Copywriting Information

Help, Help, Help, Sell


Here's a fundamental difference between copywriting offline and copywriting for the web...

- Give or take, my job as a copywriter offline was to sell, sell, sell, sell.

- Online, I think, my job is best described as help, help, help, sell.

How come?

Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation.

The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything?

We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways.

And that's where the 'help' comes in.

Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information.

Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward.

Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want.

Once you have done that, once you have been truly helpful...you will have achieved a number of things.

First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates.

Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily.

And then, and only then....Sell.

Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


Startland News

Greta Perel: Forget formality (plus four other copywriting secrets for startups)
Startland News
Entrepreneurs have to wear all sorts of hats — but what if one of those “hats” doesn't fit so well? Can you just throw it into the dark depths of your closet? Definitely not that “writing hat.” Writing your own website copy, tweets, sales funnels, and ...



Program Listings Editor (Copywriting)
Folio Magazine
PBS is seeking a Program Listings Editor. This individual is responsible for creating and disseminating the PBS Monthly Program Listings compilation, while ensuring that program descriptions meet the highest level of editorial standards. The position ...

and more »


Business 2 Community

Is Style the Missing Ingredient in Your Online Copywriting?
Business 2 Community
Online content creation is often spoken of in a purely functional capacity: You need to generate some words that will, in turn, give the search engines something to chew on, all while conveying your branding message in a clear and effective way. But ...



Email marketers need to tap power of copywriting
Warc
Perhaps the most worrying finding for marketers was that 60% of those asked don't think any brands do email well. Brands need to focus on crafting each email carefully, without resorting to gimmicks, according to Rachel Aldighieri, MD at the DMA. “We ...



The Drum

Why copywriters are their own worst enemies
The Drum
The people who really don't respect copywriters are not clients at all. They're copywriters themselves. Copywriters who drop their prices as a “goodwill” gesture to complete strangers. Copywriters who take gigs paying less than a dog walker earns ...



The Daily Star

WHAT THE HECK IS A COPYWRITER?
The Daily Star
Every now and then, advertising agencies will ask to hire copywriters. You may have even met one and wondered if that person is another unemployed individual with a vague job title like the CEO of a Facebook called 'What I Ate Today'. A five year old's ...



Burbank Email Marketing Cold Sales Campaigns Copywriting Services Launched
MilTech
Using the information gathered during this initial stage, Astute Social Media offers professional e-mail copywriting services, providing clients with customizable e-mail sequences that can be used for cold sales campaigns. The Burbank digital marketing ...

and more »


Dream of winning comes true for Infinite Energy employee
Gainesville Sun
I have grandchildren who may need assistance. I'm still trying to process it all.” Infinite Energy is based in Gainesville and serves natural gas customers in Florida, Georgia, New York and New Jersey and electricity customers in Texas. Its annual ...



Mid Level Copywriter
Bizcommunity.com
The copywriter will develop, conceptualise high-quality, TTL intelligent copy and innovative creative solutions that communicate the brand effectively. Job description. Conceptualise copy and creative concepts – big picture thinking. Understand the ...



The Drum

A lesson in less – why a copywriter should never do too much
The Drum
It is no exaggeration to say that a copywriter, approaching virtually any brief, could probably find dozens – maybe even hundreds – of ways to write a solution. However it is poor copywriting, and indeed questionable logic, to mistake the quantity of ...


Google News

home | site map
© 2006