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Copywriting: The Final Frontier in Using the "Written Word" to Speak To Your Potential Customer

Part 1 of 5

by Kevin Hogan

People respond best to their name. When a person sees something with their name on it, they are more likely to read it. The internet offers many tools that allow you to personalize your copy for your customers.

Don't overdo it. All you need is their name to appear once. That's it.

These tools will insert your customers name into the selected area of the text. This can have a very powerful effect.

Your copy should be written so that an average person can easily read it and understand it. Many times when writing a copy, people get lost in technical jargon or tend to talk around the subject.

The trick is to just write in a plain and straight forward manner. Your customers will be more likely to read through to the end if you do.

Knowing your audience is a must. This is critical to writing copy. You have to understand them in order to be able to write for them. When you are writing a copy, you want to speak to your customers thus engage them. You do not want to preach at them or jam your message down their throat.

You should write in a friendly manner. You want to avoid writing in third person, which comes across as distant and will not allow you to really connect with your customers. You should try using first person, if possible.

This is about YOU and ME.

Your goal should be to keep the customer interested, as in riveted. You want them to keep reading. You have to grab their attention and keep it. You have to make what you are saying interesting to them.

You should always keep your objectives in mind so that you are focused when writing your copy. Even though you are trying to be friendly and engaging, you still have your main objective of selling to keep in mind. You have to learn to write copy so you can sell without being boring or pushy.

I've got a rule. I write my salesletters the way I communicate in general.

There are exceptions but being formal, correct, proper...that isn't me in real life and it isn't going to cause people to be inspired to do business with me.

The internet IS one place where you DO get to be yourself.

The internet marketplace has really changed a lot about copywriting. The internet is a whole new world where everything is about the written word. In no other marketplace does the written word have so much power.

(Yes, I know about the Obama Girl because of You Tube, but her JOB is to take you to her blog so you eventually vote for Obama. The Web 2.0 stuff is all about getting people to a place where they can invest in your services, products or candidates.)

The internet is a huge place with many options. Copywriting is so important to the online business world because it is usually the only contact a business will have with their customer.

Often if a person comes across a business website and the copy is not grabbing their attention and engaging them, they will simply click away. The opportunity for a sale is lost and the person is unlikely to ever return.

That is the single-most common result, bar none.

People don't know their customer in the real world, they might make a sale. On the Internet, that ain't gonna happen.

Online, you have one chance to make an impression. Your copy has got to be right on or you will not sell. It is that simple. Your copywriting is the proverbial backbone of your online business.

You can not mess around when it comes to your copywriting.

How do you connect with your customer?

Continue: Page | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 |

Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

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