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
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Seven surprising places you're using copywriting (and you probably don't realise it) - Bury Free Press
3 Copywriting Tips - How To Edit For Mass Appeal!
Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.
Writing for People and Search Engines
Writing for the search engines is much different than writing in any other medium. Search engines are finicky, but they love text, so you're talking their language.
Why Is FREE The Most Powerful Marketing Word You Can Use?
As the famous cowboy Will Rogers once said, "Even if you're on the right track, you'll get run over if you just sit there".So what does that have to do with "FREE"? Quite a lot really.
11 Ways to Get an Editors Attention
I worked as a business magazine editor for about 20 years. During that time, thousands of news stories and press releases crossed my desk.
Your Article Headlines will Make or Break Your Business
Most people with an online presence will have to regularly deal with the issue of coming up with an appropriate headline. The problem is that most people do not take it seriously enough.
Keeping It Real: The Only Copywriting Trick That Works
Much of today's accepted copywriting wisdom comes from old books written for a different, quieter world.For most of the twentieth century, widely promoting a successful message was expensive and difficult, requiring control of significant resources and substantial time commitments.
Six Reasons You Don't Need a Technical Writer (and Why They're Dead Wrong!)
I know, I know. Times are tough.
3 Steps To Better Sales Copywriting
Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will benefit by remembering one thing:You're nothing more than a salesperson.There's an old saying in the "business" that, "a copywriter is a salesperson sitting in front of a typewriter.
SEO Copywriting: 7 Tips
So you finally built a website for your home-based business. How exciting is that!? Now you just have to let people know you're out there.
Direct Mail Sales Letters Flow Better With Subheads
A subscriber to my newsletter asks: "Got any good pointers on writing great sub-heads?" Yes, I do. Here they are.
One of the biggest challenges a copywriter faces is to make future clients feel confident in his or her ability. You know you can deliver, but your clients don't know that.
Does Your Copy Look Fake To the Search Engines?
From the early days of search engine optimization, keywords and content have always been vital to achieving your goals. Starting back in the days when we used to shove every slightly relevant keyword into our Meta tags, it has been obvious that search engines love text.
The Write Way To Grow Your Business
Hone your writing skills to project a more professional business image.The sales letter you can't put down?the advertising copy that makes you want the product?the resume that prompts you to call the job candidate this second?All these are examples of exceptional business writing.
How to Write for a Paper or Magazine
l. Introduce yourself to the editor of your local newspaper.
Advice From Successful Freelancers: Starting & Maintaining A Freelancer Career
For the e-book, Advice from Successful Freelancers: How They Built Their Careers & How You Can Too!, I asked ten questions of freelancers who were living their dream life. Following are some of their answers.
Top 10 Ways For Copywriters To Overcome Writers Block
We all know that words have the power to persuade, compel and most importantly, sell.However, many have likened the process to getting the 'right words' to trying to get blood from a stone.
Hook Your Direct Mail Sales Letter Readers With Good Transition Sentences
Anglers in Maine catch trout using dry flies with barbless hooks. Unless they keep tension on the line all the way to the net, they lose the trout.
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.
7 Easy Tips on How to Improve Your Sales Letter Instantly
Would you like to get more sales from your online sales letter? Here are 7 easy tips that you can improve on your ad copy instantly and generate more revenue:1. Have a Strong Call to Action.
How To Ethically Use A Swipe File For Your Ad Copy
Did you ever wish you could afford to hire one of those professional copy writers who charge $5000 or more to write a simple sales letter? Or worse, have you laid down your hard-earned cash for a self-proclaimed "professional" writer, and gotten back something your 3rd grader could have written?If you spend countless hours staring at a blank page trying to come up with compelling ad copy for that "killer" sales letter (you know, the one that's going to make you rich beyond your wildest dreams?)..
|home | site map|