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Web Site Design***
Birth of a Professional Web Site
Part Eight Writing Effective Sales Copy
A professional looking web site is a very
important part of developing a profitable
Internet business. However, your sales
copy is just as important -- each will
play a major role in your success.
The key to writing effective
sales copy is simply learning how to write
persuasive words specifically written
for your targeted potential customer.
You must feel their needs and write your
copy with passion, excitement and benefits.
Tell them exactly what's in it for them
by writing copy that evokes a specific
emotion and stresses your product's benefits.
Use the following formula
when writing your sales copy:
A - Attention - Use a
powerful headline that demands attention
I - Interest - Intrigue interest and create
D - Detail - Provide details about your
product or service
A - Action - Call for action
When you begin writing
your copy, your text should be written
in a black, legible font with a light
background. Avoid using fancy fonts or
backgrounds that will make your text difficult
to read. Write in small blocks of text
with a space between each block. There
is nothing that will make your visitor
click away faster than a sea of black
text --so make sure you use plenty of
A great way to write your
copy and come up with new benefits is
to use the "so what" strategy.
After each sentence, say to yourself,
"so what" and then elaborate.
XYZ computers are lightning
fast. (so what) They can process information
faster than any other computer on the
market. (so what) Your programs will instantly
load on command, (so what) saving you
hours of valuable time and frustration
over the life of your computer.
The first and most important
part of your sales copy is the headline.
If your headline doesn't instantly capture
your targeted potential customers' attention,
and arouse a specific emotion, the rest
of your sales copy will be useless.
In order to write an effective
headline, you must learn how to use specific
words to achieve a specific reaction.
Before writing your headline,
you must first learn a little bit about
the basic human motivators. According
to psychologist Abraham Maslow, human
behavior is always the result of one or
more of five basic needs. He listed these
needs in a sequence that he refers to
as "the hierarchy of human needs."
He believes that until
a less important need is met there won't
be any desire to pursue a more important
need. Below are the five human motivators,
beginning with the basic needs and continuing
to the most important needs.
Physiological - Basic
human needs include hunger, thirst, shelter,
clothing and sex.
Safety (Security) - Human need for physical,
emotional and financial security.
Social (Affiliation) - Human need for
love, affection, companionship and acceptance.
Esteem (Self Esteem) - Human need for
achievement, recognition, attention and
Self-actualization - Human need to reach
their full potential.
When you are aware of
the basic human needs, you can incorporate
these needs into your writing. A great
headline will appeal to your potential
customers' emotions. You must feel their
needs, wants and desires and write your
headlines with passion and emotion.
Just as your headline
is a very important part of your sales
copy, the first paragraph is just as important.
Studies have shown that if your headline
attracts your potential customers' attention,
and you can maintain their attention through
the first paragraph, chances are they'll
read the rest of your copy.
The first paragraph should
clearly define the benefits that will
be outlined within your sales copy --
identify a problem and promote your product
or service as the solution.
Subheadings are basically
just smaller headlines used to break up
your text blocks. They also provide your
readers with important highlights of your
Use plenty of subheadings
throughout your copy, as not all of your
visitors will read your copy word for
word. They'll simply scan it and only
read what catches their attention.
Remove the Risk
You must provide your
potential customers with a solid, no risk,
money back guarantee. In addition, provide
a limited time free trial or download
that will completely remove their risk.
This will build your potential customers'
confidence in you and put their mind at
Call for Action
Once your potential customer
has read your sales copy, you must direct
them to your order page by asking for
Use a P.S.
When your visitor scans
your sales message, chances are they'll
read your headline, sub headlines and
your PostScript message. Place your most
important benefits within your PS message.
Testimonials provide a
great way to reassure your visitors. Blend
your testimonials in with your sales message.
Avoid making your visitors have to click
to another page to view your testimonials
-- chances are, they won't. By blending
your testimonials in with your sales message,
you can ensure they will be read.
Long Copy verses Short
It is a proven fact that
long sales copy out-sells short sales
copy. However, some visitors do prefer
a short sales letter. You can provide
your visitors with both. For those who
prefer a short sales letter, provide opportunities
to click through to your order page prior
to ending your sales letter.
Try to keep your sales
letter all on one page. Your visitors
would much rather have to scroll through
your letter than click through and load
another page. With each additional click,
you'll lose a percentage of your potential
Your words should seamlessly
flow together from your headline through
to your order page. Every word, sentence
and headline should have one specific
purpose -- to lead your potential customer
to your order page. The simple, well-designed
web sites with killer sales copy make
(Continued in part nine)