Web Copy That Sells
By Maria Veloso
The Revolutionary Formula for Creating Killer Copy Every Time
First off, this book gets top marks for actually providing a simple, straightforward “Blueprint” for actually writing good copy. One that you can apply with your next client. This book also focuses more on copy that can get an immediate response, from a single exposure.
Writing for the web is different. It is a different medium and those surfing the web are in a different mode than those reading a magazine or newspaper. Further, while your “Buy Here” button may be close, your competitor is only one click away.
Nuggets
- The Headline in the first screen that people see is crucial. Follow with a strong subheading. Be aware that people ‘skim’ on the web. Ask questions.
- Selling on the web is text driven. No need for big logos.
- Use bullets, bold & italics, and other highlights for emphasis.
- Evoke proven emotional drivers. People buy with emotion and justify with logic.
- Identify your prospect’s problem, and why it can be solved now.
- Do not litter your website with ways for your reader to get distracted. Build involvement.
- Remember – people buy benefits, not features.
- Focus on Opt in offers and continue to sell on your “order form”. Email Marketing copy can be more important than website copy.
- Include a powerful testimonial early on in the copy. Position testimonials strategically through the website.
- Do not make your site look like an ad or billboard. Avoid Hype. People go online for information.
- Write in an editorial style. Let your copy slide into a sales pitch. People buy from people they like and trust. Take time to build a relationship.
- Capture Contact information as the first step.
- Criticism – there is no mention of search engines, and the importance of getting the right keywords in the right place. When getting keywords into a heading is important, it adds another layer of challenge to the copywriting process.
