Writing Web Site Copy is Different Than Sales Copy

Use this Web Site Copy Checklist

Use this Web Site Copy Checklist

Normally I talk about copywriting, that is, writing sales copy — writing to persuade people to take specific action, but this time I will give you a checklist for writing web site copy; “copy” is just the words on the page.

Writing copy for your Web pages is very different because instead of trying to persuade someone you’re trying to entertain and educate them with highly relevant information. These are very different approaches and require very different writing styles and skills.

I found this checklist from Heather Lloyd-Martin which has a lot of good points on how to tell if you are writing good Web site copy. I include the list here and add my own comments.

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Scarcity: Does It Work With Digital Products?

Scarcity is an amazingly effective tactic used by copywriters.

It creates a “sense of urgency” as one step in the path leading the prospect to the land of the customer.

Why use scarcity?

One of the primary reasons, maybe THE primary reason, is because people put things off. Most people excel at it!

That’s exactly what you do not want.

The fact is, if the person doesn’t do what you what you want them to do there and now the odds of them doing it later aren’t that good.

So the goal of scarcity is stop your prospects from procrastinating.

The problem is that with digital downloads is that it’s pretty hard to say “only 23 copies” left because, well, it’s digital so you can just make another copy.

But, scarcity is still alive an well.

Here’s how to use scarcity with digital products

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The Ultimate Way to Get People to Buy Things They Don’t Even Know They Want

What is the one thing that Gary Halbert, Dan Kennedy, and all the great copywriters agree is the single most important thing in a sales letter to make sure your prospects do what you want them to do?

What is the one thing you must split test if you can one split test one thing?

The answer is easy when you think about it, but only a fraction of people I ask this get it right.

What is your guess?

  1. An eye-catching, curiosity building headline that pulls your prospects right in
  2. A compelling, interesting story that gets your prospects to say, “that’s me!”
  3. Making your prospects ABSOLUTELY SURE your product works quickly and easily with truckloads of glowing testimonials
  4. Having so many benefit bullets that they’d feel foolish if they didn’t do what you asked
  5. Including a rock-solid, almost unbelievable guarantee
  6. Having an offer they “can’t refuse”
  7. Nailing the P.S. so they must go back and look at see what you say
  8. None of the Above

Got your answer?

If you’re not sure look at each one and say to yourself “if everything else was bad but this was spectacular then I’d want to do what they ask (buy the product, etc.)

This is so powerful that it makes people buy things they don’t even know they want!

While obvious after thought it may not be what you think.

Got your answer ready?

Theone thing, the most important thing in a sales letter to get people to take action is:

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Sub-headlines: The Neglected Little Sister

I got a lot of nice e-mail about my previous post, What’s the Copywriter’s Most Powerful Psychological Tool – see http://StreetGuideToCopywriting.com/blog/conversions/most-powerful-tool, thanks.

This time I want to look at an important topic that you don’t read a lot about and that I call the “neglected little sister, the sub-headline; fortunately, it builds directly upon the Most Powerful Psychological Tool!

Even the term is confusing because it is used for 2 entirely different things in a sales letter.

First, it is used for the secondary headline under the primary headline. You know…

Buy My Wonderful Product So That YOU Can Become a Trillionaire,
Live Forever and Sleep with Every Beautiful Women on the Planet”

And You Won’t Believe Why I Will Pay You For the Privilege

The second part, “And You Won’t Believe Why I Will Pay You For the Privilege”, is the sub-headline.

The other use is to break up the sales copy into sections to keep it interesting, be informative, and as a “skimmer magnet” — to stop and capture the attention of skim readers.

Both are important but this time I’ll be talking about how your can use sneaky techniques to…

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What’s the Copywriter’s Most Powerful Psychological Tool

In my last blog post, Apples-to-Oranges, Using Contrast and Compare to Make More Cash, I continued talking about the C’s of copywriting by talking about the concepts of contrast and compare; we’ve also talked about commitment and consistency.

This time we’re going to talk about what Joe Vitale calls “the most powerful psychological tool any Hypnotic Writer can use.

Joe Sugarman says it is “the one major psychological reason that makes direct marketing so successful today” and he’s sold millions of BluBlocker sunglasses using this technique.

He’s also said that in 1973 he sold thousands upon thousands of (at the time revolutionary) pocket calculators using the technique.

What appeals to us in many deep, visceral levels so much that it’s been used in virtually all of the most successful direct response marketing campaigns online and off?

What has its roots in our primitive needs to find food and make better tools?

Well, that is what we’ll be looking at today.

Yes, I mean…

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