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Archive | February, 2017

Web Copy – How Much is Enough?

These days, there’s widespread acceptance that a website is an integral part of the marketing plan of any business. Likewise, it’s commonly accepted that web copy is a vital component of any website. But how much web copy is enough?

The pure volume of information available on the Internet is daunting – often counterproductive. There are approximately 550 billion documents on the web, and every day another 7 million are added. According to an A.T. Kearney, Network Publishing study (April 2001), workers take so long trying to find information that it costs organizations $750 billion annually!

Yet people continue to use it. Information gathering is the most common use of the Internet (American Express survey, 2000). And it seems work-related searches are amongst the most common, with 48% of people using the Internet to find work-related information, as opposed to 7% who use magazines (Lyra Research, 2001).

Interestingly, however, the average person visits no more than 19 websites in the entire month in order to avoid information overload (Nielsen NetRatings in Jan 2001).

So how do you ensure your site is one of those 19? How do you make your content helpful without making it overwhelming? That’s what this article is about…

Businesses also need to know HOW MUCH to write.

Here are 5 quick rules of thumb to help you decide how much is enough.

1) Know your audience (Reader or Search Engine?)

Think about whether you’re targeting human readers (potential customers) or search engines. This must always be one of your very first questions, as the answer will determine your approach to content.

In general, human readers think less is more. Search engines, on the other hand, think more is more (well, more or less…). In many ways, it comes down to a question of quality versus quantity. Human readers are interested in quality, whereas search engines are interested quantity. Human readers want you to answer their questions and make it clear how you can benefit them. And they don’t want to wade through volumes of text. Search engines want a high word count, full of relevant keywords, and short on diagrams. (See http://www.divinewrite.com/seocopy.htm for more information on writing for search engines. See http://www.divinewrite.com/SEOCEO.htm for an introductory article on search engine optimization.)

You need to think carefully about your audience. In most cases, it’ll be a trade-off. A high search engine ranking is important (or at least beneficial) to most businesses, so a happy medium is required. The following tips will go some way toward providing this balance.

2) Make it concise

Say everything you need to say, but always ask, “Can I say it with fewer words?” The literary world may be impressed by complex writing, but visitors aren’t. Keep it simple, and keep it brief. Your home page shouldn’t be more than 1 screen long. In other words, visitors shouldn’t have to scroll. Subsequent pages can be longer, but try to keep them to a maximum of about 300-400 words each (approximately 1 scroll). A lot of people will tell you that you also need 300-400 words or more on your home page for a good search engine ranking. You don’t. If you focus on the right keywords and generate a lot of links to your site, you can achieve a high ranking without losing your readers’ interest by padding

TIP: For most businesses, a good rule of thumb is to make it conversational. Old school writers and would-be writers oppose conversational copy; don’t listen to them. Unless you’re writing for an old-school audience, feel free to write as people talk.

3) One subject per page

On this, both readers and search engines agree. Don’t try and squeeze too much information onto a single page. For example, instead of trying to detail all of your products on a single Products page, use the page to introduce and summarize your product suite, then link to a separate page per product. This way, your content will be easier to write, your readers won’t be overwhelmed, and you’ll be able to focus on fewer keywords (so the search engines will get a clearer picture of what you do).

4) Make it scannable

According to a 1998 Sun Microsystems study, reading from a monitor is 25% slower than reading from paper. As a result, 79% of users scan read when online. So make sure you accommodate scanning. Use headings and sub-headings. Highlight important words and sections. Use bulleted lists and numbered lists. Use tables. Use statistics. Use meaningful indenting. Use short sentences. Most importantly, be consistent in your usage. Oh… and follow rules 2 and 3 above.

5) Use a simple menu structure

Try to keep your high-level menu (Home, About Us, Contacts, Products, Services, etc.) to a maximum of about 10 items (5-8 is ideal). If you have too many options, your site will seem unstructured and your visitors won’t know where to start. In order for a visitor to want to come back to your site, they need to feel comfortable when they’re there. They need to know what to expect. If they can’t identify any logic in your menu structure, they will always feel lost. What’s more, this lack of structure will reflect badly on your business.

The Internet can be an incredibly cost-effective form of promotion because the cost per word to publish is so low. Don’t be fooled into thinking more is more just because it costs less. Audiences – even search engines – don’t want everything; they just want enough.

Happy writing!

The Hidden Secrets of a Perfect Sales Copy.

We are living in an e-age where everybody wants to sale their product or
services through Internet. In the physical world your interacting behavior and
friendly relationship can create a better avenue for selling your products. Your
face to face interaction can completely convince an individual to buy your
product.

But in the internet world everything is different. You just get 10 seconds to grab a visitor’s attention who may turn into your customers. Your only way of
interaction with your customers is your sales copy. So it must be a copy which really generates sales. It’s not an easy task to make your visitor pull out their credit cards out of their pocket.

Are you also thinking of selling your products or services on net? Well it’s a great decision. Now what points you should consider when creating a sales copy for your product or services. Here it is:

1. Head line:
Head line is most important part of your web copy. In fact a great headline is
90% success of your sales page. When somebody comes to your site, usually
you have only 10 seconds to grab his attention. Most people will make a decision about reading your sales page in less than 10 seconds. If your headline is compelling enough to grab your visitor’s attention they will stay otherwise they will go to other website.
>> Tell about the biggest benefit of your product in headline.
>> Create some serious problem and tell your visitors that you can solve their problem.
>> Show specific results of using your product in your headline. Like if you are selling a book about dog training, tell them that in next 15 days your dog will follow all your instructions.
>> Use attention grabbing words in your headline like Free, Save, Guaranteed.
Many big copywriters say that headlines can increase response rate by up to
1500%.

2. Sub Headline:
A sub head line gives you one more opportunity to grab your visitor’s attention and pursue them to read your sales page. Highlights your product’s benefits again and create a feeling of urgency in your sub headline so it encourages your visitor to read your sales page.

3. Bulleted Points:
In today’s world everybody is very busy and always in hurry. Usually your visitors first quickly skim your webpage to know what’s in it for them. Bulleted points always grab attention because it’s easy to read. So always tell your product’s benefits through bulleted points. Remember bulleted points just act like bullet and triggers a human mind.
A bit of suggestion: always convert your products features into its benefits.

4. Credibility:
It’s also a key point of a successful web copy. Your customer must feel that it’s not just a sales copy. A real person is sitting behind it. You should put your photo, your full contact details (not just email, full physical address and phone number) in your sales copy.
Testimonials are one of the best ways to build credibility but it should be real not fake. Many people think that they can fool their visitors by placing fake
testimonials but I want to make you clear that whatever you think about your
visitors, your sales page reflect that.
A strong Guarantee is also essential to build your credibility. You may also place an audio or video message to give them a sense of belonging and a kindly feeling.

5. Bonuses:
It’s a human psychology to aspire to get one or more thing free with the
product. Offer them some bonuses related to the product you are offering. If you are selling dog training book, you may offer a dog food recipes ebook or a dog health checkup guide.
Try to feel them that the bonuses you are offering are worth more than the price they are paying. It’s a good idea to offer digital products as bonus because you have to invest only once to create them and delivery cost is also zero.

6. Sense of Urgency:
You must create a sense of urgency in your sales page. Make them realize that once they lose this offer they will never get it again. Give them an extra price discount, more bonuses, or any lucrative offers which make them buy. You can also offer personal email consultation if they buy within a time frame.

7. Ask for order:
Many people make a great mistake in their sales letter. They write a wonderful sales letter but never ask for order. In the sales letter make it a key point that you are here to sell your product. So ask your visitors to place an order in clear words. It is a must to call them again and again to buy your products on a single sales page.

8. P.S. Lines:
Life goes busy and no one have a spare time to even read your sales copy.
Sometimes they just see your headline and your P.S. Lines. Top copywriters
believe that 9% success of a sales letter depends on P.S. lines. Make it strong and compelling. Pinpoint your product’s benefits, bonuses and any special offer you are offering.

These are some points for a perfect sales copy. If you follow these simple points, your dream of having a long queue of customers eager to buy your products will get true.

Internet Copywriting – Make Your Offer Irresistible

Want to increase your online sales? Make sure your offer is one they can’t pass up!

Any offer you make through your Internet copywriting needs to be worth the readers’ time. Time is valuable and there is no bigger waste of time – for you as the creator or for your reader – than a worthless offer.

A number of years ago, a newspaper advertising sales rep went to her boss, disgusted that her client would not buy the ad schedule she pitched. It turned out that the last time the client ran an ad – five years before – “I didn’t get a single result from my coupon” that he ran way back then. The coupon was for a free coffee refill… something that was already common practice at the restaurant. Honestly, who would bother?

“Go back and tell that man we’ll run his ad for free if he will live up to the offer we create,” was the ad manager’s response. From there, he proceeded to tell the young sales rep to tell the client that the coupon would read “Bring this in for $1.00 in cash.” So, she did.

The client naturally refused because he knew he would have too many takers. What he finally admitted to himself is that his advertising did not work because his offer was lousy. Keep this business owner’s woes in mind as you plan to create your own irresistible offers with your Internet copywriting.

Make your offer one that is worth the time it takes to respond. A “Free 60 day trial” is a pretty good offer for an online program. What kind of offers can your business make?

The key to getting readers to respond to your offers is to make them irresistible. Can you afford to knock several dollars off the fee for your product or service? Or maybe you can make a strong guarantee, making your product or service almost risk free. Transferring the risk from the customer to you will help remove resistance to your offer.

Whatever it is you decide to offer, honor the offer at all costs. Keep your word and potential customers will quickly fall into place as current customers spread the word.

If you have never done any Internet copywriting before, don’t worry about it. No one knows your product or service as well as you do. Because of your passion for the product or service you are selling, you know it better than even a professional copywriter. Let that passion lead your Internet copywriting as you work to create the perfect offer that your potential customers just cannot refuse!

If you need some help creating an irresistible offer for your Internet copywriting, ask yourself, “What would make me buy?” Think about your answer. Is it do-able? If so, let that be your irresistible offer.

You can always make it available for a limited time (another good way to get people to act quickly) in case you decide the offer is too good to be very profitable.

Add a sense of urgency to your offer to get people to act immediately. If they put it off, they are likely to forget about it and you end up losing the sale. Adding a sense of urgency can be done by limiting the quantity or time of the offer or both. For example, the special offer is good only for the next 100 people who order, or the offer expires in 48 hours. You can even use both to heighten the sense of urgency.

In summary, make your offer irresistible. Make it worth the effort to the customer to place the order. Transfer the risk from the customer to you and add a sense of urgency. Then be sure to live up to what you have written in you copy. If you do these thing, you’ll see your sales skyrocket!

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