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 site 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 have 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.
Add Emotional Impact To Your Content - To learn more about this author, visit Jennifer Horowitz's Website.
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