Hiring a GREAT Copywriter

Written by Jon Wuebben

Hiring a great copywriter can be a challenge.

There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter- a great copywriter, does more than just write. A great copywriter hasrepparttar ability to write persuasively, research facts, and think in terms ofrepparttar 139401 “total marketing piece”- because copy is only a part ofrepparttar 139402 ad, brochure, website, or flyer.

Many times, they see a business or idea in a new light. They draw outrepparttar 139403 key benefits of your product or service. Ultimately, a great copywriter communicates those benefits with excitement and hasrepparttar 139404 ability to create that feeling inrepparttar 139405 consumers mind.

We’ve all read an ad that was so incredibly compelling that it literally made us pick uprepparttar 139406 phone or jump online, and orderrepparttar 139407 product. Advertising isrepparttar 139408 science and art of convincing consumers to give up their hard earned money for a particular product or service.

Copywriters really only write for one purpose. To persuade.

They increase your sales and generate sales leads when their ad and direct mail copy persuade prospects that your product is better thanrepparttar 139409 competition. A great copywriter is a GREAT persuader.

The best copywriters inrepparttar 139410 business are tireless researchers. Those who becomerepparttar 139411 best have an insatiable interest about products, services, new ideas, consumers and advertising. Copywriters are curious people. They study human nature and try and findrepparttar 139412 best angle. They like to uncover new ways to represent a product. They get a rush when they ultimately findrepparttar 139413 unique selling proposition for your product or service. A great copywriter is a GREAT researcher.

Copywriters are creators. They think up compelling ideas and haverepparttar 139414 innate ability to turn them into powerful prose. Copywriters think visually. Many people don’t see them in these terms, but they are artists too—artists ofrepparttar 139415 written word. They also think in terms of words. When coming up with a headline, they're simultaneously thinking of an image that will complementrepparttar 139416 copy. Copywriters enjoy working with graphic designers, art directors and creative directors in creating great advertising and direct marketing. A great copywriter has a GREAT ability to think in terms ofrepparttar 139417 total marketing piece.

Sometimes trying to findrepparttar 139418 right angle for a product or service can be frustrating. A great copywriter can come into a new situation, quickly assessrepparttar 139419 facts, and see what others cannot. A great copywriter brings a fresh perspective. They haverepparttar 139420 ability to see things in a new light. That’s why a headline that never worked suddenly starts working like a miracle after being changed. Sometimes it’s simple. Other times, it can be a little more complex. Either way, a GREAT copywriter hasrepparttar 139421 ability to cast a product or service inrepparttar 139422 right light.

Copywriters focus on benefits. Great copywriters findrepparttar 139423 right set of benefits and focus on them like a laser. When a consumer readsrepparttar 139424 copy, they find they are agreeing with whatrepparttar 139425 copy is saying. They may have never even realized they neededrepparttar 139426 product or service. But,repparttar 139427 copywriter knew it. And they knew how to get insiderepparttar 139428 consumers head. Great copywriters know people inside and out- and they know what motivates them. Working with a GREAT Copywriter

Fixing Bad Web Site Copy

Written by Jon Wuebben

Let’s face it – a lot of web pages and web sites out there could use a little improvement inrepparttar copywriting department!

From boring prose to bad sentence structure, from poor logic to inadequate copy optimization, I’ve seen it all. And this is what your customers are reading as they jump on to your site! If they have to sludge through bad writing, they will get a negative feeling about your product or service. Is thisrepparttar 139400 impression that you want them to have? Definitely not.

The bottom line is that bad copy means fewer sales. That’s how important it is. Don’t discount it. And one other point - an impressive site design can never rescue poor copy.

So what’srepparttar 139401 process that a copywriter goes through when they are re-writing a site? Good question. There are lots of different methods and approaches, but here’s what I look at when I first set my eyes on those broken letters and words:

1.The Copy Itself - What’s written? 2.The Copy and how it relates torepparttar 139402 design - How does it look onrepparttar 139403 page? 3.Search Engine Friendly – Isrepparttar 139404 copy optimized?

The Copy Itself – What’s Written?

The first thing that I look at when I’m analyzing a page of copy isrepparttar 139405 copy itself. In this day and age, there really are two fundamental things that most people do when they are reading copy on a web site: First, they “scan” read – they don’t read every word. And second, it’s better comprehended whenrepparttar 139406 copy is writtenrepparttar 139407 way people speak. Here arerepparttar 139408 other things to look for when you’re analyzingrepparttar 139409 copy:

Are bullets and lists utilized? The copy can’t be in standard block paragraphs like you see in books and magazines. Remember, you’re competing for their time. If they don’t getrepparttar 139410 info they need fast, they’ll jump torepparttar 139411 next web site.

Is there too much copy onrepparttar 139412 page? If you have more than 450 words per page, you have too much. How many times have you seenrepparttar 139413 never-ending Home Page as you scroll forever to find where it ends? This technique only works for those cheesy direct sales letters you see on certain sites. And they only work sometimes.

Doesrepparttar 139414 copy grab you? Is it interesting and informative? Does it address your needs? And doesrepparttar 139415 copy have a rhythm to it? It should.

Is there variety inrepparttar 139416 writing? Are allrepparttar 139417 sentences long with multiple adjectives and adverbs? The goal is to combine short sentences with a few long ones. The trick is to makerepparttar 139418 copy flow. Using fragments is not a bad thing. Quiterepparttar 139419 contrary actually. The occasional fragment or sentence that starts with “But” or “And” can re-capture reader interest and keep it lively. Try it out. You’ll like it. And your customers will too! (See how effective it is?)

Are Headings and Sub headings utilized? If not, get them in there fast. You gotta have them there to break uprepparttar 139420 page into digestible parts. It also helpsrepparttar 139421 eye focus. There are a ton of sites out there that have absolutely NO headings or sub headings. That’s a bad thing.

Are you using AIDA? Attention, Interest, Desire, Action. I’m sure you’ve heard it before: Grabrepparttar 139422 reader’s attention, build interest, and create a desire so they will take action. Are you closingrepparttar 139423 deal with your customer? This isrepparttar 139424 ultimate goal of any copy. Makerepparttar 139425 reader do something. Fill out a survey, submit a request, sign up for a service, or buyrepparttar 139426 product. Whatever it is, you must have a call to action inrepparttar 139427 copy.

The Copy and How it Relates torepparttar 139428 Design - How Does it look onrepparttar 139429 page?

What good wouldrepparttar 139430 copy be if it was placed onrepparttar 139431 page in long lines and block paragraphs?

Not too good.

Recently, I was working on a Home Page re-write for a financial services company who was having a conversion problem. They had no issue getting people torepparttar 139432 site. They just couldn’t make them buy once they got there.

After taking a look at their site, I was struck with one startling reaction –repparttar 139433 copy was placed onrepparttar 139434 page like it was a college essay with no variation or eye catching design elements integrated. Clearly, it was a web site template and no customization was used at all.

Their competitors Home Pages were very different. They all employed easy to read charts, testimonials, and other design elements. And my client had none of these. Obviously, something had to change, or his conversion rate would continue to suffer. Here are some ofrepparttar 139435 things you want to look for when you considerrepparttar 139436 copy and how it relates torepparttar 139437 design:

Is there contrast inrepparttar 139438 type of fonts,repparttar 139439 size of fonts, andrepparttar 139440 colors that are used? Some ofrepparttar 139441 most eye-catching web sites use lots of contrasting fonts, with various sizes, and complimentary colors. This can only helprepparttar 139442 copy, as it wraps it up in a great looking package and truly brings it to life. Here are three examples of great copy wrapped up in brilliant design: http://www.omniture.com/s2/index.html http://www.6smarketing.com/ http://www.zephoria.com/

Isrepparttar 139443 copy broken up into readable/scanable sections? …or is it simply placed onrepparttar 139444 page haphazardly without regard forrepparttar 139445 needs of your customer? Like my example above, you need to ensurerepparttar 139446 web page can be scanned in 30 seconds or less. Remember, we’re dealing with short attention spans.

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