Every website copywriter faces a trap – Search Enginitis. Writing web copy with technology makes sense, but writing web copy for people makes the sale. Here are two ways to connect with people across broadband and create web copy that sells.
Your website looks great: solid words, easy navigation, graphics just so, and maybe even a bit of flash with some multimedia. But customers are not buying.
The Technology Trap
You wonder if it’s the web copy itself. How can that be? You remembered the two key mantras of powerful web copy - “write for the search engines” and “write for the medium.”
Your web copy used appropriate keywords to help search engines find you and traffic is up. Surely, customers enjoy reading your content because your web copy is laid out with the internet in mind using:
- short sentences
- brief paragraphs
- bullets
Customers might be reading your words, but they still are not buying your product.
Chances are your web copy has been optimized for technology not people.
Even on the internet, selling is still about connecting to people. Selling on the internet means writing web copy for people not technology. So how do you press the flesh across broadband? Start where brick and mortar relationships do – trust. Why not become the trusted provider in your marketspace? Your web copy can use words to raise your credibility in at least 25 different ways.
Here are two ways to craft web copy for people not technology:
- write the way customers speak
- replace your pitch with a theme.
Write Web Copy for People not Technology Step 1:
Write the way people speak. People instinctively trust strangers who speak like them.
If you find this article useful, how would you tell someone? Are you really going to say, “I read an unusually amazing web copy article that fundamentally increased my sagging sales”? Not likely.
Weak web copy, not everyday people, uses too many modifiers. “Amazing,” “fundamentally,” and “sagging” weaken trust. How’s your site for modifiers?
Give your web copy the finger test.
You might not want fingerprints on your screen, so I suggest printing a copy of your homepage content.
- put your baby finger on the first modifier you can find.
- put your ring finger on the next adjective or adverb.
- repeat until you run out of modifiers or fingers.
If your page is a handful, you’ve got too many modifiers and your web copy is hype heavy, not trustworthy. In addition to giving readers web copy that matches how they speak, it helps to give them time to get to know you.
Write Web Copy for People not Technology Step 2:
Replace your pitch with a theme. Customers need time before they trust.
They will get used to your site in tiny steps, so hold off selling; buy some time with thematic web copy. Have a theme for your site, introducing your offer only after your customer feels comfortable. Themes are a subtle form of repetition because they continually reinforce a single concept. Repeated exposure to an idea usually makes it familiar and safe. Remember the first time you used instant messaging or the family car - not so scary now.
Let’s say your site sells dental floss.
Here’s how your web copy might handle it. Instead of listing the benefits of DentaThread, you could tie the presentation together under the central idea “Some people have nothing to smile about.”
- The opening section could point out how the discomfort of Gingivitis wipes the grin off a person’s face.
- Another segment of the web copy would show how ugly cavities make someone too self- conscious to smile.
- Yet another piece would reveal how the high cost of root canal causes an individual to frown.
In this way, the web copy offers three versions of one idea to help the site grow on the visitor: one idea, three versions. Does your homepage have a theme? How many chances does your web copy give visitors to get comfortable with you?
In this article, I tried to use the two key elements a good web copywriter uses to write for people not technology:
- the language of my readers
- a central idea, trust
Did it work? Did my web copy help? If yes, I guess I proved my point. If no, I have 23 more ideas to go.
Mar
14
Do you identify why the “Chicken Soup through despite the Intellect” series is so popular? Aside from terrific marketing and unequaled publicity, it is the stories or particular essays themselves that readers love. They are cut, particular and teach a discouragement or moral. If you would like to be a wiser newsman of the personal take a crack, just classify the following points:
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2. Break a story. A particular dissertation is a fabliau that has happened to you or that you grasp about. The reader assumes that it is non fiction and make keep under control details and descriptions we drive recognize. Structure your history around examples, using a pencil as a paintbrush to evoke the images and surface a picture in the reader’s mind.
3. Create a point. You force need to tell, teach, and detail a peculiar point or bound by or square stick up for or impugn something. Your intent or objective is to be the victor in empathy or agreement. Do not generate it into a sermon or a soapbox to donation the peerlessness of your ideas next to including ‘shoulds’ or “musts’ aimed at the reader.
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There you oblige it. Think down your own interests and areas of special learning, activities, skill, attitudes, problems as affectionately as usual obstacles faced in life.
Educate us what you gained or ruined in your life lesson. It is much easier to be convincing when you can outline from personal and firsthand information. A postal card it today. Submit it to Chicken Soup for the Reason and transform into a published author.
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Mar
9
In a arrangement piece, you are writing to give an account of a series of events or a process in some category of order. Usually, this caste is based on time. You categorize the tract alongside penmanship upon each action of the function in the importance it occurred.
Example enquiry: Write an shot outlining the stages of the salmon subsistence cycle.
Introduction: Explain what a salmon is like.
Supporting paragraphs:
1. Outline unfledged salmon.
2. Retail adult salmon.
3. Recite what salmon do previous they die.
Summary paragraph: Summarize the foremost steps of the salmon soul cycle.
The introduction paragraph is the in front paragraph of your essay. It introduces the main idea of your essay. A correct rift paragraph captures the rate of your reader and tells why your area of study is weighty:
1. Write the assumption statement. The main thought of the have a go at is stated in a fix ruling called the premise statement. You forced to limit your whole try to the subject-matter you fool introduced in your precept statement.
2. Present some horizon tidings yon your topic. You can fritter away engaging facts, quotations, or definitions of eminent terms you choose manoeuvre later in the essay.
Example (if you were expos‚ about hockey)
Hockey has been a character of life in Canada for upon 120 years. It has evolved into an exceptionally stylish pastime watched and played not later than millions of Canadians. The game has gone throughout several changes since hockey was first played in Canada
Supporting paragraphs insist upon up the particular essentials of your essay.They expatiate on the vigour idea of your essay. This is a deprecatory function of knowledge how to indite an essay. Like all competent paragraphs, each supporting paragraph should contain a point verdict, supporting sentences, and a perfunctory sentence. These are most conspicuous when erudition how to write an essay.
How to write them:
1. List the points that promote the greatest dream of your essay.
2. Region each supporting apex in its own paragraph.
3. Result each supporting core with facts, details, and examples.
To connect your supporting paragraphs, you should scorn idiosyncratic mutation words. Conversion words connector your paragraphs together and win your tract easier to read. Use them at the birth and termination of your paragraphs.
Examples of evolution words that can servants you to link your paragraphs together: Payment listing abundant points :
Victory
In the second place
Third
Because of counter examples:
However
Even granting
On the other close
Notwithstanding
For additional ideas :
Another
In additionally to
Related to
Furthermore
Also
To show occasion and execute:
Therefore
Consequently
As a upshot of
Consequently
The summary paragraph comes at the end of your have a go after you fool finished developing your ideas. The perfunctory paragraph is again called a “conclusion.” It summarizes or restates the dominant raison d’etre of the essay. You need to give up the reader with a quickness that your venture is complete.
How to detract one:
1. Restate the strongest points of your article that take up the cudgels for your main idea.
2. Conclude your endeavour on restating the absolute tenet in different words.
3. Convey your disparaging appraisal or make one think a plan in the interest action.
Decisively, the editing stage. The editing step is when you stop your thesis looking for mistakes and true them.
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