It happens to every website owner at some point in their business. Sales begin to drop and there is a slowdown in visits to your site. In fact, this problem may happen right from the start or after several years. Whatever the case, it will happen.
What your site needs is fresh content. You need to appeal to a broad range of customers, and you must adopt a writing style that will encourage people to make a purchase and return to your site. If you use article marketing to promote your site, you may need to re-evaluate your articles to make sure they are conveying the right “feel” for your site.
The following 11 tips will help anyone master copywriting skills:
- Speak Through Your Customer: When you are composing your content imagine that you are the customer. What information are you looking for? What problem do you have that you are trying to resolve with this product? What is going to catch your eye and make you stop and read? Even though you may have very relevant information to share, you must be able to share it in a way that will make the customer feel that you are addressing the problems that they are trying to correct.
- Perspective: Sometimes it just takes changing the perspective of a sentence or two to create a different feel for your site. For example the sentence: “We have twenty years of experience in the industry” could be changed to read “You will feel comfortable working with a company that has excelled in this industry for twenty years.” Both sentences convey that you have twenty years’ experience, but the second sentence reassures the customer that you are good at what you do or have a quality product.
- Aggressive vs. Passive: When you review your content, try replacing passive verbs with action verbs. While you do not want to become too pushy, you do not want the customer to feel that they have other options besides using your product or service.
- Become Friendlier: You should write like you speak. When you create content that has a friendly feel, instead of an authoritative or marketing tone, you will draw more readers. When a reader believes you are speaking directly to them, they respond in a positive manner.
- Write For The Internet: Time is always of the essence. When someone is seeking information on the Internet they have a tendency to skim the page looking for key information. Keep your paragraphs and sentences short. Break up content with headers or lists.
- Express Yourself: Do not write like a journalist, you are a business owner. People do not want to hear an objective view of the product; they want to know how you feel about the product and its benefits.
- Involve The Client: When you are writing articles or content, involve your potential clients by placing questions into the text. Asking them if they have experienced a specific thing encourages them to keep reading because they relate to the event. Have you ever watched a commercial that starts off with “Do you suffer from…?” This is exactly what the company is trying to do, make a connection with potential clients.
- Speak Naturally: When you are creating content, you need to “speak” to the average person. Try to tone down technical terms unless very relevant, and try to reduce using words that may have a questionable definition. While using eloquent words may make the text sound magnificent, if the reader does not understand, you will lose a sale.
- Contractions: Contrary to what you were taught in school, using contractions is not improper in business writing. Using “isn’t” instead of “is not” gives your writing a more personal feel, and allows the reader to feel like they are interacting with a human and not a computer screen.
- Drop The Fluff: Read your content out-loud. How does it sound? Are you stumbling over long sentences or descriptions? Do you find yourself losing interest in the content? The truth is, if this is happening to you, it is happening to your reader. Go through your content and remove excess words. Remember rule #5: Write for the Internet. Keep your content to the point and you will develop a following.
- Include A Call To Action: Many people simply forget to include in their articles a call to action from the potential client. There is absolutely nothing wrong with requesting your readers to make a purchase or contact you for further information. You are selling a product or service, and the proper response for the free information that you just provided is for them to make a purchase. Many people wrongly believe that they must provide this free information without requesting a reply. They simply hope their content is enough to encourage a sale. Don’t rely on luck, place your call to action in your content and make the reader feel that “now is the time to act.”