Eliminate Boring Web Site Copy in 5 Easy Steps |
Imagine comic Robin Williams has written your Web
site copy. What would it be like?
Now imagine president George Bush wrote your Web
site copy. Which author would you prefer?
I would bet the copy written by Robin Williams
would be much more entertaining and fun to read than copy
written by George Bush. It's just got to be because there is
no way Robin Williams' personality would not show through in
his writing.
Now take a look at the copy on your Web site. Is
it more George than Robin?
So what makes copy boring?
Probably the biggest mistake is to create copy
that doesn't create a vision. If I tell you that "XYZ dresses
are for the mature woman," you know we sell dresses, but you
really can't imagine the product. Now, what if I say,
"XYZ dresses are only for uninhibited women with luscious curves."
Get a visual on that one?
Use descriptive words that paint a picture for
your audience. You want to engage your reader with words that
encourage them to stay on your site and completely read your
sales message.
Don't just describe your product, make the
product appeal to your reader. Communicate with emotion by telling
a story. Let your readers imagine themselves using your
product or service. Let them feel powerful, sexy, successful, clever
or whatever emotion it is that will sell your product or
service.
People aren't so much interested in what a
product does, but how it will make their life better. You want them
to have that emotional connection by psychologically tying
into their needs.
Why does someone pay $500 for a pair of shoes
when a $50 pair will do just fine? Because when they imagine
themselves wearing those $500 shoes, they are in a very
happy place. They feel admired, loved and so much better than other
people.
So, how do you write good sales copy for your web
site?
1) Start with boring copy.
The easiest way is to start with boring copy.
Write out what you want to say without trying to be clever. Just
get your ideas down first. Don't inhibit your thoughts by
worrying about whether it's good or not. At this point you
don't need to care.
Concentrate on the benefits of your product or
service, not the features. How does your product benefit your
target audience? List all the ways your product can make
their life better.
2) Organize your writing.
Now go through what you have written and make
sure it has a logical flow. Use examples to demonstrate your
points.
3) Write in a conversational style.
Pretend you are talking to someone who is sitting
across the table from you. How would you describe your
product or services? Now look at what you have written and
change the writing to be more conversational. Get rid of the
corporate speak and try for a more natural approach.
4) Introduce emotion into your writing.
Now that you have a pretty good handle on what
you wanted to say, it is time to put some emotion into your
writing. Use words that create images in your mind.
Examples of some of these words are: tempting, mouth-watering,
electrifying, rejuvenating and ingenious.
Try to rewrite what you have by using words that
sell. If you are still stumped, go on to the Internet and
look at other Web sites to see what others have done.
Don't plagiarize the other sites, but use them as a way
to spark ideas for your site.
5) Proofread for errors.
The final sweep through your writing is to look
for grammar errors, spelling errors and context errors.
Read it out loud to yourself. How does it sound?
Good writing has a nice smooth rhythm and flow. If your
writing is too choppy you will notice the choppiness when you
read the copy out loud.About the Author:
Michelle Howe, president of Word Magic, is an expert
in online copywriting for websites. She is the author of
Web Site Writing Made Easy and Persuasive Writing
Made Easy. The techniques
you learn are simple to follow and get the results you want.
Visit her Web site at http://www.InternetWordMagic.com
for a FREE audio download of “Pay-Per-Click Success:
Attract More Customers in 30 Days or Less” and FREE
report, “The Five-Step Plan to Article Success.”
"...Bush. It's just got to be because there is
no way Robin Williams' personality would not show through in
his writing.
Now take a look at the copy on your Web site. Is..." |
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