Anyone can write good copy for the Internet. You just need to know what journalists and writers call the "5 W's" of writing copy. Just add a "H" and you know everything you need to know about copywriting.
Who? Tell the reader who will benefit from your product. This is who you should try to sell to.
What? Tell your audience how your product or service will make their lives better. In other words, you should tell them what they will get out of it.
When? When does the offer last? When does a special offer stop being valid? When will the product or service help them, right away or in the long run?
Where? Where can the product or service be ordered? Where can it be used?
Why? Explain why your reader needs your product or service. What will they get out of it? Why should they join or order right now? Why is there a limit on the amount or offer?
How? How do they sign up or place an order? What does it cost? How much will they get back for their money? How does it work?
Doesn't it sound pretty easy? There's no trick; it's really that simple. Put yourself in the reader's shoes and answer the questions you would probably ask or want answered about your product or service. If you can answer those questions in a clear and complete way, your Web copy is done.
These tips and tricks for writing copy will work not only for writing copy for the Web, but also for writing copy for direct marketing, other online writing, and writing copy for print.
Here are a few other basics of copywriting that will help you write the copy for your website:
- If you make a deal, make it hard to turn down. Don't waste your readers' time with small offers that aren't worth anything. Consider the coupons you see in newspapers and magazines. Do you spend time cutting them? If so, it's because you find the offer useful.
- Make sure that your copy has a call to action, either in the headline or in the body copy. Words like "Act Now," "Limited Time Offer," and "Limited Supply" will make your readers want to get in touch with you as soon as possible.
- What should the length of your copy be? As long as it takes to answer the above questions in a way that makes sense for your product or service.
- Keep it honest. Don't make crazy claims just to get people to buy from you. Be open and honest with people who might buy from you to build a good reputation. In addition to appreciating your honesty, they will tell others about you as a business owner who sticks to what they say and promises.
- Keep it simple. No one wants to sit through a long, drawn-out explanation that is hard to understand. It's okay if you can't say it in a simple way. But make things as simple as you can.
In the mind of a potential customer, a question that isn't answered is an objection. So, make sure you answer all of their points.
Remember these basics of Internet copywriting as you write articles or sales letters for your website. Don't be scared just because you haven't written professionally before. Most people want to do business with someone who is honest and knows a lot about the product or service they are selling.
To do that, you don't have to be a professional writer. The only thing you have to do is really believe in the product or service you are selling. If you do, your writing will show how excited you are. If you don't believe in your product or service, it will show in your lack of excitement.
So, to sum up, answer the questions above as simply and clearly as you can, be honest, avoid hype, make an offer that people can't refuse, and make sure to include a call to action.
If you do all of these things, you will know the basics of copywriting and should have no trouble turning people who visit your website into customers.
