|
|
Is Copywriting Important to Your Online Success?
By: Denise Ryder
There is a myth out there that copywriting is not really important.
Wow, that totally blows my mind. If copywriting is not that important
then what is? If a propsect visits your site then tell me what it is that
makes the sale?
Your site is your "salesman." I mean really think about that. Your
online business is NOT like an offline business where someone
can "walk in" and you can talk to the potential customer and sell
something to them. People visiting your site do not have that face
to face interaction with you...so with that said, what do you think
you have to rely on to get that sales process happening??
Yup, your copywriting becomes your salesman. Your personality,
belief in your products/services, and knowledge comes through in
the words you use. From there a prospect, depending upon how
you come across will decide to do business with you, or of course
not.
Now, if you site is your "salesman" then hang with me for a second
and go through this little exercise with me. Let's say our site is actually
a store on Main Street. A customer comes in and is looking around
at the products/services you have to sell. You go over and talk to this
person and start asking questions and start communicating with them.
Through this communication you are exchanging information. You are
answering questions that your customer has so that they can make a
more informed buying decision. This exchange is building trust and
rapport with them. Through the exchange they feel and see the belief
you have in your products/services and they know that you are quite
knowledgable in what you are selling. You are certainly someone
they "need" to keep around.
Ok, having said all that and using an offline approach, all those points
and traits I just went through is exactly what you site now has to do.
Your site has to show how knowledgable you are, either through
information you write yourself, or information you obtain and post from
other sources, and/or a combination of both. People online are looking
for INFORMATION first before they buy. Just like in our little exercise
above. Yes, there are times when a customer knows exactly what they
want, however, these impulse buyers are rare. People STILL will go
through the process of gathering information, and why not, I mean
that's what the internet is all about right??
So, people search for information and of course solutions, which is
basically the same process they go through offline, right? You go
into a store, talk to the salesman, ask questions, the salesman
offers a solution and a sale is made.
Online we provide the information and the solutions as well, through:
Content:
Give them the information they are looking for by converting your
knowledge into content related to the theme of your business or
interest.
If your business is selling Paint Pellet Guns, then write everything
you know about Paint Pellet Guns, what to look for in a gun, perhaps
rate the ones that are out there. Write about what a newbie to Paint
Pellet Guns should start with.
One you have written that, then look at things that go hand-in-hand
with the selling of your Paint Pellet Guns. I mean they need accessories
right? So, set up another section within your site on accessories that
are needed.
Your visitor is totally gobbed-smacked because you have just brain-
dumped all you know about paint pellet guns and you have even gone
so far as to recommend accessories they would need. This is the very
same information that they would have received if they had gone to your
Main Street Store, but you aren't on Main Street, you are online so you
improvise.
BUT...don't stop there, think a little more outside the box. A prospect
has the gun, the accessories, what else do they need?
How about a place to fire it off? So, you go out and search for places
that have paint pellet war games and firing ranges (if they even have
such a thing as a range). If there are weekend retreats etc, find out
and have another section on your site that lists them.
You could even set up a little discussion board for your visitors where
they can touch base with others who are into paint pellet guns and the
war games so they could set up little meets between two teams, etc.
Are you starting to see just how powerful YOUR KNOWLEDGE is and
how copywriting plays an important role in the exchange??
Writing down what you know is not hard. Basically it is a brain dumping
of everything inside you...you knowledge about a specific subject. Where
you might get a little hung up is taking that knowledge and putting it into
an order that will be effective for you.
In that regard there are copywriters who can help with that process and
they can take the essence of what you are expressing and tweak it for
you so that it does have the emotion and impact your "salesman" (site)
needs.
To find a copywriter you can go into google.com and do a search. Or,
go and seek out Phyllis who is always available to help you along the
way.
I will say this from my own experience that I strongly believe and
recommend that everyone use a copywriter. If you don't have a flair
for words, a copywriter can certainly help you. If you want to save
yourself a little money, then write own what it is you want to convey
and have the copywriter tweak it for you. That way you aren't starting
from scratch, because remember your copywriter's time is your money.
If you still need some help in getting rolling along then look to this
resource. I just downloaded it and read it through and it is great!
http://netwriting.sitesell.com/proven-web-tactics.html
If you site is your "salesman" doesn't it make sense that it say all the
right things and be your "voice" when you can't meet these people
face-to-face?
About the Author
Denise Ryder is a Marketing Coach writing from her home
office in Northern Ontario (Canada). Hey...are you a do-it
yourself marketer? Are you struggling a little? Need just a
little help??? Can you imagine how far your business could
grow with a Marketing Coach in your pocket??? Take a no
cost Test Drive TODAY!!
http://www.profitspace.com/coach
|
|