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Your Web Content Should Be Doing One Thing - and Only One Thing:
Is Your Website Putting Money In Your Pocket?
FROM: Jack James, Margret Kuss
"164 Million Americans use the Internet every month. 134 Million of them log on to shop."
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Brad Switzer, Ohio
"My conversion ratio has nearly doubled since launching your new copy, and saying that I am thrilled with the results would be an understatement . I'm so glad I made the decision to turn to a real professional. Thanks so much for everything." |
So .... how are your sales doing?
When it comes right down to it, what sells is copy. It's not your graphics or that snazzy Flash animation. These are supporting actors. The lead role goes to content. And it takes a web savvy copywriter to write great web content.Copy is King. Follow this rule and you'll cash in. Break it - and you'll go belly up. It's that simple. We write with one purpose in mind: To put money in your pocket. So if you're looking to fatten your wallet with great copywriting, then you've come to the right place. Get In Touch With Us
Writing for the Web
Yes, Gentle Reader - Writing for the Web Is Different.
. The Web is not a paper media, or a print media, or a glorified TV. It's separate - with rules of the road all it's own. If you don't know and obey those rules, then you're just wasting your money.
Gary Armstrong
I thought that Jack would be challenged to come up with copy that talks directly to my demo. (I target the most radical, 15 -25 year old, extreme athlete type.) I wondered if Jack could talk the talk of this young target. WOW! When I read the first proof of his copy I sat and giggled while reading the whole page. He hit a bulls eye!! Jack really has a unique talent.....in fact he's so good it's almost scary.
Working with Jack has been an absolute pleasure, and more importantly, his product is simply incredible. I truly feel you are losing sales daily not having him write your sales copy. What a difference!! Thank God I found him!!
How Is Web Copywriting Different? There are actually several big differences with web copywriting. Reading is More Difficult.
in fact he's so good it's almost scary."
Alpine Innovations, LLC
www.air-trekkers.com
Reading Web content is a lot more strenuous. You may not think so, but it takes about 25% more energy when you read something off your computer screen than if you have it on a piece of paper.
The Web is a Level Playing Field.
A big company can afford to create stunning color brochures and fancy presentation materials - in the hundreds of thousands or even millions if necessary. You probably can't even come close.
However - the Web is a great equalizer. Almost everyone views the Web from a monitor - and that usually means a 17" wide window. So Walmart and the corner general store have the same playing field.
The only difference is in the presentation. Give Us A Shout Now
Jeff Fields
Large or Small Makes No Difference Which leads us to a very important point: On the Web, a small company can compete toe to toe with the big boys. A large company can have a lousy website and get lousy results.
A small company with a great site and solid copywriting can get fantastic results. In fact, due to their very size, large companies are less likely to have a site that pulls in the buying traffic! Why? Simply because they tend to use material already written. They just re-use existing text and paste it on their site, hoping that a couple of snazzy graphics will magically transform existing copywriting into money making sales content. Nope!
Take a look at some of the large corporate websites. Try and read their online copy or sales message. Some will make your eyes glaze over and have you wondering what in heck they're trying to say! Many will have their company name repeated a dozen times in a couple of paragraphs. Hey! You know where you landed - you don't need to be reminded every other sentence! Scanning is Different as Well! Copywriters know, when someone reads a direct mail letter, they look at the headline, then skip to the Signature and PS. Reading Online is Different! When a person gets to your site the sequence goes like this:
RealAsell.com
They first scan the UPPER LEFT side of the screen.
Then they move RIGHT to the CENTER.
Then LEFT again, from the center to the edge of the screen.
After this initial sortie, the eye will be peripherally scanning SCREEN RIGHT - as if looking for something interesting!
The LAST place looked at is the SCREEN BOTTOM.
Web copywriters take this into account. For example, if you put important information at the end or bottom of the screen, you're just burying your copy where fewer people will notice.
However - there are exceptions! (Don't you just love exceptions?)
Selling a single product? Then the rules of the road take a slightly different turn. The one page "supersite" may well be your best bet.
What's that you ask? Simple. It's where all the main selling points are on one page. (Others call it a "mini-site" - but that's a misnomer in my book.)
Need Help? It's Here!
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"You are going to get your moneys worth 10 times over."
Darryl Graham, President |
Turning Theory Into Cash
Very nice you say! But what does this mean for me in nuts and bolts language?
FIRST: Put your Logo and Company Name in the upper left. Let your customer know where they landed. The URL should be along there as well.
SECOND: Global Navigation goes either along the top or down along the left side.
THIRD: Your Main Selling Point or Points should be in the center. Be Bold! Something your clients can't miss.
FOURTH: Subheads. Subheads. And More Subheads. Break the copy down into easy to bite chunks. Believe me ... if you have a twenty line paragraph - you've just lost your viewer. That means you've just lost the sale. Ouch!
The Copy Itself
Feel the need to put your company name in every other sentence? Get over it... fast! It makes your copywriting boring. And boring equals bad. (You can't believe how many so-called "expert" copywriters use the same tired phrases over and over again. Sometimes it looks like a photo finish to see who can make the prospect yawn first!)
Use the "second person ( YOU ) viewpoint" when writing. This means nix on the first person ( "I" ) perspective. Same with using the third ("they") person perspective.
And please! Write to your audience! Use the lingo your visitors normally use. For example, if you're selling sports shoes to teenagers don't go into how the darn things are made. Your audience couldn't care less. The shoes aren't "fine quality" they're "rad." They aren't "great bargains" they're "awesome buys."
Special Copywriting Tip: How do you find the latest lingo on a budget? Go to the appropriate chat rooms and just read! Find out what people are writing and how they are writing. Then use it in your copywriting!
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Huiping Iler -
WTB Language Group Inc.
WinTranslation.com
"But Jack surprised me. He made it witty, interesting with a clear call to action tastefully embedded in the copy. Jack is an exceptional copywriter - someone who genuinely understands how online copy works."
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MORE, MORE!
OK - here are some more tips that'll cull the heifers from the herd.
Text is more important than graphics. Believe me, its true. Graphics are fine as supporting cast. But never make the mistake of using them as lead actors.
Flash. Never, ever open your page with Macromedia's Flash. I don't care if ten thousand web designers swear by it. "Open with Flash, Lose Cash."
Font. Use either Arial or Verdana. These are easiest on the eyes.
Clutter. Don't be afraid of white space! Some sites are so cluttered with garbage, it takes a special investigative commission just to navigate through it.
3 Click Rule. Anything your customer wants should be no more than three clicks away. More and your customer will get frustrated. And frustration equals a lost opportunity.
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"This may be the best investment I've ever made!"
Edward Weiss
"Just wanted to write and tell you how pleased I am with the copy you've written for my piano lessons site. I knew I made the right choice after reading the first draft you sent me.
Working with you has been a pleasure from start to finish. You've been completely professional and have answered all my questions quickly. I also want to thank you for allaying the fears I had in changing things around.
It's hard to let go and allow someone else to take over but you made that process easy as well! This may be the best investment I've ever made!"
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Last Tip: And yes - I'm going to shout this one.
"NEVER PUT UP BUYING BARRICADES!!!"
What does this mean? I've been to sites that require you to register before you buy! What the heck were they thinking! Listen - what would you do if you went to your local bookstore and before you could checkout, you had to give someone your name, address and phone number?
You'd say a few choice words and leave - without spending your cash!
Then why in whatever one holds holy would an e-commerce site require a potential customer to type in their name, e-mail address and a password even before they get to the check out? That's simply insane. Yes - everyone knows that they'll have to enter information when they're ready to buy. BUT NOT BEFORE!
The same thing goes for pre-registration screens some sites and copywriters feel are absolutely necessary. You know - the "before you can enter our site we require a few short items of information" website.
Few things will kill off more potential visitors to your website than having that idiotic greeting.
If you have it - lose it.
Drop us a line now at: ImpactCopy or try our Quick and Easy Response Form for your Free Website or Direct Mail Copywriting Evaluation.
And yes - when we say Free, we mean it! (Like in No Charge. Gratis. No Tips Allowed).
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"... our
expectations were far and away exceeded with the results."
Tom Dieckilman -
Pacific Innovations
"We were looking for a hard hitting piece that got results, and our
expectations were far and away exceeded with the results. Jack has an original mind when it comes to putting ideas into
words. Thanks, Jack."
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Let's forge forward. Next up:
COPYWRITING TIPS
ONEWhat's the best tip about copywriting for the web (or any business) or writing online sales copy? Simple - it's YOU.
Huh - you say? YOU? Yep. It's YOU. (Repeated here three times just to make sure you get the point.)
If your copy doesn't appeal to the person reading it by using the word YOU as often as possible - then forget about sending it out.
People are interested in mainly one thing: Themselves. They don't give a hoot about how your life is going, why your business needs cash, or if your service will save the world. Unless your copywriting can show them how those things affect their life, their business or their health - then you've just wasted your time and theirs.
Far too many websites (and web copywriters) take the stance that the reader wants to know all about your company and your products. They don't. They couldn't care less. Unless you are willing to address their needs and solve their problems first, don't bother to put pen to paper or fingers to keyboard.
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"Each piece was professional, hard-hitting and on target and most importantly, on time!"
John Cantu
"When I was introduced to Jack, I was two months behind on creating marketing material for my new company. I contracted with him to knock out a multitude of material in record time. We had sales letters, web copy, brochures, sales sheets, squeeze pages, autoresponders, etc...
All that had to be done yesterday! Each piece was professional, hard-hitting and on target and most importantly, on time! I highly recommend Jack for all your copywriting needs! I will definitely use him for all our future copywriting needs!
For a personal testimonial, feel free to call me anytime at (512) 632 5127.
Wishing you All The Best, Jack!
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TWOYou want another tip? When copywriting, write as if you are sitting across the table from your reader. As if you were just talking to him (or her) on a one to one personal basis. That means forget about the William Buckley school of copywriting, which assumes most of us really want to hear obscure ten dollar words that a college professor couldn't decode. You don't talk that way. You don't want someone talking to you that way. So don't use it when copywriting or for your sales message or online content! Don't Re-Use. Don't make the mistake of taking your existing brochures and advertising text, converting them to HTML and posting them on your site. You may think you've done a good job, but you haven't. Your site will look and smell stale. If you can't find the time to create unique website sales content - hire a professional copywriter who can. Or stay out of the game.
THREE
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" You have outdone my desires! Better than I could have even imagined. I will hire you again in a heartbeat!"
Blessings, Laura
"You have outdone my desires! Better than I could have even imagined. I wasn't expecting what you sent over - I thought you were simply going to write a blurb 2-3 sentences with the headline. Instead you wrote me more than I even realized I needed. I am so excited about Castle Baths and finding you for hire! I just can not image my surfers walking away from the CB site without purchasing.
I will hire you again in a heartbeat!"
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AND MORE ...
There are literally dozens of other "tips of the trade" that will improve your copywriting efforts. (Like making sure you're using the right word! I've actually seen copywriters misspell their own profession - calling themselves "copyrighters." OUCH!)
If you start right now and read all you can about effective online sales content, invest thousands of hours in writing and re-writing web copy of all sorts and nature, take course work that deals specifically with internet copywriting - you'll get to know most of them!
Or you can use us and put your time to better use. Give us a holler at: ImpactCopy or try our Quick and Easy Response Form.
And don't forget your
Free Website & Copywriting Evaluation! Just fill out our quick form.
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Yoke Wong, Omaha, NE
I am cashing in new sales on a daily basis having the same amount of traffic. The money spent on the project was repaid within less than a week. Talking about the best investment - I know who to turn to everytime I have a new project now! |
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You have been a very helpful copywriter, I can't imagine my business without you. You know ever since you have helped me with my site, my business has grown more than 10 times :-)
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Ah … top ranked organic searches. The holy grail of every website entrepreneur.
YEP! You probably have a bunch of keywords packed into your meta tags and Google AdWord Pay Per Click advertisements.
But take heed, there's method to this SEO madness! Are you willy-nilly throwing in website content keywords without thought as to how they make your online sales message sound and flow?
Simply sprinkling in keywords is foolish - and counter productive. Yes - you may get a slight boost in the rankings. But if your web content sounds stilted and contrived, you'll lose more business than you'll gain.
The trick is to weave your web words & copywriting seamlessly into compelling online content. Sort of like we're doing here - right on this site. (Tricky little devil, aren't I!) That takes an expert web copywriter. (And just by chance - I know a darn good one!)
SEO COPYWRITING
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Philip B., Ireland
I should be able to go into the business full time over the next 6 months. I have very ambitious plans for the business and want to obviously use you for other advertising in the not too distant future. Your magic really works!
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"The bitterness of poor quality remains long after the sweetness of low price is forgotten."
Here's our e-mail address: ImpactCopy@pagesmith.com. Or simply use our handy-dandy Quick and Easy Response Form.
A SMALL ASIDE:
Like I mentioned, great content and a great copywriter don't come cheap. However, no one ever complains when getting the best copy (and copywriter!) around.
Note: Prices do include our input on your actual web site construction. What does this mean? Simply put, there's a lot of lousy sites out there, and the owners haven't a clue that: B: Why they aren't getting the revenues they expected.
How Much Will Great Copywriting Cost?
Good Question! You didn't think that the services of an ace copywriter came gratis - did you?
It all depends upon the content complexity. Just give us a call! We'll be glad to give you a no-obligation quote.A: Their site is bad news on the hoof, and
We'll let you know what you can do to improve your site.
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John Belanic -
President, Smart Wedding Inc.
SmartWedding.com
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Let's cut to the chase: Why should You hire us? For one reason, and one reason only: Money. Your money. Call it what you want: We'll put it in your pockets. Here's our IRON-CLAD GUARANTEE: If our copy doesn't beat what you're already using - if our copywriting doesn't improve your bottom line over what you're now getting - then we'll redo the entire project. And it won't cost you one red cent more. One: You have to advertise! If no one knows about your website - then the best copy in the world won't get read.
Two: Let us know within three months of project completion.
If we don't make your cash register ring, then we haven't earned our keep.
You should expect the best - and that's exactly what you'll get. If that's not fair - then I don't know what is. You have my word on it.
P.S.
FREE EVALUATION!
Get an absolutely free website copy evaluation. Gratis. No Strings Attached. Here's the details: FREE EVALUATION
P.P.S. Dedicated To Those Who Should've Known Better! Our
Rogues Gallery
The Bacon.
Moolah.
Greenbacks.
Daddy Warbucks.
Jack James
President, PageSmith, Inc.
(As well as Freelance Copywriter Extraordinaire and Chief Coffee Maker!)
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Glenn Gallucci -
President, Peak Properties, Inc.
am satisfied with Jack and because of his easy going personality, and I feel I've known him longer than I do, I am looking forward to giving him my other projects knowing he will make them "sizzle". It is comforting to know, I can add another great person to my selling team. "I think he is reasonably priced. And because of this, I will not hesitate to let him do my other courses, boot camp, flyers, direct mail materials."
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The Dirty Dozen:
"12 Of The Dumbest Things Companies Do
To Screw Up Online Sales"
Please Note:
We're exclusively commercial copywriters.
Oh - one other thing. Please - one evaluation to a customer. Thanks!
This means we don't evaluate Resumes or CV's.