The Basics Of Web Copywriting


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When writing a sales copy for the web, especially in the early stages of your copywriting career, it is a good idea to stick to a formula for writing. Utilising a formula will ensure you’re on track and you’ve covered all the necessary parts required of a web sales copy.

Before making a start, you will need to be familiar with your customers and your market; identify your product and how it’s relevant to your customers and your market; and discern how to talk to your market in its own language. So, you will need to do a little research before you get started.

Then you’ll need to establish what problem your customers have; put that problem in their language; research your product or service and find its components and features; inform the customer how the components and features benefit them; make an offer.

Once you’ve carried out the necessary research, you can utilise these five basic steps to ensure your sales copy is complete. They are:

1. Problem – If you want to convince your prospect to buy your product or service, you must first show them why they need it. Once you’ve shown them a reason why they need your product, you can then set up a sense of urgency by illustrating why they need to take action now, rather than later. Once you’ve achieved this part you can present them with your solution, and why it’s the best route the take.

2. Promise – Which takes us to the next step, and that is to let them know why the solution you offer is the best one. Let’s take an example of a motor mechanic: If your prospect’s car needs a service, it will be up to you to demonstrate why your service is the best. You could be the one who offers a full service at the cheapest price. Or you could offer extras no one else offers, such as a full steam clean, or a valet service along with the engine service, at no extra cost.

3. Proof – Once you’ve made your promise to your prospect, you have to follow through and give them what you said you would. You have to show them why the service you offer is better than everyone else’s. Why your service is better than all the others. You can show them how your service is the best in the area by explaining you use the best parts from the original manufacturer, the best oil instead of some cheap brand, etc.

4. Price – You can show your prospect why your service is the cheapest. And it doesn’t even have to cost less. Let me explain: Your service costs $100, but the garage down the road charges $90. On the surface, the other garage looks cheaper, but when you break down the extras they get from you, your prospect sees that the free valet service you offer would cost an additional $20. That would take the price up to £110 with the other garage.

And, even if they don’t want the free valet service or steam clean, you can explain that, in the long term, your service would cost less because of the quality of the parts you’ll be using. You can break it down and explain that your parts would last twice as long which would save on repair bills.

In essence, you demonstrate why your solution is the best, bar none, and why it’s is worth ever penny your customer pays despite seeming to cost more. You show them why your service is much superior in comparison to your competitor’s inferior service.

For example, you could draw attention to the fact that the free valet service or steam clean is not a part of the engine service but an additional extra. You could also emphasize that the free valet service or steam clean is only available only till the end of the month, hence creating a sense of urgency.

In effect, the PS can be used to show up the advantages of coming to you instead of going to your competitors and giving your prospects that extra incentive to come to you.

Once the sales letter is written, there are a few things you can do to ensure you’ve done a good job. These are:
• Read the letter out loud to yourself to ‘see’ how it feels when you hear the words. Make sure it sounds conversational and clear. You can use short words and sentences to help with this.
• Use short paragraphs, using no more than two to three sentences in each one.
• Make it personal – if you prospect thinks you’re talking to him, he’s more likely to read your copy.
• Make sure it’s clear what it is you’re offering – don’t make him have to guess or you’ll lose him.
• Think about any and every objection your prospect might have to buying form you, and answer those questions. Give them a reason to buy from you rather than go to someone else. Make the value you’re offering very clear. Cover every objection they could possibly throw at you if you were taking to them face-to-face.

Make use of this basic formula and you could come up with a decent sales letter to sell your product or service.