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Entries Tagged as 'Web Copy'

Dos And Don’ts Of Web Copywriting

22 Comments · Web Copy

Do give a compelling promise early in the body copy that the material viewers are about to read is worth their while.  For example:

Be sure to read every word of this because the secret ingredient for turning your small business enterprise into a mega-success story is hidden in this article.

In the next example, I challenge them to read every word, because if they don’t, they’ll miss that thing they are dying to know.

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Frame-of-mind Marketing Method For Writing E-Mails

61 Comments · Web Copy

Empathy is defined as the capacity to understand, be aware, be sensitive to, and vicariously experience the feelings, thoughts and experiences of another person. 

Frame-of-mind marketing grows directly out of that feeling of empathy. While many seem to be born with that ability, the good news is that empathy is not a genetic trait, but rather, a skill that you can easily develop.

The ability to view things from the perspective of your audience is not only valuable in copywriting and marketing, but for all social interactions. 

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Let Your Headline Sells Your Product

62 Comments · Web Copy

According to David Ogilvy, founder of the Ogilvy & Mather advertising agency and author of Confessions of an Advertising Man and Ogilvy on Advertising,

“On the average, five times as many people read the headlines as read the body copy.  It follows that, unless your headline sells your product, you have wasted 90 percent of your money”

Here’s a plan for crafting never-fail headlines:

Step 1.  Write 30 to 50 headlines before you decide on the one you’re going to use.

Step 2.  Step back from the headline for a day and read it again with a fresh perspective.

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Traffic Conversion: Turning Visitors Into Customers

50 Comments · Web Copy

On the Internet, there are two fundamental ways of acquiring website sales:  The first is to generate traffic to your website (traffic generation), and the second is to convert your website visitors into customers (traffic conversion).

Web copywriting is the primary element of traffic conversion. Make no mistake about it, as a web copywriter, your primary function is as a traffic converter.  After all, what good is all the traffic in the world if you can’t get visitors to your site do what you want them to do when they get there?

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How Can You Make Your Web Copy Readable?

48 Comments · Web Copy

Once you’ve written your copy, it is vital that you pay attention to how readable that copy is.  Short sentences and simple words make your copy more inviting. 

They also help to cut up huge blocks of text into bite-size paragraphs that are no more than three or four sentences each.

Microsoft Word has a tool that displays information about the reading level of the document, including readability scores. 

It rates text on a 100-point scale; the higher the score, the easier it is for people to understand your writing. 

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Building Relationships With Website Visitors

83 Comments · Web Copy

We all know that most visitors to websites don’t become buyers on their first visit.  Maybe not even on the first several visits.  What you want to do is find out how to reach them again.

The best way to do this is with all opt-in mechanism (a tool to get a reader to agree to accept your e-mailed information and correspondence). 

Remember, the odds are against people buying something the first time they visit your website. 

After all, they don’t even know you.  Therefore, you must develop an irresistible–and easy–way for your visitors, at minimum, to give you their e-mail address before they go.

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copywriting ultimately is about fulfilling human desires and needs

319 Comments · Web Copy

The first paragraph is crucial because it is where readers are likely to stop reading if you don’t provide them with sufficient reason to continue. 

Ideally, it should immediately demonstrate that there are desirable rewards for reading on.

There’s no need to be lengthy or elaborate. Often, short, punchy, easy-to-read sentences suffice as long as they hold the viewer’s attention. 

One device that some leading copywriters use is to ask a question that will grip the readers’ interest and compel them to continue reading.

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The Money-Back Guarantee

71 Comments · Web Copy

Frequently, the sale is clinched on the promise of a money-back guarantee.  This is where you eliminate the buyer risk, thus removing any remaining obstacles standing in the way the sale.

Simply stating “Money-back guarantee” is an ineffective of a guarantee, however.  You have to craft the guarantee as compellingly as possible so as not to waste this prime opportunity for closing the sale.  A common template for creating a guarantee is as follows:

Do this [whatever you’re asking them to do], and if you don’t [achieve the result you’re claiming they’ll get], then simply give us a call, and we will cheerfully refund your entire purchase price.

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The Unique Selling Proposition

68 Comments · Web Copy

Benefits and Features
Features are the attributes, properties, or characteristics of your product or service.  Benefits, on the other hand, are what you can do, what you can have, or what you can be because of those features. 

People buy benefits–not features.  This is one of the most important lessons you can learn in writing copy. 

For example, people don’t buy a power drill for its impressive specs; rather, they buy the holes that the power drill makes.

When writing copy that sells, therefore, you want to keep your eye firmly on the benefits.  The best way to distinguish benefits from features is with the following exercise: 

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What do you do to your web copy to giving your readers a compelling reason to buy early in the sales process?

73 Comments · Web Copy

The best way to explain the concept of cognitive dissonance is to tell you a story–actually, a fable. 

You probably remember this Aesop’s fable.  There once was a fox who tried in vain to reach a cluster of grapes dangling from a vine above his head. 

Although the fox leaped high to grasp the grapes, the delicious looking fruit remained just beyond his reach. 

After several attempts, the fox gave up and said to himself, “These grapes are sour, and if I had some, I would not eat them.”

This fable illustrates what former Stanford University social psychologist Leon Festinger called cognitive dissonance. 

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