Continued from page 1
Some are live workshops, others are e-courses, some focus strictly on one type of copywriting leaving all others by wayside, some are correspondence courses while others are downloadable. But because they all appear in response to query "copywriting course," they all have potential to take sales away. Even if your site falls into coveted #1 position, others on page could potentially grab some of your sales.
So how do you get surfers to click on your site's listing? Your title and description have to be first rate.
If your copywriting course has a specialty (sales letters, search engines, catalogs, etc.) say so. Choose most powerful benefit and a way to set yourself apart (your USP) and use those in tags for your search results along with your keyphrases. Simply having keywords in your title and description might get you ranked with engine but it sure won't entice anybody to click to your site.
There are options and substitutes for practically everything in world. If people don't want to pay for a computer and Internet access so they can send email, they can write letters or call their friends and family. If customers decide cost of groceries is out of control, they can plant a garden and eat a vegetarian diet. There are even alternatives to cars: taking a cab (as most do in New York), bicycling (very popular in London) or walking (great exercise). All of these alternatives can be competition for you.
To overcome pull of other options, when you write copy be sure emphasize why those other options really aren't viable. The sheer act of writing letters takes time in and of itself. Then you have to mail letter and wait. If person wants to respond, they have to get motivated enough to sit down and write a reply and mail it. Then you wait again. The phone? Yes, people could use phone to talk like they always have, but what about when you want to show person you're talking with something? A picture of your new grandchild or your new car can't be shown over phone. You get idea.
Drop egotistical viewpoint that you have no competition and take a good, hard look around. Once you've realized that there is always an alternative to buying what you offer, you'll be in a better mindset to write copy that outlines why yours is only option prospect should consider.
Tired of endlessly searching the ‘Net in hopes of finding the latest copywriting techniques? Need an up-to-date directory filled with the best ways to learn copywriting? Visit http://www.learn-copywriting.com today for the widest collection of the most popular copywriting resources available.