There’s a well-known structure in successful website copy, depicted by the acronym AIDA. AIDA stands for: Attention Interest Desire Action First, you seize your prospect’s attention. This is done with your headline and lead. If your copy fails to seize your prospect’s attention, it fails altogether. Your prospects don’t read your copy, and don’t order [...]
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Your layout is very important in website copy, because you want your website copy to look inviting, refreshing to the eyes and easy to read. In short, you want your prospect to stop what they’re doing and take note of your message. If they see a layout with tiny margins, no indentations, no breaks in [...]
The debate on using long copy versus short copy never seems to end. Usually it’s a newcomer to writing copy for websites who seems to think that long copy is boring and, well…long. “I’d never read that much copy,” they say. The fact of the matter is that all things being equal, long copy will [...]
If you’re intending make a single modification to boost your response rate on your website, concentrate on your headlines (you do have headlines, don’t you?). Five times more people read your headline than than read your copy. Quite simply, a headline is…an advertisement for your copy. People won’t stop their busy lives to read your [...]
When your prospects read your copy, you would like to make certain they believe any claims that you establish about your product or service. Because if there’s any doubt in their minds, they won’t bite, irrespective of how good the deal is. As a matter of fact, the “too good to be true” mentality will [...]
Also known as the unique selling position, the USP is often among the most often misunderstood elements of good sales copy. It’s what differentiates your product or service from your competitors. Let’s take a quick look at some unique selling propositions for a product itself: Lowest Price – If you’ve got the market covered on [...]
What are the features of a product? Product features are descriptions of the qualities that a product possesses. For example: Our hybrid car delivers 55 miles per gallon in urban areas. Our lightweight ladder is made from durable steel alloy. Our glue is protected by a patent. Our database has a built-in data-mining system. What [...]
This is where market research really pays dividends. In order to push those emotional buttons, you need to know what they are in the first place. Read this story first, and you’ll see from the explanation afterwards what is meant by pushing your customer’s emotional buttons: Once upon a time a young man walked into [...]
Concentrate on your target audience, not yourself. When potential prospects scan your website copy, advertisement, letter, brochure, etc., the one thing they’ll be wondering from the start is: “what do I get out of this?” And if your copy doesn’t tell them, they will click away or if it is paper based copy, it’ll land [...]
You have mere seconds to capture a prospect’s attention. One of the single most powerful tools you have to accomplish this task is your headline. There are several keys to a compelling, and selling, headline and a few tips to help you get the job done. 1. Tap into your prospects’ emotions According to psychologists [...]
