I have been trying to improve my copywriting skills. Usually I can write pretty well, but lately I have felt something has been missing. Could I do better? Am I including gross mistakes that even an amateur copywriter would avoid? Am I turning readers away before the end of the first paragraph? Probably Yes to all of the above, so what am I to do about it? Time for some research.
Looking around and finding out a bit about writing web copy, I have learned a few things — some copywriting secrets that perhaps I should keep to myself. But, being a generous soul, I am going to share them with you, dear reader! If you are with me so far, then I have achieved my first goal — to get you beyond the first paragraph.
Right, let’s look at some of these so-called website copywriting secrets.
So What Is Copywriting All About?
Let’s start with a brief discussion about writing copy in the first place. What is its purpose? From an internet marketing point of view (mine) good copy has to use the perfect words in an interesting and convincing manner that will lead the reader towards a Call To Action — probably a Click Here button linking to a sales landing page on another site. After that the possible sale is in somebody else’s hands (or copy). Along the way your article has to overcome the natural suspicion most of us have about being ’sold’ something.
The Talking Secret
The best ’secret’ I have discovered is this. Write the copy as if you are talking to someone — over the table, at the bar, on the beach. Anywhere you might have a face-to-face conversation. Maybe that beach example was not so good! Anyway, this will take away all the fancy phrases and words that your English teacher might have approved of, remove all the rigid grammar, put in some slang, and make your words sound warm and even intimate. And you can start your sentences with ‘And’ if you like!
Pull Your reader In
Of course, every article has to have a title, and this is where you can grab your new reader’s attention big time. We all know it should include your top keyword but it doesn’t have to be forced between the teeth of the title. Try to make up a heading that says what is being offered in an exciting way - Do You Want To Learn The Secrets Of Writing Copy That Sells? That’s one I use, by the way! I think it’s quite good but you might disagree. I am sure you get the point. Another secret is to use as many sub-headings as possible, in case the reader can only be bothered to scan the article with his hand on the exit button. If you can convey the essence of your article just in the sub-headings, you might still catch the interest of these skimmers.
Your Problems Are My Problems
You’ve seen those sales letters that say, more or less, first I made this mistake then I made that mistake, then I found enlightenment! Well, this approach works quite well, because you have to identify with the reader’s problems or concerns first before offering your solution. There’s no secret here (sorry!), just use the first paragraph or two to make the reader feel you understand him or her. By the way, another secret — don’t use long sentences like I have just done. Short is Sweet! It’s the way we talk.
Here’s The Answer
Having won over your reader you go for the kill. Sorry, you offer a perfect solution (your product or service). Don’t try to make the sale, that’s the vendor’s task assuming that you are an affiliate. Just soften up the reader by suggesting that the answer lies through that Click Here button. If you believe in the product yourself (and you should) then this part is pretty easy. Pointing out that there is a full, money-back guarantee with no questions asked is also a good persuasion tactic.
The Power Of Free
This is my final secret. The word Free is all-powerful. We all love to get things for free. We will go right out of our way (and spend lots of money on gas) to get something for free. Use Free wherever possible, provided that it is really free. No little extra costs unless you state them clearly. But Free will pull in your reader like nothing else. If you think he might be wavering while you happily discuss the latest economic crisis, remind him about Free again.
So those are a few of the secrets I have learned about how to write copy. Perhaps you feel I haven’t applied them properly in this story, but I hope that I have been able to make you think about it a little. Maybe you should try to find some more copywriting secrets of your own?
Good luck and gave fun!
Author: Kieran Gracie
If you would like to know more about writing good copy I have an Almost Free CD for you, containing lots of short and interesting videos made by a top copywriter. There is only a small amount for shipping and handling to pay, which I think is fair. There is also a ton of information about affiliate marketing on my website, MoneyMakingBuzz.com. This is Kieran Gracie signing off — I hope you enjoyed my article.
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