The 2 Most Common Mistakes When Writing With Keywords

The 2 Most Common Mistakes When Writing With Keywords

Word Count:
757

Summary:
There are two mistakes almost every amateur search engine copywriter makes.  Let's take a look at each one.

Keywords:
search engine copywriting, seo copywriting, keyword copywriting

Article Body:
© 2006, All Rights Reserved

It really gets my blood pressure up.  SEO copywriting has begun to get a poor reputation all due to carelessness.  How so?  Because too many people claim to know what they are doing.  In reality, they simply shove keywords into copy without any concern for how the copy flows.  Copy that sounds mechanical or stiff is a sure sign that an amateur writer has had his/her hands in things. 

When you write SEO copy, you should take the time to find out what works and what doesn't.  There are two mistakes almost every amateur search engine copywriter makes.  Let's take a look at each one.

#1 - The List

Let's say you visit the home page of a website that sells beauty supplies.  As you read the copy, you keep coming across a string of items: hair salon supplies, hair salon equipment and professional manicure tables.  The copy reads something like this:

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The Best Selection of Hair Salon Supplies, Hair Salon Equipment and
Professional Manicure Tables On the Internet

When you're shopping for hair salon supplies, hair salon equipment and professional manicure tables, you need a vendor who offers great selection as well as great service.  Because buying hair salon supplies, hair salon equipment and professional manicure tables can be an expensive venture, you also want a company that delivers the lowest price. 

Trust ABC Beauty Supply to bring you the widest selection of hair salon supplies, hair salon equipment and professional manicure tables in stock every day.  Orders are shipped within 24 hours and - for all hair salon supplies, hair salon equipment and professional manicure tables orders over $100 - shipping is absolutely free!

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Do you see how that flows (or doesn't flow) when you use all your keyphrases in a row every single time?  One time, sure.  That's fine.  Even twice, depending on the length of your copy.  But to put all your keyphrases in a list and use them every time you have the smallest opportunity is just far too repetitive.  What do you do instead?

Discuss each one in its own section.  Talk about the various types of hair salon supplies.  Review the reasons your hair salon equipment is better than that sold by others.  Or even list the features and benefits of the line of manicure tables you offer.

#2 - Substituting Keywords for Generic Terms

This technique (just like the one above) is perfectly fine IF you use it in moderation.  However, to replace every instance of a generic term with a keyphrase will cause your copy to sound downright silly.  Let's have a look at an example from a Web design site.

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New Orleans Web Design

Our New Orleans Web design firm offers a high level of creativity to businesses located in the general area. Our New Orleans Web design styles are never made from templates.  Each New Orleans Web design is a custom creation just for your site.

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If you walked into a Web design company's office and the employees began to talk like that copy is written, you'd most likely think they were on drugs!  So why in the world would you write your site copy that way?  The reason is because most amateurs mistakenly think they can't write for both the search engines and the site visitors.  I'm delighted to say they are wrong!  You can most certainly write for both with great success.

Try this:

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Progressive, creative, upbeat.  Those are phrases that best describe many online businesses based in New Orleans. Web design for your organization should match your style. Never created from templates, the site designs you'll receive will be truly reflective of your corporate personality.  Because we work exclusively with companies located in or near New Orleans, Web designs retain that Big Easy feel.

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Did you see it?  The phrase was broken up using punctuation.  That won't hurt your rankings one bit, but it will make your copy sound a LOT better.

These are not all the mistakes.  I wish they were!  But most of the mistakes made by amateur writers can be fixed using one simple test.  Read it out loud.  If the copy sounds ridiculous to you when you read it out loud, it is going to sound equally ridiculous to a site visitor.

Take your time.  Learn the ins and outs of SEO copywriting before you begin to create the text for your (or your clients') pages.  Then you can rest assured that your copy will convert better while it contributes to your high rankings.

 

So You Want To Be A Copywriter?

So You Want To Be A Copywriter?

Word Count:
1582

Summary:
Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing something that I should be doing.

Keywords:
copywriting, content writing, marketing, web sales letters

Article Body:
Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing something that I should be doing.

I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the 'Copywriting Industry' I didn't realise we had an industry! If we have, it's surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.

"Well what about advertising and marketing agencies?", They enquire. "Well what about them?", I ask. And so it goes on and on until they realise that a copywriter who works for a structured and institutional organisation, is a totally different animal to that of the freelancer.

Institutional versus Freelance

So what are the differences between them? There are many. Let's look at the agency writer. He or she is likely a talented person with creative skills and a good command of the English language. They will have learned, from their course work, the psychology of selling, aspects of communication and how to write in a flowing and interesting style.

Each day, at the agency office, they will work on their assignments, which have been delegated to them by their manager. Their work will be scrutinised by their manager or team leader, who, in the interests of their company, will decide whether it's worthy of publication.

After a couple of years, doing similar 'run of the mill' stuff, they may be offered the opportunity of coming up with something completely original. All by themselves, with no guidance, un-tethered by their mentor. And, in the interests of the company, not to mention their job security, they will produce something as institutional as they have been doing previously. They'll play it safe. Well wouldn't you?

Eventually, their creative awareness and talent may break through the institutional membrane and they'll want to move on. They'll want to do something for themselves. They may even become a freelancer.

A freelancer is just about anyone with a passion and a flair for writing. Some have started out on their career path by working for agencies, some have graduated in English and just feel 'qualified' to do the job, whilst others come into the 'industry' from a variety of other routes.

By whichever means, once they become a freelancer, they quickly learn to survive. To survive and prosper as a freelancer you must have the ability to adapt, diversify and develop the skill of writing in any and every style humanly possible. But there's more! You will have to meet deadlines, sometimes work for less than the lower national wage limit and learn to turn your brain inside out. Sounds painful!

What does it all amount to? What's the bottom line?

Let's summarise thus far.

A copywriter working for an agency will work in a nice warm office with nice friendly colleagues, writing simple institutional letters, brochures, ads and information packs. They'll be paid somewhere between 18K to 26K, get 4 to 5 weeks annual paid holiday and get to slag off the boss at the office Christmas party.

Sounds pretty good to me. If you want to be a copywriter, I recommend you go down this path. It offers a good salary and a steady secure position.
The freelancer's life is not so clear cut. They mostly work on their own, write all kinds of stuff about everything and wonder where their next packet of fags is going come from. They only take short breaks, get stressed and slag everyone off at any party.

They're self-employed, so have to keep accounts. They have to buy all their own stationery, stuff their own letters and post off their mailings. They have to advertise or even worse, they have to compete to sell their services for a pittance to unknown clients through some online freelance website. The pits!
Sounds terrible doesn't it? Then why do we do it?

The uncovered truth about freelancing

Well, obviously I can't speak for everyone so I'll tell you why I do it and how I do it. "Listen up"

The main reason I write for a living is because I love it. I've always been a creative person so writing comes as second nature. And let's face it, it's not very difficult to do.

I love the challenge that each assignment brings. I have ghost-written several books for clients and each has been on a completely different subject. The downside of ghost-writing is having to sign away all rights to the work, which means you can't showcase it or put it in your portfolio. The client gets all the credit for your masterpiece.

I've written many articles for websites, emails and sales letters. I write poetry, humor and boring stuff like FAQ's and product information. But I'm never bored because the work can be so varied.

Then there's the money of course. A good freelancer should be able to make around 50K a year. Some make less but some can make over 100K a year. There really is no limit. Make a name for yourself and not only will you be earning a good living, you could possibly find yourself in the enviable position of being able to pick and choose the work you do.

Still want to be a copywriter?

Good! Now let's dispel a few myths by answering a few questions that I get asked all the time.

The 6 Most Frequently Asked Questions

1. Do you need a formal education and a degree?

No way! Although most agencies will only employ graduates, there's no reason why a freelancer needs anything other than a good command of the English language, creativity and a flare for writing. There are many copywriting courses available, if you're a little unsure or want to hone your skills, but make sure the course work is set by an experienced and reputable copywriter. 

2. Can previous work experience help?

Yes! Sales and marketing experience is very useful if you intend to make a living as a sales copywriter. At the very least, you should understand the sales process and the customer service aspect.

3. I don't have a portfolio. How can I get work?

Create one! Write some articles, write a small book, write some sales letters, brochures and emails. Show what you can do. Write for free. Write for charities, magazines or newspaper letter pages. Use your imagination and write about anything.

4. Where are the best places to get work?

You could try contacting marketing agencies by way of a letter of introduction, but don't hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Local small businesses might be interested in having some leaflets written for door to door delivery. Contact them by letter, listing your services and your rates.

When you have gained a little experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange and Getafreelancer are quite good, but be prepared to compete with other bidders from all over the world. Some Indian freelancers will work for as little #3 an hour, so you're up against it. Still, I think it's worth the experience. I get some of my assignments this way.

Build a website or have someone do it for you. I'm of the opinion that all businesses should have a website if they want to stay in business.
Create a mail shot and work your way through your local Yellow Pages. Sell yourself. It's what you will have to do anyway, so get used to it.
5. What should I charge for my services?

This is just a guide. You'll instinctively know when you've become established.
A one page letter consists of around 500 words and should take no more than 2 hours to write, revise and finalise. If you want #10 an hour, that'll be #20 for the job. Don't bother quoting a price per word as you'll find yourself writing a load of drivel in order to fill the pages.

Again, once you're established you can charge what you think your work is worth. It's not uncommon to charge #400 for a 6 page sales letter, if you're good.

6. What do you think is the most essential skill of a successful copywriter?

If you can't do this, you won't be very successful.

"Write as you talk"

That's it! You must be able to communicate with your reader right off the page. Your words must be conversational. You must be able to 'speak' to your reader and stir their interest, their emotions, their desires.

If you're trying to sell them something, you must be convincing. Your letter has to be compelling and attention-grabbing. Finally, your letter has to make them take some action. This could be filling in a form, making a phone call or writing a cheque. It's a call to action.

Still think you have what it takes?

Then go forth and return with the bountiful harvest of your creative genius!
 
If you want to know more, and there is a lot more, subscribe to my newsletter.
 
Good luck and warm regards,

Bill Knight

 

Simple Steps to a Killer Headline

Simple Steps to a Killer Headline

Word Count:
223

Summary:
Writing a killer headline is the key ingredient in your sales copy.It forces the prospect to read on abe further influenced.Learn the key points to writing a killer headline.

Keywords:
advertising, marketing, online business, promotion, ecommerce, SEO

Article Body:
The headline is undoubtly the most crucial factor of the sales copy. You could have the best sales copy ever written but a poorly written and not thought out headline will almost single handly ruin your business.The following points should insure your headline is quality and will force to read on.

1. Ultra Specific

You need to be as specific as possible. For example. Instead of "how an ebook author make thousands every month",change it too "how an ebook autor makes $2,678.85 every month".Its more specific and alot more believable.

2. Keep it unique and original

You really need to come up with your own original headine.For example im sick of seeing this headline. "Finally,the simple way to get free to your site. Its this word "finally",its been totally overused.

3. Keep the urgency

This really forces the reader to view the sales page further.Give the headline a sense of urgency. For example, giving a special offer for reading on,deadline dates or total amounts available.

This techniques have personally been proven by myself, they work some better than other, the key is to keep tweaking and testing with the above points always in mind.

I use these tips in the headlines I create. I ALWAYS MAKE SURE MY HEADLINES GRAB THE ATTENTION. My website ebookprofitmaker.com currently has a conversion rate of 3.3% and 76% of my vistors read past the headline.

 

Should You Write a Long-Copy Ad or Keep it Short?

Should You Write a Long-Copy Ad or Keep it Short?

Word Count:
735

Summary:
Should you write a long or short ad? The truth is, the reason people read ads has nothing to do with copy length.

Keywords:
copywriting, copywriters, writing, advertising copy, ads, brochures, mailers, web content

Article Body:
Okay, you're ready to write the ad of a lifetime.  The one that will pull like crazy and leave them begging for your product like Somalians for food.  So, do you whet their appetite with a short and sweet ad?  Or write a long-copy ad that's stuffed with information? 

The 80-20 rule says 80% of the people only read the headline (and maybe a caption, if you have one).  But the fact is, readers will read a long-copy ad.  One McGraw-Hill study looked at 3,597 ads in 26 business magazines. What they discovered was that ads with 300 or more words were more effective that shorter ads in creating product awareness, inducing action and reinforcing the decision to buy.  Another ad for Merrill Lynch crammed 6, 450 words into a single New York Times page.  It pulled over 10,000 responses—even without a coupon!  The truth is, the reason people read ads has nothing to do with copy length.

"Nobody reads long ads…" and other urban ad legends

People shun too many of today's ads—long or short—because several misleading myths have stubbornly remained with us. Things like "negative headlines are a downer since people want to feel good when reading your ad." Or "show the product or they'll never know what you're selling."  Then there's the stuffy axiom, "there's no place for humor in business advertising. " Or the ubiquitous saw,  "all your ads should look the same, blend in or be swallowed up." The list goes on and on.  Presented with unabashed hubris by the high priests of advertising.  The basic fact is, ads really fail for three reasons.

Your ads are all about you

You're telling customers what you want to hear, not what they want to know.  Impressive sounding features are fine to motivate your sales force, but your customer is only interested in one thing: "What's in it for me?" This offense is particularly egregious in business-to-business advertising, which is infamous for its addiction to phrases like "the XP90 does it all" or "now with Duo-Pentium Processor"—without a hint of what these features do.  Also contaminating many of today's ads are such chest-pounding headlines as "Taking the lead," "The promise of tomorrow, today," or "A tradition of quality." They sound good but say nothing. 

Your ads are boring

You've got to break the boredom barrier—big time.  Many ad gurus say blend in, be one of the pack and survive.  No wonder so many ads look alike, proudly showing big pictures of their products, or worse yet, featuring a giant photo of the company's CEO—usually with a caption that's been scrubbed clean of originality or compelling information.  If you want people to stop and read your ad, you have to make the ad more interesting than the editorials in the publication you're in.  Give them real news, a fresh new way to look at what you're offering them.  Stand out from the crowd.   Start trends, don't follow them.  One of the most interesting car ads I ever saw showed the car only sparingly; instead, it featured an animation of a human heart beating furiously to the soundtrack of an accelerating engine.  Breakthrough stuff.

Your ads don't make human contact

They're not reaching readers on an emotional level.  We all want to be liked, appreciated and loved.  We want to feel secure in our lives and our jobs.  So be a mensch.  Create ads that touch the soul. Use an emotional appeal in your visual, headline and copy. Don't just show a car on the road; show the guy captivating his sweetheart with the car.  If your buyers were on the moon, would they care about your car's styling?  No.  They'd get an ugly, crawly vehicle that got them from crater to crater.  Selling computers to business? Show the guy getting a raise or promotion for selecting your latest model.  You're selling the emotional end result, the human need-based bottom line, not a box, or vehicle with four wheels and an engine.

So if you're struggling with the notion of whether to write a long- or short-copy ad, you can do both and still get results.  The key is not length or lack of it, but information, interest and involvement in your customer's needs.  These are the ingredients to creating a successful ad.

 

SEO Copywriting Makeover: Finding the Right Trigger

SEO Copywriting Makeover: Finding the Right Trigger

Word Count:
883

Summary:
Watch as professional SEO copywriter Karon Thackston takes a site with no emotional appeal and no search engine rankings and turns it into a great success!

Keywords:
copywriting, seo copywriting, search engine copywriting, website copywriting

Article Body:

You've got a great product or service.  Now, how do you make buyers sit up and take notice?  How do you get them excited about what you're offering?  You have to pull the trigger.

There is at least one trigger for every product or service on the market today.  Finding it is the hard part.  Once you determine what will set your customers in motion, you've won half the battle.  This was the case with ForecastWatch.com. 

With a new site, the owner of ForecastWatch.com (Jeff) was unsure of what to do with the copy in order to connect with his site visitors and cause them to take the action he wanted them to take. Not to mention, Jeff wanted to rank highly with the engines as well, so search engine optimization (SEO) had to be taken into consideration, along with the selling aspects of the copy.

The Problem

The only real problem was finding the right trigger.  The original site had little to no usable copy.  That's not an insult; it's the truth.  You can see the original home page here: .  Jeff knew he needed help from a professional copywriter, so he spent little time on the site content.

The Solution

To determine the most powerful trigger, I took a look at all the segments of ForecastWatch.com's audience.  It was broken down into three distinct types of customers.  They were all interested in the most reliable weather forecasts possible, but for three very different reasons.

One group was made up of meteorologists.  Their obvious interest was in being able to provide the most accurate forecasts to their viewers and listeners.  A second group was compiled of weather risk managers.  It is the job of these professionals to accurately assess weather for industries such as the stock exchange, construction, transportation, national defense and more.  The last group needed weather forecast accuracy for personal reasons, usually as a hobby or for sports reasons (coaches, etc.).

While the last group was primarily interested in the weather as amateurs, the first two segments (meteorologists and weather-risk managers) have a lot on the line when it comes to weather forecast accuracy.  Their reputations and their jobs are on the line.

And that's the trigger!  I put it right up front in the headline, which read:

ForecastWatch.com
Because Your Reputation Depends on
Being Right About the Weather

The headline hit the nail on the head.  It got the attention of weather professionals, was of great interest to hobbyists and included part of one of Jeff's keyphrases.  The last word in the headline (weather) tied into the first sentence of the copy and, thus, created a keyphrase.

Keep in mind that engines don't read spaces or line breaks or punctuation within the copy, so having one word of a keyphrase in the headline and the remainder of the keyphrase in the first sentence of the copy is an excellent way to make the copy flow and keep in line with SEO protocol.

Now, the task would be to keep that same emotional twist and energy throughout the copy.  With the old copy, Jeff had no rankings with the engines for his chosen keyphrases, so the optimization of the copy needed to give him a presence.

The Rewrite

In the opening paragraph, I touted the praises of weather professionals, letting them know their expertise was recognized and appreciated.  I also used one keyphrase twice and the second keyphrase once.  In addition, I used the individual word "weather" and substituted "specialist" for "risk manager" in some instances to add to the flow and give a well-rounded environment for the spiders and bots.

Next, I provided a good overview of what ForecastWatch.com offered.  Again, a keyphrase was used in the headline (because it worked for both the visitors and the engines, not strictly for SEO purposes), and a keyphrase was used in the paragraph.

Finally, the copy was broken out into segments that targeted specific individuals.  This gave them precise information on what benefits ForecastWatch.com offered them.  Boxes for meteorologists, weather risk managers and weather enthusiasts were created. Within the copy for each block and again in the anchor text for links to internal pages, keyphrases were used where appropriate.  These boxes lead each visitor to information that was most relevant to him/her.

The Results

I always like to let the customer take over in this section.  Here's what Jeff had to say about the rewrite of his home-page copy.

"Traffic has steadily increased, and I've gotten a lot of leads and my largest non-weather-company business customer from Internet search.  The rewrite helped me with more than just the website.  It helped me to define my business goals and to articulate them in other marketing materials as well."  In addition, rankings continue to rise with current positioning in the top five for one of his keyphrases.

Take the time to do a little research.  Put yourself in your customers' place.  Uncover what's most important to them, and you'll be rewarded with greater conversions in the long run.

 

Sales Letters that Sell!

Sales Letters that Sell!

Word Count:
2015

Summary:
A step-by-step guide to writing powerful sales letters that produce results. Packed with tips, techniques and proven strategies that turn letters, emails and mailers into high-impact selling tools.  Learn to overcome the barriers to selling by tapping into the deepest psychological motivators of prospective buyers. Discover the three critically important parts of your offer, how to motivate procrastinators, and how to structure the all-important close that turns prospects into customers.

Keywords:
sales letters, writers, writer, writing, copywriter, copywriting, letters, mailers, email writer

Article Body:
The average consumer is inundated with sales pitches. So if you're selling a product or service to today's ad weary consumer, if you want your sales letters to get results, you'll need a step-by-step plan that breaks down the barriers to buying. A plan that bypasses the head and goes right for the heart.

If the heart's in it, the brain will follow.

Buying anything is largely emotional.  Whether it's paper clips or plain paper copiers, emotions lead the purchase.  Facts, specs and the like are simply used to justify the decision, once made.  Which means that everything about your sales letter, every sentence, every phrase must appeal to your customer's emotions.

What emotions?

The simple truth is, there are only two emotions that really motivate people: The promise of gain or the fear of loss--with the fear of loss being the stronger. Example: Given the choice of headlines: "Save money in legal fees."  Or  "How to keep from being sued." The latter will probably get a better response.

Supporting the promise of gain and the fear of loss are seven key emotional hooks or basic human needs. No matter what your product or service, to be effective, your sales letter must directly address as many of these basic needs as possible:

• Safety/Security
• Wealth
• Good looks
• Popularity
• Self-satisfaction
• Free time
• Fun/Excitement

So how do you get them to act? How do you go from head to heart? What's the copy paradigm?  Imagine you're in a baseball stadium facing an audience in rows of bleachers.  It's the game of the century, ninth inning, bases loaded.  And you've got a bag of peanuts you absolutely must sell or the boss will fire you on the spot.  What would you do to get their attention? Yell "Peanuts?" 

Start with a verbal "2x4"

You've got to hit them over the head with an emotional motivator.  And that means you start with the envelope.  Remember-- gain or loss--it has to be right there on the outside, in bold. (When was the last time you rushed to open a plain white envelope?)  Two examples:

Gain-- "We Put a Money-Making Miracle in this Envelope."
Loss-- "Throw This Away and Work Hard for the Rest of Your Life."

Okay.  They've opened the letter and what do they see?  A boring paragraph about your leadership in the industry?  Stuffy sentences about commitment, innovation and dedication?

Whoosh.  In the round file it goes.  

Time to visit our key motivators--gain or loss. Again, it's got to be there in a headline they can't miss.  And it must reinforce the headline that compelled them to rip open that envelope. Both headlines must dovetail in their message and emotional impact.

Example: "Finish reading this letter and you're halfway to becoming rich."
Next comes the all-important body copy.  What to say to leave them begging for your product. For this we go right into the consumer's emotions, mining for clues to the perfect selling pitch.

What's the problem?

A while back, McDonalds was beating the pants off its competitors. So Burger King hired a big powerhouse ad agency to gain them market share. They tried everything--analyzing secret sauces, elaborate contests, toy tie-ins. Nothing worked. Finally, they sent out questionnaires, did focus groups, and literally stopped people on the street.  And you know what they discovered?  Not what consumers liked, but what they didn't like about hamburgers. For on thing, the leading hamburger came practically "factory made" with everything on it.  Some folks liked pickles, others hated onions or mayo.  That was "the problem." The solution was simple: hamburgers made to order, followed by the now all-too-familiar slogan "Have it Your Way." The point is, you've got to find and exploit your consumer's problem.  And make your product the hero.

Life without your product--miserable

So, you've succeeded in getting your reader's attention. You've discovered their "problem."  Now it's time to remind them how many ways that problem affects their lives. If you're selling a cordless electric lawnmower, you'll want to remind them of all the headaches of their old gas powered mower.  Like running out of gas, finding the gas can, taking it to the gas station, driving back with a can full of smelly gas in the car, maybe spilling gas on the carpet. Once at home, there's the annoyance of yanking the starter until your arm feels like a wet noodle. And the fire danger of having a can of gas in the garage with kids playing near it.  The point is, you want to paint a very troublesome picture of life without your product.

Life with your product—absolute bliss

Now that you've raised your reader's interest by making them feel the pain of life without your product, it's time to provide your solution.  Here's where you'll briefly introduce yourself and your product or service.  No more running out of gas, no more smelling gas cans in your new car, no more yanking that starter cord till your arm falls off.  Just flick the switch and you're ready to mow. Plug it into your electric outlet and it charges overnight.  Your worries are over. You go on and on, hammering home the fact that your product or service is the perfect solution.  At this point, your reader will probably ask, "Sounds interesting, but who the heck are you to think you can solve my problem? I never heard of you."

Credentials time

Here's where you build trust by detailing key facts that build confidence in you and your company. You could start by listing some testimonials from satisfied customers.  If these come from people in the industry who your prospect is familiar with, so much the better.  And if you can get photos, phone numbers and so forth, it will add even more to your credibility. This is also the time to mention how long you've been in business and any articles that about your company and/or its products that have appeared in the local or national media (these can be particularly valuable, since they come from an impartial source). 

Now that you've assuaged their fears about doing business with a complete unknown, they'll want to be totally sold about your product or service.  Here's where you go into detail.  And this is the perfect time to do so, because you've established trust. They won't be thinking about who you are, but what you can do for them--how you're going to solve their problem. 

Detail benefits, not features

A key caveat here.  Don't get your reader quagmired in "Featurespeak." It's easy to do and it's what most unskilled writers fall victim to.  Featurespeak is for your sales team, not your potential customer.  Avoid things like "Our new cordless electric mower features the X9T Autoflex handle, or the PT600 Zenon Battery. Better to say, "Our new electric mower's handle easily adjusts to your height for maximum comfort." Or "The easily rechargeable battery lasts up to 5 years without replacement." If your product or service has more than three major benefits, list them in bullet point form to make them easier to read. 
Make them an offer they can't refuse

This is the crucial part of your sales letter. Your offer should be compelling, irrefutable and urgent. You want your reader to say, "This is a great offer, I've got nothing to lose but my problem." Try to combine the big 3 in your offer--irresistible price, terms, and a free gift. For example, if you're selling a cordless electric mower, your offer might be a discounted retail price, low interest rate, and a blade-sharpening tool.  Try to raise the perceived value of your offer by adding on products or services--for electric mowers, it might be an extended warranty or safety goggles.  Augment this with compelling benefits these additional products or services will provide.

Assuage with a guarantee

There's a little voice in the back of every customer's head that whispers, "Buy this and you'll be sorry." So make your offer bulletproof.  Take the risk out of the purchase. Give the absolute strongest guarantee you can.  It tells your reader you're confident in your product or service.  Enough so to back it up with a strong guarantee. Don't be afraid to make this final commitment. 

Motivate the procrastinators

So they're reading your letter and are pretty convinced that your company and your product or service can solve their problem.  They want to buy.  The mind is willing but the flesh is weak.  Time to bring in our key motivator—fear of loss.  One way to tap into this fear is by convincing your reader that because this is such a good deal, only a scant few mowers remain.   Or that the extended warranty is being offered only for the next few days, or for the next 50 customers.  Our old motivator--gain--can be used here as well.  Example: "Buy now and get a $20 gift card--FREE!"

Call to action--KISS

You and your staff know what readers need to do to buy your product or service, but your readers are inundated with offers every day. And each offer has a different procedure for buying. Give them a break and walk them through the order/purchase process. And KISS (keep it simple stupid). Use simple action words like "Pick Up the Phone and Call Now!" If your phone number spells out a catchy slogan or company name, always add numerical phone numbers. If they need to fill out a form and mail it, say so.  And if possible, use large type on your form—especially if you're selling to seniors.  Be clear on what they're ordering and for what price.

ABC!

Follow Alec Baldwin's admonition in the movie Glengarry Glen Ross—"ABC…Always Be Closing." Sprinkle your call to action throughout your letter.  Ask for the order.  Then when you give the call to action at the end of the letter, it won't come as a surprise, but just another reminder.   Better still, if they're ready to order halfway through your letter, they'll know what to do. 

Postscripts are magic

Nobody reads postscripts, right?  Wrong. The P.S. is the third most read element of a sales letter—after the headline and any picture captions. The top wordsmiths use several (P.P.S) in their letters.   It's one of the best places to remind readers of your irresistible offer.  But you have to be brief and compelling, establishing urgency and value, and drawing on your key motivators of gain and loss.

Drive it home on the order form

The order form is where some of the greatest sales are won or lost.  It's where that little voice in the back of your customer's head comes alive once again and says, "You'll be sorry" or "You sure you want to buy this now?" It's what I call Preemptive Buyer's Remorse." Time to bring in our top gun persuaders--gain and loss--one last time.  Use the same persuasive arguments as before--only be brief, more compelling and urgent.

Do you want the steak knives or the El Dorado?

Okay, you've got the prized Glengarry leads. And the formula for writing a winning sales letter. Start by knowing your prospect's problem, then drive home key benefits using the emotional motivators I've described. And don't forget Alec Baldwin's other maxim, AIDA--Attention. Interest. Decision. Action.  Get their attention, build their interest, convince them it's the right decision, and finally, urge them to act.  Good luck.  You've got 26 letters in the English alphabet.  How you use them can make all the difference …between getting the steak knives or the Cadillac El Dorado.

 

Review: Words That Sell

Review: Words That Sell

Word Count:
598

Summary:
"Know your target audience." It's the #1 rule of copywriting. With the Words That Sell reports, all the hard work has been done for you. Just pick a profession and you'll get tons of insightful details to help you write better copy.

Keywords:
copywriting, target audience, website copywriting, sales letters

Article Body:

It's the Golden Rule of copywriting.  "Know your target audience."  It is impossible to persuade someone you know nothing about to take any type of action.  But the question remains: How - exactly - do you get to know your prospective customers? 

For copywriters, this task is the most time-consuming.  When you're faced with making a connection with someone you've never met, it can be frustrating.  That's why I was excited when I found out about a series of reports entitled "Words That Sell"

How would you like it if someone else did the hard part for you?  Then take heart!  The people at The Brooks Group (publishers of these reports) interviewed hundreds of professionals in a wide range of occupations to get the specific information included in the ebooks. 

These reports target people in 38 different industries in detail including medical professionals, chief executives, entrepreneurs, human resources, dentists, doctors, hospital administrators, engineers, real estate managers and so many others.  What do they deliver?  Details.  Exact details about what words work, what words don't and why.

What's Good About These Reports

A lot of research went into the making of these reports.  It took years to interview countless professionals then compile and sort the data.  Then the creators of the reports developed easy-to-read ebooks written in everyday language for each profession.  Inside you get:

· background and personality profile
· psychological profile
· exact wording to use
· reasoning behind why some words work and some words don't
· exact wording NOT to use
· sample letters, headlines and copy to use
· and more

You get a lot of information in each report.  These are not just 5- to 8-page lists of words to use.  Each report is 20-25 pages long and has insightful, specific information that will make your job as a copywriter go much more smoothly and quickly.

I also liked that I could buy each report individually or in "combo" packages for a discount.  That way, if I need just one, I only have to pay a small price.

These reports are quick to read, and for busy copywriters, that's a real blessing.  I find myself going back to them over and over and - because of the simple layout - I can get the information I need quickly without having to reread the entire report again.

What's Not So Good About These Reports

They need more examples.  Yes, you do get examples of how to use the information, but more would be nice.  (Can we ever get enough examples?)  The examples given are definitely suitable, but could be more "real world."  They seem rather elementary to me.

Also, it would have been my preference to include a table of contents with clickable navigation links.  A minor point?  Maybe, but when you use the reports, as much as I do, it would save a great deal of time over the long run. 

Overall, the Words That Sell reports  are a huge timesaving tool.  They are interesting, accurate and very useful.  The sales copy claims you'll double, triple or even quadruple your profits.  I can't attest to the quadruple part, but I have seen the use of the information in these reports double and triple sales for some of my clients.

Are they worth the $28 (each) price?  Absolutely!  They'll save you way more than $28 in research and brainstorming time, and you'll have a powerful new tool for converting lookers into buyers for 38 different industries.

 

Profit Boosters Copywriting Checklist

Profit Boosters Copywriting Checklist

Word Count:
436

Summary:
This checklist is based on what works best from over 1,200 copywriting projects.

Keywords:
copywriting, website design, marketing, advertising, internet

Article Body:
You can use this copywriting checklist when you are copywriting - or to evaluate copywriting.  It is based on what works best from over 1,200 copywriting projects we have done since 1978.  It will lead to significantly more response from your copywriting.

Before writing:

1. Study the company and the product/service being sold thoroughly so you have all the information you will need.

2.  Research the prospects and the market to determine what benefits the prospect wants most, secondary benefits wanted, objections, and what would get him to buy now. Key:  Don't guess; research.

3.  Develop the main emotions you can touch with your copywriting for this project, and how you will do it.  The strongest emotions are love, fear, greed, acceptance, survival, anger, and health.

4.  Think like your prospect; and not like the marketer.

5.  Develop the best offer(s) you can make to the prospect.  Your offer includes pricing, terms, bonuses and guarantee.

At this point, you know the company and product, what the target prospect wants most, his objections, the main emotions you can touch, and you have developed a terrific offer.

Headline and start of copy:

6.  Write at least 20 different headlines before choosing the best one. 

Headline winners include a big, bold promise of the benefits the prospect wants most, specific figures, a guarantee, credibility enhancers, a special offer.

Legendary marketers John Caples and Claude Hopkins proved that one headline can pull 10 times the response as another headline … with no other changes in the copywriting.

7.  Start of copy should re-enforce the main benefit(s) of the headline, elaborate, and incorporate the secondary benefits the prospect wants most.

Body of copy:

8.  Develop the prospect problem and pain points.  Reinforce how these problems will remain or even get worse unless he takes action, and how your product/service is the best solution.

9.  Copywriting should be first person, one-to-one, conversational. 

10.  List the prospects likely objections to buying, and overcome those objections.

11.  Sincerely flatter the prospect if you can.

12.  Get the prospect to mentally "picture and enjoy" the end-result benefits of buying.

13.  Use testimonials, specifics, tests, clients, studies, success stories and memberships to add credibility and believability.

14.  Be sure it is easy to read and "scan".  Use sub headlines with prospect benefits, short sentences, short paragraphs.

15.  If any copy is dull or boring, cut it or revise it.

16.  If the flow gets slowed or stopped at any point in the copy, fix it.

17.  Copywriting must be passionate, enthusiastic.

18.  Create urgency to get a response now.

19.  Tell the prospect what he will lose if he does not respond now.

20.  Tell the prospect exactly what to do.

21.  Close, Close, Close.  Get action now.

 

Professional Advertising Copywriting Experts London UK

Professional Advertising Copywriting Experts London UK

Word Count:
1305

Summary:
Copy can be quite emotive, not least because it's the one area of advertising that anyone can do – we don't all know the media, we can't all design, but we can all write – so we all bring our own opinions/pet hates to it.

Keywords:
Professional Advertising Copywriting Experts London UK Advertising and Website Design Company London UK

Article Body:
Back from a nice week in Devon, doing nothing except walk on the moors and lazing about. Couple of calls to the office – "Anything good happening?" "Well, it's good you aren't here" – and that's about it. Didn't even bother to travel 30 miles to take up the offer of a free lunch at Cornwall's most famous seafood restaurant though, as this was compensation for a lunch I had there last year that pole axed me for three days with food poisoning, my non-attendance wasn't 100% sloth related.
Arrived to find an article - "How to Write a Job Ad" – left open on my desk (rather pointedly, I thought) which was vaguely thought provoking, though things like "most are full of corporate puff and management-speak…fail to give detailed information…generally don't get the people you want" were a bit too sweeping for me (and I hate all sweeping statements).

Copy can be quite emotive, not least because it's the one area of advertising that anyone can do – we don't all know the media, we can't all design, but we can all write – so we all bring our own opinions/pet hates to it. For example, there's lots of things I don't like; from "previous" experience (isn't all experience in the past or previous?), "staff" as opposed to "employees" (I use a staff to round up sheep. Well, I would if I had sheep. And if I had a staff), "meticulous" attention to detail (you either have attention to detail or you don't). None of these are likely to alter the response to an ad (which probably should be the test of whether any copy change is necessary in an ideal world) but I will still try and amend any of these, every chance I get, so the ad is done "my way". To be honest, I can get a bit precious about my personal copy conventions (aka "he's off on one again"), so much so that we actually have a little list of them that we refer to – hey, at least it ensures consistency. Though I like to think some of them achieve more than that – isn't "attractive" salary a better sell than the rather dull "competitive", isn't "you" rather more personal than "the successful candidate", isn't "we thank all candidates in advance for their interest and would appreciate all replies by xxx" warmer than "closing date xxx"?

Anyway, back to the article where, after the ritual slaughter of almost the entire industry's copy ("banal" was another description used), the authors laid out their modestly titled "Seven Golden Rules", based on psychological research, to get to the people you want – "who are so busy being successful in their current job that they don't have the time or inclination to read the recruitment section". Ignoring the fatal flaw in this argument (if these successful people are too busy to read the recruitment section you could write an ad that could outsell the entire "Harry Potter" phenomenon and it still wouldn't work, would it?), their rules were:

1. Be bold about job title, salary and location

2. Spell out what you want

3. Describe the job in detail

4. Use questions

5. Tell a story about why you are advertising the job but keep it real

6. Make applying easy

7. Fly your flag - put your logo in the ad.

On the face of it nothing much new there, although it was a shame that their own example of good copy for a sales position "you'll be called in to clients when the door of opportunity has been opened, to provide the technical detail to close the deal" seemed to include the type of management-type speak they abhor and was too wordy - the one thing all clients dislike – because, for example, "you'll use your technical knowledge to turn qualified leads into sales" says pretty much the same. In over 50% less words.

The idea of using questions (4) and telling stories, while keeping it real (5) are well known advertising techniques which, research shows, do boost response (questions involve the reader and make the process two way, while people do read stories). But I can't think of many examples where questions can be, or are, used meaningfully in recruitment (interestingly, the authors don't provide any examples) apart from the ubiquitous "interested?" just before the response details. Which, incidentally, is another of my pet hates – because if they aren't interested, I'd like to know what they are doing reading the ad through to the end. Perhaps ploughing through ads of no interest is their sad hobby or something?

As for telling stories about why you are advertising the job, I have two issues. One, I'm not entirely sure that, if candidates see jobs advertised that they really want, they give a fig why it's become available. And two, as a Golden Rule, it has the severe limitation that jobs only become available for a very limited number of publishable reasons – mainly growth or replacement (and, with the latter, you can't, for example, advertise that you need a new FD because the last one was a total twonk), so I'm not sure how ad after ad repeating one version or another of these reasons enhances response to any of them.

Their other point about telling stories is that "recruitment sections read as if failure never happens so you should stand out of the crowd by talking about your failures as well as your success". Hmmm. I can't recall the world's number one brand – Coca Cola – advertising much about the effects of all that sugar on your teeth (If any, of course – Legal Editor). I'm all for truth (or tooth. Ho! Ho!) in advertising but, in recruitment, think this should be limited to facts – which I'd have as a Golden Rule – and a description of the challenges or opportunities. Talking about your problems because "chances are, you want people who can handle problems. And good people want a job they can get their teeth (what's this new dental fixation?) into, not one where the problems are all solved" isn't particularly logical or realistic; I'd be interested to see if the authors could sell this "warts 'n all" approach to any client, anywhere.

From my point of view, a recruitment ad is a little bit like riding down a few floors in an a elevator with your candidate – you only have a few seconds to make a favourable impression - so tone (friendly, personable), facts (turnover details, number of employees rather than "one of the largest") and having a real selling point for the job are far more important than whittering on about the issues you face, asking questions and telling stories. I'm not that keen on their rule about describing the job in great detail either - a Marketing Manager knows what a Marketing Manager does most of the time without having every single detail spelled out as if for the hard-of-thinking.

Basically I'm still a big fan of the Price Waterhouse 1990's research into recruitment advertising, just about the only objective work of this kind of which I'm aware. This found that candidates want straightforward adverts, giving facts, cutting out excessive jargon and glossy adjectives. That candidates get irritated by the over-use of words like "dynamic, pro-active, forward thinking, visionary etc". That they get tired of "motherhood statements that tell us nothing". That many simply find the text of advertisements hard to believe. And that popular stocking fillers like "growing, challenges, exciting opportunities" are not the winners any cursory glance at any recruitment section would have you believe. Quite the opposite.

They're in fact seen as evidence of "mass corporate delusion". Whoops.

 

Pharmaceutical Copywriters are just what the doctor ordered

Pharmaceutical Copywriters are just what the doctor ordered

Word Count:
496

Summary:
More an more copywriters are finding more stable, lucrative and rewarding career's in the world of pharmaceutical advertising. Find out why this prescription is working!

Keywords:
dola group

Article Body:
So you are just getting out of college. You want to earn your living as a writer, and you decide on a career as an advertising copywriter. Naturally everyone wants to write the next great sneaker ad, or be the brainchild of the newest 20-year Vodka campaign, right? Not so fast. While a career in "consumer" advertising has always been the benchmark of the industry, more and more young copywriters are finding their way in the growing world of pharmaceutical advertising. So why would someone want to write about a depression drug rather than a soft drink?

Here are three major reasons for this trend:

Stability:

 With Job security as low as it has been since the crash of 1929, young creatives in general consumer advertising on Madison Avenue are finding themselves out of work an alarming rate. Pharmaceutical advertising is generally a bit more stable, as the market is simply smaller. 

Money:

Initially, the salaries earned by consumer and healthcare copywriters is roughly about the same. That is to say, not very much. However, successful healthcare writers see larger salary increases and title promotions sooner than their consumer counterparts.

Sense of Importance:

At first glance the content, regulations and demographic would imply that pharmaceutical advertising wouldn't allow for as much creativity as a general consumer advertising. And while your "creative box" may be a bit smaller in pharmaceutical advertising, the work does allow and lend itself to a more dramatic and strategic end result. Furthermore, many creatives in pharmaceutical advertising love the fact that the message matters, and feel that  their work truly is important. 

So while writing the dream sequence spot for that new video game is fun, at the end of the day you're simply marketing a video game.

Pharmaceutical writers are asked to really devour the product; it's chemistry and most importantly how the condition for which the pharmaceutical product is indicated affects patients. In many cases, writers are asked to interview and meet patients to talk about their condition(s). It has been debated ad nauseam if medication is truly the best therapy. And while I'm smart enough to not opine on that topic, there is no arguing that awareness and education for both patients and healthcare professionals are necessary.

In any case, we can be certain that medicine has historically done more for society than any sneaker, soft drink or video game ever has.

 

Pharmaceutical Copywriter? Maybe?

Pharmaceutical Copywriter? Maybe?

Word Count:
478

Summary:
Why writers are finding their way into the world of pharmaceutical advertising!

Keywords:

 

Article Body:
So you are just getting out of college. You want to earn your living as a writer, and you decide on a career as an advertising copywriter. Naturally everyone wants to write the next great sneaker ad, or be the brainchild of the newest 20-year Vodka campaign, right? Not so fast.

While a career in "consumer" advertising has always been the benchmark of the industry, more and more young copywriters are finding their way in the growing world of pharmaceutical advertising. So why would someone want to write about a depression drug rather than a soft drink?

Here are three major reasons for this trend:

Stability:

With Job security as low as it has been since the crash of 1929, young creatives in general consumer advertising on Madison Avenue are finding themselves out of work an alarming rate. Pharmaceutical advertising is generally a bit more stable, as the market is simply smaller.

Money:

Initially, the salaries earned by consumer and healthcare copywriters is roughly about the same. That is to say, not very much. However, successful healthcare writers see larger salary increases and title promotions sooner than their consumer counterparts.

Sense of Importance:

At first glance the content, regulations and demographic would imply that pharmaceutical advertising wouldn't allow for as much creativity as a general consumer advertising. And while your "creative box" may be a bit smaller in pharmaceutical advertising, the work does allow and lend itself to a more dramatic and strategic end result. Furthermore, many creatives in pharmaceutical advertising love the fact that the message matters, and feel that their work truly is important.

So while writing the dream sequence spot for that new video game is fun, at the end of the day you're simply marketing a video game.

Pharmaceutical writers are asked to really devour the product; it's chemistry and most importantly how the condition for which the pharmaceutical product is indicated affects patients. In many cases, writers are asked to interview and meet patients to talk about their condition(s). It has been debated ad nauseam if medication is truly the best therapy. And while I'm smart enough to not opine on that topic, there is no arguing that awareness and education for both patients and healthcare professionals are necessary.

In any case, we can be certain that medicine has historically done more for society than any sneaker, soft drink or video game ever has.

 Hemsey is a Sr. Trainer/ VP Placement Specialist at Dola Group Professsional Development. Dola Group is a consulting and executive search firm dedicated soley to the medical pharmaceutical advertising and marketing arena. To learn more about Dola Group's current program and job openings please visit dolagroup.com

 

 

One Product, Three Customers, Three Different Ways To Write

One Product, Three Customers, Three Different Ways To Write

Word Count:
630

Summary:
Before assuming that every member of your target audience is alike, take some time to do a little research.  Then write so that you communicate directly with them on their level.  You'll find your conversions rise when you give your visitors the information they want.

Keywords:
copywriting, web copywriting, internet copywriting

Article Body:

My soapbox is just about worn out.  I've been preaching the necessity of knowing your target audience for at least 10 years.  "You can't write effectively to someone you don't know," is how my spiel would normally go.  When one day someone asked me to show him what I was talking about.  "I'm writing copy for computers," he said.  "Everybody needs and can use a computer.  How could a general product like that possibly have different target audiences?"  I'll show you exactly how.

Be Specific With Your Definition

Don't ever begin an analysis of your target audience with the word "everybody."  The people who fit into your target group are individuals.  They certainly share common traits, needs and wants, but they are unique.  When defining your customer base, and the segments within it, be as specific as possible. 

Senior Citizens

If we go back to the computer example, we would surely find several segments within the target group who buy computers.  One would be senior citizens.  According to the Pew Internet & American Life Project Report, 54% of Americans ages 60-69 go online.  In fact, 21% of those over the age of 70 also go online. In order to surf the Internet, these people need a computer.

What concerns do seniors have when it comes to computers?  Fear is a big emotion that comes into play with this crowd.  While they love the idea of being able to keep in touch with family and friends, many in this age bracket have a hang-up with learning to use new technology.  Ease of use and a low learning curve are some things that must be communicated clearly.

High School and College Students

Having grown up using computers in the classroom, and most likely at home, students are generally very comfortable and confident with this technology.  If something breaks, they'll figure it out themselves or just get a new computer.  Portability, the latest technology and speed are the biggest factors for students.

With many younger users, gaming is a primary function, so the computer they want/need has to have large amounts of RAM, hard drive space and virtual memory.  What about cost?  Mom and dad are almost always the money source for a student's computer, so the student isn't interested in the price.  If mom and dad can't afford it, there is always grandma and grandpa.

Small Businesses

While computers are a tax-deductible business expense, small businesses are still concerned with price.   They are also leery of low price points and special offers because, most of the time, small businesses will need to add a good bit of additional equipment to a basic computer which ups the price. 

Small businesses also normally have no full-time IT staff, so support is an issue that comes into play.   Is help available to answer questions or troubleshoot if and when networking doesn't go smoothly?  What about repairs?  If the computer requires any service, is it done on-site or does the computer have to be shipped to some nameless service center?  Is there a guaranteed time for repairs to be completed? 

As you can see, each segment has its own concerns about buying a computer.  While "everybody" may need one, every person does not have the same concerns or needs when making a computer purchase. 

Before assuming that every member of your target audience is alike, take some time to do a little research.  Conduct an informal survey, ask questions and talk with customers one-on-one.  Find out what their wants are, what concerns they have or what they'd most like to see you offer.  Once you find out, write so that you communicate directly with them on their level.  You'll find your conversion rates rise when you give your visitors the information they want.

 

Making It Easy for Customers To Choose You

Making It Easy for Customers To Choose You

Word Count:
742

Summary:
If someone were standing in front of you and told you that they were considering buying my desk from you or from Vendor Z, what would you say to convince them to buy from you?

Keywords:
copywriting, online copywriting

Article Body:

Isn't it frustrating?  All you need is a new computer desk (or whatever you may be currently shopping for), but you can't make a decision you're comfortable with.  It shouldn't be this hard, should it?  What's holding you back?  Probably lack of information.

Here's something every web site owner should know.  When visitors come to your site, they are looking for a reason to buy from you.  Think that's stating the obvious?  You'd be surprised!  I come across countless sites every day that do everything but give the visitor a reason to buy, subscribe, click, call or otherwise take action.  It's a fatal mistake in any business, but it's especially damaging for web-based companies.

Let's continue with our example of buying a computer desk. You start with the big three office-supply stores.  You click the "office furniture" link, and you're faced with a barrage of links to pages about lamps, printer stands, bookshelves and more.  Then you get to the desks.  Computer desks, desk collections, metal desks, workstations… geez!  There are lots of links, but no information.  Finally, after drudging through pages of links, you find some actual copy that describes a desk you think you might want.

You look over the features. You write down the price.  You gather the shipping or delivery information.  Great!  Now, on to the next site.

When you arrive, everything looks almost the same except the logo.  Same navigation, same links, same inventory, same prices.  The shipping amount is the same, and the delivery policy is identical to the site you just came from.  As you click from site to site, it's like déjà vu.  How are you supposed to make a decision to buy when all your options are equal?  What will be the determining factor between site A and site B?

If you're feeling frustrated just reading this scenario, imagine how your site visitors feel.  When they come to your site, they are looking for a clear reason to buy from you instead of all the other sites.  Do you give them a reason?  Do you give them several reasons?

If all factors are equal - even if all factors are similar - your visitors will find it difficult to make a decision.  When they start guessing at which site would be best to buy from, you start losing business.  Maybe they'll choose you, maybe they won't.  There is a way to ensure you are chosen over your competition.  You have to clearly point out how you are different or better than every other option available.

MarketingExperiments.com recently published their findings in regards to differentiating your company from others.  They reported that most companies - when asked what their most unique aspect was - answered, "Our great customer service."  I have bad news for you.  That won't cut it.  Why?  Because, in most cases, when customers are visiting sites to gather information and make purchasing decisions, they won't come in contact with your customer service department.  It would be a nonissue until something went wrong. 

Also, since most businesses are claiming excellent customer service, it's an overused promise that has begun to carry less and less weight.  You need something solid.  You need something that is persuasive.  If I were standing in front of you and told you that I was considering buying my desk from you or from Vendor Z, what would you say to convince me to buy from you?  Here are some things to consider when trying to discover ways to differentiate yourself from other businesses.

· Offer free shipping (on all orders or on orders over a certain amount)

· Increase your inventory

· Decrease your inventory and only carry specialty items

· Lower your prices

· Raise your prices (works well for premium goods & services)

· Increase your area of expertise (for service-based businesses)

· Specialize or narrow your niche

· Achieve ratings or rankings from well-known associations or organizations

· Apply for a patent

· Win awards

· Offer a customer loyalty program

Conduct an online survey of your visitors to ask what they want.  (SurveyMonkey.com is great for this.)  Look back over your complaints and other feedback for ideas about how to set yourself apart.  Email existing customers (if you have their permission to do so) and ask them why they chose you.  Whatever you do, don't stay in a position where you are exactly the same as (or highly similar to) your competition.  The chances are far too great you'll get lost in the crowd.

 

Make Or Break Headlines

Make Or Break Headlines

Word Count:
807

Summary:
"Learn one FREE technique that INCREASES PROFITS by $1,000s or more in under two minutes!'

Did that headline grab your attention? Are you anxious to learn what this amazing free technique is?

Why, it's the headline itself!

You have one chance and one chance only to grab your audience's attention like our headline grabbed yours. If your heading doesn't draw readers in, odds are that they will never even get to the second sentence. Instead, they'll move on—right to you...

Keywords:
improving headlines,writing headlines,improve writing headlines

Article Body:
"Learn one FREE technique that INCREASES PROFITS by $1,000s or more in under two minutes!'

Did that headline grab your attention? Are you anxious to learn what this amazing free technique is?

Why, it's the headline itself!

You have one chance and one chance only to grab your audience's attention like our headline grabbed yours. If your heading doesn't draw readers in, odds are that they will never even get to the second sentence. Instead, they'll move on—right to your competitor.

A strong headline guarantees that you will never lose a visitor before they stop to learn more. More people stopping translate directly into more sales and more profits!

By keeping just a few key points in mind, you can start writing engaging, money-making headlines in minutes. The sooner you improve your headlines, the sooner you can enjoy the wealth that has been waiting for you inside them.

Key Point #1: Be Specific!

Stand out from the competition!
 Real numbers and dollar signs attract the most attention.

Chances are you have some competition selling something similar to the same people you are targeting. Get ahead of your competitors by specifically telling customers what they have to gain—and lose—from you right upfront.

In our example headline above, we didn't simply say that our technique increases profits. Instead, we said it increases profits "by $1,000s." By adding this tiny detail, it immediately changed from a generic headline to an enticing offer.

It's easy to overlook the thousands of messages we come across each day. They all promise to create undisclosed amounts of money in undisclosed amounts of time. However, it's hard to pass by a headline promising to reveal how to make $1,000s in under two minutes. (This second headline detail drives home the idea that our technique is *really* fast!)

Leave the vague promises that everyone else is trying behind. Today, start to attract customers' curiosities with headlines full of concrete facts and figures.

Key Point #2: Choose Your Words!

Choose positive ("winning") instead of negative ("not losing") language.
 Headlines should always be upbeat and inspiring.

Always keep your headlines positive, upbeat, and full of inspiration. By the time a visitor gets to the end of that very first line, they should not only want to keep reading—they should be *eager* and *excited* to keep reading!

Think carefully about how you word each portion of your heading. Focus on the verbs, or action words. How are you currently describing the action? How else could you describe that same action? Which wording sounds most attractive?

For example, say that you stay home to watch a football game instead of going out to the grocery store. You could describe your action in two ways: "staying home to watch the game" or "not going out to the store."

The former ("staying home to watch the game") is the more upbeat of the two and makes a better headline. It involves a positive action ("staying") and a positive result ("to watch the game"). In contrast, the second option involves a negative action ("not going") and a boring result ("to the store"). Negativity and boredom will not interest the reader, and they'll quickly be headed elsewhere.

Key Point #3: Longer Is Better!

 Never skimp on the critical first sentence.
 Highlight key points.
Use a sub-headline if necessary.
Four key questions your headline MUST answer.

In most writing, we are taught to be "short and sweet." In other words, to say as much as possible in as few words as possible.

Not with headlines!

You only have one sentence to hook a reader—make it count!

By the end of that first line, the reader should know what they stand to gain; how easily they can benefit; and how fast they can start benefiting!

Touch on as much of the following as you can:

- What your product is (i.e. "an e-book," "a technique")
- How it's used (i.e. "right from your browser," "effortlessly")
- What's required to use it (i.e. "less than two minutes of your time")
- Benefits from using it (i.e. "increases profits," "doubles memory")

Make the main ideas of your heading stand out! Pepper your headline with uppercase letters, underlines, italics, and/or bold text.

Too many important details? Consider adding a sub-headline. The real headline should include the most captivating points, but a sub-headline can add information to really seal the deal. When positioned close together, many readers can be "tricked" into reading both sentences right off the bat!

Your headline is ultimately what makes or breaks a sale. If it cannot capture your readers' attention, it cannot bring in sales. If you think your current headline is doing its job, think again. You'll be pleasantly surprised at how much success you'll enjoy—all from taking just two minutes to incorporate the above key points into your headlines.

 

Lower Cost & Increase Conversion of Your AdWords Ads

Lower Cost & Increase Conversion of Your AdWords Ads

Word Count:
767

Summary:
When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site.  How is it done?  By inserting text that will purposely eliminate arbitrary visitors.

Keywords:
search engine copywriting, ppc, pay per click ads

Article Body:
Comparison shoppers are the mortal enemy of pay-per-click (PPC) advertisers.  When you're paying each time someone clicks your AdWords (or other PPC) ad, the last thing you want is a person determined to visit every site to find the best price, the closest location or the most secure guarantee.  But, with many categories of products or services, it's bound to happen.  There is a way to eliminate many of the lookers, however. 

When you qualify your AdWords leads, you can reduce the click-through rate (CTR) of browsers and help direct only those most interested in your offer to your site.  How is it done?  By inserting text that will purposely eliminate arbitrary visitors.

Qualifying Your PPC Leads

Purposely eliminating visitors sounds like an awful thing to do, doesn't it?  Perhaps, until you consider the fact that - once these visitors got to your site and found out the details of your offer - they'd most likely leave anyway.

Why not save yourself a click (and the money associated with that click!) and prevent the visitor from running up your monthly AdWords bill?  This is exactly what Steve Jackson of Conversion Chronicles and I discussed awhile back.  Since that discussion, I've come up with a process that will allow you to easily write pre-qualifying ads when you use these simple steps.

Step One

Outline the specifications of your offer.  Be precise.  List all the details of the offer, the price, length of time, physical location, size, etc.  For example, say you have luxury cruise packages available.  You'd want to list the details such as: packages depart from New York City and go to several destinations in Mexico including Cozumel, Puerto Vallarta and Mazatlán from December 5-15 for a cost of $2500 per person. 

Step Two

Go back and highlight anything that would be a deal breaker.  This is a luxury cruise, so the cost of $2500 per person might be too much for most people.  Quite often, cruisers are looking for the best deal possible. 

Also, the cruise only leaves from New York City.  The additional airfare cost might not be something your site visitors want to add to the cost of their trip.  Or, it may be inconvenient to depart from New York City. 

What about the dates?  These cruises are only available on the dates of December 5-15.  Your site visitors may not be able to take a holiday during that time.

Does the visitor want to sail to the locations on the itinerary?  Maybe they've already been to Cozumel, Puerto Vallarta and Mazatlán and are looking for a cruise to Cabo San Lucas.

Are there other factors that might force shoppers to decline the offer and move to another site?  If so, list them here.

Step Three

 

That would give a lot of information that would keep unqualified visitors from clicking through to your site (and running up your AdWords bill).  At the same time, the use of words like "luxury" and "tropical" help the searcher visualize their wonderful vacation.

Another example could be a special shipment of microwave ovens.  Let's go through the steps once again.

Step One

The specifications include: convection/microwave combination, built-in with light and vent features, 1200 watts, white, $900, available on the Internet only.

Step Two

Any of these could be used to weed out visitors.  Someone may not want the convection feature.  They want a countertop microwave rather than a built-in model.  Twelve-hundred watts may be more powerful (and larger) than the visitor needs.  Their kitchen may have stainless steel or black appliances, not white.  Lastly, $900 could be more than they have budgeted for a microwave.

Step Three

Again, you'll want to test and track to see which tidbits of information work best to bring qualified leads, reduce CTR and costs, and improve conversions.

Rather than using generic terms to describe high cost or frequently compared PPC items, get as specific as you can with "disqualifying" copy.  By weeding out those who would likely take one look and leave, you can save yourself a lot of money in AdWords expenses while increasing conversions.

 

Keyword Use That Goes Beyond the Search Engines

Keyword Use That Goes Beyond the Search Engines

Word Count:
695

Summary:
When you mention keyword use, all thoughts normally go to the search engines.  Copywriting, however, is more about your human visitors than it is the engines. If you want truly effective SEO copy, you'll take time to learn that keyword use goes beyond the search engines

Keywords:
seo copywriting, search engine copywriting, online copywriting

Article Body:
© 2006, All Rights Reserved

It seems to be a single-sided debate.  When you mention keyword use, all thoughts normally go to the search engines.  Copywriting, however, is more about your human visitors than it is the engines. In fact, even the mainstay of SEO copywriting (keywords) is based on a need to spur visitors along as they work through the information on your site.  If you want truly effective SEO copy, you'll take time to learn that keyword use goes beyond the search engines.

Let's go offline for a moment.  Go get your telephone book.  If you were going to conduct a search for, say, an office desk, how would you go about it?  You'd look in the Yellow Pages™ under office furniture.  Next you'd drill through the ads in search of ads that specifically mentioned "desks" or perhaps the particular kind of desk you want.

<B>SEO for Newspapers?</B>

When looking through the inserts that come with your Sunday newspaper, your eye would be especially drawn to office supply flyers that featured the word "desks" or a picture of desks.  Why?  Because you've got desks on the brain right now.  You're going to be especially sensitive to that word because that's the current need you're trying to fill.

The same, exact thing applies when someone searches online.  Keywords started out because human Internet searchers typed them into the search engines, not because the search engines selected the terms.  The same holds true today.  You don't just make up keywords.  You use services and programs that allow you to research the exact phrases human beings are typing to Google, Yahoo! and other engines. When you incorporate those words and phrases into your website copy, you're doing way more than attempting to boost your rankings; you're also helping to navigate the site visitor from the search engine to the right page of your site.

If you're the owner of the office supply store we've been talking about and you want to create a newspaper ad to sell a new line of desks you carry, what do you think might appear in the headline?  The word "desk" or perhaps the phrase "office desks."  Why would you do that?  There are no search engines to optimize for in the newspaper industry.  You'll include those keywords because it makes sense to do so.  You'll include them because they are descriptive of what you're selling.  You'll include them because it will attract the readers' attention and draw them to your store.  That's not search engine optimization; it's just good marketing.

<B>Lead, Don't Shove</B>

The same applies when writing copy for your site.  There's more than one reason to include keywords in your copy.  The primary one is not the engines…it's your site visitors.  Strategic keyword placement helps guide your visitors to the information, products or services they are looking for.  Don't shove keywords in everywhere you think you can possibly fit them.  Instead, use keywords to lead your visitors in the right direction.

Even if there were no such thing as search engine optimization, your copy would almost certainly still contain keywords.  It only makes sense to have keywords in the headline, so visitors will know what the page is about.  Sub-heads?  Sure thing!  People scan more than they read, so having keywords in sub-heads is a great idea.  And in the body copy?  You bet!  After all, it's pretty hard to sell desks without actually using the word "desk."  Since there are school desks and computer desks and many other desks, you'll want to make it clear that your sale is for "office desks."  That, too, only makes sense.

As you can see, keyword inclusion has been going on far longer than the Internet has existed. It's been an important part of copywriting since marketing was invented.  When you create a copywriting plan for your site pages, think through which keywords you should use and where the most effective places to position those keywords would be. Then develop your SEO copy with a goal of directing your visitors to the right information.  When you do, you'll naturally optimize for the search engines at the same time.

 

Keyword Article Companies

Keyword Article Companies

Word Count:
350

Summary:
Top notch, quality content can take any website to the next level.  It is important to have keyword articles on your site that can increase your traffic.  These articles have been proven to be one of the best internet marketing techniques available.

Keywords:
keyword articles, keyword article

Article Body:
When it comes to making the most of your website or blog, you will need to have top notch content.  The bottom line is that content brings visitors to your site, and visitors bring profits. 

In order to increase traffic to your site, you will want to use a good mix of keyword articles.  These will go a long way in increasing your traffic from search engines.  Not to mention the fact that keyword articles can also be very educational.

When looking to choose a keyword article company to help you out, there are three important things that you should keep in mind.  These details are as follows.

1. A good keyword article company should be devoted to helping you succeed through quality content.  This means that you will want to find a service that offers quality content, not just fluff.  After all, people are going to be reading what you put on your site.  If your writers do not do a good job you will not be making your visitors happy.

2. Even though price is not everything, you will want to take it into consideration.  Think of it this way.  If you need 10 articles a week, and one service offers them for $6 an article and another $8, you will be saving $20 total every week.  Over the course of a month this is $80; and during the year $960.  Surely you could find something to do with an extra $960.  Remember, costs can add up; shop for the best price without compromising quality.

3. Search for personal service.  When you order any type of copywriting project chances are that you will need to be in touch with the writers you are working with.  This means that you should do your best to choose a service that will walk you through the process, not one that simply completes the work and sends it back without communication.

Overall, there are several top quality keyword article companies that are available to work for you.  As long as you do your research and follow the tips above you should be able to find the one that best suits your needs.

 

Is Your Copy Trusted by Google?

Is Your Copy Trusted by Google?

Word Count:
631

Summary:
What is Google looking for in the way of copy?  How can you make sure your pages are trusted by Google?  Here are some excellent tips straight from the source.

Keywords:
seo copywriting, search engine copywriting, web copywriting, online copywriting, keyword copywriting

Article Body:
by Karon Thackston © 2006, All Rights Reserved

As long as I've been an SEO copywriter, I never knew that Google had its own trust factor with relation to site pages and their copy.  Yet, a recent column in the Google Librarian Newsletter did a wonderful job of explaining what Google is looking for in the way of copy.  These are practices I've preached with fervor for years.  This information can help your copywriting become a trusted source for Google and potentially aid in increasing your rankings. 

As I started reading the original issue of this newsletter, Matt Cutts began to explain that Google uses many factors (other than Page Rank) to evaluate and rank pages.  Matt continues to describe the use of keywords and their relationships to other page factors. 

For instance, let's say one keyphrase you're working with in your copy is "flat monitor."  I've preached for years that keyphrases work best when all the words remain in their exact order.  That is, when you use the entire phrase "flat monitor" as opposed to only using the single words "flat" and "monitor" individually.  Matt confirms this by saying relevance and trust might be increased in Google's eyes when the words "flat" and "monitor" are used next to each other. 

Why would it matter?  Because "flat" can refer to practically anything.  That word by itself could easily be used on a page that has absolutely nothing to do with monitors.  While the word "monitor" can refer to a screen used with a computer, there are many different types of monitors.  If the search query were specifically for "flat monitors," pages about CRT monitors and other types would have little relevance and therefore wouldn't be deemed trustworthy.  "Monitor" can also mean to observe, which would be irrelevant to the search query used in our example.  So, using the phrase as it was typed into the search engine is the most relevant application.

What else?  Have your keyphrase in the title.  While Matt doesn't say this is a vital element, he does suggest that it "gives a hint" that the page would be more relevant, and therefore trustworthy, to the subject matter at hand than a document that does not include the keyphrase in the title. 

Toward the end of the article, Matt refers to Google's preference to choose the most trusted sites to include in their database.  It's in a subsequent issue of the Google Librarian Newsletter that Matt explains, in part, other ways Google evaluates trust. 

The fonts used on the page and the placement of words on the page are included in assessing trust.  Also, an examination of the text of other pages of the site is included. Of course, this is not the entire equation.  As originally stated, Google uses many factors to determine the relevance and trust of copy.  These are just a few.

But what about copy that isn't trustworthy?  What practices do you want to avoid?  In a thread on Matt's blog (from April 26th), Matt discusses penalties.  During the thread, a segment of horrible text is shown as an example of how not to write SEO copy.  Matt's comments about the copy include mentions of these offenses:  keyword stuffing, deliberate inclusion of misspelled words, gibberish text (the kind normally generated by automated copywriting programs), doorway pages and hidden text on the page. If you are currently practicing any of these techniques, you might want to seriously (and quickly) adjust your copywriting strategy.

The bottom line is that Google wants to include pages that are highly relevant.  By writing your copy in such a way to highlight the relevant factors of the content for Google, you also contribute to your visitors' experiences.  It's a win-win-win situation that benefits you, Google and those who come to your site.

 

Is There Really a Difference Between Online Copywriting and Copywriting for Print?

Is There Really a Difference Between Online Copywriting and Copywriting for Print?

Word Count:
1019

Summary:
Some copywriters think writing is writing, and that it doesn't matter whether you're writing for print or the internet.  It's all the same.  I suggest there are lots of differences.

Keywords:
copywriting online, copywriting for print, copywriting tips

Article Body:
One of the biggest copywriting mistakes I've seen over and over again is writing about features rather than benefits.  But, you say, I want everyone to know all about my great product.  How do I get them to buy it if they don't know about its great features?   Sorry to burst a bubble, but the truth is they just don't care.

What they do care about proves a basic truth about human nature—we're basically selfish creatures.  We care about benefits instead of features.  "What's in it for me?" That's what's really important.  What that means is that you need to know exactly how your product or service will benefit your readers, and then be able to convey it to them in terms they'll understand.

Another common mistake is writing to everyone.  Your target market cannot be "everyone".  If it is, nobody will truly get the message.  And if nobody gets your message, nobody is going to buy either. 

Determining who your target market is before you start to write will at the least, focus your writing.   And go even further than determining a broad target market if you can.  Narrow your target market to a niche market instead.  Who are your most important potential clients?  Determine who your most important target is and write directly to them.

Pick one topic and stick to it. 

Prove your authority.  You can use case histories, testimonials, cite important studies or use your own published articles.  The point is that people buy from experts.  Make sure that's what you are.  

Whether it's print or online copywriting, make it easy for them to respond.  Send a self-addressed, postage-paid envelope or business reply card if your copywriting a direct response piece.  If it's online, use convenient order forms and make them accessible from every page.

And while we're on the subject of ordering, if you don't tell them why they need to order now, they most likely won't. 

Procrastination, it seems is a basic human tendency.   So, if you don't tell them to order now, they'll most likely put it off until tomorrow and tomorrow and yet another tomorrow, until finally they've simply forgotten.

Entice them to order with limited time or quantity specials.  Create a sense of urgency about it so they really will order today.      

There's an old copywriting formula to keep in mind while you're writing.  It applies to any type of copywriting that sells.  That old formula is AIDA
 
    <ul><li><b>Attention.</b> Grab attention with interesting headings, photos, subheadings, etc. Your first headline really makes or breaks your copy.  It's the first thing read and possibly the number one deciding factor for your reader staying or leaving.
<li><b>Interest.</b>  Create interest with your first sentence and your first few paragraphs.
<li><b>Desire.</b> Stimulate desire with benefits, testimonials and case studies.
<li><b>Action.</b> Ask for action now with special pricing, combinations, limited time or quantity offers.  Give them a really good reason to buy Now.</li></ul> 

Repeat your main benefit, and ask for action again with a P.S.  Interestingly the P.S. is the second-most read line in print and online copy.  Some experts say one P.S. is best, while others use two or three.

So those are similarities for all copywriting that sells.  How is online copywriting different from print?

Various studies have shown that the internet is a culture of its own.  The internet was originally a place for sharing free information, and it remains that way today.  In keeping with its culture, freely share information you've gained and you'll get more visitors.  And that also means to eliminate the hard sell, and practice the soft sell instead.

Remember that internet visitors are usually impatient for information.  They generally prefer shorter pages than you'd usually write for such things as a direct response package. 
A general guideline is to use half as much as your printed text.   Keep sentences and paragraphs short.  Break long copy up into more than one page, or use modules instead. 

Don't overload your readers with irrelevant content or links.   People came to your site for a reason, and that reason was represented in their search term.  Your page needs to be completely relevant to the search term, or they'll simply leave.

The internet is graphics-oriented, so use pictures, diagrams, graphs, and anything else visual to help convey your message.  And, unlike print, the internet can be interactive, so if it applies, use it. 

But, you don't want to over-do graphics either because your web site needs to load quickly.  If it doesn't load in less than 10 seconds, your potential sale is most likely gone.  He or she is probably checking out your competition!

Possibly the biggest difference between copywriting for any type of print and online copywriting is in the research.  You can write any print copy without using particular phrases, but you can't do that online.  Your online copy needs to be written around keywords that are put into search engines by prospects.  

Remember that there are lots of copywriting tips you can find free of charge simply by searching with you favorite search engine.  And there are several very good copywriters who have free copywriting tips on their web sites.  Two that come to mind are Bob Bly and Allan Sharpe.

So those are a few tips for your copywriting.  And I'd like to leave you with one final tip.  Many would-be copywriters worry too much about their writing.  Fear of seeing their copywriting in public, or even on a letter can freeze you into inactivity.  I would encourage you to give it a try. 

If you're copywriting for your web site, remember to research keywords first.  And then start with an outline if you need it.  Start by just writing a few phrases.  The point is—just start.  Don't be afraid of mistakes.  That's what editing is for.

 

How to Make the Most of Your Website Copywriter

How to Make the Most of Your Website Copywriter

Word Count:
844

Summary:
Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. But copywriting possesses one key element that most other forms of art don't – a commercial imperative.

Keywords:
website copywriter, copywriting

Article Body:
Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. But copywriting possesses one key element that most other forms of art don't – a commercial imperative.

Because the copywriter's audience is driven by the realities of the business market, so too is the copywriter. Although the good ones love to write, they don't necessarily love to write about toilet paper and real-estate. Copywriters – in particular website copywriters – write because it's their job. And like any job, copywriting has very defined objectives and parameters which determine how the copywriter works, and the kind of material they produce.

So, if you need black and white, this is where you'll find it.

There are two primary commercial realities for a website copywriter. Understand these realities, and you'll understand the writer. Ignore them, and your job will take longer, be more frustrating, be less engaging, and earn you less money.

REALITY 1 – READER-FRIENDLY AND SEARCH-ENGINE-FRIENDLY
A website copywriter needs to adhere to certain guidelines to ensure your website is both reader-friendly and search-engine-friendly. This is black and white.

Because most websites rely on search engines for their traffic, your website copywriter has to write for two broad audiences: human and computer. This introduces a number of complexities because, quite often, these audiences want different things.

For instance, with humans, less is generally more. But with computers, more is more. Humans need to understand, so the fewer words the better. Search engines, on the other hand, are programmed to think that anything important enough to be ranked highly has to have a lot of words. A website copywriter must balance these conflicting requirements. Your copywriter will work faster and more efficiently if you don't demand too few words or too many.

TIP: If your site needs both humans and search engines, try not to set your heart on less than 100 words per page or more than 300 words. Generally speaking, somewhere in the middle is a nice compromise for both audiences.

And it's not just the number of words used that's important. Humans tend not to like repeated words, whereas search engines do. Humans will understand from your heading what it is you do, and if it's relevant. Mention it once, and they'll generally remember. Search engines are not so smart. They need to be told again and again. This is how they figure out how relevant your site is.

TIP: Don't ask your website copywriter to be a minimalist. The search engines won't like it. By the same token, don't ask them to simply jam every page full of hundreds of your primary keyword phrases, because your human readers won't like that (in fact, neither will the search engines). The trick is to expect each page to repeat one or two primary keyword phrases 5-10 times.

TIP: Remember, balancing human and computer requirements is time consuming. Try to have a clear understanding of the objective of each page before your writer starts. You'll get a much better product with fewer time consuming iterations.

REALITY 2 – BENEFITS, AUDIENCES, PRODUCTS, SERVICES, FEATURES
A website copywriter deals in benefits, audiences, products, services, and features. This is black and white.

These things may be painfully obvious to you, but they won't be to your copywriter. And although a good copywriter will be able to draw them out of you, they won't be able to accurately and comprehensively identify them alone.

TIP: Before you engage a website copywriter, make a list of what you do, who you do it for, and what benefits it gives them. Your job will cost more if your brief consists of one line, "I want to increase sales!"

When it comes down to it, a good website is written around benefits. Customers are only interested in how you can benefit them. This means benefits are the website copywriter's inspiration. By the end of the project, you'll be sick and tired of hearing your copywriter ask, "But what are the benefits of that to your customer?" You'll definitely thank them for asking though.

TIP: Don't confuse features with benefits. A feature is what you do or how you do it. A benefit is what advantage that brings to the customer. Your list should make a clear distinction between the two. This will save your copywriter a LOT of time, and save you a lot of money. Most importantly, it will MAKE you a lot of money because your website will engage your customer.

Website copywriting is an artform. But because it's an artform with a commercial foundation, it can be understood by anyone in business. And when you understand the commercial realities of the copywriter, the greys of the artform will begin to seem more like the familiar black and white of the nine-to-five. Then, and only then, will you be able to make the most of your website copywriter.