Writing Benefit-Driven Web Copy – 4 Steps to More Sales

Written by Glenn Murray

Continued from page 1

TIP: Be aware that your list may include some benefits which everyone in your business category could claim. In other words, they’re not just specific to your company, but apply torepparttar type of service you offer. For example, if you sell a Content Management System (CMS) for website creation, you may list “Greater control for marketing managers” and “Less expense updating content” as benefits. Every CMS vendor could claim these benefits, so you’ll need to question their importance. Will they differentiate you from your competitors. Generic benefits can be useful if none of your competitors are using them, or if you feel you need to educate your market a bit before launching into company-specific benefits.


So now you know what you’d like to say, it’s time to decide how to say it. This is about three things:

i) Subject – What isrepparttar 108075 subject of your site; features or benefits?

ii) Structure – How do you structure your site such that your customers will read your most compelling benefits?

iii) Words – What words should you use to best engage your audience (andrepparttar 108076 search engines)?

The remainder of this article is dedicated to Subject and Structure. For further discussion of Words, see http://www.divinewrite.com/webwriting.htm and http://www.divinewrite.com/seocopy.htm).


What isrepparttar 108077 subject of your site; features or benefits? The answer to this question lies in audience identification. If your audience knows a bit aboutrepparttar 108078 type of product or service you’re selling, lead with features (e.g. processor speed, turnaround time, uptime, expertise, educational qualifications, wide product range, etc.). But make sure you talk about their benefits, and make surerepparttar 108079 features offeringrepparttar 108080 most important benefits arerepparttar 108081 most prominent.

Here’s a simplified example…

“Cool Widgets offers:

-- Standard Operating Environment – Significantly reducingrepparttar 108082 complexity of your IT infrastructure

-- System upgrades which are less expensive to license – Providing excellent TCO reductions”

In cases where you’re selling to an audience who knows very little about your product or service, lead with benefits (e.g. if you’re selling something technical to a non-technical audience).

Here’srepparttar 108083 same simplified example, reversed for a novice audience…

“Cool Widgets offers:

-- Reduced complexity of IT infrastructure – We can implement a Standard Operating Environment for your organisation

-- Reduced TCO – We can upgrade your IT to systems which are less expensive to license”


How do you structure your site such that your customers will be sure to read your most compelling benefits? The answer is, keep it short ‘n sweet. And make it scannable. This doesn’t mean you have to cut features or benefits. You just have to structure your site to accommodate your message.

While every site is different, as a rule of thumb it’s a good idea to introduce your main features and benefits on your home page. Summarise them – preferably using bullet points, but atrepparttar 108084 very least, clearly highlight them so that your audience can scan-read (e.g. bold, underline, colour, link).

Then link from each summarised feature or benefit to a detailed description. Try to keep each page to approximately 200-400 words. You may need several pages to detail all your features and benefits. (Click http://www.divinewrite.com/downloads/pagestructure.doc to download a page structure template – 29KB.)

TIP: In cases where you need to introduce features and benefits which are generic to your field (rather than specific to your offering), your home page is generallyrepparttar 108085 best place to do it. From there, you can lead to a second page summarisingrepparttar 108086 specific features and benefits of your offering.


Web copy is about far more than just clever words. It’s essential that you identifyrepparttar 108087 benefits you offer your customer, and that you can convince your customer you actually deliver those benefits.

I hope thatrepparttar 108088 guidance and tools provided in this article will help you on your way to engaging web copy which converts to sales.

Happy writing!

* Glenn Murray is an advertising copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.divinewrite.com for further details or more FREE articles.

Script Mechanics—Suggestions for Writing Effective Voiceover Copy

Written by Peter Drew

Continued from page 1


when typed or written out, is

one-eight-six-oh, two-nine-one, nine-four-seven-six.

You can see how longrepparttar line really is whenrepparttar 108074 numbers are spelled out. Then, after you’re ready to print your final draft, convertrepparttar 108075 words back to numbers.

Write forrepparttar 108076 ear, notrepparttar 108077 eye. Construct short, conversational sentences, with natural breaks for taking a breath. This is especially helpful to narrators when they voice technical or medical copy, which contains large, complicated, and difficult-to-pronounce terms.

Read your copy out loud, just as you intendrepparttar 108078 voice talent to read it, and time it. Then adjust your copy accordingly for timing.

Try to write inrepparttar 108079 active voice, not passive voice. This is a passive construction: “When writing a script, be sure you’re saying some exciting things, or else you’ll be losingrepparttar 108080 attention ofrepparttar 108081 listener.” Instead, userepparttar 108082 active voice, structured something like this: “When you write a script, say something exciting, or you’ll loserepparttar 108083 listener’s attention.” Active voice is more conversational and easier forrepparttar 108084 ear and mind to follow.

Happy writing!

© Peter Drew, February 2004

Peter Drew, a freelance voice-over talent and copywriter/producer, is heard on radio and television stations, corporate presentations, web sites, and messages-on-hold across the U.S and other countries. To hear samples of his work or to send an email regarding this article, please visit www.peterdrewvo.com.

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