Think of your Web copy as ‘Modular’. What does this mean?
It means that each and every piece of your Web copy can be pulled out, and a new piece can be inserted. For example, you can insert a new headline, subheadline, paragraph… the list goes on. This ‘modular’ concept is one of the big differences between print copywriting and online copywriting.
Why take this ‘Modular’ approach?
It gives you the flexibility you need to meet your site visitor head-on (not to mention, the search engine spiders).
Because your ssite visitor can come at you from anyplace, enetering from any page, anywhere. Which means you’ve got to be prepared to tell your story in as complete a fashion as possible, regardless of where a potential customer enters. This can be a challenge.
Fortunately, you have the benefit of links. You can always drive your reader from anywhere in your site to the powerful Internet copywriting that sells which is your main ‘read’, the benefit-rich sales letter.
Because the benefit-rich sales letter ALWAYS closes the sale.
It builds upon what you have promised to deliver on your home page or anywhere else on your site, answers any objections or questions your readers may have, and fully justifies the price you ask. On this page longer copy will most often outsell shorter copy, so make a complete sales pitch from start to finish.
The 10 Key Formatting Tips For Powerful Internet Copywriting That Sells
Here are 10 key formatting tips that will keep your prospects reading so you can close the sale.
- Break the copy of your sales letter up into a series of short copy paragraphs. A single-sentence paragraph can make a striking point.
- Use Headlines and sub-headlines.
- Use Bullets, numbers, and dashes (-) to further break up copy, allowing plenty of white space to make reading your offer even easier on the eye.
- Use Arrows (–>), boxes, color or shading, graphics, indentations, bold lettering, CAPITAL LETTERS, italics, and punctuation!! Note: use a light touch here, rather than the ‘HIT them over and over ’til they beg for mercy!’ approach.
- Give customers Premiums. Over-deliver on the offer that first interested your prospective customer any way you can. The goal is to give your customers far more perceived value than they actually pay for. Premiums can add tremendous value to your offer without substantially increasing your cost of delivery.
- Emphasize the word FREE wherever it applies.
- Use the fastest loading graphics you can find to actively empower your message. Avoid the generic lookalike clip-art ‘success’ graphics wherever you can.
- Provide Testimonials. If you don’t have them, give your product or service away and gather some immediately. It’s a suspicious world, and you need other people to validate your offer.
- Urge ‘Immediate Action’. State a time limit to your offer (note: many marketers offer their premiums only if prospective customers buy within a window of 3-14 days).
- Make an iron-clad Guarantee. Do what you can to over-deliver in this area, too – a guarantee that is better than your competitors offer is a powerful selling point.
Finally, here is the progression people actually follow when they read:
a. The Headline
b. Any Captions for Photos or Drawings
c. Any Large Text Subheads
d. The PS
e. Ordering Information and Price
f. (Finally!), the Actual Text itself
Which means, spend the time to buff and polish each of these elements for your target audience. The better you know these people and ‘how badly they hurt’, the more sales you will make and the better you will craft powerful Internet copywriting that sells.
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