Get To The Point

Written by Dan J. Fry


Continued from page 1

I have come across many web sites with sales copy that extends over more than 5 pages. It hops from one idea torepparttar next without remaining focused. I personally am lost in their premise after page 2. There is no doubt that your copy should be compelling but stick torepparttar 129001 point. Don't go overboard with your benefits list. A well laid out list of benefits will succeed at grabbingrepparttar 129002 readers interest. If it's too long, people will simply click away to another site. Do you really need a benefits list longer than 5 or 6 key items?

If your product is that good that it takes 15 to 20 items to describe all ofrepparttar 129003 benefits, you need to take special care to capture them all andrepparttar 129004 readers attention. I suggest dispersing several withinrepparttar 129005 body ofrepparttar 129006 copy. Don't itemize each. Carefully draft your copy with some ofrepparttar 129007 benefits included. If this proves too hard then simply use onlyrepparttar 129008 most important. You can weed outrepparttar 129009 ones that aren't necessary by going back and thinking in detail about your target audience. See if you can sort your benefits into different groups based onrepparttar 129010 people who would makerepparttar 129011 most use of each benefit. Then write several different pages of sales copy and advertise each to its respective group.

Remember thatrepparttar 129012 point to all of this is to capture a readers attention and drive homerepparttar 129013 sale. Success will be very hard if you make your readers work hard to understand and see your point. Do yourself and your readers a favor by getting to and sticking torepparttar 129014 point.

About the Author:

Dan J. Fry is an independent researcher and owner of e-Kinetic.com, a site devoted to providing resources for small budget home businesses.Subscribe to his free E-Zine on home business resources at mailto:e-kinetic@GetResponse.com or by visiting his Home Based Web Business Resources and Tips site.


Write a Better Technical Article in Half the Time

Written by Christine Taylor


Continued from page 1

Writingrepparttar Final Draft 20.You’ve donerepparttar 129000 rough draft, 1st draft, and are intorepparttar 129001 2nd draft. You’ve put everything in your own words and are observing your outline structure. The article is starting to sound less like something you’ll get blamed for, and more like something you might actually claim. 21.Edit for readability, grammar and style. 22.Use active voice in all your writing. “Active voice” is a sentence construction whererepparttar 129002 subject performsrepparttar 129003 verb action. Don’t go to sleep on me, this is important. Example: “The dog bitrepparttar 129004 boy.” Quick, active, easy. Here’s an example of passive voice: “The boy was bitten byrepparttar 129005 dog.” Yikes! 23.Technology writing is full of hideous passive voice construction. Here’s another example from a technology marketing document: “This successful vendor interoperability was demonstrated atrepparttar 129006 Summit in Chicago.” Ack! Instead, write: “Vendor teams successfully demonstrated interoperability atrepparttar 129007 Summit in Chicago.” See how easy that was? PLEASE use active voice. Everyone will be so much happier. 24.If you learn nothing else about business writing in all your born days, learn to write in active voice. Subject all of your sentences to this simple little exercise and you will improve your writing 100%. 25.Please don’t be boring, but don't get too cute. I will stick in something funny every once in a while -- mostly because I get a big kick out of myself -- but don’t get too chummy.

Final Draft 26.You’re almost there – you see light atrepparttar 129008 end of tunnel, and it isn’t a train. Now isrepparttar 129009 time to polish sentence structure and word choice, and punch up your paragraphs. 27.Polish your opening paragraphs. Add a snappy lead, define what you're talking about and why it's important, and listrepparttar 129010 three or so points you’re going to make. 28.Read through your article and make sure you’ve made those points. If you did an outline,repparttar 129011 main points should already be subheads. (See why an outline is so great?) 29.Polish your conclusion. The conclusion doesn’t have to be undying prose, but do restate your points and conclusions. 30.Read through one more time for overall readability. 31.Run your spelling and grammar check. 32.Save and send – but be careful to sendrepparttar 129012 right file! I accidentally turned in my rough draft once instead ofrepparttar 129013 completed final. Luckily this was with one of my oldest clients, so they contacted me and asked me forrepparttar 129014 real article. A new client would simply have assumed complete incompetence on my part. 33.And forrepparttar 129015 final tip: everything gets easier with practice. Good thing, too.

Christine Taylor is president of Keyword Copywriting, which helps marketing and PR pros leverage their relationships with technology clients. E-mail her at chris@keywordcopy.com, call her at 760-249-6071, or check out Keyword’s Website at www.keywordcopy.com.


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