Copywriting Makeover: Know Where Your Customers Are In The Buying Process Part 1 of 2

Written by Karon Thackston

by Karon Thackston © 2004

When you begin to write copy for any product or service, there are a few things you have to take into consideration. The first is always your target audience: who you’ll be writing to. Finding out aboutrepparttar needs and wants ofrepparttar 108108 audience members, their communication styles, their lifestyles, and a multitude of other elements are “musts” before writing one word of copy.

But something most people neglect is giving due attention torepparttar 108109 buying process as a whole and where your target audience is within their own process. Understanding this can, oftentimes, make or breakrepparttar 108110 success of your copy.

When AEwebworks (an online, dating-site software developer) approached me about rewriting their website copy, it became immediately apparent that their copy could benefit from paying some due diligence torepparttar 108111 buying processes of their customers.

The Problems

My primary concerns withrepparttar 108112 copywriting on this site includedrepparttar 108113 lack of synergy withinrepparttar 108114 copy,repparttar 108115 use of testimonials,repparttar 108116 lack of focus onrepparttar 108117 target customer’s buying process, andrepparttar 108118 inability forrepparttar 108119 copy to supportrepparttar 108120 search engine goals of AEwebworks. In its present state,repparttar 108121 copy contained few mentions of keyphrases.

You can viewrepparttar 108122 old copy in PDF form at this link:

When I first readrepparttar 108123 copy, it felt as though I was being pitched to from all sides. The headline spoke to someone thinking of enteringrepparttar 108124 online dating site industry. The body copy did not support that headline; rather it spoke to someone who had already maderepparttar 108125 decision to launch or improve a dating site.

The use of testimonials atrepparttar 108126 bottom ofrepparttar 108127 home page posed a challenge for two reasons. The first wasrepparttar 108128 sheer location. The design ofrepparttar 108129 site was such that it appeared nothing fell “belowrepparttar 108130 fold” (what was first seen whenrepparttar 108131 home page loaded onto a browser). The second challenge was that many ofrepparttar 108132 testimonials were from people asking questions or stating they were considering tryingrepparttar 108133 dating software… not actual customers attesting torepparttar 108134 benefits they’d personally experienced.

In addition, whilerepparttar 108135 information included inrepparttar 108136 body copy was good,repparttar 108137 information given onrepparttar 108138 home page needed to outline why AEwebworks was better thanrepparttar 108139 competition. In its present state, it did not. That meant finding those aspects of buying dating software that were most important torepparttar 108140 customer and highlighting them withinrepparttar 108141 copy.

Lastly, I needed to focusrepparttar 108142 home page copy on only two or three keyphrases and increase keyword saturation for those phrases. This also meant creating a copy strategy that would allow me to userepparttar 108143 keyphrases effectively without makingrepparttar 108144 text sound stiff.

About Your Copyright

Written by Susan Dunn, MA, Marketing Coach

Withrepparttar easy access ofrepparttar 108107 Internet, more people are writing and creating and displaying their art publicly than ever before. As a marketing coach, I receive many questions about copyrights – how to get your own, and how to know about someone else’s work.


According torepparttar 108108 U. S. Copyright Office, a copyright is “a form of protection provided byrepparttar 108109 laws ofrepparttar 108110 United States (title 17, U. S. Code) torepparttar 108111 authors of ‘original works of authorship,’ including literary, dramatic, musical, artistic, and certain other intellectual works.” You can see it’s a broad definition. One ofrepparttar 108112 most important things to note is that it’s a misconception that you must use a copyright notice on your work, or see one on someone else’s for it to be copyrighted. This was required at one time, but is no longer. So, just because you’re looking at someone’s Internet course, or reading an article they wrote, and it doesn’t have a copyright notice on it – either onrepparttar 108113 Internet or hard copy – doesn’t mean it isn’t copyrighted. In fact it is copyrightedrepparttar 108114 minute it takes tangible form. This has two ramifications. First of all, it’s still good to userepparttar 108115 copyright notice on your work, i.e., ©. You can make this by going to “Insert” then “symbol” then “special characters” then click onrepparttar 108116 © symbol and then “Insert” and then “close.” Of in a word document, simply type this – ( c ) (without spaces between) and it will automatically convert torepparttar 108117 © symbol.

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