How to Write for the Web – A Step by Step Blueprint for Writing Killer Copy (Part 1/3)

Avoid Text Cluttering

Text cluttering refers to those boring and long paragraphs that seem impossible to read. Some tips that might help you:

- Don’t go over 6-7 lines per paragraph.

- Don’t use the whole screen width, stay within 550-600 pixels wide.

- Use bold, italics, underlined text, and highlighting to make some sentences stand out.

- Use bullets, they are very easy to read.

- Use subheads to break down long text.

Get Your Reader to Say Yes!

Ask questions that your readers will say yes to. By saying yes they are identifying themselves with the problem you are presenting and they are qualifying themselves as people who could benefit from reading your copy. An example: “Do your feet itch? Do you wake up at night scratching them?”

Your Goal is to Get Your Readers to Read the First Sentence

Getting people to read your first sentence is 80% of the battle. Use graphics, captions, and headlines to make them feel like they HAVE to read the first sentence. Do you know what the goal of the first sentence is? To get people to read your second sentence.

Do Your Homework

Before you start writing your copy you need to find out what your prospects buttons are. There is usually one main reason people buy and usually three to five secondary reasons. Find out what are the “reasons behind the reason”. Your prospect might want to make more money, but her ultimate reason might be financial freedom or to spend more time with her family.

Find out what motivates a prospect to buy and write your copy around this concept. I’ve read many copywriting books and almost all of them teach you “the magic words that cause your readers to buy immediately”. I don’t believe in magic words. Your prospects are smarter than that. Don’t manipulate them. Learn what they want and give it to them.

Use Stories

Stories work because people love reading them. Would you read my copy if I started it like this: “On March 16 I received a little box. The mailman delivered it and then ran away. When I opened it, I couldn’t believe what was in there…”?

Use stories to tell your facts. Your copy will be a lot more entertaining and your readers will be glad you did.


Zeke Camusio is a serial entrepreneur. His sixth endeavor, The Outsourcing Company, is a web design agency with offices in Aspen, CO and New York. Zeke's blog, Let's Do It! is a great Internet marketing and entrepreneurship resource for all those who want to start or grow a business of their own. Check out Zeke's blog at Join Zeke's Facebook Group:

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