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Digg it UP - Common Mistakes That Can Kill Your Web Copy
Several years ago, when I was working for an agency, I was fired from an account. What that means is the client didn’t want me writing for him anymore.Another writer, a friend of mine, got the account and life went on.Of course, I was pretty upset by the situation. I had completed several writing projects already for that client, which had seemed to go well, and had just finished a press release when I got the boot.My writer friend told me later her "secret" for making this client happy. Basically, what she did was rewrite the press release so it focused solely on the client and the client’s business.I said: "Bu
#2 - Writing Without Knowing the Product/Service
Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?
Ask your client for samples of products, use of the services or acce
These loans carry different loan terms and different requirements. According to the student situation and his family’s, qualifying for a particular loan may be easier or a lot harder. Thus, knowing beforehand what you can do and what you can’t, will save you a lot of time and hassles as you transit this college financing search process.Unsubsidized Student Loans There are both secured and unsecured unsubsidized student loans. Unsubsidized student loans are regular student loans not backed up by any institution or by the government. The lender of unsubsidized student loans is a regular profit organization than intends
Once you understand why these mistakes are, in fact, mistakes, you can easily avoid them. It isn't like they are complicated concepts. It just takes someone to bring them to your attention so you can guard against them.
Pull up your site in a browser and follow along. See if you've made any of these mistakes on your site.
#1 - Writing Without Knowing Your Target Audience
This is, without a doubt, the biggest mistake of copywriting and the #1 killer of conversions. Why? I'll answer with a question.
When you write a letter (or email), do you just start writing and decide afterwards who you're going to send the letter to? Of course not! So why, then, do so many people just jump in and start writing website copy without having a clue about who they are writing to? It makes no sense to me.
How can people possibly communicate with their site visitors if they have no idea who they are, what they are looking for, their preferred communication style, what problems they face, how they hope to use the product/service to solve those problems and countless other information? Truth is, you can't.
Take knowing your target customers to the extreme. Find out everything you can about them. Then combine all that info to create an imaginary person (or imaginary people) who fit the profile of your target audience members. You can even name them if you want to. Then - with every sentence - write to that person (or persons).
#2 - Writing Without Knowing the Product/Service
Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?
Ask your client for samples of products, use of the services or acces
Showing your employees or other people in your work life that you care is important, and you can purchase executive business gifts, like those found at online for this purpose. However, there are some instances when you may not be sure if executive business gifts are appropriate. Here is your guide to executive business gifts—when to give them and what to give: As Incentives: Sales incentives programs are a great way to boost morale and create a healthy sense of competition in a company. There are two main kinds of incentive programs. First, you can purchase a single prize given to the employee who meets his
Pull up your site in a browser and follow along. See if you've made any of these mistakes on your site.
#1 - Writing Without Knowing Your Target Audience
This is, without a doubt, the biggest mistake of copywriting and the #1 killer of conversions. Why? I'll answer with a question.
When you write a letter (or email), do you just start writing and decide afterwards who you're going to send the letter to? Of course not! So why, then, do so many people just jump in and start writing website copy without having a clue about who they are writing to? It makes no sense to me.
How can people possibly communicate with their site visitors if they have no idea who they are, what they are looking for, their preferred communication style, what problems they face, how they hope to use the product/service to solve those problems and countless other information? Truth is, you can't.
Take knowing your target customers to the extreme. Find out everything you can about them. Then combine all that info to create an imaginary person (or imaginary people) who fit the profile of your target audience members. You can even name them if you want to. Then - with every sentence - write to that person (or persons).
#2 - Writing Without Knowing the Product/Service
Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?
Ask your client for samples of products, use of the services or acce
If you went to see your doctor, and he mentioned a particular over the counter drug to you, or a particular type of food that was healthy, chances are, you would listen to this advice, than go out and buy the product.Why is it that when a doctor recommends a product, people buy it without any hesitation, without talking it over with their spouse, and without asking any questions.The main reason being, people respect and trust their doctors, they see them as experts on medical topics, even though they are not authorities on every subject.The relationship between a doctor and patient is built on trust and developed over
How can people possibly communicate with their site visitors if they have no idea who they are, what they are looking for, their preferred communication style, what problems they face, how they hope to use the product/service to solve those problems and countless other information? Truth is, you can't.
Take knowing your target customers to the extreme. Find out everything you can about them. Then combine all that info to create an imaginary person (or imaginary people) who fit the profile of your target audience members. You can even name them if you want to. Then - with every sentence - write to that person (or persons).
#2 - Writing Without Knowing the Product/Service
Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?
Ask your client for samples of products, use of the services or acce
Over 500,000 people in the United States suffer from some form of cerebral palsy. There are a number of maternal and fetal conditions that increase the risk of a child being born with the disease. However, when cerebral palsy occurs during or after birth, medical provider negligence may contribute to this often-preventable condition. There are several examples of preventable causes of cerebral palsy. A premature infant may not be given appropriate therapy to reduce jaundice, thereby leading to brain damage. A delivery may be mishandled and lead to fetal stress and brain injury. A parent may find that their spouse or another caregiver has
Take knowing your target customers to the extreme. Find out everything you can about them. Then combine all that info to create an imaginary person (or imaginary people) who fit the profile of your target audience members. You can even name them if you want to. Then - with every sentence - write to that person (or persons).
#2 - Writing Without Knowing the Product/Service
Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?
Ask your client for samples of products, use of the services or acce
Rising production costs and fierce competition is resulting in manufacturing companies looking at all aspects of savings, especially energy savings.Spray nozzles of the right specification can lead to significant savings in both energy and raw materials.One of the overlooked areas is the use of the correct spray nozzle. Whilst frequently ignored in the manufacturing process, it is often this item of equipment that is the most important. Header tanks, pumps sophisticated controls, pipe work are all immaterial if the spray nozzle “at the sharp end” is not delivering the right amount of fluid (flow rate) at the correct spray ang
#2 - Writing Without Knowing the Product/Service
Like it or not, you're a salesperson. That means you have to know all the details of the product or service you're writing about. How else can you convincingly convey the information to prospects who visit the site?
Ask your client for samples of products, use of the services or access to member areas of a site. Using or taking part in what your client is offering to his/her visitors will make a huge difference in the quality and persuasiveness of your copy. Nothing comes across as well as copywriting that has been created from experience.
#3 - Writing About the Company Instead of To the Site Visitor
They don't care. Who? Your site visitors. They don't care about your company. Rather than hear about how long you've been in business and that you're the specialists in this, that or the other thing, they'd rather find out how your product/service can benefit them.
If your home page starts with something like this, you're in trouble: "ABC Company is the specialist in [insert industry here] with over 20 years experience. We provide [fill in the blank] with our extensive knowledge and helpful service. Dedicated to providing the highest quality, we guarantee our work with a 100% money-back promise."
You're we-ing all over yourself! The customer has the money. Don't you think the copy should at least acknowledge him/her at some point? Rather than using we, us and our so much, turn it around.
Talk to your site visitors instead of about the company. Let them know you understand their needs and have answers to their problems. Don't ignore them by talking only about yourself.
#4 - Outlining Features Instead of Benefits or End Results
Features are nice, but benefits and end results make the sale because they clearly explain why the customer will be better off after buying your product or using your service. One of the biggest selling factors in copywriting is the ability to tell the customer what he/she can
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