| Picture a website, it's got class "A" | | | | through in our writing style. Just like |
| graphics, a beautiful flash menu, sound video | | | | meeting someone in a social setting, it's the |
| and all the bells and whistles. Now imagine | | | | combination of the words they say and the |
| this beautiful website without any words at | | | | intangible features they have that we use to |
| all. How many sales do you think it would | | | | decide whether or not we like them. |
| make? | | | | |
| | | | Even the best sales copy rarely converts more |
| Rudyard Kipling once said "words are, of | | | | than 2% of prospects to customers. So, don't |
| course, the most powerful drug used by | | | | worry about the 98% of people that you know |
| mankind." Words make us laugh, cry and fall | | | | will not be interested in your message. |
| in love. Words have started wars and ended | | | | |
| them. So it is with writing copy for your web | | | | One of the biggest mistakes that people make |
| site. The words you use have the power to | | | | when writing copy is that they fail to write |
| positively explode your sales, or completely | | | | to their ideal customer. Instead of writing |
| kill them. | | | | to the millions of potential readers out |
| | | | there on the Internet, effective web copy is |
| Great copywriters of the advertising age have | | | | written to one single individual. |
| given us tested formulas for the mechanics of | | | | |
| writing effective sales copy. | | | | Imagine sitting in a bar or coffee shop, |
| Attention-getting headlines, body copy that | | | | across the table from someone whose company |
| appeals to your readers' emotions, and | | | | you truly enjoy; a close friend, family |
| benefit-laden bullets. You must answer the | | | | member, or other loved one. Now, imagine that |
| question "what's in it for me?" While you're | | | | this person has just asked you for your |
| at it, don't forget to build credibility, ask | | | | advice or opinion about your favorite |
| for the sale, offer a bonus and finish off | | | | product. Write as if you were talking to them |
| with a P.S. that reiterates the call to | | | | out loud. Speak from the heart and do it |
| action. | | | | quickly. |
| | | | |
| But still something is missing. What they | | | | In case you missed it, that last little tip, |
| leave out is the importance of style and | | | | "do it quickly," is incredibly powerful. It |
| delivery. Great copywriters, like great | | | | came from John Caples, one of the masters of |
| musicians, have practiced their delivery for | | | | modern direct response marketing. Once you |
| years, honing their skills to razor | | | | have followed the steps above and put |
| sharpness. Like a Stradivarius in the hands | | | | yourself in the right frame of mind, begin |
| of a master violinist, an accomplished | | | | writing, and get the words out as quickly as |
| copywriter's skilled delivery requires more | | | | you can. Caples said that writing quickly |
| than just an intimate knowledge of the | | | | would focus all your energy on the letter, |
| mechanical fundamentals. | | | | which would give it a life of its own and |
| | | | make it sizzle. |
| What about the rest of us? What if I need to | | | | |
| make sales NOW? Here is a secret that will | | | | Once completed, it is much easier to pare |
| speed you on your way to writing effective | | | | down a terrific piece of ad copy than it is |
| copy every time: | | | | to try and add life to lifeless, dry copy. |
| | | | Your copy will become exponentially more |
| It's chemistry, that same "Je ne sais quoi" | | | | effective when you write to one person than |
| that makes us attracted to one person over | | | | if you try and write to a crowd. |
| another. | | | | |
| | | | That is the foundation of writing copy that |
| Our personality and individuality comes | | | | sells. |