With the number of websites and Blogs growing daily you
need to make sure your website stands out from your
competition. Your product or service needs to be the best
solution for their problem, and you need to quickly and
clearly convey that.
Previously we talked about the importance of headlines to
draw your prospects into your site. Once they are in your
site and reading your content you can't drop the ball. Your
text needs to continue to compel and excite your visitors.
You need to remind them why they are there (usually your
site visitors are looking for something they want or they
are looking for a solution to a problem).
Your copy (text) needs to remind them of their pain and
talk about the solution you offer.
Although your website is about you and your products and
services, your copy needs to always relate back to them. It
needs to make them feel like you understand them and have
exactly what they need.
When you sit down to write your content you need to
consider the following:
1. Why are they buying your product/service? What problem
is your product/service a solution for?
2. What motivates your prospect to take action and look for
a solution?
3. What is your target demographic? What style and wording
will resonate with your prospects?
So, let me take you through this process. Let's say you
sell jewelry.
1. Why are they buying your product? What problem is your
product/service a solution for?
You may think that there is no problem here but dig deeper.
Why do men and women buy jewelry? They want to look nice.
They like pretty things.
They want to apologize for something they did wrong and
need a grand gesture such as jewelry. They use jewelry as
an expression of love. They use jewelry as a status symbol.
Each of those things has emotions behind them - probably on
a subconscious level.
There may be an insecurity, which can be eased by having
flashy jewelry to show off to the world. There may be a
desire for a reward for hard work.
Understanding the underlying reasons why people want or
need your product can help you start to form ideas for your
text and write copy that will have an emotional impact on
your site visitors.
2. What motivates your prospect to take action and look for
a solution?
Understanding the first question will help you understand
what will ultimately motivate your prospect.
If there is insecurity the motivator will be the relief of
that insecurity and the end result will be feeling happy
and special.
If the jewelry is being purchased as an apology gift the
motivator is to smooth over a problem and recreate harmony
in a relationship - at least on the surface.
You get the idea, knowing why your prospects do things will
help you write your copy in a way that will increase their
motivation.
3. What is your target demographic? What style and wording
will resonate with your prospects? Is your target market an
older or younger crowd? Is there slang that can be used to
help you connect with and relate to your prospects? Are
they broke, rich, middle-class? Are they looking for
prestige and airs of sophistication? Are they likely to pay
more because they can? There are people out there that feel
if something isn't expensive it isn't worth it.
Understanding how they communicate, what they are used to
and making them feel like you understand them can help you
create a feeling of camaraderie with your prospects.
Learning more about your prospect is one of the best
exercises you can do to enhance your copy and really
connect with your prospects. Now, keep in mind you aren't
going to address every problem and every need in every page
on your site, you'll need to think about what makes sense
and what is likely the strongest motivator for each
product/service.
Using the information that we established above, let's look
at 2 samples of web copy.
Sample 1: Produced with no thought for the "reason why" and
the motivator.
We offer the best price on sparkling diamonds. We have
engagement rings, anniversary bands, sweetheart and promise
rings. You'll be dazzled by the beauty of our diamond rings.
Sample 2: Considering the motivator and the emotions behind
the purchase.
When you are looking for the perfect ring for that special
moment in your life you want something as pure, clear and
breathtaking as your love. Our unique diamond anniversary
bands, engagement rings, and promise rings sparkle,
although not as much as the sparkle in her eyes when you
present her with the perfect ring. Clarity, cut and color
are important; and we'll help you with making the best
selection in your price range. However, remember when you
look at our beautiful rings that you are selecting a symbol
of your love - follow your heart and pick the ring that
will look perfect on her finger for a lifetime.
Please note, I'm no jewelry expert and this was just off
the top of my head, but you'll notice in the second sample
I wrote the text for a romantic looking for that special
piece of jewelry. I've tapped into his mindset and conveyed
that I understand what it is he is looking for in a ring.
When you are working on your website copy, remember you
don't need to be a professional copywriter with years of
training - you know your product/service and you know the
benefits of it. All you have to do is take the time to
learn a few simple concepts like the one outlined above to
make small improvements in your copy that could have a big
impact on your bottom line.
----------------------------------------------------
Jennifer Horowitz is the Director of Marketing and co-owner
of http://www.EcomBuffet.com
Since 1998, her expertise in
online marketing and Search Engine Optimization (SEO) has
helped clients increase revenue and achieve their business
goals. Jennifer has written a downloadable book on Search
Engine Optimization and has been published in many SEO and
marketing publications. Jennifer can be reached at
Jennifer@ecombuffet.com
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