When you want to write a great copy you have to keep these
three rules in mind:
1.don't make your copy look like an ad
2.grab and hold attention
3.take action
We are going to start with rule number 1:
Rule 1: Don't Make Your Copy Look Like an Ad.
As an offline or direct marketer, you are competing to grab
your customer's attention away from whatever activity they
are currently doing, whether it's watching a TV program,
reading an article, or listening to music.
Whatever form of offline media you use, such as TV, radio,
newspapers, or magazines, your sales piece must scream
"Hey! Over here! Look at me!"
Online marketers face a different challenge. Expert
copywriter Nick Usborne explains that it's very important
to take into account that most people find websites through
search engines. This means your readers are looking for
you, or someone like you.
They are in the driver's seat. They have an objective in
mind. They are task-oriented. They are focused and intent
on finding a particular product, service or piece of
information.
People are in a different mindset online.
Although they may not be set on a specific product, they
know what they want and what information they are looking
for. They want to know if your site can answer their
questions and if your product or service will satisfy their
needs.
Your site copy must therefore address their concerns and
lay their doubts to rest. Since they have found their way
to your site, you do not need to lure them in like an
offline marketer does, but you DO need to demonstrate the
value of your product or service. It would be a mistake to
make your website look like an ad.
Focus on providing your customers relevant information, not
a sales pitch! You'll get some examples as you go through
this module. Offer compelling content that progresses
smoothly into a cleverly integrated sales pitch.
Rule 2: Grab and Hold Attention.
You have less than 10 seconds to grab a customer's
attention and keep her from clicking the back button.
What do you do?
The way to grab and hold attention is to use a powerful
headline and sub-headline. Something that the customer can
read in less than 10 seconds and that will compel her to
stay on the page.
Once you've convinced her to stay a little longer, you need
to get her to read your copy and take action. If the copy
is the most important part of your sales strategy, then the
headline is the SINGLE most important part of your copy.
Rule 3: Take Action.
The third step is to persuade the customer to take action
and carry out your most wanted response. This could be
signing up for a free online course, downloading software,
or making a purchase on the spot.
While going for the sale is important, for many new and
unique products you will need to allow customers to
test-drive and experience your product first before
attempting to sell it to them.
Even on the best websites up to 95% of customers will not
buy on their first visit. You need a backup plan to stay in
touch with these customers and bring them back over and
over again as you warm them up to a sale.
A free online course helps to keep many of these customers
in touch with you and gives you an opportunity to sell to
them over and over again.
----------------------------------------------------
Bjorn Brands is a successfull enterprenuer who transitioned
from having his own building company to a great online
business. Check out his site and see for yourself how he
can help you do the same at http://www.moneyacces.com
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