Copywriting techniques that work offline, also work online. We have to make some changes to accommodate different reading habits. But the techniques for writing effective copy are the same. And they have been around far longer than I have.
The need for good copywriting doesn't attract the attention it deserves. Good persuasive copy does not attract attention to itself. It sits there on the page delivering its message skillfully and unobtrusively, focusing attention on the PRODUCT and the READER. And quietly doing its job of selling.
Most successful Internet marketers employ excellent, uncluttered copy.
That's why they are successful.
It's easy and cheap to build a Website or set up a storefront. And that's great. There's room for the small guy to compete alongside the "big guns." With no previous business experience one can build a 100 page super-duper animated site in minutes. But when the sales don't come in, the answer seems to be to change the animated GIF's, Java scripts, site banners, and other gizmos to grab more attention.
Meanwhile successful marketers rake in sales with strong, carefully crafted copy that sells. It's copy they've taken the time to learn how to write or it was written by a professional. They know it's WORDS that sell, not gizmos.
So What's Your Opinion, Joe?
Just four words. Write It To SELL!
After you have drafted the overall structure of your site and BEFORE you design the fine details, decide WHAT you're going to say and WHO you're going to say it to. Only THEN begin writing.
Write it, rewrite it, and cut out the dead wood. Crystallize your message. Hone it. Polish it. Examine every single word; be sure it is relevant and has maximum effect. Rewrite until you're sure it's a winner!
Don't be tempted to "make do. " If it takes a week and it's still not right, take another. And another if necessary. Keep at it until you're absolutely convinced you can't improve a single word. Remember your profits are at stake!
An Excellent Tip.
Print your copy and read it out loud. If it doesn't sound like everyday conversation, something is wrong. Have a friend read it to you. If she stumbles over a word or has to reread a sentence, rewrite it.
Then build your site around your copy.
Only add graphics that enhance and support your copy! Most logos, banners, and gizmos distract readers from the most important element on your site - your sales message.
Other Important Points.
- If your pages haven't got headlines, add them NOW.
- Fire your BIGGEST GUN first - in your headline.
- Push your USP (Unique Selling Proposition) into your reader's face. The USP is heavily covered in the e-book Make Your Site Sell.
- Pack your message with Benefits, Benefits, then more Benefits. And describe every single one your product offers.
- EMPHASIZE your key points.
- Use plenty of white space.
- Break your copy into bite-sized chunks.
- Make your copy as long as it needs to be to get your WHOLE message across.
- Be imaginative with testimonials. Don't just list them on a separate page. Your readers won't look for them.
- Make it easy to contact you from every page.
- Make it EXTREMELY easy to order and SHOW your visitor how to do so.
- TELL your reader what to do. (e.g. Order Now!)
- Restate your guarantee on your order page.
- After the order is submitted, inform your customer it has been received. Send a thank-you email containing reassurance, details of delivery, and so forth.
- Be totally professional about absolutely everything.
So there you have it. A brief summary of copywriting techniques used by successful marketers and copywriters on and off the Web! People with the good sense to stick to PROVEN methods which achieve EXTRAORDINARY RESULTS!
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Article by Joe Robson of Copywriting Solutions whose popular website at adcopywriting.com is BULGING with great Web and Copywriting Tutorials and reprintable Articles. |
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