7 Hot Tips for Writing Great Copy
When redesigning their web site most businesses are more interested in how it looks rather than what it says. Whilst the design is important it only delivers a subliminal message about your business. The only things that can directly influence your prospect are the words on the screen and yet few businesses pay attention to their copy.
By way of example, let's consider the homepage copy of two estate agents:
Established in 1900, XXX is one of the oldest firms of independent estate agents and surveyors Southern England. Since that date the firm has developed an ever expanding network of offices, offering a professional but personal service to meet the specific needs of each and every client.
Now compare that with this...
Welcome to Hamptons.co.uk. We've got over 5000 properties for sale or rent so start the search your perfect home below.
Selling or Letting? Why you should choose Hamptons?
Around 30,000 people asked Hamptons to value their property last year. Find out why and request your free market appraisal.
Selling and Letting Property Updates by Email
Sign up to 'My Hamptons' and we will email you new properties matching your search criteria.
My Hampton Financing your Property
Hamptons Mortgages Limited is an independent mortgage brokerage with access to exclusive rates from top UK lenders.
As I'm sure you will agree, the latter is far more compelling. The difference is that the first company is talking about themselves rather than their customers' needs. Although this is a difficult lesson for most businesses to learn it is absolutely critical to writing successful copy. Always remember the 'selfish gene'; our customers are not interested in us, they are interested in what we can do for them.
Let's have a look at 7 techniques which you can employ to write copy that will be both compelling and of direct interest to your customer.
- Keep It Simple. The more concise your message, the quicker it will be delivered to your reader.
- Personal Direct Approach. Corporate language can often be highly impersonal but remember that your website is communicating directly with only one person, your reader. Place yourself in their shoes, read your copy and then ask the question, why should I do business with this company?
- Your Copy Needs You! A simple technique to help you write personal and direct copy is to utilise the word "you". For example, "You have arrived at the ultimate resource for all your XYZ requirements! We promise to give you innovative and cost-effective services that will directly benefit your business."
- Just Start Writing...Perhaps the most daunting task when writing copy is actually starting. The key to overcoming this is to just start writing. Don't worry too much about the words simply concentrate on getting the message across. It will probably take you about three attempts before you get it right so don't expect to hit the bull's-eye first time.
- Educate Your Reader about the Benefits. In their corporate literature the majority of businesses' describe who they are. This may be fascinating but your client will be more interested in what you can do for them. Remember that benefits are far more powerful than features. "We can repower your engine using the latest technologies", is less effective than, "Repowering your engine will save you thousands on your yearly fuel bills".
- Use Bullet Points and Lists. These help keep your language simple and deliver your point quickly to your reader.
- Remember AIDA.
- Attention -- By the time you read this we could have saved your company £500!
- Interest -- Over 1 million businesses are wasting money on fuel every day. Why? Because their engines use one of the most inefficient fuels on the market -- Diesel. If we could halve your fuel costs overnight would that help your business?
- Desire -- Here are just some of the benefits associated with using our alternative fuels: (List Benefits)
- Action -- Call us now on 0800 123 123 so we can help your business become even more profitable.
You can find out more about how to write successful web copy by joining our Perpetual Profits Marketing programme. If you need some help right now please call us on FREEPHONE 0800 980 2580 or let us call you.
