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

Written by Karon Thackston

by Karon Thackston © 2004

In part one of this article series, I introduced a client of mine (AEwebworks) who suffered from some copywriting traumas. The basic diagnosis was a lack of synergy withinrepparttar copy, ineffective use of testimonials, a lack of focus onrepparttar 108109 target customer’s buying process, andrepparttar 108110 inability ofrepparttar 108111 current copy to supportrepparttar 108112 search engine goals of AEwebworks.

After doing some research, I created a plan of action for writing SEO copy that would impressrepparttar 108113 engines AND AEwebworks’ visitors. You can viewrepparttar 108114 original copy in PDF format here:

The Rewrite

After findingrepparttar 108115 revelation that most of those who were shopping for online dating software were already familiar withrepparttar 108116 features (andrepparttar 108117 associated benefits) ofrepparttar 108118 software, I decided that focusing on those elements would simply make AEwebworks sound like every other developer of dating scripts. That would definitely not getrepparttar 108119 results I was looking for.

My probing uncovered that almost all dating software customers have three primary concerns: installation, upgrade policies, and support. It just so happened that AEwebworks had phenomenal offers for each of these.

The headline was changed from:

“Get into Internet dating business with reliable, effective and profitable online dating software”


“Customizable, Full Featured Dating Software Complete With Free Installation, Lifetime Upgrades & Outstanding Support”

The new headline highlighted three extremely valuable benefits torepparttar 108120 visitor and also included one ofrepparttar 108121 chosen keyphrases.

The body copy began by making an emotional connection withrepparttar 108122 customer. It recognizedrepparttar 108123 frustrationrepparttar 108124 customer faced when trying to choose betweenrepparttar 108125 different dating software programs and dating scripts.

The copy then continued to connect by statingrepparttar 108126 fact that AEwebworks developed their software withrepparttar 108127 help of their clients by listening to their complaints, needs, and wants. It also merged quickly into a section that offered firm, proven solutions torepparttar 108128 dating site owners’ most pressing problems.

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.

Cont'd on page 2 ==> © 2005
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