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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

Copywriting with the Online Reader in Mind

When copywriting for the Internet, there are many things you have to keep in mind. The fundamentals of writing copy for the online marketplace are designed to help you get the most out of your copywriting.

You want your copy to be persuasive for you and in order to do so you have to understand some key points about internet copywriting.

When people read on the Internet, they are very selective. The Internet, after all, is greatly composed of BILLIONS of pages of written work.

Power of the Written Word

The power of the written word is very important to an online business as well as understanding the way people read online.

Online readers want information that is straightforward and easy to understand.

For a salesletter, one page works well because only then the reader does not have to click to the next page unless they want to hit the BUY button. Additionally, more than one page in a sales letter is really expecting too much from an online reader.

With one page of copy, you also have everything right there on one page. Should a person choose to simply skim the copy, the deal is located at the end of the page and they will not miss it.

One page copy is also much easier to set up than multiple pages. So in the end, keeping your copy to one page is ideal for you too.

There is definitely a time and place for multiple pages (like in articles) and I'll talk about that next week. But for now, let's stick with a salesletter.

Links

Putting in too many links can be confusing. Many times people click a link and a new window opens up, but for some people who may have their browser settings configured differently, the new link comes up in the existing window. This means they have lost your sales page and may not come back.

Links also can become tiresome to read over and over. It can be annoying to have a link in every other paragraph. It works at Wikipedia. Not at your website.

When you are persuading, links can break up the sales momentum you have been trying to build and cause the reader to never get fully drawn in by your copy.

Another problem with links is they are distracting. Not only can they break up the momentum in a copy, but when those windows pop up, the reader could get lost on that site and forget to ever finish reading your copy.

Worse than that is when a web address changes and someone else takes over their old address. This could lead to inappropriate websites popping up, which is never too good for business and could lead to big problems for you.

Links also expire. The internet is ever changing. A link that is good one day may not be the next. Nothing is more frustrating than coming across a dead link. This could be the one thing that really makes a customer decide not to do business with you.

KEEP PEOPLE AT YOUR WEB PAGE.

You should use links with care. Try to keep them near the end, after your message is very clear to the reader.

You should also check your links often to ensure they are still active. When entering them, you should check them to make sure they are correct and go to the website you intended.

Web copy can be a challenge. You have to not only write a powerful copy, but also tailor it to the online reader. You have to keep it short and avoid adding in too many links if you want to make sure the average online reader will be interested.

Two Essential Tools for Copywriters?

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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