How Web Copywriting Differs from Traditional Copywriting

Introduction:

Copywriting is never easy, especially when people wrongly think, that writing traditional copywriting is the same as web copywriting. It isn't.

One way of looking at web copy is that you are providing the reader with what they want to see, not what you want to sell.  Of course, what you want to sell does come into it, but with web copywriting, readers are more concerned with what it can do for them.

So the first factor with web copy, to take into account, is that the reader is active, not passive.  They need to find a reason to stay on the site, so if they don't find what they want, most web users will click off within 15 seconds, never to return. 

This means that web users do not read websites in the same way that they would read a sales letter received in the mail. 

The length of text that you use on the web should be much shorter, than any copywriting blurb, you or anyone else are used to.  However, you still must back up any claims made on the website.

One of the main differences with web copy is that most people will find it via a search engine, which means they are looking for someone like you, or a specific product, service or piece of information. This is very important, as they have a huge choice and can control which sites they visit and the content they see. 

Remember 15 seconds!

Think of the questions that anyone visiting your site, via a search engine may have, such as:

·        Have I found the right site?

·        Is what I am looking for on this site, or page?

·        Will I have to jump through hoops to complete my task (e.g. do I need to sign up for anything, before I get the advertised freebie), or is it right in front of me?

It is imperative that you address these questions, within the headline, any sub headlines you have, bullet points and content, as quickly and easily as possible.  This is to ensure that your reader stays on your website. 

Once again, the 15 second rule applies here.

So, to summarize your content needs to give good, quick and visible answers to your visitor, to show them that your site is exactly what they are looking for.  This can be done by assuring them, that they have found the right place and encouraging them to read on.

Some basic copywriting principles will remain the same, in whatever the format, as long as you are aware of the basics and the differences, you will be able to produce good web copy.  The purpose of this eBook is to teach you these basics and the secrets to successful web copy.

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....and finally

Squeeze pages should be a huge part of your setup.

It's vital not to underestimate how vital building a list is, and squeeze pages are one of the best ways to go about this.

Many marketers – too many – think that if they're giving something away for free they don't have to put as much work in to their squeeze page.

Actually the reverse is true. For one thing you're NOT giving away something for free, you're doing it in return for the privilege of adding that person to your mailing list, and secondly, people are beginning to realize just what a valuable commodity email addresses are, and they're not just opting in for any old freebie.

Instead they're looking round for the best quality information they can find.

You need to provide that info or you'll find yourself left behind.

Make your squeeze pages as good as the can possibly be!

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Best of luck.

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Inject Your Copy With Personality

You need to write your copy with vivid images and keep the tone light and unassuming.  Do not bore the visitor, as once again, you will lose them.

Include stories in your copy, that show the reader that you know what they are feeling, what they are going through and then how your information, product, or service can help them.

So inject your personality throughout all the copy and keep it consistent, so that you create a connection with the reader and they begin to trust what you say.  This is one of the keys to effective copy.

How To Get Traffic To Your Squeeze Page

One of the most difficult tasks you have left to master in this system is to drive traffic to your site, targeted traffic, actually. You can have gorgeous websites offering fantastic products and bonuses, content-rich resources for download and squeeze pages to die for, and it will all be a waste of time if no one can find your pages.

Another problem with traffic is that it has to be focused, targeted traffic that wants to know about your products. Hundreds of visitors that don't care about your products will just clog up your bandwidth and do nothing for your sales.

For example, targeted traffic from a social bookmarking site can send thousands of visitors to your site without generating one sale.

The process that remedies your traffic problems is called Search Engine Optimization, or SEO. Using keywords related to your site is one way and has been discussed several chapters above this one, but two points deserve another mention. Make all your pages focus specifically on one keyword that relates to your chosen niche. Use your keyword in your header, if you can, and title tags.

What you want is targeted traffic that increases over time. One way to get that effect is to get other website owners with related products or information to link to your pages or blogs. One-way links are the most valuable when search engines index your pages.

Remember all the discussion on building relationship several chapters back? Another good option for generating traffic is to solicit joint ventures with other marketers. This human connection should not be taken lightly. The personal side of selling products, watching your bank account grow and creating new products has some serious benefits to your reputation.

First, making real, human connections with other marketers with similar interests automatically uncovers possible targets to approach for joint venture that would benefit both of you. Traffic can be quickly increased with the marketing efforts of your joint venture "partners" as they send possible customers directly to you for sales.

If you are the one requesting the joint venture, make sure you make the terms easy and as beneficial to your prospects as you can make it and not lose money. The incentives for helping you have to be valuable and offer a real possibility for the list owner to make money, too.

Blog and forum posting will help drive traffic to your squeeze pages. There is a definite procedure to make this process work, however, and not following it will get you banned from the forum. Never, Never spam the forum or blog.

First you have to become a trusted and recognized member of the forum by answering questions, posting resources and becoming an expert in your niche. After a few weeks, put a link to your squeeze page in your signature. Other forum members will follow it to see what you are doing.

These last elements will generate traffic for you, but they will probably be a little slower than some of the more dramatic techniques discussed in this report. The benefit to you is that the traffic will be targeted and mostly willing to buy your products.

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The 3 Elements of Squeeze Page Conversion?

If you check out professional squeeze pages created by almost any recognizable Internet marketer, you will see the same three elements used by most, if not all of them.

The first element that increases your conversion rate is through rationalization of your pages or letting your visitors know who you are. You can do this with a photo of yourself and a signature at the bottom of your squeeze page.

People have been scammed to many times  by marketers they cannot see or even reach when something goes wrong. They want to know who they are dealing with. These two simple additions to your pages will increase trust and make you come alive in their eyes. That creates a relationship with each customer.

A professional page layout will increase your conversion rate. Using black text on a white background is viewed as professional  rather than immature or tawdry. It is easy to read and does not mess with your reader's vision, like constant color changes and blinking text.

Competence and professionalism will be more effective every time than flashing graphics and loud headlines with clashing colors. Simplicity, tasteful design and clear copy will keep your customers on your pages long enough to consider buying or subscribing.

The last element of the three major elements in squeeze pages is offering free gifts so you can generate leads and get those leads in front of your OTOs or up-sells. Your free gift can be an ebook, a short report, an e-course or useful software. Giving away valuable products that your visitors can actually use build trust and because they can make a decision about the quality of your products before they have to buy them.

Publishing a guarantee for your products is another way to increase your opt-ins. Make your guarantee simple and include an expiration that is easily found. Make that simple, also, like 30 days, 60 days or more. If you sell with ClickBank, they have a 60-day guarantee that you have to offer and adhere to if you want to do business through them. Other payment processors will have one of their own.

Whatever payment processor you use to transact your business, make sure you have a clear statement that says your customers can return your product for any reason within a specific time frame.

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Top Effective Psychological Triggers

Salesmanship can be found everywhere. Good salesmen and women have learned to grab your emotional centers and not let go until you buy their car or TV. Internet marketing is no different than marketing in the thousands of stores anywhere and, if used skillfully, your conversion rate can increase dramatically..

First, don't be mysterious about why you're doing something or what you want your visitors to do, buy, subscribe or refer. Don't try to become a person other than the one you already are. People trust ordinary people, and can often tell if you're not being honest.

Give your visitors honest reasons for whatever you are doing on your pages, like offering a discount or limiting the number of memberships or number of products you will sell. An open conversation with your visitors, using your sales or squeeze page copy, will build trust.

Second, Be specific when you are using income details to back up your claims of success. Your visitors will start out being skeptical of your income claims and your job is make what you say believable to them. For example, your specific income could be $1,012. Say so. Don't round it off to $1,000. General numbers can sound phony.

Next, learn to create curiosity in everything you do, like in your headlines and your email subject lines. If your list members open your emails or read on past your headline, you have a chance of a sale. If they just delete it or click off to another page, you get nothing.

Use words like "Hidden" and "Secret" to make your readers wonder what is so secret. Questions are another way to generate curiosity. Make them start with terms like, "Do You Know __________?" or "Have You Heard About ___________?" Curiosity is the easiest emotion to arouse. Use it and make money.

One effective technique to increase sales is fear. Using deadlines or 8-hour specials makes people more likely to buy because they are afraid they will lose something or not be able to get hold of something they need. Limited-time offers work very well, if your sales copy is compelling.

Technique #5 has been discussed more than once on these pages. The art of asking questions that create curiosity or start readers thinking will make them be more responsive to your sales message.

Headlines are great places to ask your question. Page visitors can't miss seeing it when they land on your page and, therefore, begin reading your sales copy with their curiosity already working.

A very influential way to get visitors involved in your offers and your personality is to tell a true story to illustrate a point in your sales message. Your story can be about some true use of your product or about a success a customer had after using your product. Don't be afraid to put a little "You" into the story.

Last, remember that your products are the solutions to problems your ordinary customer has. Present the problem and examine it some to make your customer's recognize the problem (pain) in their own lives and want to find a solution. Once you have the reader understanding the problem they face or have been living with, present the solution in your product. List the benefits.

Studying these techniques until you are familiar with them will help you create squeeze pages and sales pages that make your customers buy from you over and over. Salesmanship is more than wearing good clothes and smiling a lot. You have to be smart and know what you are doing.

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Squeeze Page Conversion Techniques

Writing compelling copy that does the conversion you need is not easy and might be better left to a professional if you are not an excellent writer. You are the only one who knows your personal strengths and weaknesses. Make choices based on what will promote your business and not ego!

Good copyrighting requires a mix of persuasive sales points and strong psychological or emotional triggers. It is easy to miss that point if you are just copying a sales or squeeze page that looks good to you.

If you are concentrating on hyping up your copy and headlines and lose track of what you are doing, it's easy to miss that you have not mentioned the benefits of your products. Your benefit list needs to address the problem and the solution you are providing with your product. If it doesn't, your visitors will not know that the solution they are looking for is right in front of them.

In short – tell your reader they have a problem and then explain how your product can solve that problem.

Psychological triggers are proven terms that can keep your visitor reading your benefits or sales copy. Certain words and phrases are well known to keep reader interest and all of them provoke a response within your visitor that will affect your readers.

Some of those emotional triggers have been mentioned before, like "Free" and "Secret." Others are equally as effective, depending on the quality of the rest of your copy. "Scientifically proven" invokes trust in your product and what you are saying abut it. When you put a "guaranteed" label on your offer, you are diffusing distrust and skepticism, while "shocking" tickles your curiosity.

A more complete discussion on psychological triggers follows this section.

Another problem that will destroy your forward motion is a sales page or squeeze page with sloppy copy that lacks focus and direction. Your copy has to guide the reader from point to point, with each point breaking down their sales resistance. Along with this, there should be several calls to action, which is another psychological trigger, of sorts. Multiple reasons to buy now (calls to action) are needed if you want your visitors to reach for their wallets (or to opt in)

Other very persuasive method for getting sign ups or sales, is creating a sense of urgency with a time limit on your special offer. Statements like, "For the first 50 subscribers only!" or "No guarantee how long this incredible offer will be available," induce a "Get it now Before It's Too Late!" atmosphere that works.

Don't fall for the trick of inventing fake deadlines and changing them every few days. Your credibility will be bruised, if you do. This phony technique was heavily used not too long ago and has since gone out of favor. It irritated customers who didn't believe it in the first place.

Another technique that has been successful for some marketers, even though it is viewed as a nuisance by some visitors, is the pop-up that slides in and hovers over your page until you click the off button.

While the techniques for squeeze pages and sales pages are different, some of the techniques and mind sets are identical, the major one being focus. Your squeeze page has to focus on getting an email address and listing your most powerful benefits to make it happen. Your sales pages can be considerable longer and spend more time explaining your benefits, but the intensity of the focus is the same.

Under your opt-in box, where your customer can enter their details and start your whole squeeze page system working, include a guarantee that you will not sell or give away their email address. This reassures your customer that you are an ethical marketer.

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