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Checking Your Message - Effective Web Copy
By Tom Neuman ~ Medium Blue
Internet Marketing
Dale Carnegie said, "Talk in terms of the other
man's interests."
Writing effective web copy begins with a clear understanding of the goals
and objectives of your internet strategy. Are you trying to persuade the
visitor to buy something? Are you trying to get them to sign up for your
newsletter? Perhaps you want them to join your organization or simply learn
more about your service so that they will call your 800 number. The common
theme with all of these web strategies is that you are trying to get someone
you have never met and can't see to take a step toward building a
relationship with you or your organization.
Typical website copy uses a great deal of prime real estate telling the web
audience how wonderful the organization is. Imagine going to a party
and meeting someone who talks endlessly about himself. He talks about his
job, his family, his interests. How long will you stand there and listen
before politely excusing yourself? Now imagine the party guest who seems
more interested in you- your family, your job, your interests. Wouldn't you
react more favorably? It's very similar on the Internet.
It is very tempting to write web copy that is focused on your company. Your
first thought is probably something like, "I have to tell them who I am.
They don't know anything about me." In reality, they don't care! (At least
not in the first
few seconds). Most web users are on a mission to find as much information as
quickly as possible about the product or service they need because they want
to make a decision. If they find your page, the first thing they want to
know - even before bothering with anything else - is how they will benefit
from buying (subscribing, calling, joining). You need to answer that
question clearly and concisely within seconds or you will lose that visitor
(maybe forever). If you can't cut through the selfish copy, the clutter, the
fancy graphics, and communicate the value you offer that nobody else offers,
they will go somewhere else- and likely never come back.
Here are 3 additional ideas to help with effective web copy:1.
Create an effective Unique Selling Proposition (USP): A USP is the statement
(2-3 sentences at most) that explains why you are different than everyone
else. This is the unique factor that sets you apart from your competition.
Make this the first thing your visitor sees.
2. Write about what you offer. Focus on benefits (not features) and
de-emphasize your organization. The website
visitor needs to understand the value in a relationship with you.
3. Use your copy to help steer your visitor down an intended path. This can
be accomplished by placing your "Point of action" near benefits-related
text, making it easier for your visitors to take action at that moment.
Tom Neuman is a Senior
Partner with Medium Blue Internet Marketing (http://www.mediumblue.com).
For monthly tips on how to get the most out of your internet presence, sign
up for the Medium Blue Internet Marketing newsletter at
http://www.mediumblue.com/newsletters.
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