Or better yet, just ask them!

Set up a survey page on your website or else survey them through your newsletter or blog. Or use a Web tool like AskDatabase.

Once you know what your prospects are thinking about most of time your copywriting job becomes a heckuva lot easier. You'll be on a more intimate basis with your market. Which is never a bad thing...

Good copywriting is wooing your customers in print, after all. Just like you would woo a prospective mate. And more you know about them more you'll be able to say right things!

So now that you know what bothers your prospects you'll need to...

3) Make a compelling offer

This is an area where most website copy really falls short.

Ask yourself this question:

What exactly is it that I want my prospects to do?

You want them to buy! Right? Or at least opt-in to your newsletter... or get your free report... or sign up for your autoresponder series...

In other words, you want them to take an action! You don't want them to browse around, look at your pretty graphics and then click out. The Web is just too too big. And your site is just one tiny place in that giant Web ocean. Once they leave, their chances of coming back are one in a billion. Or worse...

So you need to use your copywriting skills to build an offer that forces them to make a clear decision.

Make it irresistible. "Make them an offer they can't refuse," said old godfather.

He would've made a good marketer.

By making your offer as seductive as possible, you force action. You force that clear decision. With pure lead generation sites this means they give you their contact info. With direct sales sites it means a sale. Or if it's a combination of two they buy and/or give you their contact info so you can follow up.

If your offer is good enough, then a good percentage of your prospects will be energized.

Your copy will be like a jolt of electricity...Zap!

That blob on couch might actually get up and do something...

So make your offer hot. Load it up with perceived value. Tell 'em how your product is going to make their life better. And give 'em a good deal!

To summarize...

Wake 'em up by entering conversation already in their minds, and then make 'em an offer they can't refuse. If you do this, you'll instantly increase power of your online copywriting. I guarantee it!

Benefits make features personal. They explain how features will be of use in customer's life.

End Results - A Glimpse Into Future

We can take this process one step further, however. After customers buy phone, and after they use it, what end results will they experience? As asked before, how will their lives be improved? What will effects of their buying decision be? Let's go back to our list and add end results as last sentence in benefits list.

·5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without disrupting your home network. The frequency-hopping digital technology keeps calls secure from outside sources. You'll have complete freedom to talk with no interference on one of most advanced systems available. ·Talking caller ID: No need to be within visual distance of your phone. You can hear who's on line before you pick up phone. You'll enjoy ultimate in convenience with this feature. No more running to view handset or base! ·Expandable: Keep a phone in any room—extra handsets cost less than other phones and don't need a phone jack. This base unit supports a total of four handsets. Add up to three handsets for a complete set. Expandable phone systems are smart investments that save time and money. ·Selectable ring tones: Customize sound of your phone by choosing from three ring tones. Make your phone an extension of yourself. ·Dual speakerphones: Talk directly into base with base speakerphone, while handset speakerphone provides convenient hands-free calling wherever you take your handset. You'll have flexibility of speakerphones wherever and whenever you talk.

Do you see what end results have done? They've given customer a glimpse into future. The feature states that phone offers 5.8GHz technology. The benefit goes on to explain that 5.8GHz technology is important because it offers clear reception and safety. The end result wraps things up by stating customer will have a life filled with freedom and no interference from their highly advanced system.

Other end results point out how phone system will make each user's life more convenient, how this smart investment will save time and money, how it will conform to one’s personality and how phone will lend flexibility to customer's life.

When you create your copywriting plan, be sure to list features and build your benefits as usual. But, for added power, don't forget to include end results that will help customers visualize how your product or service will make their lives better.

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