Tips For Writing Effective Web Copy
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Get out of
your ego - Get into the customers ego
Simply put, think from the customer point of
view. Every time you state a fact, mention
how it will benefit the customer. A customer
is not interested how great your product or
service is, all she is interested in is how
can it benefit her? How it solve her problem
or fulfill a need? All the features of your
product must be presented as customer
benefits
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Start by using
a single attention grabbing headline
This
is important. People are overloaded with
information. An average person received over
3000 messages a day and learns to mentally
filter out most of this information. People
skim the text, especially over the Internet.
If your headline grabs their attention, you
have a good chance the rest of your message
will be read.
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Get to your
Unique Selling Proposition quickly
What is it that makes you different? Why
should a customer purchase from you and not
your competitor? Highlight your USP in terms
of customer
benefits. |
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Establish an
emotional connect for your key benefits
Let's assume you are selling a herbal skin
cream that contains a special ingredients
from the Swiss Alps. Mentioning "Beauto
cream contains rare herbal ingredients from
the Swiss Alps" is boring. As a
customer, I don't really care where you are
getting your herbal ingredients from.
Instead phrase it as "Beauto herbal
cream contains rare Swiss herbs that reduce
wrinkles and make your skin glow!".
Now, that's a powerful emotional connect
because it addresses the customers emotional
need of looking younger and attractive. |
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Create trust
Mention your detailed address and
contact numbers. Put up pictures of your key
staff along with their email addresses. A
picture helps a customer relate to you
better. |
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Instill confidence
Avoid making statements that
are hard to believe and those that you
cannot justify easily. 'Reading this book
will make you a millionaire in 30 days',
'Use our cream and eliminate all wrinkles'.
Statements such as these tend to create skepticism
in the minds of your prospect and
reduce your credibility. |
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Customer
testimonials sell
Testimonials from customers can be a powerful tool if
used appropriately. Be sure to provide the
name and details of the customers. Add their
picture if possible. An
anonymous testimonial can be counter
productive. |
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Eliminate
doubt before it has a chance to grow.
Offer an unconditional 100% money back
guarantee if the customer is not fully
satisfied. |
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Use an
action oriented vocabulary
'Our company
is poised for explosive sales growth on the
back of runaway consumer demand' sounds much
better than 'We are looking at increased
sales due to increase in consumer demand.' |
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Call to Action
What do you want the prospect to
do after reading your web copy? Call you,
subscribe to your newsletter, fill up a
form? Bring this to the notice of the
prospect and request them to take the action
you want them to! |
