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Copywriting Information |
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Want a Sticky Site That Sells? Forget Content!
An interesting debate is currently raging among copywriters, web designers and content developers about the differences, if any, between writing copy for the web versus writing content. According to prolific copywriter Nick Usborne of ClickZ.com fame, a recent survey conducted among the readers of his email newsletter "Excess Voice," which is available at NickUsborne.com, offers some interesting results. They seem to be split almost three ways: one-third consists of copywriters, another content writers and the final third both. This is an important debate, I believe, since all online copy is content but not all content is copy. And that's a real problem. Most web designers, webmasters and content writers develop text for websites in a way to educate visitors. They also write it with the notion that "content is king," "content increases search engine rankings," "content makes a website sticky" and so on. That's all fine and good. But I believe content fails when it strives only at informing the reader, and thus lacks important elements that take her "by the hand" and compels her to do something -- anything, including the simple act of reading. In other words, while some websites may compel our attention, others fail to propel our actions, too. And their owners often end up screaming, "Why is my website not producing any sales," "why am I getting a lot of traffic but such a poor response" or "why are people leaving so quickly (or after they got what they came for)?" Well, if content is king, copy is the castle. The Internet is not a traditional medium -- at least not in the broadcast sense. It is intimate, dynamic and interactive. People are more involved when reading the content of a website than reading a conventional print publication, watching a show on TV or listening to a program on the radio. And with the Internet, people have a powerful weapon that they don't have with other types of media, and they usually never think twice about using it when the need confronts them: their mouse. So, the idea is this: forget about writing content, at least in the traditional sense. Think copy. Think words and expressions that compel the reader to do something, even if it's just to continue reading. According to web dictionary Atomica.com, "copy" is defined as "the words to be printed or spoken in an advertisement." ("Advertisement" is defined as "a notice or announcement designed to attract public patronage." It's calling for some kind of action. It's selling something, in other words.) But the word "content," on the other hand, is defined as "the subject matter of a written work, such as a book or magazine." And keep in mind that there's no mention of the Internet, here. Nevertheless, this is why I submit that, with its multitude of links, scripts and hypertexts, the Internet transforms the passive reader into an active, responsive participant. (Or make that "response-able.") And she must therefore be treated as such -- as a participant, not a reader. Look at it this way: a book is limited by its front and back covers. When the book is done, it's done. The web, however, is not. If your content does not strive at getting the reader to do something, whether it's to buy, subscribe, join, download, call, email, fill out a form, click or whatever, then you need to seriously rethink your content and the words you use. Here's my explanation of the difference between content and copy. Content informs. Copy invites. Even if content invites a reader to keep reading, it's still selling an idea. It's still calling for action. And it's still copy. If your web page is only meant to inform people like some kind of book, then it's content. (And like closing a book once it's read, the only action left is to exit the website or close the browser.) But if it contains links or more content, then it's copy. And you need to write content with that mindset. Ultimately, incorporate within your content a direct response formula that compels your readers to do something. Don't leave them hanging. Take them by the hand. Integrate a call for some kind of action, in other words. Ask your reader to "buy now," "join today," "get this," "download that, or ... ... Better yet, simply "click here." About the Author Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Starts: Next Week 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 ... 8 Essential Things to Consider Before You Sell Your Business Inc. For many entrepreneurs, there will come a time when it makes sense to consider selling their business. Whether you're approaching retirement or simply ready ... From Salon Marketplace: Learn how to become an effective copywriter Salon The Copywriting Mastery Bundle teaches you how to launch a career as a freelancer and publish your own stories. 10 Copywriting Mistakes That Will Hurt Your Marketing Efforts Forbes *Content* that contains typos or bores the reader won't further your marketing efforts. The art of the greatest spectacle in racing WTHR The countdown is on and the Indianapolis 500 is just days away. 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Creative Digital Copywriter Pedestrian TV About Eva: Founded in 2017, Eva has grown to be one of the top players in the e-commerce bedding space. Eva disrupted the billion-dollar industry with three ... Viral Launch Hires Veteran Marketer to be New Senior Vice President Yahoo Finance Indianapolis-based Viral Launch has hired a veteran marketer to be its new Senior Vice President of Marketing. Blake Rodgers started his new role on May 20. 6 ways to use copywriting to build your personal brand Ladders Website copywriting is one of the seven pillars of your personal brand as an entrepreneur since brand clarity is where it all starts . Mid-Senior Digital Copywriter job, Johannesburg, Northern Suburbs Bizcommunity.com A fintech consultancy is looking for a Mid to Senior Digital Copywriter to outsource to a large financial institution. 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. 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What is a copywriter today – brand builder, click maximiser, data interpreter or just a tweet machine? Mumbrella Asia Writing copy that is optimised for a ragbag of different media and a variety of different purposes can become antithetical to the idea of a single, simple brand ... AI-powered copywriting for Facebook has arrived The Drum A revolutionary AI tool from Phrasee is shaking up the world of global advertising. 7 Mindset Hacks for Copywriting Success Business 2 Community “Father of online marketing” Mark Joyner knows a thing or two about stress. During his time as a CIA agent spying on North Korea, he had to be aware of his ... Building an Ecommerce Business, Part 4: Copywriting Matters Practical Ecommerce Good copy sells. Generic imagery and descriptions might cause shoppers to move on without giving your product a second thought. Spicing up your copy — for ... How to drive conversions with on-brand SEO copywriting Search Engine Land One aspect of *content* writing that is rarely mentioned is writing on-brand *content* that is both SEO-friendly and appeals to your target audience. Form that perfect ... Copywriters' unfinished novels get turned into a real book to benefit ad students CampaignLive Book is made up of first chapters of unfinished stories written by creatives. Over Easy: For Don Draper (he was fictional, but no one is perfect) The Forecaster Draper flicks his Zippo lighter to life with a little flair of his thumb, enabling him to open and spin the wheel with barely a pause between, passing the flame like a ... BitGo engineering manager loses $100k in Bitcoin scam | Cryptopolitan Cryptopolitan BitGo's engineering manager Sean Coonce, while talking to media revealed that he fell prey to a SIM swapping hack. As per reports, Sean had approximately a. Speculative Ideas For Frontier Communications Seeking Alpha FTR has scary amount of debt and is hemorrhaging customers. The market is scared of imminent bankruptcy, which will wipe out common equity and damage ... How will Alibaba’s New AI Writer Change Copywriting? MarTech Advisor Alibaba AI writer is making news about how artificial intelligence is being harnessed to write short product descriptions and sales copy for ready, easy and quick ... 3 things to expect from a career in copywriting The Drum Expect to be wrong. So very wrong. There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely ... Alibaba Says Its AI Copywriting Tool Passed the Turing Test Adweek Alimama, the digital marketing arm of ecommerce platform Alibaba, has released an artificial-intelligence-enabled Chinese language copywriting tool that it says ... 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But email isn't going anywhere. Customers ... Suraja Kishore appointed CEO of BBDO India Exchange4Media Kishore has 21 years of experience in developing creative strategies & building partnerships . 6 Online Copywriting Strategies for Content Marketing Success Small Business Trends If you want your online marketing efforts to succeed, you should consider using these 6 copywriting strategies for *content* marketing. The vague role of 'copywriter' Mumbrella Asia Digital may have blurred the lines of the copywriter's role, but Clare Barry explains how the trade is getting back to what it does best – getting people to buy ... Lacoste Tells a Stunningly Powerful Story of Tumultuous Love In New Campaign Adweek Turning precious advertising seconds into a moment of solid storytelling is actually much more difficult than it sounds. The challenge doesn't just lie with the ... Learn How to Write Copy That Sells Entrepreneur The old adage “the pen is mightier than the sword” is especially true when it comes to copywriting. Using the right words with the right tone when you're selling ... The World’s Smallest McDonald’s Illustrates the Scale of a Declining Bee Population Adweek The issue of bee population decline may be a cute cause célèbre in some corners, but it is a severe problem that demands consistent attention. According to ... Copywriting vs. Content Writing: What Is the Difference and What Should You Be Doing for your Blog? Business 2 Community You've got a blog, but are you writing the right kind of posts? According to HubSpot, 53 percent of marketers say that blogging is their top *content* marketing ... This 38-year-old quit his finance job — here's how he's making 6 figures freelancing on Fiverr CNBC "If I die tomorrow, I would not be happy if I just worked for 10 years in a gray cubicle," says David Feldman. That is not what I would want on my tombstone." This Toothpaste Startup's Cheeky Activation Will Have You Gleefully Spitting In Public Adweek Emily Post would have zero tolerance on the matter, but in general, social etiquette suggests that there are some routine body-maintenance rituals you should ... Funny Campaign in Singapore Pitches Mastercard with Quirky Songs Branding in Asia Magazine McCann Singapore has created a campaign for Mastercard pitching the fact that they are the first issuer in Singapore that enables contactless debit and credit ... Finn Keenan Weaves Together Heartfelt Family Moments in New Bord Gáis Energy Campaign AdWorld One of Ireland's leading energy suppliers, Bord Gáis Energy, teams up with Publicis Dublin and production company, Motherland, to launch its latest campaign. 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