Eliminate Boring Web Site Copy in 5 Easy Steps
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Imagine comic Robin Williams has written your Web site
What would it be like?
Now imagine president George Bush wrote your Web site
Which author would you prefer?
I would bet the copy written by Robin Williams would be much
more entertaining and fun to read than copy written by George Bush. It's just
got to be because there is no way Robin Williams' personality would not show
through in his writing.
Now take a look at the copy on your Web site. Is it more
George than Robin?
So what makes Web copy boring?
Probably the biggest mistake is to create copy that doesn't
create a vision. If I tell you that "XYZ dresses are for the mature woman", you
know we sell dresses, but you really can't imagine the product. Now, what if I
say, "XYZ dresses are only for uninhibited women with luscious curves." Get a
visual on that one?
Use descriptive words that paint a picture for your audience.
You want to engage your reader with words that encourage them to stay on your
site and completely read your sales message.
Don't just describe your product, make the product appeal to
your reader. Communicate with emotion by telling a story. Let your readers
imagine themselves using your product or service. Let them feel powerful, sexy,
successful, clever or whatever emotion it is that will sell your product or
People aren't so much interested in what a product does, but
how it will make their life better. You want them to have that emotional
connection by psychologically tying into their needs.
Why does someone pay $500 for a pair of shoes when a $50 pair
will do just fine? Because, when they imagine themselves wearing those $500
shoes, they are in a very happy place. They feel admired, loved and so much
better than other people.
So, how do you write good sales copy for your Web site?
1) Start with boring copy.
The easiest way is to start with boring copy. What I mean is
to just write out what you want to say without trying to be clever. Just get
your ideas down first. Don't inhibit your thoughts by worrying about whether
it's good or not. At this point you don't need to care.
Concentrate on the benefits of your product or service, not
the features. How does your product benefit your target audience? List all the
ways your product can make their life better.
2) Organize your writing.
Now go through what you have written and make sure it has a
logical flow. Use examples to demonstrate your points.
3) Write in a conversational style.
Pretend you are talking to someone who is sitting across the
table from you. How would you describe your product or services? Now look at
what you have written and change the writing to be more conversational. Get rid
of the corporate speak and try for a more natural approach.
4) Introduce emotion into your writing.
Now that you have a pretty good handle on what you want to
say, it is time to put some emotion into your writing. Use words that create
images in your mind. Examples of some of these words are: tempting,
mouth-watering, electrifying, rejuvenating and ingenious.
Try to rewrite what you have by using words that sell. If you
are still stumped, go on to the Internet and look at other Web sites to see what
others have done. Don't plagiarize the other sites, but use them as a way to
spark ideas for your site.
5) Proofread for errors.
The final sweep through your writing is too look for grammar
errors, spelling errors and context errors.
Read it out loud to yourself. How does it sound? Good writing
has a nice smooth rhythm and flow. If your writing is too choppy you will notice
the choppiness when you read the copy out loud.
About the Author
Michelle Howe, MBA, president of Internet Word Magic, specializes in writing
irresistible copy for websites. Transform the way you do business. Visit her
http://www.InternetWordMagic.com for a FR^EE chapter download of her new
book "Turn Browsers into Buyers".
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Article Published/Sorted/Amended on Scopulus 2008-01-02 14:18:00 in Computer Articles