{"id":11652,"date":"2011-04-05T17:51:53","date_gmt":"2011-04-05T16:51:53","guid":{"rendered":"http:\/\/rinf.com\/alt-news\/?p=11652"},"modified":"2014-02-25T12:59:20","modified_gmt":"2014-02-25T12:59:20","slug":"3-killer-online-copywriter-tips","status":"publish","type":"post","link":"http:\/\/rinf.com\/alt-news\/webmasters\/3-killer-online-copywriter-tips\/","title":{"rendered":"3 Killer Online Copywriter Tips"},"content":{"rendered":"

by Tom McSherry<\/a><\/p>\n

\"\"<\/a>As a professional online copywriter, I\u2019ve become a critic of sales pages. Any time I come across a sales letter online, I pay attention to what\u2019s done well and where the writer has gone wrong. It\u2019s amazing the number of basic mistakes many marketers exhibit on their sales pages which mean they lose out on sales. Applying a few basic copywriting principles to all your online sales material helps guarantee you squeeze out the best possible conversion rate.<\/p>\n

\u201cWhat\u2019s In It For Me?\u201d<\/p>\n

Your reader doesn\u2019t care how great you and your product are. At least, she only cares insofar as the greatness of your product can help her solve specific problems in her life.<\/p>\n

In other words, don\u2019t talk about yourself \u2014 talk about your prospects interests, hopes, wants, fears and dreams. Copywriting is a business that comes down to your ability to make the reader feel emotion.<\/p>\n

Copy that is too self-centered is a dead giveaway of an uninitiated copywriter. Take a look at your copy and check to see if it brags too much about your company or product. If it does, take each of those bragging points and ask yourself how it directly relates to a want or need of your target market, and rephrase it from that perspective.<\/p>\n

Speak Your Target Market\u2019s Language<\/p>\n

Every target market has its own language. You can\u2019t address computer enthusiasts in the same way you\u2019d address bodybuilders \u2014 it\u2019s just not going to work. Generally speaking, your copy should be as free of jargon as possible. This can be a problem if you\u2019ve been in your industry for a long time and you\u2019re used to using technical language \u2014 although it might be second nature to you, that doesn\u2019t mean your potential customer is going to understand and relate to technical copy.<\/p>\n

This point relates heavily to buzz words. Many amateur copywriters use generic buzz words in the hope of inspiring emotion in readers. There are some useful generic buzz words, but you\u2019ll find the best effects are created when your impact words are specifically chosen for the target audience. This means you need a deep and clear understanding of what motivates the potential customer you\u2019re addressing.<\/p>\n

Core Benefits<\/p>\n

Most Internet marketers learn early on that sales copy should focus on benefits, rather than features. This is often summed up by the reminder that customers want \u201cquarter inch holes, not quarter inch drills.\u201d In other words, the sale is made based on the end benefit of the product to the consumer, rather than the features of the product.<\/p>\n

The problem is, many marketers don\u2019t go deep enough when they look at the benefits each of their product\u2019s features provide. In order to strike an emotional chord with the reader you must understand what motivates him or her at a gut level. A commonly recommend technique for achieving this level of depth is the, \u201cSo what?\u201d In other words, look at each of your benefits and ask \u201cSo what?\u201d from the perspective of the consumer. Rinse and repeat until you reach core level benefits that can\u2019t be broken down any further.<\/p>\n

Tom McSherry is a professional online copywriter<\/a> and the founder of Premium Online Writing. As a writer he’s dedicated to ensuring a top quality standard of copy for his clients to increase their revenues and raise the level of value they offer to the web.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

by Tom McSherry<\/a>
\nAs a professional online copywriter, I\u00e2\u20ac\u2122ve become a critic of sales pages. Any time I come across a sales letter online, I pay attention to what\u00e2\u20ac\u2122s done well and where the writer has gone wrong…<\/p>\n","protected":false},"author":1213,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[518],"tags":[437],"class_list":{"0":"post-11652","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-webmasters","7":"tag-copywriting"},"_links":{"self":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/posts\/11652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/users\/1213"}],"replies":[{"embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/comments?post=11652"}],"version-history":[{"count":0,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/posts\/11652\/revisions"}],"wp:attachment":[{"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/media?parent=11652"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/categories?post=11652"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/rinf.com\/alt-news\/wp-json\/wp\/v2\/tags?post=11652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}