Learning How To Write Killer Web Copy - Part 1
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Learning How To Write Killer Web Copy - Part 1If you're going to be spending money to advertise, it only makes sense that the copy in your ads is better than good, it needs to be great. Let me share a secret with you: It doesn't cost you any more to run an ad with great copy, than it does to run an ad with adequate copy. Not to mention the fact that you can multiply your results by 2, 5 or 10 times. Great copy attracts customers like a magnet.
Clients and prospects respond to tangible evidence that indicates the quality of your product or service. When you mail a brochure, hand out presentation materials or refer someone to your web site, your copy acts as a sales person delivering a message and influencing perceptions about your business, product or service.
The benefits you offer the consumer influence what the key messages in your copy are. The way you string your words together is often most effective when you clearly define the benefits you offer (as it relates to your target audience), and use motivators to elicit a response from your readers. Write Great Headlines Instantly
The 4 essential skills of writing good copy are:
1. Determine who your target audience is and speak directly to them
2. Create a Killer Headline
3. Convey your key messages to your audience
4. Paint a picture using power words that inspire action
5. Ask for the call to action (usually the sale)
Determining Your Target Market
Your target market is simply the people who are most likely to buy your products. Before you write any copy you must figure out who they are, so you can speak directly to them in a way in which they can understand and relate to.
You'll likely define your target audience based on:
• Gender
• Age
• Income
• Marital status
• Level of education
• Hobbies
• What they read
• Where they shop
• What keeps them awake at night and so on.
Once you determine who exactly your target is, you must speak to them in a way that they understand. For example if your target audience is single men in their twenties or thirties who are computer programmers, you would want to use industry jargon that they will understand and are familiar with, then write in a way which they can relate to. Alternatively if your market is made up of retired couples, you would want to use that knowledge to convey your key messages.
Always direct your message to the right audience: those who want what you have to offer, will listen to your pitch and ultimately take action. The key is understanding your target audience like the back of your hand. Write Great Headlines Instantly
Create a Killer Headline
A powerful ad is one of the most important aspects of your success. The secret to a successful ad is your headline. You only have a split second to grab your targets attention. Your potential customer will most likely scan the ads and only read one if it catches their attention. Write your ads with passion, excitement, and benefits.
We all know the importance of a powerful headline. However, writing a great headline isn't as easy as it sounds. An effective headline will literally force your potential customers to learn more. It will instantly ignite a certain emotion and intrigue them to read on. In order to write an effective headline, you must learn how to use specific words to achieve a specific reaction. This is definitely something that you'll want to try, change test and track until you get desirable or better than desirable results.
Convey Key Messages to Your Audience
In order to write killer copy, you must have a crystal clear vision of what you offer is. What it is that makes you different from your competition? What's in it for your customer? What benefits do they receive if they do business with you.
Features are nice, but if they don't benefit the customer then they're not really of much use. A feature is a characteristic of your product or service. A benefit is what that feature does for a customer. Benefits will outsell features ten to one. Some examples of features and the benefits they offer are listed in the chart below.
Feature vs. Benefit
Airbags >> Feeling of safety and security
Massage >> Stress relief and relaxation
Self Cleaning Oven >> Saves time, effort and is less hassle
To Your Success and God Bless,
J Mark Lipscomb
http://www.writegreatheadlines.com/