Writing For The Web
In spite of many internet marketing gurus attempting to teach otherwise,
the rules of copywriting for websites are exactly the same as the
rules for writing anything else.
Offline or online, writing to sell a product or service must adhere
to the same three key principles:
- Be clear, simple and concise
- Write in terms of benefits, rather than features
- Make some kind of offer or give some kind of promise
Interestingly, the average website does not adhere to ANY of these
three requirements.
Headline
Promotional material must contain a headline, stating exactlywhatyou
are selling AND a very good reason for buying it.
Body Copy
Body copy should reinforce the benefit of owning the product by
stating clearly what will be missed if the potential customer doesn't
buy. Include:
- Product features in terms of benefits of owning the product
- Price - it's amazing how many services DON'T include this to
the frustration of potential buyers
- Testimonials or Case Studies
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