Doing the copywriting for your own website without the properknowledge and tools is pretty much like flying blind in asnowstorm without piloting experience or instruments.It doesn’t work too well.A very basic knowledge of copywriting and direct marketingprinciples will take you a long ways on the Web.Here are three simple keys to writing better online copy. Armedjust with these, you’ll have a jump on 90% of the folks outthere doing the copywriting for their own sites. And you’llincrease the pulling quality of your site’s copy today — evenif you’ve never written a word of copy in your life.1) Wake up your prospectIn today’s overkill ad world most people have become numb tostandard sales messages. Television, newspapers, magazines,Internet, radio, etc. all blast us non-stop with advertising.After a while we just naturally tune most of it out.Copywriting great John Carlton says to imagine that yourprospect is a giant blob sitting there on the couch or in achair.
Now what would you need to do to get that blob to takeaction to buy?Getting someone to stop… actually read your website copy…AND click through (or fill out a form) is serious heavy-dutyaction on the click-and-run Web. Your prospect has a millionthings on his or her mind.Reading your copy isn’t exactly Priority One…So how do you wake your prospects up and get ’em to read yourcopy?The secret is right here in this headline:”ARE YOU TOO BUSY EARNING A LIVING TO MAKE ANY REAL MONEY?”This is from Joe Karbo’s sales letter for his “The Lazy Man’sWay to Riches” book. The letter was probably responsible forover a million dollars worth of sales for Joe.Joe’s secret here, and one which you can use too, is based on asimple principle for getting a prospect’s attention.You need to…2) Enter the conversation going on in your prospect’s mindYou should know enough about your target market to know whatkeeps them awake at night. If you don’t yet, then you’ll needto find out right away.In the example above from Joe Karbo, it’s about working like adog and barely making enough to pay the bills. Marketers likeJoe who target opportunity seekers understand that frustrationsabout money cause a lot of people pain.But what concerns does your target market have? What problem(s)do they need solved? What itch(es) do they need scratched?You can find the answers to these questions fairly easily. Lurkon the forums where your prospects hang out… Read the onlineand offline newsletters, magazines and journals they read…Or better yet, just ask them!Set up a survey page on your website or else survey themthrough your newsletter or blog. Or use a Web tool likeAskDatabase.Once you know what your prospects are thinking about most of thetime your copywriting job becomes a heckuva lot easier. You’llbe on a more intimate basis with your market. Which is never abad thing…Good copywriting is wooing your customers in print, after all.Just like you would woo a prospective mate. And the more youknow about them the more you’ll be able to say the right things!So now that you know what bothers your prospects you’ll needto…3) Make a compelling offerThis is an area where most website copy really falls short.Ask yourself this question:What exactly is it that I want my prospects to do?
You want them to buy! Right? Or at least opt-in to yournewsletter… or get your free report… or sign up for yourautoresponder series…In other words, you want them to take an action! You don’t wantthem to browse around, look at your pretty graphics and thenclick out. The Web is just too too big. And your site is justone tiny place in that giant Web ocean. Once they leave, theirchances of coming back are one in a billion. Or worse…So you need to use your copywriting skills to build an offerthat forces them to make a clear decision.Make it irresistible. “Make them an offer they can’t refuse,”said the old godfather.He would’ve made a good marketer.By making your offer as seductive as possible, you force action.You force that clear decision. With pure lead generation sitesthis means they give you their contact info. With direct salessites it means a sale. Or if it’s a combination of the two theybuy and/or give you their contact info so you can follow up.If your offer is good enough, then a good percentage of yourprospects will be energized.Your copy will be like a jolt of electricity…Zap!That blob on the couch might actually get up and do something…So make your offer hot. Load it up with perceived value. Tell’em how your product is going to make their life better. Andgive ’em a good deal!To summarize…Wake ’em up by entering the conversation already in their minds,and then make ’em an offer they can’t refuse. If you do this,you’ll instantly increase the power of your online copywriting.I guarantee it!
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