I obey one main rule when writing copy for online world: Get out of my ego and into my reader's ego. It's a basic marketing truth that shouldn't be violated anywhere. Yet it's violated every day online. Let me explain.
One day I received following email:
Dear Mr. Vitale, Your name was mentioned on a site that I came upon while I was looking for informational material to market on Internet. Can you PLEASE, give me some feedback on this. The site is WWW.Internetpowertools.com/d.cgi?ebookprofits-pw10031 Thank you for you time.
I took a quick peak at his site. If you did, too, you saw that his site is a sales letter. There is nothing in that headline to appeal to your ego in a way that is acceptable online.
Off-line that sort of hard-sell headline might work. On-line it won't. Why? Because it is too sales oriented. It looks and reads too much like an ad. If you think of your reader's ego, you wouldn't post something so heavy-handed online. Instead, you would give them information they want. Information they can use. Think of it this way: Write your website copy as if you are writing a how-to booklet or a news release. Give facts. Give details. Give specifics. I might rather write this fellow's website as a special report on rise of e-books in new millennium. I might even give pointers on how to write your own e-books. In short, get out of your ego and into your visitor's ego. Appeal to their interests and they will eventually show interest in yours.
Let's look at another example.
Hello Mr. Fire, I am not a copy writer but I am trying to write a copy that sells my information product. Can you please check out my website and tell me whats wrong with copy I have now. www.inetstart.com Thank you for your time.
Did you take a look at his site? Same problem as one before it. It's written by a person trying to make a sale. That means copywriter was writing to his own ego, not to mine or yours. Again, to transform this or any other website, think of what your READER wants to see, not what you want to sell. Think about it. Don't you care more about what interests you, than what interests me?
I might rewrite this fellow's website by writing a news release or a special report on "The Top 10 New Ways to Make Money Online." I'd research top ways, too, list them, explain them, and make what he wants to sell just one of new ways to make money online. It's traditional way to sell anything with a news release: Simply plug your product or service within a story of genuine news.