[Show Transcript]
I’m Randy Charach from RandyReport.com and THIS is the show that takes you from internet zero to business hero!
In this week’s lesson you’re going to learn what elements you must include in the written copy on your website. Even if you decide not to write the copy for your website yourself – it’s important for you to know these basics, so you can increase your chances of successfully persuading visitors to your site to take action.
Writing copy is a huge subject and a very important one when it comes to Internet marketing and all other types of direct marketing. There are a few basic, yet crucial things that you need to know about copy; so today I’m going to summarize and share with you the importance of:
One, the headline.
Two, the salutation.
Three, the overall message.
And four, the PS.
The headline is the most important part of your copy. The main headline is the words at the top of the page that are designed to motivate the reader to continue reading. Without a strong headline, the rest of the copy on the page is pretty much meaningless, since it’s not likely to get read anyway.
The headline needs to be benefit laden and invoke curiosity. The worst headlines, if you can even call them a headline – are written by real estate agents. Bob Smith, realtor – who cares. Your name or company name as your headline is a dead line.
If you’re looking for a realtor, a real estate agent, would you be more likely to respond to a letter which has a photo of a dude with his dog in his lap and big bold letters with his name on the top, or a letter which features words that describe a solution to something that you personally care about?
Don’t answer that – it’s a rhetorical question!
Okay, so your headline needs to get attention and arouse curiosity. Needs to draw your reader in and make them want more. When writing headlines, I suggest you write at least 100 different headlines and test the ones that you think are best against each other until you find the one that most effectively gets the response that you’re looking for. Some solid beginnings for headlines are…
How to – and seven powerful – or five essential –
The words discover, free and secret are also very effective words to use in headlines. The next thing I want to talk to you about is the salutation. Most sales letters, both online and off-line seem to start with Dear Friend. Not a good idea! That’s an old, tired and worn out salutation that turns most readers off. Personally, reminds me of the old carnies trying to sell snake oil –
“Friends, the company I represented doesn’t believe in spending 40 – 50,000 dollars a year advertising over the radio, newspapers, magazines, deadhead walls of the city…we advertise direct to the customers to save you money that we’d have to spend in other ways…say yes or yes.”
Instead, address your reader more specifically; dear spider lover. Or, sometimes it’s better to drop the dear salutation altogether – and start off with something that seems more like a report or editorial. For the immediate attention of spider lovers worldwide.
As for the general body and message of your copy; you want to, basically get into the mind of your prospect and continue a conversation that they’re already having. Address something your prospect wants, reinforce that desire, speak of the roadblocks and challenges the reader is facing, and provide a solution along with a compelling offer for them to take action with your solution immediately.
Next to the headline in importance is the PS. The reason for that is that many people… including me skip straight from the headline to the bottom of the last page, to the PS. If there’s no PS there, then it’s pretty much story over for bottom-line people looking for the summary of the content of the message.
And that’s exactly what you need to do with the PS, summarize your offer. It doesn’t matter whether your offer is to buy something or subscribe to a free newsletter, or call a 1 800 number — whatever it is, you must summarize your call to action in your PS.
PS – is time for us to look at a question from a student.
‘QUESTIONS FROM STUDENTS’
Our question today is from Ted K.
Ted writes, Dear Professor, or is that Dean – Randy? Are there any methods you can recommend to get through writer’s block?
Hmmm, ummmmmm, ahhhhh, gee, I don’t know….I’m kind of stuck…oh I know – don’t over think things. Nothing really happens until you start writing so you want to dig right in – and get at it. The secret here is NOT to edit while you write… you want a free flow of ideas that come out of your head without filtering.
Just as in brainstorming, when writing its best to tuck away judgment, put aside deciding whether something is good or bad… and just let the ideas flow.
Some people find that they can write more effectively going old-school and using pen or pencil on paper. I have several friends who are great copywriters and that’s the only way they do it. No keyboards, just a free flow from their mind down their arm, through the pencil and onto the paper. I’m left handed so it would be like this. But, that doesn’t work for me because my writings illegible, even to me.
I’m not much for typing either, so what I do for any type of writing beyond a quick e-mail, is use voice recognition software. I simply slap on my headset and stand in front of my computer and speak. This has the added benefit of creating content, which is conversational, and that’s really what you want as an end result anyway. I think I would get writer’s block if I were writing, but I never have trouble coming up with things to say when I’m speaking my words.
Whether you use voice recognition software or record your voice for transcription later, type on a keyboard, or go old-school and put pen or pencil to paper…the way to avoid writer’s block is to start with that single word, whatever word that may be. If you relax, and set aside judgment; writer’s block will not be an issue for you.
Today you learned that using your name or your company name as a headline is a dead-line. That your headlines are the most important part of your copy so you should write lots and lots of headlines and test them against each other. Remember, the sole purpose of your headline is to get your prospect to read the next sentence.
You discovered that words like discovered and free and secrets are powerful words which draw your readers in. You realize now that dear friend as a salutation bites – so don’t use it or you’ll come across as an old-time huckster trying to sell something and just end up turning your reader off.
The body, the overall message of your text needs to continue the conversation that your prospect is already having in their mind. You want to relate and connect with your reader, to find common ground, and then provide a solution to their problem with your product or service. You need to present your offer in such a way that it’s irresistible and that compels your prospect to take action NOW.
And finally, PS don’t forget the PS. The PS is often the first thing people read, or second after the headline, so it needs to summarize your offer and invoke action.
[End of Show Transcript]
