by Karon Thackston © 2004 http://www.copywritingcourse.com
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 within copy, ineffective use of testimonials, a lack of focus on target customer’s buying process, and inability of current copy to support search engine goals of AEwebworks.
After doing some research, I created a plan of action for writing SEO copy that would impress engines AND AEwebworks’ visitors. You can view original copy in PDF format here: http://www.copywritingcourse.com/AEWebWorks-Original.pdf.
After finding revelation that most of those who were shopping for online dating software were already familiar with features (and associated benefits) of software, I decided that focusing on those elements would simply make AEwebworks sound like every other developer of dating scripts. That would definitely not get 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 to visitor and also included one of chosen keyphrases.
The body copy began by making an emotional connection with customer. It recognized frustration customer faced when trying to choose between different dating software programs and dating scripts.
The copy then continued to connect by stating fact that AEwebworks developed their software with help of their clients by listening to their complaints, needs, and wants. It also merged quickly into a section that offered firm, proven solutions to dating site owners’ most pressing problems.