Strategic Copywriting: So Much More than Text Optimization

Written by Carolyn Evans

So Much More than Text Optimization

Because web copy is so important for achievingrepparttar results you want and expect from your website - and because so much stress is now placed onrepparttar 108054 use of WORDS by SEO companies - we want to explainrepparttar 108055 concept of "strategic copywriting" and in doing so, show you why it's so much more than optimizing text for search engines to read it. This is our definition:

Strategic Copywriting isrepparttar 108056 skill of designing words to create an experience that motivates a customer to take a desired action and enables him to achieve his desired purpose. A little clunky, but there it is. Now, for what this means…

Designing words...

If words were graphics, they would have size, shape, depth, width, weight, color, texture, organization, position, and a relationship to what's around them. For copywriters, words are our graphics, and how we 'design' them to shape a message determines their impact on a customer. Part ofrepparttar 108057 copywriting process is to combine words with a visual design that guides a customer's interest and understanding. A good writer-designer team will agree that, with few exceptions, words are king and visual designrepparttar 108058 loyal servant. In website development, this rule is golden. In all media, strategic copywriting isrepparttar 108059 skill of designing words that influence behavior.

Create an experience...

Why do print, radio, and television ads work? The short answer is, they create an experience that motivates a response. So what is that experience, and how do ads create it? There is no simple answer to this question, but one key factor is this: The ad copywriters and designers knowrepparttar 108060 customer. This knowledge dictatesrepparttar 108061 message that will appeal to that customer. Ifrepparttar 108062 ad is written and designed specifically for that customer, if it's delivered throughrepparttar 108063 right media (say on television, on a certain channel, during a certain program, on certain days ofrepparttar 108064 week, at certain times of day or night), and ifrepparttar 108065 customer happens to see it, he might respond. Or if not then, perhaps another time. When he does respond, it's becauserepparttar 108066 ad provoked in him an emotion that caused him to act.

Web marketing works basicallyrepparttar 108067 same way, with one very major difference: here,repparttar 108068 customer comes to you in search of a certain experience. With a copywriter and designer who know that customer, your website can give himrepparttar 108069 experience he's looking for.

Motivaterepparttar 108070 customer...

By "customers" we mean people who are most likely to want or need what you offer, whether they actually buy from you or not.

Inrepparttar 108071 world of web marketing, customers conduct a search because they're motivated to find something. If you have a website that offers them what they're looking for,repparttar 108072 first and most important experience you must give them is finding your website. This is a matter of configuring your site to come up onrepparttar 108073 first or second page of a search. This is a function of search engine optimization, which is covered in another article.

Assumingrepparttar 108074 customer has found your website in a search,repparttar 108075 next experience you must give him is a reason to stay there. Some basic rules for accomplishing this include: oKeep it simple. This rule pertains to everything about your site:repparttar 108076 words and design should be 100 percent about helping customers find - and buy - what they need or want. oMake sure your site loads immediately. Avoid using complicated graphics, Flash movies, animations, and Splash screens. If your site takes more than a few seconds to load, you're probably going to lose that customer -- forever. oEnsure that your website visitors are who you want them to be. Know your customer, use language that speaks to him, and knowrepparttar 108077 keywords he is likely to use to find you. oImmediately tell them where they are and how they will benefit from being there. This is where your value offer comes in. Design your words to inform and motivate customers to stay and look further. oFocus your copy on benefits torepparttar 108078 customer - not on you. Customers don't buy from you because of who you are but because of what you can do for them. oClear a path to easy and trouble-free navigation. Include tools to help customers find what they're looking for, such as a search function, navigation buttons, etc., make them visible and uncluttered, and make surerepparttar 108079 links work.

Image and name recognition can provide a constant stream of referrals.

Written by Michael J. Berry

Does your product sell itself or does your image and name recognition determine your amount of sales?

Image is a powerful management tool and too often we over look it. Let's face it. If you are not a corporation with millions of dollars for yearly television or newspaper advertising you are marketing your business on a limited budget with limited marketing experience. Maximizing your initial investment and turning those spent dollars into sales can determine your business longevity.

Image and name recognition can provide a constant stream of referrals. Consumers know your business and know enough about you to make a commitment. Who is your audience? Who is buying from you? Why do they buy from you?

If you are standing in quicksand chest deep it's time to reinvent your marketing routine. Hirerepparttar professional.

Your method of communications, available time, writing ability and knowledge ofrepparttar 108053 media determine your success. If this is not one of your strongest qualities hiringrepparttar 108054 "pro" can be a smart decision. Most copyrwriters can be hired on a yearly retainer as an independent sub contractor. a fraction ofrepparttar 108055 cost of hiring a full time employee. A reputable copywriting service provides instant experience and expertise.

What do Copyrighters Do?

Whenrepparttar 108056 word "copyright" comes to mind it reminds your ofrepparttar 108057 United States Copyright Office in Washington D.C. this isn't so. A professional copywriter writesrepparttar 108058 words contained in brochures, sales pamplets and other communications. They maximize and focus your audience toward your product and service in simple and easy to read communications. A good copywriter can outline your product(s) and highlight your selling points. More importantly he or she can develop a short and precise profile to maximize your market visiability. It is worthrepparttar 108059 time and investment.

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