Your Web Copy is Too Skimpy to Work!

Almost every day I hear from somebody with a web site that isn't
selling well. "Can you please take a look and let me know what
we're doing wrong?" they ask. Sometimes their product isn't very
good. Other times their price is wrong. But more often than
not, the problem is with their web site copy.

People have really gotten the hang of creating fine graphics.
Many sites have killer logos, delicious product photos, and
clever drawings. But where is the copy?

Most sites that aren't doing their job have a complete lack of
good, clear, easy-to-understand copy. While the Internet has
lots of eye-catching graphics, it's still media that delivers its
messages through writing and reading.

Use these tips to make your web copy effective and your web site
sell:

1. Start with a headline that talks about THE VISITOR. Your
headline should include something in the customer's life. That
is the only way to get their attention. Once your headline gets
attention, it's a snap to get people to read deeper into your
copy.

"YOU Can Save $1000's With This Simple Improvement"

"Stop Hurting! Affordable Supplement Reduces Discomfort"

"When Will You Have Enough Money To Live Right?"

These headlines talk directly to a pressing concern the target
reader has. If you need to save money before you can earn a
profit, or your back is killing you, or you're tired of scrimping
by every month... these headlines would get your attention and
make you READ.

2. Use one easy-to-read paragraph at the top of your page to
simply explain what you do and who you do it for. I'm blown away
by the number of sites that make you guess what they do. You
have to read through three links before you find out, and even
then you aren't sure.

Nobody but your mother is going to have the patience to hunt for
what you can do. Most people click away within 3 seconds if they
can't figure out what you can do for them.

4. After a few short introductory paragraphs, list your product
or service's features in bulleted style. Connect each feature
with the benefit it gives the customer.

For example, if I were to list the features of this article they
might look something like this:

* Quick to read--Improve your site's selling power in just 5
minutes.

* Headline secrets--Find out how YOU can grab readers and make
them read your offers.

* Intro paragraph--Learn the easy way to start your web page so
people don't click away.

Most of us are a bit slow to explain the benefits of our
product's features. We figure anybody would automatically know
that a "Rolo filter 2002" will improve gas mileage. But that's
assuming too much. Most visitors DON'T know how your product can
help them. You have to show them how it helps AND make sure they
understand it's meant for someone like themselves.

5. Use words to paint two pictures. Your first word picture
should be of how bad the reader's life is. Describe the problem
he has, then show how things will get MUCH WORSE if he doesn't
fix them.

Next paint a word picture of your customer's life AFTER they use
your product or service to SOLVE their problem. Describe how
much easier, more productive, less stressful, and satisfying
their life will be with your product.

People may not remember all your features, but they will never
forget the picture your words painted in their minds.