|The Art of
Writing Effective Web Site Sales Copy|
you're selling a product or service on the Internet, your words are
the most important factor in determining your success.
High-tech web sites with fancy graphics won't make sales. However, many
Internet entrepreneurs spend much more time designing a professional
looking web site than writing effective sales copy. A professional looking
web site is a very important part of making sales. However, if your sales
copy is weak, your web site will be useless.
The art of writing effective sales copy is simply learning how to write
persuasive words specifically written for your target audience. You must
feel your potential customers' needs and write your copy with passion,
excitement and benefit.
If you've ever developed a new product, then you know there is a
certain time when your emotions are riding high and you're full of
excitement and anticipation. This is the best time to write your sales
copy. Your excitement will flow through your words. Take this time to sit
down and write an outline for your sales message.
Creating A Headline
The first part of your outline will be
your headline. This is the most important part of your entire sales copy.
You must write a headline that demands attention and forces your visitors
to read on. Most of your visitors will only read your headline. If it
doesn't instantly grab their attention, they'll move on and never
Writing an Introduction
Once you've captured your potential
customers' attention, you'll now need to direct their attention to your
introduction. Keep your introduction brief and to the point. Let them know
exactly what you have to offer them.
Use Plenty of Subheadings
Your next step in creating your
outline will be to add subheadings. Subheadings are basically just smaller
headlines used to break up your text blocks. They also provide your
readers with important highlights of your paragraphs. Use plenty of
subheadings throughout your copy, as not all your visitors will read your
copy word for word. They'll simply scan it and only read what catches
Remove the Risk
You must provide a solid, no risk, money back
guarantee. Provide a limited time free trial or download that will
completely remove the risk. This will build your potential customers'
confidence in you and put their mind at ease. Display your guarantee in
bold text and even mention it in your sales message and on your order
Call for Action
Ask for the order and provide an easy
ordering process. Continue to reassure your potential customer and lead
them to your order page.
Use a P.S.
When your visitor scans your sales message,
chances are, they'll read your headline, subheadlines and your PostScript
message. Place your most important benefits within your P.S. message. It
will get read.
Writing Your Copy
Now, you're ready to begin filling in the
spaces. When you begin writing your paragraphs, get straight to the point,
avoid negativity and hype, and write in small sections. Vary the paragraph
sizes and limit each paragraph to four or five lines max. If you feel that
your paragraph will be longer than four or five lines, try to use bullets
to display important points. In addition, write in an everyday language
that everyone can understand.
Make sure you use plenty of white
space. White space is the empty space between your paragraphs and around
your text. You don't want to overwhelm your visitors with a solid page of
black text. Nothing will make them click away any faster.
your sales copy with benefits from your headline straight through to your
order form. Make sure you don't confuse features with benefits. Features
don't sell... Benefits sell. Your visitor wants to know exactly what your
product or service can do for them.
Testimonials provide another great way
to reassure your visitors. Blend your testimonials in with your sales
message. Avoid making your visitors have to click to another page to view
your testimonials -- chances are, they won't. By blending your
testimonials in with your sales message, you can ensure they will be
Avoid using fancy fonts. Fancy fonts make
text difficult to read. In addition, your visitor may not have that font
on their computer. Select a font that is easy to read and use black text
on a light background.
Long Copy Vs. Short Copy
It is a proven fact that long sales
copy out-sells short sales copy. However, some visitors do prefer a short
sales letter. You can provide your visitors with both. For those who
prefer a short sales letter, provide opportunities to click through to
your order page prior to ending your sales letter.
Try to keep
your sales letter all on one page. Your visitor would much rather scroll
through your letter than click through and load another page. With each
additional click, you'll lose a percentage of your potential customers.
Your words should seamlessly flow together from your headline
through to your order page. Keep it simple, to the point, and pack it with
all the benefits your product has to offer. The simple, well-designed web
sites with killer sales copy make the sales.
Copyright © Shelley Lowery 2001.
Shelley Lowery is the author of Ebook Starter - A complete ebook
design kit. Subscribe to Etips, for a wealth of quality information to
assist you in Web Design, Internet Marketing & Ecommerce. All new
subscribers receive a free copy of the highly acclaimed ebook, Killer
Internet Marketing Strategies. http://www.web-source.net/cgi-bin/t.cgi?l=bl1
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