Improve Your Web Copy
Improve Your Web Copy
Your copy is the most important sales tool you have on your website. Here are some tips to improve your copy.
Tell the story. Everyone loves stories. Nothing informs, engages, and entertains like a good story.
Your copy should be heavy on the verbs. Action words create action. Too many adjectives can create too much hype. Tip: Check out: Words That Sell by Robert Bayan. It’s a fabulous resource you should always have handy when writing your content.
Know your prospects and write for them. Make sure you understand their jargon, their concerns, and what motivates them. Write in a way that will resonate with them and use phrases and buzz words that they will connect with. Tip: An excellent resource to learn more about various inner languages is at www.thewordsthatsell.com.
Make your copy believable. Don’t make promises you can’t keep. A great promise may get someone in the door, but if it isn’t fulfilled you have to deal with an angry customer. So, keep your promises real and deliverable. Secret Tip: A great way to build trust is to reveal a flaw in your product! I know it’s surprising, but we all know nothing is perfect - so show us the flaw and we believe in you.
Keep ‘em glued to your message. If visitors remain on your site long enough to get your marketing message and act on it, then your content has done it’s job
Think Benefits, not Features. Bought any good features lately? Didn't think so.
What people buy are benefits/experiences/solutions. People pay for the experience your product or service provides.
Does your Web site offer a benefit, or an experience? Does it explain the benefit/experience your product or service delivers? If it doesn't, then you aren’t offering what people really want.
The key is emotion, not logic. Even the most rational person will buy based on emotion and not login. Think about it – why did you buy those cute earrings, or that 30th tube of lipstick.
For the men out there, why do you buy the big TVs and the flashy car accessories.
So, the reality is, you make purchasing decisions based on what you want and then you justify them with seemingly sensible rationalizations.
The take away here is to go with the emotional feel-good aspects of marketing and tap into people’s desires.
Eliminate the hype. Take a look at the message your site is delivering? Are you saying your product/service is the best, and you have the best prices and the best customer service?
People don’t believe that, because everyone says it. So what can you do? Focus your copy on them – their needs, desires and problems. It’s about them and not you.
When Web sites fail, it is because they do not communicate a realistic, believable and convincing marketing message.
About the Author:
Jennifer Horowitz is the Director of Marketing and co-owner of www.EcomBuffet.com. Jennifer’s vision and concepts are behind all in-house marketing campaigns. Additionally, over the past 8 years Jennifer’s 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.
Improve Your Web Copy - To learn more about this author, visit Jennifer Horowitz's Website.
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Your copy (website content) acts as your sales person. Your copy is what makes people take action on your site.
Your copy is the most important sales tool you have on your website. Here are some tips to improve your copy.
Tell the story. Everyone loves stories. Nothing informs, engages, and entertains like a good story.
Your copy should be heavy on the verbs. Action words create action. Too many adjectives can create too much hype. Tip: Check out: Words That Sell by Robert Bayan. It’s a fabulous resource you should always have handy when writing your content.
Know your prospects and write for them. Make sure you understand their jargon, their concerns, and what motivates them. Write in a way that will resonate with them and use phrases and buzz words that they will connect with. Tip: An excellent resource to learn more about various inner languages is at www.thewordsthatsell.com.
Make your copy believable. Don’t make promises you can’t keep. A great promise may get someone in the door, but if it isn’t fulfilled you have to deal with an angry customer. So, keep your promises real and deliverable. Secret Tip: A great way to build trust is to reveal a flaw in your product! I know it’s surprising, but we all know nothing is perfect - so show us the flaw and we believe in you.
Keep ‘em glued to your message. If visitors remain on your site long enough to get your marketing message and act on it, then your content has done it’s job
Think Benefits, not Features. Bought any good features lately? Didn't think so.
What people buy are benefits/experiences/solutions. People pay for the experience your product or service provides.
Does your Web site offer a benefit, or an experience? Does it explain the benefit/experience your product or service delivers? If it doesn't, then you aren’t offering what people really want.
The key is emotion, not logic. Even the most rational person will buy based on emotion and not login. Think about it – why did you buy those cute earrings, or that 30th tube of lipstick.
For the men out there, why do you buy the big TVs and the flashy car accessories.
So, the reality is, you make purchasing decisions based on what you want and then you justify them with seemingly sensible rationalizations.
The take away here is to go with the emotional feel-good aspects of marketing and tap into people’s desires.
Eliminate the hype. Take a look at the message your site is delivering? Are you saying your product/service is the best, and you have the best prices and the best customer service?
People don’t believe that, because everyone says it. So what can you do? Focus your copy on them – their needs, desires and problems. It’s about them and not you.
When Web sites fail, it is because they do not communicate a realistic, believable and convincing marketing message.
About the Author:
Jennifer Horowitz is the Director of Marketing and co-owner of www.EcomBuffet.com. Jennifer’s vision and concepts are behind all in-house marketing campaigns. Additionally, over the past 8 years Jennifer’s 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.
Improve Your Web Copy - To learn more about this author, visit Jennifer Horowitz's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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