What’s the Secret Weapon?
It's not social networking…or rich media ... or blogging ...... as effective as those marketing tools may be.
It's powerful, persuasive online copywriting: knowing how to write compelling copy for emails, and ads that drive users to your website, increase sales through the roof - and make more money online.
The internet has revolutionized marketing because of its speed, accessibility, ease, and low cost. For example sending an email campaign is faster, easier, and less costly than distributing the same promotional information through mail, or in ads.
Clear, Concise, Compelling copy is the way to capture your readers attention. Readers are bombarded with information overload and the internet has made them more savvy to detect hype and promotion more quickly. Potential prospects are busier and have less time than ever to read long copy.
Best Practices for Clear Concise Compelling Copy:
Write for your audience.
When someone consults a website, there is a precious opportunity not only to provide useful information but also to influence their decision. To make the most of this opportune moment, we must ensure that the site says or does precisely the right thing at precisely the right time.
Give them words that zing with style.
Always bear in mind who you're providing your marketing for. Are you providing them with the information they need? Are you allowing them to complete the tasks they want to achieve?
Put important information at the top of the page
The reader needs to know at a glance what the page is about and whether it will interest them. Make sure your first heading and paragraph make this clear.
Be relevant
Is there any content on your page that might make someone say, “So what?” If so, get rid of it. Don't provide information they already know.
Be concise
Make your sentences short and to the point. Start with clear information on what the page is about. Once a user has established that the page contains information that interests them, they are more likely to read the text properly.
Use simple language
Don't use long words where short ones will do. The purpose of your website is to provide people with information - make it easy for them.
Be consistent
A consistent approach will help people navigate your site, and make the site look more professional.
Use bold and italics sparingly and never underline or type in CAPITALS
Most default browser settings underline links on the page, so underlining text that is not a link causes confusion. Remember too, that large amounts of text in bold or italics are difficult to read on screen. Typing in CAPITALS makes it seem that you are shouting.
Check grammar
Grammar and spelling are important for the same reasons as consistency. Your content is important so follow the rules to make sure you get your message across. Remember, you may well be writing for users for whom English is a second language. Non-standard use of English can only confuse users.
Think globally
Remember that your website can be accessed by everyone in the world with a modem, so choose both appropriate content and words.
Till next time,
Susan
