Does knowing how to create
Killer Web Copy can really
reverse
buyer resistance, remove
negative objections or
increase your sales
by up to a staggering 249%?
3 Facts you must know
before you even put your pen to paper
It amuses me that whenever
I run a successful campaign with great web copy, I find
a few dozen copycats mimicking certain parts of my work.
I chuckle because invariably they have copied the words
but failed to duplicate the strategy or tactic behind
the words, which is what really makes the copy effective.
What is my writing strategy? In some ways it boils down
to three relatively simple, but not so obvious rules.
Rule 1. Don't Make Your
Website Look Like An Ad.
Depending on which source
you believe, the average person is exposed to anywhere
between 1,500 (Media Literacy Report published by Unicef)
and 5,000 (Charles Pappas, Yahoo! Internet Life columnist)
advertising messages per day from TV, billboards, radio,
the Internet, practically everywhere we turn. The last
thing we want to see when we land on a website is yet
another ad.
Yet many online businesses
seem to go out of their way to make their websites look
like ads, billboards or other commercial media. Don't
fall into this trap and turn away your customers. Your
website should provide the solid information that your
prospect is looking for, and it should have an editorial
feel to it. Above all, it should be free of hype. Why?
Because people usually go online to find information.
Few people log on saying "I can't wait to see ads, and
I can't wait to buy stuff!" No, that usually doesn't
happen...
Excerpt from pages 10 and
11
Rule 2. Stop Readers
Dead In Their Tracks.
Online business owners spend
a lot of time and money trying to get traffic to their
websites. Building web traffic is very important, but
it won't mean a thing unless you do one thing first.
That is, create compelling web copy that will stop them
dead in their tracks and get them to do what you want
them to do when they get there.
According to Google, as
of April 2004, there were about 36 million websites
clamoring for attention, not to mention more than 4.28
billion pages of content! It's no wonder, then, that
in order for words to wield their magical power on the
web, they have to be tailored specifically for the information-flooded
Internet public where attention span is a rare commodity...
Excerpt from pages 13 and
14
Rule 3. Capture e-Mail
Addresses.
For a website to succeed,
it must have effective direct-response web copy that
induces action from a single exposure. Just think. What's
the point in getting someone to come to your website
if the site visit doesn't generate a response such as
picking up the phone and calling your business, subscribing
to your newsletter, signing up for your mailing list,
or buying your product or service?
...
What's the point in having
cutting-edge web design, eye-popping graphics, and a
sophisticated e-commerce infrastructure if you are unable
to entice your visitors long enough for them to do what
you want them to do?
Excerpt from page 16
I believe that if the book had ended here then the
information disclosed up to this point alone would have
been worth the cost of the book but happily, this is
only the beginning!
Maria Veloso - who became the killer copywriter
for Mark Joyner no less - goes on to cover topics
such as :
- Web Copy Do's and Don'ts...
- Creating the Blueprint:
Five Simple Questions You Must Ask...
- Making Your Web Copy
Sell...
- The Psychological Motivators...
(pure gold information
in this section)
- Crafting Your Copy...
- E-Mail Marketing...
- How to write Irresistible
Autoresponder
e-Mails...
- Guidelines on how to
write Reports, Promotional Articles, Newsletters...
the list goes on...
- What to do when Web
Copy is Not Working...
and much more!
I can't praise this book highly enough. Matter of
fact, this write-up has been modelled on the advice
given by Maria.
I deliberately crafted a headline designed to incite
curiosity Does knowing how
to create Killer Web Copy can really reverse buyer resistance,
remove negative objections or increase your sales by
up to a staggering 249%?... and the subhead
line 3 Facts you must know
before you even put your pen to paper
was designed to inject emotion, drama, and a
sense of urgency.
I leave it up to you to decide if the rest of the
text delivers some darn good information... or looks
just like another ad.
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