Forget Marketing

1. Be Specific.

One of the key components of good web copy is to make your words speak directly to your potential customer.  Stay away from being too generic.

2. Speak TO your customer.

Also, try to speak TO the customer - not AT the customer.  By making your copy personal, you’ll have a much better chance of reeling in your customers and keeping their attention on your product or service.

3. Whenever possible, use names!

People really like seeing their name.  When a person sees something with their name on it, they are far more likely to read it.  When creating your email marketing list, always ask for their name as well as their email address.

4. Write for the “average Joe.”

Your copy should be written so that an average person can easily read and understand it.  Often times, when writing your copy, people spend too much time in technical verbage and tend not to focus on specifics.  The trick is to write in a plain and straightforward manner.  Potential customers are far more likely to pay attention if they do not need to focus on comprehension.

5. Know your audience.

Knowing your audience is key to writing good web copy.  You have to first understand your reader in order to effectively communicate an idea to them.

6. Play nice.

Write in a friendly manner.  Avoid writing in the third person, which always comes across as distant and will not allow you to really connect with your customers.  You should try using first person as much as possible.

7. Keep them interested.

Keeping your customer interested in what you have to say is vital to your web copy’s success.  Grab their attention with a good headline and don’t let it go!

8. Remember the bottom line.

Always keep your objectives in mind so that you’re focused when you’re writing your copy.  Even though you are trying to be friendly and engaging, the bottom line is the bottom line.  You need to write copy so that it sells without being boring or pushy.

Good luck!

Introduction:

Copywriting is basically marketing. The objective is to write a headline that then makes people want to read your first sentence, your first sentence to bring the reader to your second, and so on. The ultimate goal is that by the end of your sales letter or website copy, your reader then has their mouth watering so much that the only logical choice is to buy, and buy NOW!

Copywriting can include everything from unique selling point (slogans) to articles about your product or service. Understanding copywriting is absolutely essential to your web copy marketing campaign.

There are two main objectives to writing web copy.

The reason for copy is to sell your product or service - whether its copy on your brochure, your website, a flyer - anything - it’s main objective is to sell. Web copy, however, is designed to do two things:

Primary Objective: Sell

Secondary Objective: Boost Search Engine Rankings

Generally speaking, copywriting is the aspect of choosing just words and text - not really the LOOK of the copy. But when it comes to web copy, all aspects are considered. Headlines, placement, colors, etc. are all highly valued attributes.

Since the main idea of copywriting is to sell an idea, product or service, its absolutely vital that a small business owner understands what makes up good copy. Quality content that captures the potential customer’s attention and effectively communicates the features, benefits, and a call to action, is good copy.

Tip: Speak directly to your target audience.

Effective copy is going to speak directly to your target audience. Its going to offer very useful information that will captivate and motivate them, address their concerns, answer common questions, and explain your product or service in your copy.

Your copy should make your readers feel that they want (or even better - that they NEED) your product or service. You have to prove to them that they cannot live without your product.

Often times, writing copy from the point of view of your target audience can really help. Try to use language that they would use. Talk like they would talk. You have to relate to them on a deeper level or they’ll just “bounce” off your website and onto someone elses.

To write good web copy, you need to accurately portray your passion for your product or service to your customers. Some people are excellent at this, and some people are terrible and need to hire someone to do this for them.

Good luck!