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Three Strategies For Better Website Copy

Jun 5, 2008
You're about to discover how to get more people to buy from your website. In this brief article, I'll show you how to create powerful website copy using three simple secrets.

Okay, here we go...

The first thing is to find out and expose the most compelling story about you or your product.

You can not bore website readers into buying. Once someone gets bored (and they do so quickly) your goose is cooked. That's why you must dig deep for a story that will hold attention.

Famous copywriter, John Carlton, was asked to write an ad for a golf instruction video. The information on the video was good. But not earth-shattering.

What I do is interview everyone involved with the product. Among all those people someone will usually have a great story. They won't think much of it. But it'll be obvious to me. Because their story will have some sort of emotional - even sensational - appeal.

Once you find a good story you can create a headline around it.

Wife Of Famous Movie Star Swears Under Oath Her New Perfume Does Not Contain An Illegal Sexual Stimulant

As you can see, the story starts in the headline. It sets the tone for the entire website copy. Few people would not want to read on to find out what the secret is.

The next way to improve website copy is to focus on the benefits.

The main reason anyone will buy your product or service is because of what it does for them. Sit down with a pen and paper and write down the benefits people derive from buying what you sell.

At the top of a piece of paper jot down...

"This product benefits people by..."

Now make a long list of those benefits.

"they can lose weight"

... speeds up their metabolism...

... build lean muscle...

Then dig a little deeper by taking each benefit you came up with and doing the same exercise. For instance, take the benefit of losing weight. Here's what you would do to dig even deeper.

Take another piece of paper and write down...

"My product reduces nicotine cravings which helps people to...

... go all day without smoking...

"lose unwanted pounds faster"

"so that they can turn heads at the beach, etc."

This exercise lets you focus on what's important to a customer. Namely, the benefits. Make a list of those benefits in order of importance and include them in the copy on your website.

Strategy Three: Make Them An Offer They Can't Refuse

You can't sell by making offers that are easy to refuse.

The better your offer the more sales.

Making irresistible offers comes down to several things: (1) sell people what they want to buy... (2) put a limit on the quantity you'll sell to drive up demand... and... (3) set a deadline for the promotion.

Offer extras if they buy now.

So there you have it, three proven copywriting strategies to sell more products from your website. To summarize, they are...

First, find a good story.

2) Focus on and dramatize the benefits of what you sell.

3) Make them an offer they can't refuse.

Do these three things and you'll get more orders online.
About the Author
John "Angel" Anghelache is a direct response copywriter and marketing consultant. To access his free marketing success interviews with 15 top marketers including Bob Bly, John Carlton, David Garfinkel, Clayton Makepeace and Joe Vitale check out... www.JohnAngelCopywriting.com
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