"Writing
For The Web"
"So
What's So Different
About The Web?"
To
write powerful web copy, you should first know how to
successfully write for off-line publications.
So, if you
haven't already done so, I strongly advise you study the 5
previous Copywriting
Tutorials before reading this page any further. Why?
Because
Copywriting techniques that work off-line, also work equally
well on-line! We have to make some minor changes of course to
accommodate different reading habits, and the problems that
navigation sometimes presents.
But the
basic techniques for effective web copy remain the same.
And these are more than adequately covered in the Copywriting
Tutorials.
Good web
Copywriting doesn't attract the attention it deserves. Copy
just isn't cool. And good persuasive Copy doesn't attract
attention to itself. It sits there on the page
delivering its message skillfully and unobtrusively, focusing
attention on the product and the reader, and quietly doing
its job of selling. And most of the really successful
Internet marketers employ excellent, uncluttered copy on
their sites. That's why they are successful.
It's so easy
and cheap to build a Website these days and set up a
storefront. And that's great. There's room for the small guy
to compete alongside the 'big guns'. And with no previous
business or advertising experience he can build a 100 page
super-duper animated site in minutes. But when the sales
don't come in the answer seems to be to change the animated
Gifs, Java scripts, site banners and other gizmos to grab the
attention.
Meanwhile
the clever marketers, the successful ones, rake in the sales
with strong, professionally crafted selling copy. And it's
copy they've taken the time to learn for themselves, or
they've employed a good professional copywriter to do it for
them. They know it's words that sell, not gizmos.
And they know it's what you say that sells, not just
how you say it.
"Too
many 'experts' - not enough facts"
If you stick
your head above the parapet you'll be shot at. And I'm just
as likely to fired upon as anyone if I criticize someone
else's opinions. But I'm going to do it anyway.
I recently
read an ezine article written by an 'expert' web content
writer headed (as I remember it) '10 Important Points To
Remember For A Good Website.'
1. Overall
look.
2. The Message
3. Speed
4. Graphics
5. Text
Readability
6.
Skimmability
7. Fonts
8. Navigation
9. Privacy
Statement
And number 10
- the last 'important' point?
WORDS - but not the
copy. No it was about 'attention to spelling, grammar and
professional look'. I despair!
"So
what's your 'expert' opinion Joe?"
Easy...
Write
It To Sell! Never lose sight of the fact that you're in
business to SELL! Keep focused on your goal at all times and
make sure you SELL!
These
tutorials are not an ego trip. We're not giving away free
information just to make us feel good. They're here to help
you to SELL! Because when you sell - WE SELL!
So after
you've drawn up the approximate overall structure of your
site, and before you design the fine details, decide what
you're going to say and who you are going to say
it to. Then begin writing your copy.
Write it,
re-write it, cut out the dead wood, hone it, sharpen it and
examine every single word for relevancy and maximum effect.
Compare your finished work with the advice in the tutorials
and keep re-writing it until you're sure it's a winner!
Don't be
tempted to 'make do'. If it takes a week and it's still
not right - spend another week until it is right. And
a third week if need be until you're absolutely convinced
you can't improve another single word. Remember-it's your
profits that's at stake!
"Here's
an excellent tip"
Print out your
copy and read it out loud. If it doesn't sound like an
everyday conversation there's something wrong. Have a friend
read it out to you. If she stumbles over any words, or has to
re-read a sentence, you will know that it needs re-writing.
Then build
the web site around your copy.
Only add
pictures and graphics if you're convinced they enhance and
support your copy! That way you will see that most of the
beautifully designed logos, banners and gizmos you had in
mind, will simply distract your readers from the one most
important thing on your site - your sales message.
Here's a few
other important points to incorporate into your pages;
-
If your
web pages haven't got headlines, give them one NOW.
Far too many web sites have no headline. Have you ever
seen a sales letter, ad, or magazine article without a
headline? And if you did would you read it?
Just because your reader is already at your page doesn't
necessarily mean he knows what to expect. A headline
tells him what to expect. It also gives you, your
company and your site an identity that hopefully
your reader will remember.
Let's
consider if we should use Hard-sell
or Soft-sell on the web.
