To write persuasive web copy, it really is an advantage to know how to successfully write for off-line publications.
Because Copywriting techniques that work off-line, also work equally well on-line! We have to make some changes of course to accommodate restrictions imposed by computer screen, and problems that navigation sometimes presents.
But successful techniques for effective web copy remain same. And these techniques have been around for decades
Good web copy doesn't attract attention it deserves. Copy just isn't cool. Because good persuasive copy doesn't attract attention to itself. It sits there on page delivering its message skillfully and unobtrusively, focusing attention on PRODUCT and READER. And quietly doing its job of selling.
And most of really successful Internet marketers employ excellent, uncluttered copy on their sites.
That's why they are successful.
It's so easy and cheap to build a Website these days and set up a storefront. And that's great. There's room for small guy to compete alongside 'big guns'. And with no previous business or advertising experience he can build a 100 page super-duper animated site in minutes. But when sales don't come in answer seems to be to change animated GIFs, Java script, site banners and other gizmos to grab attention.
Meanwhile clever marketers, successful ones, rake in sales with strong, professionally crafted selling copy. And it's copy they've taken time to learn for themselves. Or they've employed a good professional copywriter to do it for them. They know it's WORDS that sell, not gizmos. Which words?
----- Words that SELL!
After you have drawn up approximate overall structure of your site, and BEFORE you design fine details, decide WHAT you're going to say and WHO you are going to say it to.
THEN begin writing your copy.
Write it, re-write it and cut out dead wood. Crystallize your message. Hone it, polish it, and examine every single word for relevancy and maximum effect. Keep re-writing it until you're sure it's a winner!
Don't be tempted to 'make do'. If it takes a week and it's still not right - spend another week until it is right. And a third week if need be until you're absolutely convinced you can't improve another single word. Remember - your profits are at stake!