Life Of E's

Guest Blog Post: Recognizing Good Web Copy and Creating Your Own (from Kelly J. Eveleth, after listening to MichelePW’s teleseminar). 

One thing I have noticed is how some web sites, blogs, and articles have a greater influence on me – the consumer of written language.  As we have such short attention spans when it comes to reading content (and there’s a lot of content to choose from!), some individuals seem to have a secret on how to hook the consumer.  I had the opportunity to listen to a teleseminar from a woman known as Michele PW.  She shared 5 great secrets to writing good web copy and has given permission for me to share my notes with you.

Before I list her secrets, she shared how there are different kinds of copywriting.  The copywriting she focused on is called ‘direct response copywriting.’  Michele says, “Direct response copyrighting is salesmanship in print.”  Here are her secrets:

1. Headlines convince your prospects to read.  Don’t try to be too cute.  Powerful headlines imply a story or problem & solution.  The writer knows the conversation that is already in your prospects heads and puts that conversation in the headline.

2. The call to action – at the bottom – is so clear that the buyer knows exactly what to do to buy.  Just like the infomercial says, “Pick up the phone and dial….” the web copy needs to say, “Click here and you will be taken to my secure shopping cart…”  Also remember that:  If you don’t ask, they won’t buy.

3. Tell your benefits because that’s what the prospect buys.  Features are not benefits.  Features are the facts (time, price).  Benefits people can use to compare the services/products whether they are comparing the choices you offer or what some one else is offering for their time and money.  Michele says that what makes the web copy powerful is to, “Tell the benefit of the benefit.”  Draw some pictures that will resonate with your target.

4. Overcome objections.  The two objections, regardless of the service/product are time and money.  These are the universal issues.  So, refer to secret three on how to work through this concern.

5. Provide a guarantee because this takes the risk off your prospect and puts it on you.  Be careful about how you phrase time constraints as this works against secret four.

I received some ‘aha’ moments while listening to Michele’s content.  You can learn more about her and her services/products at www.MichelePW.com.

Thanks for sharing, Kelly.  Kelly’s website is www.KJscottage.com

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Tags: benefits, copy, guarantee, headlines, MichelePW, powerful writing, promotions, writing