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Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

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Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

Length:
502 pages
7 hours
Publisher:
Released:
Feb 15, 2013
ISBN:
9780814432525
Format:
Book

Description

Just as technology is constantly evolving, author Maria Veloso approaches marketing communication from a posture of ever newer, faster, and more effective techniques. The thoroughly revised third edition of Web Copy That Sells provides both timeless and cutting-edge methods to help content marketers achieve phenomenal success. With the rise of social networks, “Twitterized” attention spans, and new forms of video content, marketers’ online sales techniques need an upgrade. You’ll gain tips for crafting attention-grabbing, clickable, and actionable content; learn how to streamline key messages down to irresistible “cyber bites” for highly targeted Facebook ads and interactive web banners; discover the latest psychological tactics that compel customers to buy; and learn how to write video scripts that sell. Whether your focus is on web copy, email campaigns, social media, or any of the other latest and greatest opportunities for lead generation through digital marketing communication, these tips will help you pack a fast, powerful, sales-generating punch.
Publisher:
Released:
Feb 15, 2013
ISBN:
9780814432525
Format:
Book

About the author

MARIA VELOSO is director of Web Copywriting University, a sought-after speaker on Internet marketing strategies, and CEO of Think-Outside-the-Book Publishing. She has generated millions of dollars in online sales for a diverse stable of clients as well as her own online enterprises through her unique model of direct-response Web copywriting.


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Web Copy That Sells - Maria Veloso

CHAPTER 1

GETTING STARTED

The Dynamics of Web Selling

Don’t worry that you’ll take a shot and you’ll miss. The fact is, you’ll miss every shot you don’t take.

–ANONYMOUS

In the advertising world, the words employed to communicate a sales message in an advertisement or commercial are called advertising copy, and the people who write these words are known as copywriters. (This term should not be confused with copyright, which is a legal mechanism that protects your ownership of what you write.)

Similarly, web copy refers to the words employed to communicate a sales message on the web, and the people who write these words are web copywriters. Although distinctly different in tone from advertising copy, web copy has the same objectives—that is, to generate leads, customers, sales, and, consequently, profits for a website. (Web copy also should not be confused with web content, which consists of words written for the web for the purpose of informing, communicating, entertaining, or edifying the reader, not necessarily communicating a sales or marketing message.)

Web copywriting is one of the most exciting crafts and professions I know of. I often equate it with alchemy, but whereas alchemy is the science that turns base metals into gold, web copywriting turns words into money seemingly out of thin air. Think about it. The Internet is the only place where anyone can truly market every day for little or no money and have the chance at making a fortune. Personally, I have seen many companies and entrepreneurs do it—even on a shoestring budget.

Whatever your writing skills are, don’t worry! Practically anyone with moderate to good writing skills can learn how to write web copy. One of the best copywriters in the offline world, Joe Sugarman, almost flunked English in high school. One of his copywriting students, a grapefruit farmer who had never written sales copy, made millions of dollars over the years using sales copy he wrote to sell grapefruit by mail.

Before any discussion of web copywriting is attempted, it is necessary to consider a few facts and figures about the web in order to have a clear concept of the online marketing environment in which one needs to operate.

• As of May 2012, there were approximately 662.9 million (662,959,946) websites (according to a Netcraft Web Server Survey)! That’s a 378 percent increase over the 175.4 million websites that existed in 2008.

• The average Internet surfer who uses a search engine visits 25 websites among the displayed search results in three to four minutes. Therefore, the average duration of stay on each website is approximately eight seconds, including the click and load time.

• An estimated 107 trillion pieces of e-mail were sent out in 2010 (approximately 294 billion e-mails a day—and growing). An estimated 89 percent of these are automated spam mails.

Why would the staggering number of websites and e-mails be of any concern to you when doing business on the web—especially since all those other websites are not necessarily your competitors? Here’s why: On the Internet, you’re competing for a piece of the Internet surfers’ online time, and you’re also competing for mind share. In a cyberuniverse characterized by information overwhelm, every company, individual, or entity that has any kind of Internet presence competes for your prospects’ online time and mind share and is therefore your competitor, for all intents and purposes.

With the aforementioned facts in mind, we can now lay the foundation for communicating successfully on the web.

THREE FUNDAMENTAL RULES FOR WRITING WEB COPY THAT SELLS

It amuses me that whenever I run a successful campaign with great web copy, I find a few dozen copycats mimicking certain parts of my work. Invariably, however, they merely copy the words but fail to duplicate the strategy or tactic behind the words, which is what really makes the copy effective. The writing strategy I employ in every web copy piece that I write is founded on three relatively simple rules.

Rule 1: Don’t Make Your Website Look Like an Ad

Depending on which source you believe, the average person is exposed to anywhere between 1,500 (Media Literacy Report published by UNICEF) and 5,000 (Charles Pappas, Yahoo! Internet Life columnist) advertising messages per day from TV, billboards, radio, the Internet, and practically everywhere we turn. That’s an average of 3,250 advertisements per

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