One of the most important reasons as to why copywriting for the web is different is that the mindset of those who are going to be reading is different. More often than not, most web pages will be found via a search engine. This is very significant, as it means that the person reading your site has been looking either for you or someone like you. So that puts them in control. This is because they will be focused on finding a particular product, service or piece of information. So anyone visiting your site for the first time and has found it via a search engine will have a few questions in mind.
- “Have I come to the right place?”
- “Will I find what I’m looking for at this page or site?”
- “Do I feel able that I can complete the task at this point?”
What is vital is that you answer these questions in both your headline, and any sub-headlines you may have. It needs to be able to secure a response from this first time visitor immediately. In order for this to happen, your writing needs to provide answers so that the visitor knows exactly what they are looking for. What is important when writing any copy for the web is that you reassure any visitors that they are in the right place, and that they should continue to read on. You should always try and visualize what the visitors to your site will be thinking. If you were a visitor to your website what sorts of questions would be asking yourself ?
- Is this the right place
- Where is the information I seek
- What is in it for me
- Where do I go from here
For each of these questions you have to arrange your website to be more functional for the visitor. That is what you should aim for when building your website, make it easy to navigate and intuitive. Focus on your core audience. Remember, you will not be able to reach everyone, so make sure the copy you produce addresses your visitors directly. Spend time explaining what you can do and the problem resolution they seek. Your site should be pleasing to the eye and easy to navigate.
Your webcopy should be specific in its goal, providing the solution to your visitors problems. After all that is why the searched for your website. Target your visitors with words of encouragement, make sure you do not oversell your product, be simple in your language be direct and let the visitor see the best points of owning the product. The best sales copy are direct and simple in its explanation why you need the product and leaves the rest to the visitor to agree with you about the absolute necessity for getting it.
Essentially, your presentation is a collection of ideas, concepts, or words that all relate to some type of central understanding. When it comes to applying this approach to the flow of your sales copy, you can provide some interesting and unique ways to identify benefits of your product that will attract the right consumer market. Here are some ideas of how to use this approach.
- Identify your central understanding. In this case, that would be your product offering. This will serve as the point of destination that all other attributes will map back to. Keeping your product as the central focus will make it harder to drift during the course of identifying elements for your sales copy.
- Use single word designations to identify the main functions of your products. This broadens on the central theme, but is still vague enough to allow for more investigation.
- Take it one level deeper. Within the context of those broad themes or ideas, provide examples of how your product benefits work. For instance, if you are selling a carpet cleaner, one broad theme may be the deep foam action. Drilling a little deeper, you can also note the foam lifts dirt easily from both carpet and furniture upholstery.
With a little help from you and let the product sell themselves. The customer having seen the product advertised or talked about on TV or some friends have it and they love it, it is already presold. You just need to push a little bit more to get that sale. Your visitor might not buy on the first arrival but will come back if they are reminded about the product, so make sure they signup to your email list. Offer them something valuable for free like a booklet about the product etc.
In general, When writing your email to your prospects, your sales copy has only a few seconds to grab the interest of a prospect and move them along to click on the link in the message. That means you have to provide a quality introduction to what you have to offer and follow it up with all the reasons why your product should be chosen above all others. Write the copy as if you were speaking to the consumer in person. This will help you to avoid using too many words, and especially to stay away from using too many technical terms that could turn off your prospect before you ever grab their initial interest.
Develop your question from the reader’s viewpoint. You need the readers to have asked themselves the question already – you’re about to supply the resolution! — Or to at least understand the idea. Prevent asking questions that readers may answer with “yes” or “nope” — if they answer “nope,” you have lost them. The power to ask open-ended questions is really crucial in many instances, including sales copy and email marketing. An open-ended question is configured to promote a full, meaningful answer using the subject’s own knowledge and/or feelings. It’s the opposite of a closed-ended question, which promotes a short or single-word answer. Open-ended questions likewise tend to be more objective and less leading than closed-ended questions. Open-ended questions commonly start with words like “Why” and “How”, or phrases like “Tell me about…”. Frequently they’re not technically a question. Craft your emails to ask open ended question, allowing the reader to think for themselves and believe they are in control of the buying process. Point out the main benefits of the product in question. Relate those benefits to common situations that come along with the problem. Illustrate how those benefits quickly and easily remove obstacles and restore order to a chaotic set of circumstances. Driving home how problems get solved quickly and easily will help to sustain interest. This can be anything from pointing out the time saved can be used for more enjoyable tasks to noting how the product helps to cut down on related expenses. These value add talking points will help to demonstrate that the product is truly indispensable and make it even more attractive.
Open ended question will make a huge difference in the way your prospect responds to your email and ultimately in getting the sale of the product.
Practice this technique constantly to sharpen your sales copy wit and you will find that words and ideas will come naturally to you allowing you to concentrate only on what works.