Website Copywriter Tips: Web Copy 101

You already know how to create great web copy. Just remember your childhood nursery rhymes. As silly as it sounds, “3 Blind Mice” will show you the way.

For some reason, “3 Blind Mice” paid me a visit. As I heard the 100th replay, it hit me – this would make great web copy. As a matter of fact, this simple little ditty contains 10 elements of Web Copy 101. In case you’ve forgotten, here’s how it goes. 

"3 Blind Mice; 3 Blind Mice.

See how they run; see how they run.

They all ran up to the farmer’s wife;

She cut off their tails with a carving knife

Have you ever seen such a sight in your life

As 3 Blind Mice?”

Let’s see how this children’s nursery rhyme is a model of Web Copy 101.

Web Copy 101 #1, 2, 3 …3 Blind Mice 

1) Try singing “A trio of visually impaired rodents, A trio of visually impaired rodents.”  Catchy? Formal writing doesn’t sell. Write the way people speak and you will be heard. The title does something else for this song. 

2) If you had to choose between songs entitled “Cows,” “Ducks,” or “3 Blind Mice,” which one would you choose? The title in all web copy has to grab the attention the reader.  There’s more. 

3) This alluring title makes the content clear right away. How many times do you stumble on a website only to find you’re not sure what they are selling or how it relates to you? Be sure your web copy uses the title or headline to set the table for the visitor.

Web Copy 101 #4 …3 Blind Mice, 3 Blind Mice (first line)

4) This song is going to be about little rodents, not geese. Does the first line of your web copy highlight what you offer, or at least whom your site is for? Good web copy is not mystery writing. Instead it says, “We’re here to sell you something and here’s why you need it today.”

Web Copy 101 #5, 6 … See how they run, See how they run

5) Repetition is the key to any message track and a staple of effective web copy. From a psychological point of view it lets your message become familiar and safe. From a search engine point of view repetition builds your keyword density and raises your search results. From a net reader perspective repetition in your web copy reinforces your message for the superficial reader who is scanning your site quickly. Repetition works on many levels. Let me say that again – repetition works on many levels.

6) The invitation to watch how the mice run around is also a clever way to involve the readers by getting them to do something. Does your site invite some kind of reader activity in the body of the web copy?

Web Copy 101 #7 … They all ran up to the farmer’s wife; she cut off their tails with a carving knife 

7) A good way to stitch your ideas together and build more active involvement in your copy is to use pronouns (they, she). By forcing the readers to build connections between previous and current information pronouns keep your site visitors more engaged. 

Web Copy 101 #8 … Have you ever seen such a sight in your life?

8) Do you know the best way to keep someone interested in what you are writing? What is 3 times 3? If you thought “nine” you proved my point. If you thought “eight” try night school. If you thought anything at all, you demonstrated the power of questions to generate reader participation. Everybody loves and needs to answer questions. Does your web copy provide thought provoking questions that get your reader thinking and involved?

Web Copy 101 #9, 10 … As 3 Blind Mice

9) Brilliant web copy. More repetition. Plus, the story ends where it started. One of the advantages of writing with search engines in mind is that keyword focus helps you stay on topic.  The glancing reader needs this controlling idea to get the essence of why they need what you have, now. Is your site's central idea consistently expressed all the way through your web copy? 

10) True, the song is written for children, but notice the use of short, crisp sentences to tell the tale. How are you telling your tale? You want your web copy to be clear, smart and direct.

I hope they get stuck in your head – the 10 lessons that is, not the lyrics. By the way, no animals were hurt during the writing of the article about web copy 101.

Website Copywriter Tips: Homepage Copy – The Transition Zone

Have you read Paco Underhill’s fascinating book,]Why We Buy], about the psychology of retail store shopping? One of his major tenets about brick and mortar shopping holds the key to effective homepage copy – something he calls the “transition zone.” If your homepage copy creates a sales zone not a transition zone, you could be losing sales.

The Transition Zone Explained

Think about the last time you visited a brick and mortar store… Maybe it’s raining or snowing outside. Maybe you just left the dry cleaner before arriving at the electronics store. As you first enter the store you constantly make adjustments to changes in lighting, temperature, sounds, and visual stimulation. You need to get your bearings. Underhill calls this part of the store the “transition zone,” a place for adjusting from outside to inside, not selling. Selling attempts in this early stage are lost.

When does your homepage copy start selling? Unless your answer is never, it is too soon.

The Trade Show Lesson

I remember that the worst trade show booth to have was just inside the front door of the trade center. Instead of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would think that being first was an advantage. This position might be true in search engine ranking but not in trade shows booths. The fact is many people don’t even notice the first booth until they have completed their adjustment process. By that time they are well past the first booth and buying from booth number 4.

Most website visitors behave like trade show guests. Is your web site copy trying to close business in booth one or giving the visitor time to adjust to the new digs? Why not put your actual sales copy in booth two or three or four? Better still distribute the message across all three.After all, that’s where the customers are headed anyway once they have transitioned to your site.

Cushion Don't Convince

So if selling is inappropriate what can you do to make your homepage copy sell without selling? Effective homepage copy cushions the hard landing strangers feel when they first arrive at your site. A soft landing is a receptive landing. Why not use your homepage copy to give visitors what they need:
>
Acknowledgement
Anticipation
Acclimatization
Acknowledge Your Visitors

Let’s go back to your recent store visit… You’re barely inside the door and the overly friendly sales clerk asks, “Can I help you find what you are looking for?” Most times this clumsy sales attempt is made too early in your transition to the store from your previous location. For most people shopping is an experience not a mission. Instead of being sold during their time of transition, most customers simply want to be acknowledged – greeted, recognized.

How does your website copy acknowledge visitors to your site?
Does your homepage copy confirm that your visitors are in the right place?
Does your copy welcome them?
Does your web copy make demands of these shaky travellers too soon?
How does your homepage copy help them adjust to the change in environment?
Build Anticipation

You’re standing ten feet inside the store. And there it is, way over there - the outline of that gorgeous HD TV you’ve been after. As you walk towards this target your heart races a little as you anticipate getting up close and personal with your quarry. The closer you get, the more you notice the details of your treasure.

By putting products a little off in the distance smart retailers build anticipation. You know what it’s like. Details come into focus over time. Expectation increases.

Where could you put your best offerings to heighten anticipation without killing transition?
How can you replace assertiveness with anticipation?
Wouldn’t it be a good idea to introduce your value proposition in your homepage copy, without demanding customer action right away?
Where could you place the copy that supports this value proposition?
Shouldn’t your remaining pages build expectancy and familiarity at the same time?
How about making your web site copy one integrated “time release capsule”?
Deepen Acclimatization

Whenever copy goes against the customer’s natural order, it becomes a threat, losing credibility and any chance of influence. It doesn’t make sense to challenge the site visitor’s natural need for transition. Why not embrace this idea? Remember the old ABC’s of selling? Instead of “always be closing,” why not use the transition zone strategy “always be comforting.”

Think of ways your homepage copy can help your customers acclimatize to your site.

Do you repeat your key ideas to build familiarity?
Is the look and feel of your copy consistent?
Does your copy give a snapshot of what’s possible on your site?
Is your navigation system explained?
Has your homepage copy briefly highlighted your content?
How can your visitors gain quick control of their journey?
That’s acclimatization. Now you’re ready to sell. YES!
 Effective homepage copy smoothes the transition from stranger to guest using acknowledgement, anticipation, and acclimatization.
Done well and it’s sales zone time for the customer. Done poorly and it’s cortisone time for you.


Do You Want to Work From Home Selling Unlimited Amounts of Digital Information Products and Keeping 100% of The Profits? 

Now You Can!

Just imagine a laser targeted, well researched expertly written digital download product for sale on your  website that people from all around the world will be able to buy and  to from the comfort of their own homes? 

Because you know it would be absolutely amazing to make money on automation without having to lift a finger while you get on with your life and even while you sleep. 


Introducing

...

Website Copywriter Tips: Web Copy 101

You already know how to create great web copy. Just remember your childhood nursery rhymes. As silly as it sounds, “3 Blind Mice” will show you the way.

For some reason, “3 Blind Mice” paid me a visit. As I heard the 100th replay, it hit me – this would make great web copy. As a matter of fact, this simple little ditty contains 10 elements of Web Copy 101. In case you’ve forgotten, here’s how it goes.

"3 Blind Mice; 3 Blind Mice.
See how they run; see how they run.
They all ran up to the farmer’s wife;
She cut off their tails with a carving knife
Have you ever seen such a sight in your life
As 3 Blind Mice?”

Let’s see how this children’s nursery rhyme is a model of Web Copy 101.

Web Copy 101 #1, 2, 3 …3 Blind Mice (title or heading)

1) Try singing “A trio of visually impaired rodents, A trio of visually impaired rodents.”  Catchy? Formal writing doesn’t sell. Write the way people speak and you will be heard. The title does something else for this song.

2) If you had to choose between songs entitled “Cows,” “Ducks,” or “3 Blind Mice,” which one would you choose? The title in all web copy has to grab the attention the reader.  There’s more.

3) This alluring title makes the content clear right away. How many times do you stumble on a website only to find you’re not sure what they are selling or how it relates to you? Be sure your web copy uses the title or headline to set the table for the visitor.

Web Copy 101 #4 …3 Blind Mice, 3 Blind Mice (first line)

4) This song is going to be about little rodents, not geese. Does the first line of your web copy highlight what you offer, or at least whom your site is for? Good web copy is not mystery writing. Instead it says, “We’re here to sell you something and here’s why you need it today.”

Web Copy 101 #5, 6 … See how they run, See how they run

5) Repetition is the key to any message track and a staple of effective web copy. From a psychological point of view it lets your message become familiar and safe. From a search engine point of view repetition builds your keyword density and raises your search results. From a net reader perspective repetition in your web copy reinforces your message for the superficial reader who is scanning your site quickly. Repetition works on many levels. Let me say that again – repetition works on many levels.

6) The invitation to watch how the mice run around is also a clever way to involve the readers by getting them to do something. Does your site invite some kind of reader activity in the body of the web copy?

Web Copy 101 #7 … They all ran up to the farmer’s wife; she cut off their tails with a carving knife

7) A good way to stitch your ideas together and build more active involvement in your copy is to use pronouns (they, she). By forcing the readers to build connections between previous and current information pronouns keep your site visitors more engaged.

Web Copy 101 #8 … Have you ever seen such a sight in your life?

8) Do you know the best way to keep someone interested in what you are writing? What is 3 times 3? If you thought “nine” you proved my point. If you thought “eight” try night school. If you thought anything at all, you demonstrated the power of questions to generate reader participation. Everybody loves and needs to answer questions. Does your web copy provide thought provoking questions that get your reader thinking and involved?

Web Copy 101 #9, 10 … As 3 Blind Mice

9) Brilliant web copy. More repetition. Plus, the story ends where it started. One of the advantages of writing with search engines in mind is that keyword focus helps you stay on topic.  The glancing reader needs this controlling idea to get the essence of why they need what you have, now. Is your site's central idea consistently expressed all the way through your web copy?

10) True, the song is written for children, but notice the use of short, crisp sentences to tell the tale. How are you telling your tale? You want your web copy to be clear, smart and direct.

I hope they get stuck in your head – the 10 lessons that is, not the lyrics. By the way, no animals were hurt during the writing of the article about web copy 101.



Do You Want to Work From Home Selling Unlimited Amounts of Digital Information Products and Keeping 100% of The Profits? 

Now You Can!

Just imagine a laser targeted, well researched expertly written digital download product for sale on your  website that people from all around the world will be able to buy and  to from the comfort of their own homes? 

Because you know it would be absolutely amazing to make money on automation without having to lift a finger while you get on with your life and even while you sleep. 

If you like the idea of being able to sell unlimited information products click here.

SKH Business and Marketing Consulting

Website Copywriter Tips: Web Copy Sabotage

How does your personality affect your web copy? Whether you mean to or not, your site reflects you in ways you might not notice: sometimes good, sometimes bad. While personality peccadilloes can be endearing in social situations, minor personality flaws can cause web copy sabotage.</b> So before you get out your keyboard, get out a mirror.

Why not see if any of these 3 personality traits are seeping into the design and copy of your web site?

Insecurity
Pride
Anxiety

Web Copy Sabotage #1: Insecure people create timid sites

Most people are insecure in certain situations as they vary their image to gain the favour of others. Nothing kills web copy faster than trying to be a people pleaser. Insecure people create timid sites that try to be all things to all people. Instead of declaring, “Here’s who I am,” insecure web copy tentatively pleads, “I can be whatever you want; hope you find something you like.” How forgettable and phony is that? Secure people on the other hand have learned to get real.

Some people like them; others don’t. Their web copy stands out because their authors stand up. Their web copy is memorable because it is authentic. Does your web copy take a stand or does it sit on the sidelines wanting to be liked? Is your web copy real or real phony?

Web Copy Sabotage #2: Proud people produce narcissistic sites

While timid web copy aims overly outward, narcissistic web copy looks too far in the other direction. Business owners have a justifiable pride in their business. Sorry to say this pride can lead to web copy sabotage.

Many owners lost in their delight often boast, “Look what I can do,” instead of proclaiming, “Look what you get.”

Their web copy tends to focus on features instead of real customer benefits. It highlights trained staff rather than peace of mind.

Missing are empathy and impact. Nothing kills internet rapport like a one-sided, relationship. Does your web copy brag about you or resonate with strangers?

Web Copy Sabotage #3: Anxious people make nervous sites

Nervous sites are the most common form of web copy sabotage. They don’t gaze outward or inward; they look nowhere, all hurried and patchy. The visuals are the first give-away:

• 
  
• a little red here and a dash of purple there
• a touch of bold with a smidgen of underlining
• a bevy of random quotations
• a frenzy of isolated graphics

Where’s the rhyme? Where’s the reason? Where is the message? The web copy reads more like a digital ransom note than a calm presentation of a distinctive value proposition.

The sad part is this kind of web copy sabotage is that it frequently betrays an honest business person who is just not comfortable about expressing his business. This web copy unfairly depicts sleaze and incredulity.

Sometimes the anxiety is driven by a specific learning style. A number of individuals are more comfortable with trees than a forest, preferring details to the big picture. That’s too bad because site visitors usually crave the big picture before they invest their care and clicks. What image does your web copy convey – calm or chaos?

Web Copy Sabotage: What can you do about it?

So you’re not perfect. Everybody is a bit insecure, a tad proud and slightly anxious. The trick is to keep these failings from invading your web copy. So what can you do to prevent web copy sabotage?

Your human shortcomings might populate your site because you are just too close to the data to detect your demons creeping up the keyboard.

You’ve got to get some distance. First have a third party who’s not a family member play site doctor, looking for symptoms of insecurity, pride, and anxiety in your site design and copy.

There’s nothing like conducting your own foible check to be sure you parked your sabotaging issues at the curb, not in your web copy. Here are 3 questions to ask:

What exactly does my site stand for?
How do my visitors see themselves?
How have I organized my design and copy? 

If these tactics don’t help you improve your web copy, you could either see a qualified psychiatrist or hire – you know – a handy copywriter.

Do You Want to Work From Home Selling Unlimited Amounts of Digital Information Products and Keeping 100% of The Profits? 

Now You Can!

Just imagine a laser targeted, well researched expertly written digital download product for sale on your  website that people from all around the world will be able to buy and  to from the comfort of their own homes? 

Because you know it would be absolutely amazing to make money on automation without having to lift a finger while you get on with your life and even while you sleep. 

If you like the idea of being able to sell unlimited information products click here.

SKH Business and Marketing Consulting

Combining Email Marketing with Other Types of Marketing

Whether you choose to do your marketing online or offline, one thing does not change. This is the concept that no single marketing strategy will be as effective as a combination of two or more marketing strategies. This does not mean it is necessary for you to implement every known marketing strategy to promote your business but rather it implies that it is worthwhile to market from a few different perspectives to help you achieve your business related goals. This article will examine the importance of combining email marketing with other types of marketing to create a successful; multi tiered marketing strategy and will also offer some advice on managing more than one marketing strategy at once.

As the old saying goes, “Two heads are better than one,” and this is certainly true when it comes to marketing. You may enjoy a great deal of success with email marketing but this does not mean you should not try other types of online marketing such as website creation, participation in industry related message boards, placing banner ads, orchestrating an affiliate marketing campaign and generating inbound links to your website. While it is possible that not all of these strategies will be effective for your business, you are likely to find at least one other option which complements your email marketing and helps you to achieve your business related goals.

Alternately you may even wish to combine your email marketing campaign with more traditional marketing strategies such as radio ads, television ads and the print media. Just because these types of advertising do not take place online, does not mean they will not be able to help you generate more business. In fact advertising both online and offline can allow you to reach a larger target audience. This is because you will likely reach Internet users around the world but can also reach potential customers who do not utilize the Internet for purchasing or researching products or services similar to the ones you offer.

Popular marketing strategies to combine with email marketing include banner ads and message board participation. These are all online activities and each one individually is fairly simple. However, in combination these simple activities can create a powerful statement. You may send out emails offering useful information about your products or services, purchase banner ad space on websites which may be of interest to your potential customers and participate in industry related message boards where you can earn the respect and pique the interest of potential customers. Even if your potential customers are not currently in need of the products and services you offer, seeing your business name so often can have a branding effect. Branding is essentially a process in which consumers see a company name so often that they are more likely to select a product from this company when they are in need of an item the company offers.

If you are planning to combine multiple forms of advertising, you should be aware that this can make it difficult for you to evaluate the effectiveness of each marketing strategy. This is especially true of the marketing strategies are implemented concurrently. When you are only using one type of marketing strategy, you can generally attribute increases in sales or website traffic to changes in the marketing strategy. However, when more than one type of marketing strategy is in effect, determining which strategy is producing the desired effect can be quite difficult. This situation can be handled by not making changes to more than one marketing strategy at a time. This will help to pinpoint which changes produce an increase in sales or website traffic. It can also help you to determine when changes to your marketing strategy have a detrimental effect on your sales and website traffic. However, if you are having difficulty determining which marketing strategy is most effective you can consider asking customers to answer survey questions and provide information such as how they learned about the products or services your business offers.

Writing Benefit-Driven Web Copy – 4 Steps to More Sales

You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?

Recently I wrote an article explaining how to identify the benefits you offer your customers (http://www.divinewrite.com/benefits.htm). That article challenged business owners and marketing managers to think in terms of benefits rather than features when writing their web copy.

What the article didn’t discuss was how to actually write the web copy once they had identified their benefits. That’s what this article is about. (It even gives you a couple of templates you can use to make your job a whole lot easier!)

As a website copywriter, many of the projects I undertake are completely new websites. The client has some general ideas about what they’d like to convey, but they need someone who can fine-tune their message, and create web copy (and a web structure) which engages their readers. As a result, over the years I’ve developed a process for doing this effectively. There are four main steps:

1) Identify benefits

2) Identify how you deliver these benefits

3) Prioritise your benefits

4) Write the content

Although this article touches on step 1, it’s mostly about steps 2, 3, and 4.

STEP 1 – IDENTIFY YOUR BENEFITS

Branding aside, most websites are about selling. Customers don’t want to know what you can do; they want to know what you can do for THEM. That means the first question you should ask is, “What benefits do I offer my customers?” This is usually the first step toward identifying the key message to be conveyed.

That’s not to say that your website shouldn’t describe your products and services. You just need to make sure it describes them in terms of benefits to your customer.

But benefits identification is outside the scope of this article. If you’d like to find out more about how to engage your customer with benefits, go to http://www.divinewrite.com/benefits.htm.

STEP 2 – IDENTIFY HOW YOU DELIVER THESE BENEFITS

Of course, you can’t just claim to deliver benefits and stop at that. You need to support that claim. On your website, you’re going to need to convince your audience that you actually do deliver these benefits. Anyone can say they deliver benefits, but few can say it persuasively.

From step 1 you’ll have a list of benefits. Now you need to think about how you deliver each benefit in that list. This is where you start talking about features – price, product highlights, distribution channel, competitor weaknesses, external factors, USPs, etc. It’s helpful if you draw up a table with one column for benefits and one for the features which deliver those benefits. (Click http://www.divinewrite.com/downloads/benefitsfeatures.doc to download an example Benefits-Features table – 20KB.)

You’ll probably find this process much easier than identifying benefits. In fact, you’ve probably got most of this information written down already… somewhere. If not, chances are you uncovered a good portion of it when you were brainstorming for benefits.

TIP: If you’re having trouble identifying supporting features, before filling out the table, try listing everything you can think of which relates to what you do and how you do it. Don’t worry about the order. Just braindump onto a piece of paper, a whiteboard, a Word document, anywhere… Don’t leave anything out, even if it seems unimportant. (You’d be surprised how important even the most insignificant details can become once you start assigning them to benefits.) If you start getting lost, think back to the question you’re trying to answer: How do you deliver your list of benefits to your customer? Once you’ve done your braindump, read through it and decide which specific benefit each feature delivers.

STEP 3 – PRIORITISE YOUR BENEFITS

Now that you’ve identified all the things you COULD say, it’s time to figure out what you SHOULD say and where you should say it. This is where your benefits-features table comes into play. Read through your list of benefits and prioritise them according to how compelling they will be to your reader.

The reason for this? Priority determines prominence. The most compelling benefits will need to be prominent on your site.

TIP: Be aware that your list may include some benefits which everyone in your business category could claim. In other words, they’re not just specific to your company, but apply to the type of service you offer. For example, if you sell a Content Management System (CMS) for website creation, you may list “Greater control for marketing managers” and “Less expense updating content” as benefits. Every CMS vendor could claim these benefits, so you’ll need to question their importance. Will they differentiate you from your competitors. Generic benefits can be useful if none of your competitors are using them, or if you feel you need to educate your market a bit before launching into company-specific benefits.

STEP 4 – WRITE YOUR CONTENT

So now you know what you’d like to say, it’s time to decide how to say it. This is about three things:

i) Subject – What is the subject of your site; features or benefits?

ii) Structure – How do you structure your site such that your customers will read your most compelling benefits?

iii) Words – What words should you use to best engage your audience (and the search engines)?

The remainder of this article is dedicated to Subject and Structure. For further discussion of Words, see http://www.divinewrite.com/webwriting.htm and http://www.divinewrite.com/seocopy.htm).

Subject

What is the subject of your site; features or benefits? The answer to this question lies in audience identification. If your audience knows a bit about the type of product or service you’re selling, lead with features (e.g. processor speed, turnaround time, uptime, expertise, educational qualifications, wide product range, etc.). But make sure you talk about their benefits, and make sure the features offering the most important benefits are the most prominent.

Here’s a simplified example…

“Cool Widgets offers:

-- Standard Operating Environment – Significantly reducing the complexity of your IT infrastructure

-- System upgrades which are less expensive to license – Providing excellent TCO reductions”

In cases where you’re selling to an audience who knows very little about your product or service, lead with benefits (e.g. if you’re selling something technical to a non-technical audience).

Here’s the same simplified example, reversed for a novice audience…

“Cool Widgets offers:

-- Reduced complexity of IT infrastructure – We can implement a Standard Operating Environment for your organisation

-- Reduced TCO – We can upgrade your IT to systems which are less expensive to license”

Structure

How do you structure your site such that your customers will be sure to read your most compelling benefits? The answer is, keep it short ‘n sweet. And make it scannable. This doesn’t mean you have to cut features or benefits. You just have to structure your site to accommodate your message.

While every site is different, as a rule of thumb it’s a good idea to introduce your main features and benefits on your home page. Summarise them – preferably using bullet points, but at the very least, clearly highlight them so that your audience can scan-read (e.g. bold, underline, colour, link).

Then link from each summarised feature or benefit to a detailed description. Try to keep each page to approximately 200-400 words. You may need several pages to detail all your features and benefits. (Click http://www.divinewrite.com/downloads/pagestructure.doc to download a page structure template – 29KB.)

TIP: In cases where you need to introduce features and benefits which are generic to your field (rather than specific to your offering), your home page is generally the best place to do it. From there, you can lead to a second page summarising the specific features and benefits of your offering.

Conclusion

Web copy is about far more than just clever words. It’s essential that you identify the benefits you offer your customer, and that you can convince your customer you actually deliver those benefits.

I hope that the guidance and tools provided in this article will help you on your way to engaging web copy which converts to sales.

Happy writing!

www.harrisonkenyon.com

7 Essential Tips for Reviewing Your Copy

Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales.

How can you avoid this dire marketing situation?

By having a smart and consistent review process that preserves the selling power of your marketing communications. Following are 7 essential tips for reviewing and approving copy.

1. Review the copy from the customers’ perspective.

On the first pass, read the copy (all of it) without your red pen in hand or editing hat on. That’s how your customers or audience will read it. Now, what do you think? Does the concept work? Did the headline grab your attention? How was the tone? Does the copy flow? If you begin by editing the first sentence or sweating the details, you will do your clients or customers a disservice.

2. Don’t get hung up on grammar and usage.

If you think the copywriter broke a writing rule, 9 times out of 10 there was an excellent reason. Copywriters are sales people in print, so if we take liberty with the English language, it’s for effect. Plus, be aware that copywriters (and proofreaders) review and correct the copy before you see it. For example, I consider spelling, grammar, style issues, trademark usage, and more to ensure the quality control of every piece of copy I write.

3. Avoid copy by committee.

There’s that old joke that says if you want to kill an idea or project, start a committee. Copy by committee is no different. Conflicting and misguided comments put the copywriter and creative team in the awkward position of trying to please everyone except who matters most -- the intended audience. One way around this is to circulate informational copies to people who would like to see the copy. They can make comments without being part of the formal approval process.

4. Minimize the rounds.

Provide complete feedback on the first round, forwarding all your comments, suggestions, and changes to the copywriter. That way the copywriter can consider everything when he or she rewrites the copy and you can shorten the review cycle. Copy is typically stronger when it’s created in three or fewer rounds.

5. Provide specific comments.

When you provide specific comments, the chances of succeeding on the rewrite improve dramatically. For example, instead of saying, "This isn’t strong enough," say, "The tone needs to be more authoritative" or "These are additional benefits the copy should cover." Often times putting your comments in writing will help you be more specific than if you just provide them orally.

6. Let the copywriter rewrite the copy.

Instead of trying to "write" the changes yourself to be incorporated, tell the copywriter your concerns and let him or her address them. The copy will benefit when the copywriter does the rewriting.

7. Judge the copy based upon your objectives.

In the end, the copy was written with particular objectives in mind: to build your brand, generate leads or sales, inform about your company, products, or services, and so on. Make sure the copy is technically accurate and factually correct. Then critique the copy based upon what you want it to accomplish, not on the number of superlatives, your competitor’s latest ad campaign, or how it compares to your previous brochure.

Digital Marketing e-Courses

If you want simple effective digital marketing e-courses that help you build authority, increase targeted traffic and build a social media following a rock-star would envy you need to click here now

How Long Does Your Copy Need to Be?

One question that always crops up is the one regarding the length of a piece of copy. There is really no one answer to this, it will depend on what you are selling. For example if you are selling a short 20 page report your copy will be shorter than if you are trying to sell a $50,000 sports car! So the best answer is that your copy needs to be as long as necessary to get the buyer to hit the buy button.
For this reason we often tell people to not worry about the length of your sales letter. Instead just start writing it out and see how long it turns out. You want to include certain elements and points into your sales piece.

Here's a basic outline you might like to follow:

1. Headline that asks a question or focuses on a specific problem.

2. Introduction - this is where you address your reader and start focusing on their particular issue. This will be a longer portion where you can tell a story about how you overcame this problem.

3. Starting hinting at a solution.

4. Add bullet points about the features of the product.

5. Introduce your solution and tell them why it is the perfect choice for them.

6. Add any testimonials or reviews if available, this gives them proof that the product works.

7. Now introduce the offer - this is where you add the price and statements that say something like; limited time offer, introductory pricing etc.

8. Close your letter in the next section and outline the main benefits yet again.

9. Add a P.S. - this section is where you say something to the effect of; you haven't ordered yet, why not? Reinforce that the product is on a limited pricing structure. This creates a sense of urgency and entices the reader to take action.

Once you have gone through the above sections you should have all the details you need for your sales page. All that is necessary is to go back and read your copy. Ensure that your letter follows and reads just like a letter. As you read you should start to create a sense of 'I have to buy this now' in your reader. Don't forget to add images of your products if possible, as this helps them identify with it.

This outline gives you the basics of what to add into your sales letter and will determine the final length.

The Basics of Good Copy

Writing good copy is a skill that many people should learn, regardless of whether they actually want to be a copywriter or not. If you send a lot of emails then these same skills and tactics apply to you as well.

The following list is a quick overview of what it takes to write good copy.

Understanding your target audience - it is much easier to write to someone when you have a little background on them. You should try and come up with a mental or written image of who your target audience is. What their age is, where they live and their average income, plus their likes and dislikes.

You always want to know the answers to these two questions.

1) Why should your customer buy this product and

2) what's in it for them?

Try to find a way to make your copy stand out from others. Look for similar sales pages and look for an angle or hook that is different.

Have a specific purpose to your copy - yes you want customers to buy. But think about helping to solve problems by offering solutions.

Take the time to write a good headline - if your headline is weak the customer will most likely not read all the way through on your sales page. If you are writing emails then this section pertains to your subject line. Give your reader a good reason to open your email.

Use headings and sub headings - these help to first break up your copy but they also help to highlight the benefits of the product.  Remember that 'what's in it for me?' question.

Avoid using filler or fluffy words - don't use words such as maybe, hope, wish, try could and perhaps. Instead you want to create concise sentences that are short and contain words such as will and can.

Always write your copy in the present tense. Instead of saying 'was chosen' use the word 'received'. Using the present tense really helps to add strength to your entire copy.

Use testimonials or customer quotes - this really helps to add proof to your copy and if possible try to include a photo of the person. If you can make these people seem real to your potential customers, the better your copy will convert. It also helps to add where the person lives by city or state, always get permission first before adding testimonials.

Once your copy is finished always read it out loud. Either you can do this or have someone else read it for you. When you read your copy if you stumble over a section, go back and edit it. If someone else reads it see if they are compelled to purchase it, if not, tweak it!

By applying these basic concepts to each piece of copy you right you should have no trouble in converting readers into customers.

Why You Should Pay Attention to Your Sentences

This is something that all good copywriters do on a regular basis. They focus on creating short sentences that make a statement. If you are accustomed to writing fiction you may be used to adding more fill to each sentence. Adding descriptions to evoke pictures of the characters or scenery for example.

Good copy needs to be short and sweet. A good piece of advice is to use the 5 W's. Who, What , Where, Why and When. Then on top of this you want to add facts to these sentences. When you add facts or more specific details you are reinforcing ideas to your readers.

If you are new to copywriting then you should start collecting examples of sales pages so that you can study them. Specifically you want to look at the use of sentences, bullet points, headings and sub headings.

Bear in mind too, that people will be reading your sales copy on their computers and their mobile devices. Some will have smaller screens that do not display as much text. So you need to have text that is easy to read. You have probably experienced trying to read a large, never ending paragraph of text. Most likely you got fed up or bored and stopped reading. This is why short, clear sentences are important.

When writing your copy you want to connect and evoke emotions in your readers. The best way to do this is to try and dig down and bring their problems to the surface.

You want to address this fear, they may be worried about losing their job, they may be worried about their health or finances. Make sure you bring this up in your copy.

After addressing these fears you want to promise solutions to these fears. By doing this with your sentences you are giving them hope. After all they are potentially buying your solution to their problem.

Now all of this sounds quite simple but it does takes practice to hone your copywriting skills. If you can just remember to write short sentences you will be half way there.

We suggest that you practice writing out lots of short sentences that are concise. In addition to the sentences work on writing out short headings and sub headings. Adding these headings to your copy breaks up your text and makes the copy easier to read, plus it make it more pleasing to the eye.

Mega Free Digital Marketing Article Directory

You will find links to all our digital marketing blog posts and will be happy to know we are building our collection of Youtube videos so you can get your hands on even more free digital marketing advice . 

Membership Site Articles

• Is Over Delivering on Membership Sites Important?
• Should You Run a Membership Site?
• What Type of Content Can You Offer in A Membership...
• How to Use Trial Offers to Increase Your Sales
• Become a Facebook Expert for Free Part 1 100 Best ...
• SEO Myth Busting Videos Part 1
• Ultimate Email Marketing Tips
• Understanding the Concept of Repurposing Your Cont...

• Niche Research Articles
• How tо Host Your own Website Frоm Home
• To Make Money Online, You Must Commit!
• You Must Use The Right Keywords To Attain High Pag...
• Why You Need Your Own Website Whether or Not You S...
• "7 Ways To Convert Your Traffic Into Cash"
• The One Niche That Will Make You Rich

SEO Copywriting Articles

• The Indispensable Qualities of Professional Copywr...
• A Copywriting Lesson from Dr. Seuss
• How To Get More People To Read Your Ad Til The End...
• How To Get People Respect The Value of Your Prod...
• The Best Placement for Your SEO Web Copy
• Tips for Copywriting Beginners
• Is Your Copy Trusted by Google?
• How To Get More People To Trust What You Say
• How to Get People to Respect The Value of Your Pro...
• How to Get People to Read Your Adverts Til The End...
• 10 Tips for a Successful Entrepreneurial Pitch
• How To Get More People To Notice Your Advertising
• How to Choose a Great Copywriter
• 8 Steps To Irresistible Email Copy Every Time
• 3 Simple Steps to Killer Headlines
• The Best Place to Put SEO Copy on Your Web Page
• 10 Steps to Make the Most of Autoresponders
• The 2 Most Common Mistakes When Writing With Keywo...
• So You Want To Be A Copywriter?
• Blogging 101

Market Research Articles

• How to Identify Your Target Market
• What Need Does Your Business Fulfill?
• What Makes Your Business Unique?

Business Plan Development

• What Makes Up Your Revenue?
• 10 Sure-Fire Steps to take the Fear out of Public ...
• Creating Your Business Plan of Action
• How to Create Targeted Promotional Material
• How to Make Your Customers Feel Special

• Information Product Creation Articles
• 7 Step: How To Create And Publish Your Own E-Book
• 5 Reasons Master Resale Rights Are A Good Web Business...
• Creating Your Own Unique Info Produc

• Social Media
• How tо Tag а Photo оn Facebook
• How tо Unblock Sоmеоnе оn Facebook
• Following Sоmеоnе оn Twitter Explained
• Whаt іѕ Twitter аnd How Does іt Work
• What to Tweet
• Your Twitter Custom Background
• Twitter Profile Setup
• How to Set Up Your Twitter Account
• How tо Get Noticed оn Twitter For All The Right Re...
• How tо Link Twitter tо Facebook Easily
• How tо Get More Twitter Followers
• How to Use Facebook Safely
• How to Use Facebook to Promote Your Business
• Your Ultimate Guide to Facebook Etiquette
• Top 7 Strategies to Build Trust in Your Online Ser...
• 'How to Use Social Bookmarking As An Acceptably Ag...
• How to Create Your Own Home Based Digital Business...

Name:

Email:

We respect your email privacy

• WordPress/Blogging Web Design Articles
• Wordpress Basic Functions
• How to Make Quality WordPress Sites
• The 10 Frightening Pitfalls That Can Turn Your Vis...
• 10 Reasons Why People Don't Visit Your Web Site
• 10 Questions You Should Answer Before Building An ...
• 6 Reasons Why Case Studies Are A Terrific Market F...
• 10 Powerful Tips for the Newbie Internet Business ...
• Hosting Overview
• 7 Tips to Skyrocketing Your Blog's Readership
• 7 Reasons You Need To Blog For Your Business
• 3 Quick And Easy Ways To Build A Profitable Opt In...

​