Have you ever wanted to write more effective sales copy?
If
you have ever wished you could convert more of your Web site
visitors into actual sales, then let's examine some superior
ways to accomplish just exactly how it's done. Let's talk
about working with smarter Web copy that can make a
difference.
In
a minute I want to come back to give you some examples, but
let's talk about that word "dialogue."
We
know that the term "dialogue" is really more
correctly thought of as the dictionary describes:
"A conversation spoken between two or more people."
If you look up synonyms for the word "dialogue" as a
noun, you'll find a lot of terms that focus on "vocal
expression" or "utterance" or
"verbalization" in some aspect. So why do I use the
term "dialogue" in terms of writing Web copy?
It's
the best term I can think of to describe what I like to think
of as the "flow of conversation" or nearly like
writing your copy as though it was meant to be read "out loud"
by voice. When I say "write for voice" I'm
referring to how something is written for the radio or TV or
other live media. The most prominent aspect of this, is that
it makes you feel that the message is deliver just for you.
It's nearly like you were hearing it from a friend or someone you
personally know. Probably one of the best examples, would be
from the professional broadcaster who has been trained to not
only speak wonderful dialogue, but they are able to nearly project their
personality right toward you through the radio, TV or whatever
into your home.
Okay
let's talk then about your writing style and start with a very
simple example from our opening line to this article.
Did you notice the very first line of this article? It was a
question which asked you: "Have you ever wanted to
be able to write more effective sales copy?" Questions always grab a readers attention, don't they.
The
next paragraph that followed the opening line was to get you
immediately reading.
On
with a few tips and analysis:
Try
reading this again now...right out loud:
"If
you have ever wished you could convert more of your Web site
visitors into actual sales, then
let's examine some superior ways to accomplish exactly how
it's done. Let's talk about working with smarter Web copy that
really makes a difference."
Did you
notice how it flows? Did you notice how it gets you reading
right away?
This
is what is referred to as an If/Then
type of statement which makes an ideal way to start your visitor
reading your content.
The way it is constructed, is to
start by writing: If
followed by Then.
Example of If/Then:
If....(write
to identify a specific challenge) followed by Then...(write
to introduce the solution). Next, consider some of the other
components are simply some descriptive adjectives to accent
the value of the statement.
For example consider some of these
words:
"If
you have ever wished you could convert more of your Web site
visitors into actual sales, then
let's examine some superior
ways to accomplish just exactly
how it's done. Let's talk about working with
smarter Web copy that
really makes a difference."
Other
great compelling phrases can be used to help your readers
"visualize the benefits" of whatever product or
whatever service you may be describing. Consider trying one of
these type of statements :
Now just
suppose...
Can you just imagine the...
Did you ever imagine...
Example:
(With adjectives)
"Now just imagine
the puzzled
look on your unhappy
competitors face, when they notice your
extraordinary new top rankings."
A
statement like this paints quite a picture in your mind creatively
with words, does it not? Let's explore another way you
might write in order to "describe an action" in such a way, that your
dialogue may cause the reader to really visualize
possessing a product ahead of time, even before they order it. It's just
dialogue, but if it paints a picture in your mind, it can be
powerful.
Example:
In just seconds, you'll download your new book, but be
sure to flip directly to page 52 where you'll immediately
discover the top 100 best selling markets for this year.
What you are really
doing here, is painting a picture in the reader's mind. There
is a lot more to writing sales copy than just these few
mechanics, but one of the best ways to refine your skills, is
to study the work of an accomplished writer. By studying well
crafted pages, you can build your own writing style and begin
to do more of what is right and less of what is wrong.
Here are a few of
my favorite tips for writing sales copy.
1. Write your copy as
though you were writing to a close personal friend. Your focus
is on the "delivery" of your message so that it is
absorbed by the reader in an easy to read conversational
style. Our dialogue often is quite different when we are
speaking to a friend whether we realize it or not.
2. Try starting your
page with a compelling headline that captures the visitors
attention.
3. Make your dialogue
flow so that it reads very naturally if you read it aloud. Try
reading your work out loud or even record yourself reading
your work out loud. Then play the recording back and just
listen to the flow of delivery. This is an age old method that
most professional broadcasters use to build their voice, but
your focus in on how your writing sounds and how it flows. If
it flows smoothly in a nice conversational style when you read
it out loud, you can be sure it will read that way too.
4. Add in some
descriptive text to help paint a vivid picture of the
"benefits" in the mind of the reader. Remember that
you need to accent your dialogue. Your objective is to
heighten the descriptive narrative in order to flesh out the
scope of the benefits so that your Web visitors can nearly
visualize those benefits in their mind, just by reading them.
5. Don't forget that a
sales letter must have a solid call to action. Your dialogue
nearly needs to guide the reader in exactly what you would
like to do on a page. Don't assume they'll know what to do,
but let your dialogue guide them into a true call to action.
For
example suppose you want someone to call your toll free
number.
(Describe step by step exactly what you want them to do.)
Although it sounds crazy, this type of dialogue actually works
quite well.
EXAMPLE:
We've made telephone
ordering so very simple. Okay, are you ready? Stop.
Just walk right over to
the telephone right now. Pick it up and call me personally at
our Toll Free Number 1-800-XXX-XXXX.
6.
Consider how you might occasionally apply a reverse approach in your
dialogue. For example in stead of just talking about benefits to
be gained by using a product or service, you can also describe
"the results" or "negative impact" from
not using a product or service. So long as your information is
accurate this can also stimulate the reader's thinking too.
7.
Write for the specific target audience you are aiming to
attract. Use metaphors or examples that are relative to your
particular audience. You can write in a way that anyone can
understand or you can write just for a specific audience using
terms meaningful to them in their industry or background. For
example how you write for a Web site which is written for
lawyers will be quite different than one that is selling baby
shower gifts. Baby gifts may be targeting grandmothers, so
there is a style of delivery that is just write for them. In
the same way there is a way to write for Lawyers. Who is your
Web site attracting? Is it written for Pilots or REALTORS or
Marketers or Children or any other market.
Write for the ideal audience you are aiming to
attract.
In Conclusion: Practice makes perfect - focus on building
and maintaining wonderful customer relationships.
Like every
other aspect of search engine marketing, the more you practice
the better the skills that you will build. We encourage our
workshop students to test all of their ideas and make sure you
take notes of your progress. If a specific style or method
seems more effective to you or when you notice big responses
to little changes, then benchmark your progress. Communicate
more and more in a smooth flowing style that is right for your
particular category of Web visitors.
Regardless of whether your objective is to write more
compelling content for sales, or whether you are creating
valuable informational content that is useful to your readers,
make your work something that you feel proud of. Something
that stands on its very own merit. Never forget the component
of treating your readers to your very best efforts in
communication. Ultimately, you're building resources that
stand the test of time and enjoy a maximum success rate
because they contribute to your readers
"understanding." The Internet is simply a powerful
tool which can be used most effectively for doing business.
But the same old rules apply for any reputable business
whether online or off. Focus on delivering genuine value and
maintaining wonderful relationships with your customers.
I really look forward to seeing you at one of our future SEO Mastery
Workshops real soon. In the meantime, here is wishing you the
very best of online success with all of your projects.
Highest
Regards,
John Alexander
john@searchengineworkshops.com
http://www.searchengineworkshops.com
http://www.searchengineacademy.com
About John Alexander
John Alexander is Co-director of Training at Search
Engine Workshops offering live, SEO Workshops with partner
Robin Nobles as well as online search engine marketing courses
through Online Web
Training. John is author of an
e-book called Wordtracker
Magic and co-author of
the Totally Non-Technical
Guide for A Successful Web Site.
John is also an official member of the customer support team
at Wordtracker.com.
