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Web Copywriting: Four Online Marketing Secrets You Can Use

February 3rd, 2009    Subscribe To Our Feed

Want to make money online? You need Web copywriting skills. Although these skills take time to develop, let’s look at four secrets you can use today.

Before we get started, here’s an important tip: successful Web copywriting is different from other types of copywriting. Although direct response copywriters say that Web copywriting just another form of direct response, this isn’t true. Why? See secrets one and four below.

1. How Many Audiences? Write a Sales Page for Each One

In the online world, relevancy is king, rather than content. This is because whether people find your online sales pages via the search engines, or click through from an advertisement, unless the page is relevant to them within three seconds, they click away.

Don’t believe me? Go and check your visitors’ bounce rates in your site’s referrer logs.

Relevancy is especially important if you’re using Pay Per Click (PPC) advertising. If a page isn’t relevant, not only will you pay more for each click, your conversion rate will be low.

Therefore, before you start writing, work out how many audiences you’re targeting. Then, write a different sales page for each audience. You’ll be amazed — not only will you sell more, you’ll also pay less for advertising.

2. Read the Copy Aloud: Use Short Words and Sentences

Read all your copy aloud, to check that it flows logically, and makes sense. I like to use a text to speech converting application to read out my copy, because I can instantly pick up unfortunate phrasing, and inconsistencies.

Remember that online, people scan rather than read, so use short words and sentences, bullet points, and lots of white space.

3. Check Your Spelling and Grammar: You Must Be Credible

Have you noticed that you can recognize spam and phishing emails because of the bad spelling and grammar? Because of this, your site visitors are sensitive to anything which suggests that your site may not be legitimate. Check your spelling, your word choices, and your grammar.

Mistakes hurt your credibility.

4. Remember the Search Engines

If you forget the search engines, you’re throwing money away. Organic search engine traffic costs you nothing, so even if you’re using advertising to get traffic, optimize all your Web pages.

When you use the four secrets above, you’re well on the way making more sales with your new Web copywriting skills.

Selling Online? Increase your profits

Web copywriting skills are an essential tool for your online business success.

Whatever you’re selling: whether it’s your own products and service, or whether you’re acting as an affiliate for others, you must know how to sell online.

I’ve been coaching business owners in do-it-yourself copywriting skills for several years, simply because I believe that the person who knows the most about a product is the best copywriter for it.

Now I’ve turned that material into an ebook packed with tips - Angela Booth’s “Web Copywriting Profits: DIY Copywriting”. Discover how you can increase your profits today.

Copywriting for the Web: Write Landing Pages Which Convert

December 11th, 2008    Subscribe To Our Feed

Want to learn a profitable Web copywriting skill? If you can write landing pages which convert (that is, make sales), you can name your own price as a copywriter. Here’s a vital tip: your landing pages should never stand alone, for best results they need to be part of a campaign.

Here are the essentials for writing a high-converting landing page:

* Your page needs an emotional hook to snag the reader;

* Your page must answer the reader’s questions;

* Your page must make taking action easy.

Supporting Your Page: Writing Naked Landing Pages Is a Mistake

Before you start writing, consider how you’ll support your landing page. Writing “naked” landing pages without supporting materials is always a mistake, and is the primary cause of low conversions. You must have supporting marketing materials for your landing page because at the end of 400 or 4000 words, you’re asking your reader to pay you money.

Your supporting materials warm up the customer, so that he’s more likely to buy once he reaches your landing page.

Many Web marketers support their landing pages with a squeeze page: asking the reader to opt in to an offer, before sending him to the landing page. While this is useful, because it gives you the ability to contact the customer again at any time, it’s far from the only supporting solution.

Write a Complete Campaign, With One or Several Landing Pages

Landing pages, which are also known as sales pages, developed from the roots of direct response copywriting. Because it grew from those roots, many copywriters are blinded. They think in terms of one landing/ sales page for a campaign, forgetting that on the Web, you can write as many landing pages as you need.

Think in terms of a complete marketing campaign for a product, rather than just a sales page.

Start with developing a primary theme for the campaign: what’s the product? Who will buy it, and why do they need it? Then consider how you’ll get prospects to your landing page/ pages. If you’re buying traffic for example, research keywords, and write a landing page for each Pay Per Click campaign.

Web copywriting is a new field, and you’ll write high-converting landing pages when you use the opportunities the Web gives you to warm up customers with supporting materials, and then create specific campaigns, rather than a single page.

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Copywriting - Winning With Online Press Kits

July 30th, 2008    Subscribe To Our Feed

One of the most interesting tasks you’ll take on in public relations (PR) copywriting is developing an online press kit.

In days gone by, press kits were lavish productions, packed into glossy folders, with equally glossy photographs and brochures. They usually contained a goodie for journalists too. In my tech journalism days, a particularly memorable goodie was a pair of Ray-Bans sunglasses.

Those days are over. Nowadays, journalists expect press kits to be delivered on the Web. Press kits contain PDF files, high resolution photographs, audio interviews and transcripts, and even videos.

In the past, a physical press kit was part of a media event, these days however Web 2.0 social networking tools like Twitter and Facebook are used to win not only journalists’ interest but also the interest of bloggers prior to the launch of the press kit, so it needs to contain all the information those audiences need.

So how do you construct an online press kit?

Let’s look at a step by step process.

1. Firstly, find out what the goal is for the press kit. A press kit is created to launch a product, highlight an initiative of a company, or explain (spin, that is) a blunder.

Once you know what the press kit’s goal is, you’ll have an idea of the kind of information you need to include.

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Selling Online? Increase your profits

Web copywriting skills are an essential tool for your online business success.

Whatever you’re selling: whether it’s your own products and service, or whether you’re acting as an affiliate for others, you must know how to sell online.

I’ve been coaching business owners in do-it-yourself copywriting skills for several years, simply because I believe that the person who knows the most about a product is the best copywriter for it.

Now I’ve turned that material into an ebook packed with tips - Angela Booth’s “Web Copywriting Profits: DIY Copywriting”. Discover how you can increase your profits today.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

2. Your next step is to gather the material. If you’re writing for a long-established company, much of the material for the press kit will be available, but it may not be in a suitable format for the Web. For example, company backgrounders and biographies of the company’s principals may be in brochure and booklet format.

You’ll need to rewrite these, repurposing the content for the Web, ensuring that the Web pages include keywords and page titles and descriptions, so that they can be indexed by the search engines.

The online press kit will also offer key documents in downloadable PDF format, so these documents need to be created, ready to be put online.

You’ll also arrange for company principals to be interviewed, so the audio files and transcripts can be added to the online material.

3. Do you need to include video? Chances are that you will, so you need to script the video, and arrange for it to be shot, and edited. The full length video file will be added to the online press kit, but a snippet will be used on video sites like YouTube, in the media campaign to launch the press kit.

So there you have an outline for creating a winning online press kit. What the kit contains is up to you, and using multimedia tools will ensure that your kit meets your client’s goals.

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Copyright © 2008 Seven Days To Easy-Money: Copywriting Success

Credits: Seven Days To Easy Money: Copywriting Success | Matteo Turchetto | Andreas Viklund