The Art of Effective
Copywriting
If you're selling
a product or service on the Internet, your words are the most important factor
in determining your success. High-tech web sites with fancy images won't
make sales; however, many Internet entrepreneurs spend much more time designing
a professional looking web site than writing effective sales copy. A professional
looking web site is a very important part of making sales; however, without
effective sales copy your web site will be useless.
The art of effective copywriting is simply learning how to write persuasive
words specifically written for your targeted customer. You must feel your
customers needs and write your copy with passion, excitement and benefit.
If you've ever developed a new product then you know that there is a certain
time when your emotions are riding high and you're full of excitement and
anticipation. This is the best time to do your copywriting. Your excitement
will flow through your words. Take this time to sit down and write an outline
for your sales message.
Creating A Headline
The first part of your outline will be your headline. This is the most important
part of your entire sales copy. You must write a headline that demands attention
and forces your visitor to read on. Most of your visitors will only read
your headline. If it doesn't instantly grab their attention, they'll move
on and never return.
Writing an Introduction
Once you've captured
your visitor's attention, you'll now need to direct their attention to your
introduction. Keep your introduction brief and to the point. Let them know
exactly what you have to offer them.
Use Plenty of Subheadings
Your next step in creating your outline is to add subheadings. Subheadings
are basically just smaller headlines used to break up your text blocks. They
also provide your readers with important highlights of your paragraphs. Use
plenty of subheadings throughout your copy, as not all of your visitors will
read your copy word for word. They'll simply scan it and only read what catches
their attention.
Remove the Risk
You must provide a solid, no risk, money back guarantee. Provide a limited
time free trial or download that will completely remove the risk. This will
build your potential customers confidence and put their mind at ease. Display
your guarantee in bold text and even mention it in your sales message and
on your order page.
Call for Action
Ask for the order and provide an easy ordering process. Continue to reassure
your potential customer and lead them to your order page.
Use a P.S.
When your visitor scans your sales message, chances are they'll read your
headline, subheadlines and your PostScript message. Place your most important
benefits within your P.S. message. It will get read.
Writing Your Copy
Now, you're ready to begin filling in the spaces. When you begin writing
your paragraphs, get straight to the point, avoid negativity and hype, and
write in small sections. Vary the paragraph sizes and limit each paragraph
to four or five lines max. If you feel that your paragraph will be longer
than four or five lines, try to use bullets to display important points.
Write in an everyday language that everyone can understand.
Make sure you use plenty of white space. White space is the empty space between
your paragraphs and around your text. You don't want to overwhelm your visitors
with a solid page of black text. Nothing will make them click away any
faster.
Pack your sales copy with benefits from your headline straight through to
your order form. Make sure you don't confuse features with benefits. Features
don't sell... Benefits sell. Your visitor wants to know exactly what your
product or service can do for them.
Provide Testimonials
Testimonials provide another great way to reassure your visitors. Blend your
testimonials in with your sales message. Avoid making your visitors have
to click to another page to view your testimonials; chances are, they won't.
By blending your testimonials in with your sales message you can ensure they
will be read.
Selecting Fonts
Avoid using fancy fonts. Fancy fonts make text difficult to read. In addition,
your visitor may not have that font on their computer. Select a font that
is easy to read and use black text on a light background.
Long Copy Vs. Short Copy
It is a proven fact that long sales copy out-sells short sales copy, but
some visitors do prefer a short sales letter. You can give your visitors
both. For those who prefer a short sales letter you can provide opportunities
to click through to your order page prior to ending your sales letter.
Try to keep your sales letter all on one page. Your visitor would much rather
have to scroll through your letter than click through and load another page.
With each additional click, you'll lose a percentage of your potential
customers.
Your words should seamlessly flow together from your headline through to
your order page. Keep it simple, to the point and pack it with all of the
benefits your product has to offer.
Learning the art of effective copywriting can mean the difference between
success and failure. The simple, well-designed web sites with killer sales
copy make the sales.
Copyright © Shelley
Lowery
About the Author:
Shelley Lowery is the author of the acclaimed web design course, Web Design
Mastery.
http://www.webdesignmastery.com
And, Ebook Starter - Give Your Ebooks the look and feel of a REAL book.
http://www.ebookstarter.com
Visit Web-Source.net to sign up for a complimentary subscription to Etips
and receive a copy of the acclaimed ebook, "Killer Internet Marketing
Strategies."
http://www.web-source.net
You have permission to publish this article electronically, in print,
in your ebook or on your web site, free of charge, as long as the author
bylines are included.
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