Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

Written by Karon Thackston

by Karon Thackston © 2004

In part one of this article series we began looking atrepparttar Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can seerepparttar 108071 previous version ofrepparttar 108072 copy here: Inrepparttar 108073 conclusion, you’ll see how allrepparttar 108074 rewrite turned out and how excitingrepparttar 108075 end results have been.

The Rewrite

It took me a while to get started on this copy. Before I began writing, I wanted to really be inrepparttar 108076 mood. I played around onrepparttar 108077 vacation search feature of CVC’s site and read all about some ofrepparttar 108078 places I have always wanted to go. I took my time and let my imagination run wild while reading aboutrepparttar 108079 ports-of-call,repparttar 108080 activities, andrepparttar 108081 ship’s amenities.

When people shop for vacations, they are typically interested in what they’ll get first and they worry aboutrepparttar 108082 price second. They want to feel and senserepparttar 108083 experience of a vacation while reading about it on a website or in a brochure. It sort of falls intorepparttar 108084 same category as copywriting for brides.

Getting married, for most people anyway, is a limited experience. It’s not something you do every day. While a bride may be working on a budget, she still loves to seerepparttar 108085 $10,000 Donna Karan gowns and imagine herself in one. The same holds true for those planning a vacation.

You usually only go on one vacation/holiday a year. That’s why we dream. It’s a limited experience. Something we plan for and look forward to for months on end. So, while a vacation planner may not choose to buyrepparttar 108086 king-sized, master, grand suite, all-inclusive, five-star vacation trip aroundrepparttar 108087 world, s/he sure has fun reading about it and imagining it. Why do you think shows like “Lifestyles ofrepparttar 108088 Rich and Famous” are so popular?

Once I’d filled my mind with everything wonderful about cruise vacations, I was ready to tacklerepparttar 108089 copy.

Keyphrase inclusion was simple on this page. There was just one keyphrase, cruise vacation. I used bothrepparttar 108090 singular and plural forms throughoutrepparttar 108091 text. My challenge withrepparttar 108092 SEO aspect ofrepparttar 108093 copywriting was to keeprepparttar 108094 balance.

Normally, when there is just one keyphrase, there is a very high tendency by most people to ram, shove, and squeezerepparttar 108095 phrase into every nook and cranny ofrepparttar 108096 copy. I beg you… resist that urge! As you’ll see shortly, SEO copywriting is NOT about forcing keyphrases into every possible slot.

Boost your selling power with your call-to-action phrases

Written by Vanessa Selene Williams

Look at your marketing material. Now, is there something missing? If you’re missing a phrase or paragraph requesting your customer’s business, your copy is lacking an essential component. You can’t assume that your customers will know why they should act, how they should, or when they should act.

Still unsure of what “call-to-action” is. Look at late night infomercials. Notice how they emphasize callingrepparttar toll-free number with your check and/or credit card number handy. How they say if you call now, you’ll receive a free gift with your purchase, but only if you call withinrepparttar 108070 next few minutes.

There’s a reason why most infomercials follow this formula – it works of course. It’ll also work for you, whether you’re including it in your web copy or a print ad.

A call-to-action can be as simple as saying “order today” or as elaborate detailing a seven-step process. A good call-to-action ties in withrepparttar 108071 goal of your copy. If you’re goal is to sell, don’t ask them to call you for more information, ask them to purchase your product today.

Other essentials elements include:

•Tell your customers when and how to contact you. Can they call? E-mail? Fax? •Explain why they should buy. More money? Easier life? Pride? •Instill a sense of immediacy. Since most customers will likely forget if they wait,repparttar 108072 sooner you can get them to respond,repparttar 108073 better. What’ll happen if they purchase today? Will they get a free gift? Will they receiverepparttar 108074 product immediately? Will they save time and money?

Cont'd on page 2 ==> © 2005
Terms of Use