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How to Write Killer Marketing Copy
© 2003 By
Scott F. Geld
Written words are a powerful marketing tool. They have
the ability to persuade, reason, explain & direct the
reader to take action. They can hold someone's imagination
and open them up to possibilities never before visualized.
But used improperly or without due care & attention they
can destroy all the good work you have done in one foul
swoop.
Developing copy for your website is therefore a job that
should not be taken on lightly. Here are 5 keys to help hold
your readers' attention and convert them to sales and
sign-ups on your site -
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1) Your Headliner
- It takes a matter of seconds for visitors to form an
opinion of your site. Many factors will come into play, such
as speed of download, graphics etc, so you'll need to grab
their attention quickly before they click off the site. A
few words that stand out from the background, graphics and
the rest of your text will draw the readers' eye - this is
your chance to make an impact and keep them on the site. It
should be something that compels the reader to want to find
out more.
2) Develop Interest
- Identify with the reader and let them know that you
understand how they feel about the challenges they face.
Hint that you have a solution to their problem. This will
hook your visitor in, and you can enhance its effect by
using keywords and hot buttons to fire the reader's' desire
to find out more.
3) Reveal the details
- Show the reader your solution and how it will solve
their problems and/or meet their goals. Then hit them with
additional benefits as to how what you have to offer will
exceed their expectations. Use testimonials that verify the
strength of the product or service you are offering. Again
use keywords and hot buttons that appeal to the readers'
emotions, and remember people buy on emotion not logic.
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4) Call to Action
- No marketing copy is complete without a strong call to
action. It is the final push to close the sale that should
be lined with incentives. The benefits should be highlighted
and the reader urged to take action. You could even mention
the consequences of not taking action - a deal always looks
better when someone is taking it back away from you!
5) Be Professional!
- In the eyes of the reader, the professionalism of your
copy reflects the professionalism of its owner, and the more
professional it is the more confident the reader is of you
and your intentions. Make sure you run copy through a
grammar & spell checker before uploading it to your
site.
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ABOUT THE AUTHOR:
Scott F. Geld is the Director of Marketing for Marketing
Blaster, Inc., a firm dedicated to providing targeted
traffic and leads for ecommerce websites:
http://www.MarketingBlaster.com
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