particular groups within it. It includes:

  • Location

  • Age

  • Gender

  • Education

  • Marital status

  • Income level

  • Profession

  • Religion

  • Political affiliation

  • Interests

Lead generation companies want to know these things about your audience so you can see the world from their eyes, not yours.

For example, if you’re writing copy for a single mom in her 40s, you won’t be talking about going out and partying in clubs. And if you’re writing to a 20-year-old college student, you won’t be talking about spending more time with their kids.


Simply put, if demographics show who you're selling for, psychographics explain why people buy. In other words, you need to know:

  • How does your audience think?

  • What language they are using?

  • Who do they follow?

  • What books do they read?

  • Who do they buy from?

  • What are their interests?

  • What are their beliefs?

Your copywriters need to enter the minds of your audience and think about how they think.

Below-the-Surface Desires

Lead generation companies need to understand why people take action. When people buy something they’re not buying “the thing”. They’re buying what they think it will give them: the benefit.

On a deeper level, they’re not even buying the benefit. They’re buying what they think the benefit will make them feel.

Basically, you are not selling a product or service. You’re selling futures. By asking “Why they’re buying” at least 5 times, you can start understanding what your audience is really buying.

As humans, we’re not so different when it comes to our desires. The method of fulfilling our desires might be very different, but the desires are common.

Here’s a bunch of common "below-of-the-surface” desires that we all share. Your copywriter's job is to know which desire (or a bunch of desires) triggers your audience.

  • Admiration from others

  • Being attractive

  • Self-esteem, ego, and pride

  • Making a statement

  • Improving self-image

  • Revenge

  • Being good parents

  • Being up-to-date

  • Being creative, confident and recognized as an authority

  • Being proud

  • Expressing our personality

  • Improving and developing ourselves

  • Resisting being controlled by others

  • More money, health and time

  • Being popular

  • More leisure and free time

  • Personal prestige

  • Achievement and accomplishment

Bonus Tips

When researching your audience, here are 3 tips to use.

  • Talk to your customer or your client’s customer. Ask them what they like and dislike, and why they bought from you (or your client).

  • Talk to the closers and salespeople who are selling the offers. They’ll provide you with great insights.

  • Use HubSpot’s free online ‘Make my Persona’ tool. It’ll help you summarize your findings and create different personas for your audience. It’s fun and will provide you with a visual of the person you’re trying to reach in your copy.

If you hire the right copywriters for lead generation, they'll do the research to understand your market for you.

Step 2: Focus on the Big Picture

When lead generation companies hire a copywriter to write your copy, the copy does not exist in a vacuum. It’s part of a bigger picture.

You need to ask yourself this: Where does this Facebook ad, landing page or email sequence fit in the overall marketing strategy? Where does it fit in the funnel?


Does the sequence fit for the top of the funnel (TOFU) audience? Or is it more targeted for the middle of the funnel (MOFU) or bottom of the funnel (BOFU) audiences?

Each stage of the buyer’s journey (awareness – consideration – decision) calls for a different type of copy. It’ll be worthless to write an email to a TOFU audience who never heard about you before, trying to convert them into buyers immediately through a direct selling link.

It would be also unproductive to send an email to a BOFU audience introducing general tips about a certain topic because those people are already aware of their problem and know who you are.

You copywriters should write differently to existing customers who already bought from you, than those who still don’t know that they have a problem in the first place and never came across your brand.

A professional copywriter won’t dare to start writing a word before understanding your marketing strategy and where their copy will fit within it.

It’s exactly what we do at Copywriters.com. All our copywriters approach copywriting strategically, because we know that’s the key to conversion copy.

Step 3: Research and Study for Lead Generation Companies

Another important factor to consider is the market itself.

You need to identify the direct and indirect competitors trying to sell to your targeted audience.

  • What are they selling?

  • How saturated is the market?

  • What claims does your competitor have?

  • What factors are they competing for?

  • What content do they have?

Understanding the market structure and degree of sophistication will dictate the strategy, type, and words we use as copywriters.

Simple steps to do competitor research

  • Identify your main competitors (5 – 10 of them).

  • Check out their content and what they’re focusing on. Check (blogs, eBooks, videos, emails, websites, case studies, testimonials, news, etc.).

  • Check their headlines, SEO keywords, content.

  • Look at their social media and interactions. What topics are attracting engagement?

  • Identify where you can improve and differentiate.

Step 4: The Big Idea and Hook

By now, copywriters hired by lead generation companies have done the research on your audience, the big-picture strategy, and an analysis of your competitors. It’s time to start thinking of your copy.

It’s about time, isn’t it?

You see, an amateur copywriter will jump into writing copy without considering the earlier 3 crucial steps. A professional copywriter knows that writing the copy is a natural consequence of their research work. In lead generation, this is very important.

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” –David Ogilvy from Ogilvy on Advertising

Only when they complete the research, then, should your copywriters should start thinking about your copy. And I stress thinking, not actually writing it.

The Big Idea

“Thinking about your copy” means asking what the big idea you want the copy to be all about.

Many refer to the big idea as “The Hook”. A hook is an idea that arouses a burning curiosity with your reader. It grabs the attention of your prospect and forces him or her to keep reading.

The big idea or hook should:

  • Give the reader a reason to read now, not tomorrow.

  • Imply a direct benefit.

  • Arise curiosity.

  • Be simple.

  • Contain a singular idea.

Bonus Tip

When thinking about a hook (or when lead generation companies review copy sent to you by your copywriter), consider challenging the hook. What else could it include? (Testimonials? News? A question?) These elements can make your hook stand out and boost your lead generation results.

Step 5: Start Writing Your Copy, Measure, and Improve

Finally, your copywriters get to write the copy! Now that you’ve chosen the big idea of your copy, it’s time to pull everything together.

There are a number of ways to write the copy. It depends on the goal of the copy and the medium that the lead generation companies choose.

It could be a Facebook ad, chatbot dialogue, emails, landing pages, sales pages, etc. Each medium has a different structure and they do overlap.

Common structures of copywriting used based on the type of copy

In Facebook ads, we use:

  • Problem-agitate-solution (P.A.S.)

  • Problem-content-solution (Viral)

  • Story

  • Advertorial

  • Mechanism

  • Testimonial

Most importantly, we use a structure in a way that is compliant and scalable.

In offers and sales pages, we use:

  • Different offers (hard, soft, installment, early bird, exclusive, recurring, mixed).

  • Bonuses in all shapes and forms (PDF, video, phone call, mp3 download, reports, eBooks).

  • Different pricing strategies (discount, trivialized, comparison, contrast, in-action).

  • Multiple types of guarantees (conditional, unconditional, money-back, mixed).

  • Testimonials.

  • Call-to-action (CTA).

In landing pages, we use:

  • Different types of headlines.

  • Multiple bullet types (How to, what, secrets to, number, if-then, what never, question).

  • Call-to-action (CTA).

In emails, we use:

  • Problem-agitate-solution (P.A.S.).

  • Problem-content-solution (Viral).

  • Empathy emails.

  • Story emails.

But here’s the thing. They all share the same principles outlined in this document. It’s the steps lead generation companies or their copywriter needs to do before putting pen to paper.

Measuring your copy and improving

You have your copy written, edited, and published. Now what? It’s time to measure the performance of the copy, reiterate, and improve.

Here are some key metrics that lead generation companies look at to measure the effectiveness of your copy. I categorized them based on the 3 most common types of copy (ads, landing pages, and emails).


  • CPC: cost per click.

  • CPA: cost per acquisition.

  • CPM: cost per mille.

  • LTV: lifetime value.

  • ROAS: return on ad spend.

  • ROI: return on investment.

Landing pages:

  • CR: conversion rate.

  • CPL: cost per lead.

  • EPC: earnings per click.

  • EPL: earnings per lead.

  • AOV: average order value.


  • Deliverability rate.

  • Open rate.

  • Bounce rate.

  • Click-through rate (CTR).

  • Earnings per subscriber (EPS).

Using these metrics will help you evaluate the performance of your marketing campaigns, and make decisions based on data.

You can start seeing where in the sales funnel things are going well, and where things are not. You can then point out the copy or step that is not performing well, make changes and test again.

Changes could be in the market itself, the strategy, hook, or the wordsmith of the copy. Initially, you continue testing and measuring until you develop a well-performing copy. It’s commonly known as “The Control”. And guess what, lead generation companies always continue attempts to "beat the control".


Professional copywriters can be one of the biggest assets of lead generation companies. Copywriters know that they're in the "revenue-generating business". And in order to generate revenue, they follow a 5-step system that delivers results systematically and consistently.

The 5 step system is the system we use to write copy that converts:

  1. Know your market

  2. Focus on the big picture

  3. Research and study

  4. The big idea and hook

  5. Measuring your copy and improving

Lead generation companies can use the system too to measure the performance of your freelance copywriter. You can also use it to create a framework for your overall marketing strategy.

Are you looking to hire professional copywriters who will be real assets to your business? Book a free call today to discuss your needs.

Fadi Nasser

Fadi is a freelance copywriter with over 20 years of experience in strategy and performance measurement. His focus is on helping business owners, digital marketing agencies and professionals grow their business and become scalable. Check out the 5-step copywriting system you can use to create high-converting copy, and generate great results for your clients. Fadi follows the same system.

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