When writing copy for your web site (or any other marketing piece), don’t assume that the reader will understand why he should do business with you. Don’t overestimate the intelligence of the reader. Write in such a way that a person who doesn’t know anything about your industry will understand what you are saying. Don’t worry about insulting anyone’s intelligence.
In addition to producing more sales, a detailed letter written for a wide audience will be easier to read. It will flow. The reason is that reading on a computer screen is more difficult than reading on paper. It’s hard on the eyes. So short sentences and short paragraphs, along with bullet points and other visual effects, are easier to follow.
Use stories, anecdotes, facts and figures to make it crystal clear to the reader why she must do business with you. You probably won’t accomplish this by listing the details of what you do or sell. You must convert those features (of the product or service) into benefits (to the customer). Provide an inventory of all the benefits that will accrue to the customer. One after another. This is no time to be modest.
Give proof that what you say is true. If you have specific training, education, or certifications in your industry that are evidences of your status, then tell about it. If you have specific experience and have accomplished certain results, then tell about it. You will do this after discussing the benefits. In essence, you are trying to entice the reader into purchasing from you, and then using concrete evidence to reduce skepticism.
The final dot that needs to be connected is what action the reader needs to take. Again, don’t assume that it will be obvious to the reader what he should do. Tell him what phone number to call, when to call, what email to use, when to email, what web site to go to, etc. etc. etc. Using the ideas of scarcity (“supplies are limited”) or time constraints (“Offer ends this Friday”) are ways to prod the reader into action. People naturally procrastinate, so you have to do something to force action.
If you would like some help writing sales copy for your web site, contact Work Media at 888-299-4837 or email Info@WorkMedia.net.