3 Keys to Better Online Copywriting

Written by Bruce Carlson

© 2005 by Bruce Carlson

Doingrepparttar copywriting for your own website withoutrepparttar 135763 proper knowledge and tools is pretty much like flying blind in a snowstorm without piloting experience or instruments.

It doesn't work too well.

A very basic knowledge of copywriting and direct marketing principles will take you a long ways onrepparttar 135764 Web.

Here are three simple keys to writing better online copy. Armed just with these, you'll have a jump on 90% ofrepparttar 135765 folks out there doingrepparttar 135766 copywriting for their own sites. And you'll increaserepparttar 135767 pulling quality of your site's copy today -- even if you've never written a word of copy in your life.

1) Wake up your prospect

In today's overkill ad world most people have become numb to standard sales messages. Television, newspapers, magazines, Internet, radio, etc. all blast us non-stop with advertising. After a while we just naturally tune most of it out.

Copywriting great John Carlton says to imagine that your prospect is a giant blob sitting there onrepparttar 135768 couch or in a chair. Now what would you need to do to get that blob to take action to buy?

Getting someone to stop... actually read your website copy... AND click through (or fill out a form) is serious heavy-duty action onrepparttar 135769 click-and-run Web. Your prospect has a million things on his or her mind.

Reading your copy isn't exactly Priority One...

So how do you wake your prospects up and get 'em to read your copy?

The secret is right here in this headline:


This is from Joe Karbo's sales letter for his "The Lazy Man's Way to Riches" book. The letter was probably responsible for over a million dollars worth of sales for Joe.

Joe's secret here, and one which you can use too, is based on a simple principle for getting a prospect's attention.

You need to...

2) Enterrepparttar 135770 conversation going on in your prospect's mind

You should know enough about your target market to know what keeps them awake at night. If you don't yet, then you'll need to find out right away.

Inrepparttar 135771 example above from Joe Karbo, it's about working like a dog and barely making enough to payrepparttar 135772 bills. Marketers like Joe who target opportunity seekers understand that frustrations about money cause a lot of people pain.

But what concerns does your target market have? What problem(s) do they need solved? What itch(es) do they need scratched?

You can findrepparttar 135773 answers to these questions fairly easily. Lurk onrepparttar 135774 forums where your prospects hang out... Readrepparttar 135775 online and offline newsletters, magazines and journals they read...

Features vs. Benefits vs. End Results

Written by Karon Thackston

by Karon Thackston © 2005 http://www.copywritingcourse.com

If you've been inrepparttar copywriting realm for very long at all, you've heardrepparttar 135682 phrase "features vs. benefits." It's a fundamental copywriting principle and driving force behind much of what we, as copywriters, create. But there's also another aspect to this equation.

What happens after customers buy your product or service? Once they've used what you have to offer, what will be different in their lives? What willrepparttar 135683 end results, of their buying decision, be? Getting your customers to look atrepparttar 135684 end results of their actions can be an extremely powerful persuasion tool that you'll want to incorporate into your copy.

Let's look at features, benefits and end results and see how all three work individually and collectively to create a targeted push torepparttar 135685 point of purchase.

Features - The Basic Outline of Your Product or Service

Features, in copywriting, are a starting point. They provide a basic outline for what your customer needs to know. Features describe (most often)repparttar 135686 attributes of a product or service. If we're usingrepparttar 135687 example of a cordless, telephone-answering system, some features might be:

• 5.8GHz FHSS • Talking caller ID • Expandable to 4 handsets • Selectable ring tones • Speakerphones

For a person who knows nothing about cordless phones with answering machines, this list might not mean much. It's a basic blueprint ofrepparttar 135688 telephone and nothing more.

Benefits - Makerepparttar 135689 Product or Service More Personal

Benefits enlivenrepparttar 135690 features. Benefits makerepparttar 135691 features, andrepparttar 135692 product or service, more personal. They explain howrepparttar 135693 features will improverepparttar 135694 customer's life in some way. Usingrepparttar 135695 features list above, see whatrepparttar 135696 benefits might be. (The list below was taken from Panasonic™ marketing materials and relates directly to their KX-TG5230M model phone.)

·5.8GHz digital system: The 5.8GHz frequency lets you go anywhere in your house and still have clear reception without interfering with your home network. The frequency-hopping digital technology keeps calls secure from outside sources. ·Talking caller ID: No need to be within visual distance of your phone. You can hear who's onrepparttar 135697 line before you pick uprepparttar 135698 phone. No more running to findrepparttar 135699 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. ·Selectable ring tones: Customizerepparttar 135700 sound of your phone by choosing from three ring tones. ·Dual speakerphones: Talk directly intorepparttar 135701 base withrepparttar 135702 base speakerphone, whilerepparttar 135703 handset speakerphone provides convenient hands-free calling wherever you take your handset.

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