subject: Taking Website Copy To The Next Level, The First And Most Important Step [print this page] Taking Website Copy To The Next Level, The First And Most Important Step
Learning to write website copy can be real fun and a challenge. It is all about getting inside your buyer's head and understanding the whole selling process. The first thing to understand is that you the writer are replacing the verbal words spoken by a face to face salesperson when they are doing a sales presentation.
So if you understand selling then you are half way there. Being clever with words and being creative does not work as well as the old fashioned (proven) sales process. A good example is the advertisements on TV, the ones that win the awards are not necessarily the ones that increase the clients' sales by the highest percentage.
You can lose sight of what your target is. Good website copy sells products and or services better and faster than poor copy. That is all there is to it.
A good copy writer knows this and from experience will have his own sales process (formula) and pretty much stick to what he has found works.
A very popular method is : A I D A
Attention
Interest
Desire
Action
The copy writer will stick to this plan and it does not matter if he is writing for the web or off line direct marketing.
Before you can write good copy you need to understand what makes people buy, once you understand this you can include these triggers in your copy.
If you are just starting out and you are going to be writing the website copy, here is one vital step you must take before you write a word.
You must clearly understand who your target market is.
It can be tempting to think it is everyone, but if you try hard enough you will come up with a more specific group and it is these people who you will write for.
Understanding your market means you will write in a specific way and use the emotional triggers that will capture those people.
For an example if you have a weight loss program and are targeting the over 40s women you will need to appeal to their since of fear of getting older looking, how your product is going to make them slim and as attractive as women much younger, you also need to assure them that it is going to work and is not just the usual "diet" that over promises and under delivers. These women have tried lots of plans before that have not worked so they probably want the security of a money back guarantee.
By getting into their head and convincing them that you understand their problem and that you have a solution that will work your copy will sell.
