Web Copywriting
Here is an interesting fact that a lot of people don't know:
Only 50% of adverts actually tell people to buy a product or service!
That knowledge can immediately differentiate you from half of the competition overnight.
Originality and personality are so rare out there that anything that is original will stand out from the crowd.
This can apply to Web Sites, Promotional Materials, Sales Letters and Emails.
Copy writing skills are important to anyone that runs a business, a web site or both. You may not have the time and patience needed to sit down and write professional copy so this article introduces the craft of copy writing and explains why it makes a big difference in successfully delivering your message.
The purpose of copy writing is to spur people into action - usually in the form of a sale but not always. Words are persuasive and they sell. Copy writing can sell organisations, products, events and people.
Good copy writing paints a picture in the reader's mind and keeps them reading.
Great copy goes further by generating excitement in the reader and makes them take action.
All you need is forethought, some notes and then keep editing until your copy delivers a polished, coherent and persuasive message. You must be ready to measure the response so that you can tell to what degree you have succeeded or failed in your efforts to persuade.
Learning Copy writing
On the web you often see examples of terrible copy writing. A lot of it sounds canned and hollow and just repeats what the next guy says. You must have often wondered who makes this stuff up and what makes them think we would be so willing to trust them with our time, money and privacy.
Sales copy is often written by people so involved in their business that they can't see the forest for the trees. The writing quality is often good but misses the point and if you miss the point the reader will lose interest and and go looking for somewhere better to hang out.
You must have come across the type of copy that rambles on about the company and ignores you, the reader. As readers we are only interested in benefits and the copy should be telling us from the off about the benefits of reading further. If you are selling products and services then copy should engage the reader all the way from the headline down to the last line. Nothing is wasted.
You don't need to hire someone who is so expensive that they will break your budget. Doing a copy writing course is fine, if you have the time, but why not just knuckle down into it?
Once you know the guidelines then the best way to learn is to sit down and practice. There is already lots of information on copy writing all around you and you can start learning now.
Copy writing requires effort and discipline but is mainly self taught - good writers are born and not made. Even an hour a day practising your writing skills will turn you into a better copy writer.
Sales Letters
A good sales letter is usually structured like this:
Headline - grab their attention
Sub-headline - re-inforce the headline
Illustration - create visual interest
Opening Paragraph - sales pitch
Further paragraphs - re-inforce the pitch with a list of benefits
Final Paragraph - the call to action
Article Writing
Articles are one of the best ways to market your website for free and attract more visits.
If you love what you do then write about it and submit your work to article directories and relevant on-line magazines.
This method of marketing persuades people to visit your website after reading your articles.
Writing for the web is different than writing for print so you need to learn some simple rules. If you read up on copywriting techniques and practice them they can be applied to your article writing and make them succinct and compelling to read.
Copywriting Resources
Free Copywriting Tutorials by Copyblogger
10 Principles of Copywriting Pandecta Magazine
