Copy writing for the web, is it different than writing for direct mail? In many cases yes. However its premise is still the same, and the basics of what its job is remains the same. As mentioned in previous post if someone was to back me in a corner and ask what I felt were the 2 most important aspects of doing business online, I'd respond with traffic and great copy.
I have purchased products online from some of the funkiest looking sites because of the copy that was presented. Writing great copy, is copy that converts to sales. Today there are so many tools for improving your online copy writing conversions. Each of these is becoming increasingly more popular and when your comfortable, you should certainly add them to your arsenal, more on that in a moment.
One of the best ways to ensure that you'll be writing good copy is to stay extremely focused and super targeted. Remember when writing your copy you have to first get into the head of your prospect as much as possible. What I mean by this is, you have to come up with the most important benefits of the product or service. You also have to think like the customer in terms of possible objections that could come up.
Take those benefits and objections and make them a very focused online conversation. You don't want to write generically. Being specific sells, generalities don't. If you present your copy in a more general way then it ends walking the customer or prospect off in to many different directions. Remember it is about what is in it for the prospect. The whats it for me frame of mind never changes. In most all cases the more focused it is, the longer the customer will stay on your page.
There could be a number possible reasons for a lack of conversions, but in most cases it is usually the offer that is the problem. Do your research and look at other sites and see what your competitors are doing and see if there are ways to improve on what you are doing. Often there will be things that just jump right out at you that you may have not even thought of.
Now another way to improve conversions. Statistics have shown time and time again that if you add video or sound to your web page that you'll get a spike in conversions. Simply create a short video that expounds on the benefits of your product or service. This aids you in 2 ways. First the customer put a face and voice with the sales page and gives you another opportunity to make make your case.
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