|
|
The Art of Effective
Copywriting
By Shelley Lowery
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
|
|
|
|
