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How to Write for the Web A Step by Step Blueprint for Writing Killer Copy Part 23
| Guest post by: Zeke Camusio |
Article Overview: This is the second part of the series “How to Write for the Web”, the step-by-step blueprint for writing killer copy. Spend Most of Your Time on the Headline About 5% of the people will read your copy but 85% will read the headline. Spend as much time as you can coming up with a good headline. Many copywriters recommend writing at least 50 headlines before choosing one. Anticipate Objections Prospects often make the same objections. You know your market better than anybody so come up with some common objections that prospects will make and answer them. Every product has flaws. Some companies write their copy hoping that the readers don’t find any objections. Big mistake, they will. So you better include all the objections in your copy and resolve them.
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How to Write for the Web A Step by Step Blueprint for Writing Killer Copy Part 23
Make Your Copy Credible
Never make anything up and don’t write things that sound too good to be true. If you are showing some case studies from people who have obtained great but uncommon results, make sure you make it very clear. People will think “well, I might not be able to get those same results, but if I could just get half of it…”
Provide All the Information that Your Prospects Need to Make a Decision
It is very common to find websites that feature products with incomplete information. If you are doing it on purpose hoping people will call you to ask you questions, forget it. It doesn’t work like that. You don’t make deals by hiding information.
Minimize Risk
If you sell software, offer a trial period before people have to pay for it. If you sell informational products, offer a 100% Money Back Guarantee and let them keep your product just for trying it (it’s not like you are going to hack their computers and delete the ebook that they bought from you anyway). If you sell shippable goods offer 100% money back and, if possible, free return shipping. If you offer consulting services, offer a free consultation. Your prospects don’t know you, help build trust in you. Give something before you expect to receive.
Make them “Feel” the Product
Let’s say you sell handbags online. People can’t touch them so you should write copy that appeals to the senses. Talk about the smell of fine leather, the texture of the outside, and the softness of the cloth. Make them “feel” it.
Use Social Proof
We live in a community. We care about what others do. If a new restaurant opens in your town, you walk by on Friday night, and it’s empty, chances are you will never give it a try. Now let’s say that the same restaurant opens and every time you drive by you see a huge line of people waiting. You call to make a reservation and they are booked for the next two months. I bet that now you can’t wait to get in. The restaurant is the same but your perception of it is not. Use social proof to show your website visitors that others are buying your product and love it. Use testimonials, case studies, and a list of your clients.
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Related Forum Posts
Need a book recommendation for writing better
- I'm always looking for ways to improve my writing skills, so I was just wondering if anyone could recommend a good copywriting or copyediting book?
I was actually thinking of reading "The Copywriter's Handbook : A Step-by-Step Guide to Writing Copy That Sells" by Robert W Bly [u:w3cg00nn]OR[/u:w3cg00nn] "The Copyeditor's Handbook: A Guide for Book Publishing and Corporate Communications" by Amy Einsohn. Would anyone know if these books are any good?
Thanks
Re: Your choice between...
- I will take the $100,000 and double it on it becomes millions before I spend it. Though I am crazy about information, yet I would rather take the money and turn it into a million before I spend a dime out of it. I will do it in 4 steps.
Step 1 turn $100,000 to $200,000
Step 2 turn $200,000 to $400,000
Step 3 turn $400,000 to $800,000
Step 4 turn $800,000 to $1600,000.
After getting the goal of step 4, I will spend the $600,000 on myself then continue to double the millions again. I could then by the book for $1,000,000
Step by step approach
- Here's what I would do;
Step 1 - Observe Wal-Mart’s target customers, what does Wal-Mart offer them? How long do they stay? Discover what it is that they might want or need that Wal-Mart doesn't offer, and then write those ideas down. Some ideas to get you started are - A cafe or fast food venue, something for the kids to do while the parents shop, etc
Step 2 - Take that list, and weigh up the pros and cons of each idea, and then select the best one for you. Don't worry about not using all the space.
Step 3 - Start the best business for you, and then release the other ideas to the general market and sublet the rest of the space to those who could fill some of the niches you've come up with, plus any they can come up with. If money isn't a factor then developing the building to suit multiple small leases may be a better option, as it's a diversified income, which is potentially more stable than one big income stream.
Re: Video conference system for families living in different cou
- 1) How much will someone pay for the service?
2.1) What costs are involved on the business end?
2.2) What percent on top of that do you think you deserve as profit?
3) How many people will sign up for the service?
These three will give you a rough estimate of the value of your idea.
use the equation below with respect to the questions above to figure out the value of your idea.
((1 - (2.1 + 2.2)) X 3)
You have alread identified major problems for your idea -- you have competition that is free! Computers are easy to hook to televisions, and it is becoming easier at very fast rate.
(For free stuff other than skype, look up NetMeeting if you have Windows XP.)
The video conferencing systems do a poor job of creating the feel of a physical presence.
Even high dollar systems with dedicated internet bandwidth and extremely nice tracking video cameras do a poor job, especially for long distance runs. I have the experienced the disappointing performance of some of these systems on our campus.
Video can not recreate the connection felt when in the same room with another person.
Step 1, Quickly and roughly calculate the cost of the system you propose.
Step 2, Compare that with what you think someone will pay and the cost of your current compeition.
Step 3, Go / No-Go.
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
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