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Make Extra Money
Published by in Copywriting · 11 February 2019
Tags: Copywritingwebcopyheadlinewritingemailcapture
Lesson 4
Online Copywriting skills – the key to more sales.
The most important activity of your life, is your ability to communicate. Using the right words at the right time is the key to your success or failure.

DID YOU KNOW?
Web copywriting and offline copywriting are distinctly different!
If you try to use offline copy on a website, it can actually have the reverse effect and kill sales.

Here are 3 rules for writing good web copy that sells....
  1. Cut out the adverts
  2. Have a compelling headline and sub-headline
  3. Capture contact information

1. Your Website Must NOT Look Like an AD!
Basically, everywhere you turn these days, you are bombarded with adverts from TV commercials, billboards, radio ads, magazines etc. So, the last thing you want to see, is yet another ad when visiting a website. Yet so many online businesses make this mistake and fill their websites with commercial media, billboards and advertisements, to make a bit more money when you visit them.
 
Don’t fall into this trap! It will turn your potential customers away.  Your website must be free of hype. It must provide the solid information that your prospect is looking for, and have an editorial feel to it.
 
Remember this...
People usually go online to find out information. They don’t go looking for ads and things to buy. And even if they do, they don’t go looking for ads about the product, they look for information about the product. People see the internet as what it set out to be - an information superhighway. Not one big shopping channel or advertising medium!

Ok, so where does the selling come in?
If you start from the point of view that people online don’t want to be sold to - they want information. Then the content you supply with regard to the information they need, must be subtly crafted as a covert sales pitch for your product or service. People avoid blatant advertising, marketing fluff, and overly hyped language, like the plague. However, if they do buy, they prefer to be finessed by factual information.
 
2. Stop Readers Dead in their Tracks
FACT: If your website is just an online brochure for your business, then it’s a very weak selling tool.

When a potential customer visits your website, they need to be compelled to read the information you supply.  An enticing headline and sub-headline will stop people in their tracks, and draw them on to read further.
 
If you write your information in an editorial style, that gives the reader a sense of reading a news item rather than an advertisement, then you can covertly draw your readers towards your product or service.
 
3. Why You Need to Capture Email Addresses

Have you ever bookmarked a website? I have. But do I look at them? And if I do, do I remember why I bookmarked them? In most cases, no!
 
Here’s a sobering statistic that has been verified many times over. Even if you have the absolute best web copy, only 2 to 5% of the visitors to your website will take up the offer that your site provides.

So, what happens to the 95% of visitors who came and went? For most websites... NOTHING!
 
If you really think about it, the odds that someone will buy from a complete stranger straight away, are very low anyway. This is why you need a way to encourage them to opt in, and give you their contact information.  
 
Trust is the key factor that you need to build with a potential customer - especially when you’re dealing with an online purchase.
 
Online, people buy from businesses and individuals that they like and trust.
 
THEY LIKE businesses and individuals who deliver the information they require. Who are not too aggressive when trying to promote their products, and they make doing business with... a pleasure!
 
THEY TRUST businesses and individuals that do what they promise; who take time to nurture a relationship; give fantastic customer service and strictly adhere to their advertised privacy policy.
 
So, capturing a potential customers’ contact information is the first step to building a rapport, and if you do this correctly, you can build a relationship leading to repeated online sales.
 
For more detailed information, please take a look at the following videos:
1.      Copywriting
2.      Writing Headlines
 
Thank you for taking time to read this. We hope it has helped you with your copywriting choices. Please leave any comments below and do remember to check out the videos we've selected for you...



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