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Copywriting Information |
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Sticky Homepage Copy in 30 Seconds
Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to stick around...The internet has changed how we think about the customer, the product and the competition. I'm going to take you on a journey through these new ideas and show you what has changed and how you now can approach your marketing. You have to put yourself in the customer's shoes and talk directly to her about how she benefits from your products. She wants product information and lots of it, but in due time. No more hard sell focused on the product. And the word competition is useful only to identify the people we need to observe and emulate, but no longer are we out to destroy them, we're out to partner with them. Confused? Good! That means there's learning on the way! We're going to concentrate on your homepage, because you don't have long to capture your customer's interest. She has 3 main questions and you have thirty seconds at most to lure her to continue reading, clicking and finally clicking for the sale. First you need to do your homework. You need to know who your customer is in terms of demographics, needs, desires, and dreams. Now think about how she behaves on the internet. If she's like me, she has a huge list of things she has done and would like to do. Today she may be paying bills, looking for a new bank, planning a vacation, researching cold remedies, looking for recipes, researching books to take out of the library, reading the news and looking for a home business she can do in her spare time. All in one day. How much of her time is she willing to give you to convince her you're worth reading...worth bookmarking...that your opportunity or your product is The One for her? Not much...30 seconds... Now you need to identify your competition. Where may your imaginary customer already be buying the products you offer? Where else may she be considering a home business opportunity? Why is she looking or buying there? What does she like about that site? What do you or your product have to offer that is missing there? By now you're starting to identify your advantage, your edge, that relates to what this customer needs and wants. Staying focused on your customer, turn your edge into a sentence or sentences starting with "You", directed at how the customer will feel or be. We've already dealt with the customer's first question, "So what? What's in it for me?" Now the second and third: "Why should I trust you or take a risk on your product?" and, "What do I do next?" So, with your customer (not YOU, not the PRODUCT) in your mind's eye, you have 30 seconds to grab her interest or her curiosity enough to make her want to read more, click and get more info, or click and buy. Remember that old song that went something like this?: "If you wanna be happy for the rest of your life, Better make a pretty woman your wife. Or for my personal point of view, Get an ugly girl to marry you." Then if I remember correctly, the singer goes on to explain the circumstances that made him an expert ;) in this area. What's in it for the listener? All the right buttons were pushed: happiness forever, marriage, advice from an expert, and curiosity about the rest of the song. Maybe he could have thrown in some financial security and a home, but pretty much all the bases were covered. So hit your customer with what pretty much everyone wants: happiness, security, health, family, freedom...whatever fits. But don't just talk about happiness and security, talk about feeling happy and secure. It may seem like semantics, but it's really a huge difference. You've nailed your customer's needs and emotions, so now just write copy that flows from needs and dreams to information to the click that will sell or sign her up. If you lead her to a product information page, lead her to the final click. If it's testimonials, or all about you, lead her to the click. When she's ready to leave, ask her to complete a survey, sign up for a newsletter, sign a guestbook, and offer her a free ebook as a way of thanks for stopping by. And if this ebook was written by your competition, now you're starting to see how "drown the opponent" has been replaced by what some call "fusion marketing": in essence, partnerships for a win-win situation. His ebook gets out there, with his branded links inside; you benefit from his expertise and reputation and the ability to give your visitors a quality gift. This relationship continues with reciprocal linking, contests with prizes, testimonials, co-authoring ebooks or co-writing a course or seminar, and any number of other collaborative possibilities, only limited by your imagination. And, as you can see, you don't have to be a novelist; we're talking about writing for 30 seconds of reading for starters, then a bit more. Welcome to the New Paradigms of Marketing, compliments of the Internet. Glenn Beach is a poet, writer and home business entrepreneur in Nova Scotia, Canada. Free newsletter, more articles, and business start-up info at: http://www.work-at-home-business-opportunity-canada.com
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Copywriting is waiting – it can rarely be done both very thoughtfully and very quickly The Drum Go and read a job advert, any job advert, for a copywriter role. (Don't read too many at once though, that stuff is bad for you.) 3 Things to Double-Check Before You Hit Send on That Email CT Post These details may seem like common sense, but they're often easily overlooked when sending out marketing emails. Liviu Tanase. Published 5:00 pm EDT, ... Account Executive / Account Manager Pedestrian TV ABOUT US. We're a creative agency who speak retail. With a focus on design, rebranding, photography and campaign management, we specialise in the retail ... How AI is Transforming Copywriting CMSWire Creating high-quality *content*, at scale, is a challenge that almost every organization faces. Larger budgets can help, but as the need for *content* grows, and as ... How to Use Your Copywriting Skills to Write That Novel You've Been Putting Off Adweek In the Mad Men era, every copywriter had a novel in the drawer. Don DeLillo, Joseph Heller, Dorothy Sayers all famously started out writing for ad agencies. How I Save: The 27-year-old with £500 saved after buying a home Metro.co.uk Heather, a copywriter living in Essex and working in London, shares how she saved £8000 for a deposit on her first home and how she budgets her money now. 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Before you get going, you'll first need to see ... Tools Of The Copywriting Trade: 15 Ways To Increase Sales With Words Forbes Regardless of product or industry, a company's brand is expressed through the copy the public sees. Copy takes on many forms -- ranging from personal to ... JPMorgan Chase picks AI over humans to write ads San Francisco Chronicle JPMorgan Chase, the largest U.S. bank, says Persado's “artificial intelligence message machine” wrote ads that generated two to five times the response it got ... Mid-Senior Digital Copywriter job, Cape Town Bizcommunity.com Previously disadvantaged candidates will be given preference. Creative Freelancers job, Cape Town, CBD Bizcommunity.com Ninety9cents is a full-*service*, integrated advertising agency with offices in Cape Town; Johannesburg and Zambia, and is one of South Africa's largest ... Product descriptions guide our online shopping. Who writes them? Vox.com How do you make your luxury handbag stand out from all the luxury handbags on Amazon? We asked a copywriter. 34 Heritage Debuts Rebranding and a Renewed Emphasis on Fabrics Sourcing Journal 34 Heritage president Arkun Durmaz shares how the menswear brand's *fresh* look caters to an elevated denim consumer. Copywriting vs. Content Writing Business 2 Community You have a friend who is a copywriter, but in marketing meetings, you hear that the team is in charge of the *content* writing, so you think to yourself, what's the ... 10 Copywriting Mistakes That Will Hurt Your Marketing Efforts Forbes *Content* that contains typos or bores the reader won't further your marketing efforts. Ex-copywriter FAY WELDON, who created some of our best-loved ad slogans, despairs at new PC rules Daily Mail The two light-hearted advertisements have been banned over fears gender stereotypes in advertising could cause 'real-world harms'. Only a small minority ... 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If you want your company to connect with its ... 7 Steps to Becoming a Professional Copywriter Entrepreneur I spend very little time writing copy myself these days because I'm too busy running an agency. I had to learn all that marketing and branding stuff because it was ... Senior Medical Copywriter : Another job from PMLiVE. PMLiVE Senior Medical Copywriter job from PMLiVE. Click here to apply for your new Senior Medical Copywriter job. How Wowcher used AI copywriting to reduce Facebook ad CPL by 31% Econsultancy In 2015, Econsultancy profiled a startup called Phrasee, the brainchild of regular Econsultancy blog contributor Parry Malm, that uses advanced machine ... Graphic Designer and Marketing Coordinator Pedestrian TV We're seeking a passionate, enthusiastic and creative Graphic Designer and Marketing Coordinator to join our team in our bright and friendly Northcote studio. 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A colourful and engaging look into a uniquely South African life TimesLIVE Growing up in the 1990s in a small East Asian community in the largely Afrikaans Bloemfontein, Ming-Cheau Lin was always the outsider. |
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