Web Copy Blog

Commitment/consistency element of influence is one of extremely powerful and seductive device that is used in web copy writing.  Human beings have a nearly obsessive desire to be–or to appear–consistent to others and to ourselves.  Once we’ve subscribed to something, voted for something, bought something, or taken a stand on something, we are under tremendous [...]

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Neurolinguistic programming is the science of how the brain codes learning and experience.  This coding affects all communication and behavior.  NLP involves the use of proper syntax (or language).  Using it properly can make all your written communications more persuasive.  There are several NLP devices that foster in writing web copy.  Among them are embedded [...]

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There is a phenomenon called the Zeigarnik effect named after the Gestalt theorist.  It represents that state of mental tension, and unbalance caused by uncompleted tasks. When applied to writing web copy, it means that you shouldn’t waste your website with a slew of subjects and topics that will distract your reader.  It means that [...]

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What else do you do to give emotion to your web copywriting? Let’s suppose you’ve written down the five steps of the blueprint:  You’ve identified the problem; you’ve described what’s possible; you’ve established why the problem hasn’t been solved; you’ve established what’s changed; and you’ve suggested what action should be taken.  What have you got?  [...]

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Legendary marketer and copywriter Vic Schwab, who authored the classic “How to Write a Good Advertisement:  A Short Course in Copywriting,” said, “Delay is the enemy of a sale.”  In writing web copy, your close needs to remove all obstacles that stand in the way of the reader taking action on the offer.  The way [...]

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The purpose of web copy–and it can’t be said too often–is to generate leads, customers, sales, and consequently profits for a website.  Web copy should not be confused with web content, which is simply words written for the web for the purpose of informing, communicating, entertaining, or edifying the reader. Web copy, therefore, is essentially [...]

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There is a phenomenon called the Zeigarnik effect named after the Gestalt theorist.  It represents that state of mental tension, and unbalance caused by uncompleted tasks. When applied to writing web copy, it means that you shouldn’t waste your website with a slew of subjects and topics that will distract your reader.  It means that [...]

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Do strive to write in a conversational style–one person talking to another person. The more friendly and approachable, the better. Do use contractions.  When people talk, they use many contractions. Using contractions helps you sound like you are just one person talking to another.  It’s intimate, and it increases readership.  Use “I’ve” instead of “I [...]

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I’ve distilled the entire web copywriting process into five easy steps that make the task of writing web copy as easy as pieand as enjoyable.  Each step in the blueprint takes the form of a question.  Once you answer each of the five questions about any product or service, you’ll have the blueprint, a miniversion [...]

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Perhaps you’ve heard of the concept of modeling success.  If you want to achieve success at anything, the fastest way to do it is by modeling the strategies of those who are already successful at it.  That way, you take something complex and synthesize it into its essence so you can use it immediately. You’ve [...]

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