http://www.articletrader.com/ Articles at ArticleTrader en-us http://www.articletrader.com/writing/copywriting/spelling-and-grammar-in-online-content.html http://www.articletrader.com/writing/copywriting/spelling-and-grammar-in-online-content.html Fri, 29 May 2009 19:14:24 -0500
Would you allow an auto repairman to work on your car after he described such technical issues as "fixing the thingy there" or talking to you about "doo-hickers" and "thingamabobs"? The fact is that if you are going to allow someone to work on your car, you want them to know a carburetor from distributor and you want to know what they are working on and without a bunch of generic talk or worse yet … gobbledy-gook involved in the discussion.

In all likelihood, you would probably leave running and never go back. It may be that they are the greatest mechanic in the world but you would never know that because they could not establish your trust. How many sales pages have you seen where you were almost compelled to buy something that sounded really good but had second thoughts?

I personally know of one very admirable product that is nearly complete in every sense of the word and it really is an awesome product. The sales page is long, involved, detailed and laid out in all the right ways according to the copywriting gurus but conversion rates still hover somewhere around one to two percent. Why is that? Well it could be because it is an expensive product but somehow I doubt that is the case.

It happens to be a very in-depth and informative informational product for Internet Marketing that leads you by the hand from start to finish where you can get enough going to at least get started creating your virtual online empire. While it is actually an incredible product and you would definitely be interested if you saw it, most people will never actually see it.

The fact remains that when somebody is going to "plunk down" their hard-earned cash for an informational product, they want information. "Well Duh!" you say. Still, how are you ever going to trust someone to provide you with valuable and timely information that will actually help you if they can not even get a sales page up without a massive number of errors?

Are you going to trust them or are you going to run … whether consciously or not, because you are just not convinced that they know what they are talking about? Nearly everybody is judgmental to a degree. If a fat, smelly, homeless looking person cut in front of you in the line you would be much more likely to get upset than you would if an extremely attractive person graciously intervened and thanked you for your kindness, beguiling you with their charm and good looks.

Facts are facts and no amount of discussion can change reality. The same principles hold true in website copy. If your website is full of errors that could have easily been avoided, it is costing you more than just a little lost ad revenue. How important is spelling and grammar in online content? Do you want your readers coming back from more or running away without even giving you a chance?

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Ward Tipton is a Professional Writer who has spent the last five years providing highly specialized and quality Professional Writing Services

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/how-important-is-grammar-in-your-copy.html http://www.articletrader.com/writing/copywriting/how-important-is-grammar-in-your-copy.html Sun, 22 Mar 2009 14:33:25 -0500
But when it comes to writing copy, it's okay to break the rules. Grammar is still important, but you don't need perfect grammar. That's because what gets the most sales or results is what matters the most.

You can begin your sentences with conjunctions such as “and,” “but,” and “or.” Your English teacher taught you never to do this. But when writing copy, it's perfectly acceptable.

Beginning your sentences with conjunctions can help break long sentences into shorter sentences. For instance, instead of one long sentence that joins two independent clauses with the “and” conjunction, you can break it down into two sentences with the second sentence beginning with “and.” Shorter sentences make your copy easier to read.

Unlike essays, you can use contractions in your copy. In our everyday conversations, we tend to use contractions a lot. Using contractions can help give your copy a conversational tone.

Slang and figures of speech can be used when appropriate. For instance, you can use the word “ain't.” You could say, “If you thought that was good ... then you ain't seen nothin' yet!” The Senmontier Strategy newsletter has used this word in one of its successful direct-mail letters.

You can use sentence fragments. This is an. Example. Of sentence fragments. While this is forbidden in the English classroom, you can get away with it in your copy. Sentence fragments can add a dramatic effect to your words –- captivating your reader's attention.

But even though you can break the grammar rules, you still need good grammar in your copy. You can't become sloppy with your grammar. If your copy is filled with grammar errors, it'll turn off your prospect.

For instance, you don't want to miss article words such as “the.” “Look at tree” is not a good sentence. It should be, “Look at the tree.” Your grammar forms an impression to your prospect. You don't want to ruin that impression with grammar mistakes such as this. It'll appear unprofessional and lower your prospect's trust.

So have good grammar in your copy. But keep in mind that you can break the rules to make your copy stronger.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/the-importance-of-unique-copy-on-your-real-estate-website.html http://www.articletrader.com/writing/copywriting/the-importance-of-unique-copy-on-your-real-estate-website.html Wed, 18 Mar 2009 10:34:24 -0500
While you might want to rank high on search engines, this should not be your primary goal. Your first responsibility is to make your web copy readable and relevant to the human reader. It is the real estate buyer or seller you want to attract, not Google. Google doesn't want to buy your house, but John or Jane Doe might be persuaded to if you give them the right information and convince them that you are the right person to guide them through the narrow alleyways of a real estate transaction.

People today have more access to knowledge than at any other time in history. They are suspicious of advertising and suffer from a surfeit of ads jumping up and down to get their attention. They have developed radar for copy that looks like an attempt to get their attention for attention's sake instead of giving them actual information.

The Internet gives your prospective clients the power to head off right away from pages they don't want to look at any more, which gives you only seconds to capture and keep their attention. While an attractive layout and stunning graphics can attract attention, it is valuable information that keeps it. And it is unique information or, at least, information that is written in an engaging style which tells the prospective client something new, interesting or informative that keeps them on your site. 

The reason that you should aim to rank high with readers before search engines is that major engines, like Google, are constantly changing the behavior of the programs they use to evaluate and rank pages to mimic the goals and needs of the search engine user. Link exchange programs don’t work anymore and filling your pages with carefully concealed dictionaries of words only makes Google rank you lower. There is no ‘get-rank-quick’ strategy other than genuine information, written in your own voice or, at least, the voice of someone who knows what he or she is about.

Don’t be satisfied with a fancy website and stolen words. Get strong, unique copy on your website and see how it benefits both your clients and you. Unique copy that targets what people are looking for is the key to ranking higher, both on the Internet and in potential clients’ eyes.

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Illustrated Properties is a Jupiter real estate company with professional, effective services to help you succeed in the local market. Visit TedSoldIt.com for information on local neighborhoods like Hobe Sound real estate, and to see listings of homes for sale.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/tell-your-prospects-what-to-do-and-get-more-sales.html http://www.articletrader.com/writing/copywriting/tell-your-prospects-what-to-do-and-get-more-sales.html Mon, 16 Mar 2009 23:23:28 -0500
But, of course it's obvious to us... because after all, we wrote the copy. Unfortunately, it's not always obvious to the prospect on what to do next. If the prospect doesn't know what to do, she's not going to bother figuring it out and will toss the copy aside. And you'll lose her sale.

So what should we do? We should tell the prospect what to do. Don't assume the prospect knows what to do next. Even if it's obvious, you'll have to spell it out clearly and specifically for him.

So if the order has to be sent in by mail, tell your prospect to send in her order by mail and the exact address to send it to. If the prospect has to call a number, tell her to pick up the phone and call. Tell her the exact number to dial. If the prospect has to click on a link to go to a Web site, tell her to click on the link. If the offer is only available for a limited time, tell the prospect to order now.

When telling the prospect what to do, another thing is to add urgency to get him to act now rather than later. If you don't add urgency, the prospect will put it aside and end up forgetting it.

You've probably had that experience yourself. You may have asked someone to do a favor for you. But that person said he'd do it later or when he gets back home. The next time you see him, you find out he completely forgot about it.

That's because he put it aside and then accidentally ended up forgetting it. This often happens with prospects as well. So you must remember to add urgency.

One way to add urgency is to make your offer available only for a limited time. For instance, if the prospect orders in the next 10 days, you'll throw in a free bonus. Or you can offer a discount.

Another way to add urgency is to say there's only a limited supply available. For instance, you could say there are only 500 copies left of your home-study program. Once it's sold out, the next shipment won't come until several months later.

Telling the prospect what to do at the end of your copy is a simple, but often missed step. If you're missing this step, you're missing out on sales. So add this step at the end of your copy. Tell your prospects what to do -– and watch your sales go up.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/6-reasons-why-a-guarantee-boosts-your-sales.html http://www.articletrader.com/writing/copywriting/6-reasons-why-a-guarantee-boosts-your-sales.html Fri, 13 Mar 2009 23:24:23 -0500
1. It takes away the risk from the prospect.

Your prospect has worked hard for his money. Most people don't want to risk their hard-earned cash, and that includes your prospect. He's afraid that if he buys your product, he might end up buying a dud. He's also afraid that the promises in your copy will be broken, so he's afraid of being ripped off.

But if you include a guarantee where you'll gladly refund the customer's money if she's not satisfied, then it eases your prospect's fears of buying your product. It takes away her risk. And your prospect is more likely to buy.

2. Increases sales.

It's common that if you include a money-back guarantee, your sales will increase much more. But there's a tendency to think that if you include a money-back guarantee, you might get a lot of refunds. Customers might take advantage of you. They might try your product for a while and then get their money back on purpose.

But more often than not, if your product or service is good, the refunds don't increase much at all. Instead, sales increase by a lot.

3. Gives you a competitive edge.

If you offer a money-back guarantee and your competitor doesn't, prospects are more likely to choose you over your competitor.

For instance, when Domino's Pizza first came out, they had a guarantee where the pizza is delivered in 30 minutes or it's free. They were the only ones with that guarantee. Because of that, they became a leader in the market over their competitors.

4. Pushes prospects who are “on the fence” to buy.

If prospects are “on the fence” about buying, having a guarantee gives them a push they need to make the purchase.

I find that whenever I'm considering a product to buy and am on the fence about whether to buy it, the money-back guarantee often convinces me to buy. It gives me a push to decide to make the purchase.

5. Shows confidence in your product or service.

A guarantee shows confidence in your product or service. Prospects think you believe in your product or service so much that you're willing to offer a guarantee. So they think your product or service must be good.

It makes sense too. If someone weren't confident about his product or service, he'd feel less inclined to offer a money-back guarantee. He'd be afraid of getting too many refunds.

6. Forces you to deliver and satisfy the customer or client.

A guarantee forces you to deliver because if you don't, then the customer will get a refund. But having this really does push you to deliver more value, and your customers are more satisfied. And the more customers that are satisfied, the more repeat business and referrals you will get.

So be sure to offer a guarantee to your prospects. It'll increase your sales by a lot.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/how-to-defeat-your-prospects-skepticism.html http://www.articletrader.com/writing/copywriting/how-to-defeat-your-prospects-skepticism.html Wed, 11 Mar 2009 22:43:05 -0500
So how do we get around this problem? We solve this problem by giving proof.

There are many types of proof you can include. Here's a list:

* Testimonials
* Endorsements
* Reputable experts
* Statistics
* Research
* Positive reviews
* Credentials
* Track record
* Years of experience
* Awards
* Number of sales
* Better Business Bureau Accreditation
* Samples
* Client list
* Screenshots for software products
* Features
* Graphs
* Pictures of the product
* Diagrams
* Titles such as M.D. or Ph.D.
* Video or audio testimonials
* Results achieved by customers or clients
* Articles to demonstrate expertise
* Portfolio
* Quoting passages from books
* Photos of satisfied customers
* Demo versions or free trials for software products
* Relationships with other reputable companies
* List of award-winning products in the past
* Certificates
* Free consultations
* Size of the company
* Number of products released to date
* Professional appearance
* Demonstrations

When including proof in your copy, make sure you include just enough proof. Don't include too much proof otherwise it'll turn into an academic lecture that will bore the prospect. At the same time, too little proof will leave the prospect too skeptical to buy. So include just enough proof.

So remember to add proof to your copy. Prospects are skeptical and need proof before they'll believe you. Once you've won their trust, they'll gladly buy your products or services.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/10-editing-tips-to-improve-your-copy.html http://www.articletrader.com/writing/copywriting/10-editing-tips-to-improve-your-copy.html Sun, 08 Mar 2009 18:26:42 -0500
1. Check the content.

Look over your copy to check the content. Check for its persuasive power. Remove anything that doesn't belong in your copy. See if anything can be added. Arrange the material in the order you want.

2. Remove unnecessary words.

Check your copy to see if you've used any unnecessary words. Tighten your copy by removing them. This strengthens your copy and its selling power.

3. Read it out loud to check for awkwardness.

Read your copy out loud. See if it flows naturally. If you run out of breath when saying a sentence, the sentence is probably too long. Split the sentence into 2 or 3 shorter sentences.

4. Check for anything confusing.

If anything seems confusing, edit it to clarify it in your copy. If your copy is vague, add specifics. For instance, "Jim teaches at a university in a city," can be more specific by rewriting it as, "Jim teaches at Simon Fraser University in Burnaby."

5. Check for accuracy.

Check if your copy is accurate. Make sure you can deliver on the promises you make in your copy. Check for honesty. Make sure everything in your copy is true. Check if you have enough proof of your claims. Remove any hype.

6. Use your word processor's spelling and grammar checker.

This one's easy. Use your word processor's spelling and grammar checker to correct any errors you have in your copy.

7. Read your copy backwards to proofread the spelling and grammar.

Sometimes, your word processor's spelling and grammar checker may miss errors. Read your copy backwards to check for spelling and grammar. You may also catch errors you missed when reading your copy forwards.

8. Put it aside for a day or two.

After you're done revising, put it aside for a day or two. By then, you'll be able to see your copy objectively and catch errors you didn't see before.

9. Repeat the process until you have the final draft.

After you've put the copy aside and then revised it, put it aside again and give it another revision. Keep repeating this process until you're satisfied with your copy.

10. Have someone else read it.

Give your copy to someone else to read. That person will be able to catch errors you didn't see yourself. Make changes as necessary to your copy according to the feedback.

Apply these 10 tips when editing your copy. Your copy will be polished and improved to increase its selling power.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/improve-the-readability-of-your-copy-with-short-paragraphs.html http://www.articletrader.com/writing/copywriting/improve-the-readability-of-your-copy-with-short-paragraphs.html Sat, 07 Mar 2009 20:48:27 -0600
When the prospect sees the copy, he's thinking, "This looks like a lot of work to read..." Because of that, the prospect may decide not to read your copy, especially if she's busy or pressed for time. All this happens in the first few seconds.

Those first few seconds are critically important.

So what's the solution? You guessed it. Write in short paragraphs.

Short paragraphs improve the readability of your copy. Your copy looks easier to read. And the prospect is more likely to read it.

To write in short paragraphs, first make sure you have your first draft written. You don't want to check your copy for long paragraphs while you're writing your first draft. Leave that for the editing phase. The first draft is where you write and let it flow naturally without editing yourself. This is so your creativity can flow freely.

After your first draft is complete, go over your copy and see if you have any long paragraphs. If you have a paragraph that's longer than 5 sentences, split it into 2 or 3 shorter paragraphs. The paragraph probably covers a number of ideas or thoughts. Each idea or thought can be a paragraph on its own. So you'd have one idea or thought per paragraph.

When splitting up a paragraph, look for a point where a thought or idea is introduced. And then break it into a new paragraph.

Don't be afraid to have one-sentence paragraphs. One-sentence paragraphs are acceptable. When done properly, they can add a dramatic effect to your copy.

Another tip is to vary the paragraph length throughout your copy. This adds variety and makes it more interesting. It's like a piece of music. If the music were the same throughout, it'd be dull.

Music has variations throughout to keep it interesting. Apply this to your copy, too. Vary the paragraph length. The prospect will more likely be engaged and glued to your copy.

Another important tip is to add a space between paragraphs. This article is an example where a space is added between each paragraph. Failing to add a space between paragraphs makes the text look cluttered and hard to read. But adding a space between paragraphs makes the copy easier to read and gives the prospect a good first impression.

The first few seconds the prospect reads your copy are critically important. That's when the prospect decides whether to read your copy. Apply these tips by writing in short paragraphs. The readability of your copy will be improved -- along with your sales.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/how-to-come-up-with-headline-ideas.html http://www.articletrader.com/writing/copywriting/how-to-come-up-with-headline-ideas.html Thu, 05 Mar 2009 22:37:29 -0600
First, write down as many headlines as you can without editing yourself. Just let the ideas flow and get them down on paper or on your computer. Try to get down at least 25 headlines or even 100 if you have to. It may take a while to come up with so many headlines. But it'll be time well spent because at least 50% of your copy's success comes from your headline.

To give you some ideas on brainstorming headlines, you can try using headline formulas that are proven to work. Many headlines follow a pattern. For instance, there are headlines that start with "how to." The title of this article is an example of a how-to headline.

If you have a collection of successful copy in your hands, you can borrow the structure of the headline. Of course, you can't copy the headline word for word, but it's perfectly legitimate to use the same structure to create your own unique headline.

Try including a benefit in your headlines. Make your headlines benefit-oriented. For example, the headline, "3 Tips to Triple Your Sales," has the benefit of tripling the prospect's sales.

Adding curiosity to your headline can persuade the prospect to read your copy. For example, the headline, "You're Leaving Money on the Table if You're Making These Mistakes," has curiosity. The prospect is curious to find out what those mistakes are. So he reads the copy to find out.

You can also use a testimonial for your headline. When using a testimonial headline, be sure to enclose your headline in double quotations. Testimonial headlines can be powerful because they come from an unbiased point of view.

Okay, now that you have your list of headlines written out, it's time to choose which one you think is the most effective. Choose the one you think has the best chance of catching your prospect's attention.

You can check if the headline is unique by entering it in the search engines. Enter the headline as a search phrase surrounded by double quotations. If there are few or no results, then your headline is more likely to be unique. The more unique your headline is, the better it will catch your prospect's attention. Always avoid using cliches in your headline.

After you've picked your best headline, see if you can make it even better. Try shortening your headline if possible. Shorter headlines tend to perform better than longer ones because they're easier to read and get to the point faster. Prospect's only spend a few seconds reading the headline. If a headline is too long and difficult to read, the prospect may move on.

Apply these tips the next time you write a headline. You'll find it easier to come up with headline ideas. And you'll choose a headline that has the best chance of grabbing your prospect's attention.

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Francis Lui is a freelance web copywriter with web technical skills. To get FREE web copywriting and Internet marketing tips, sign up for his FREE newsletter, The Web Copy Letter, at http://www.francislui.com/.

Source: http://www.articletrader.com ]]> http://www.articletrader.com/writing/copywriting/learn-how-to-write-successful-direct-mail-packages-and-ads-step-by-step.html http://www.articletrader.com/writing/copywriting/learn-how-to-write-successful-direct-mail-packages-and-ads-step-by-step.html Thu, 05 Mar 2009 06:24:30 -0600 The way I learned to write direct response letters was slow, almost organic. I picked up a little knowledge at a time as an agency junior. With this course, every step is laid out for you. In fact, it is the first time I have ever seen the process so clearly presented and taught. Yes, I am familiar with the material in this course - but I had never seen it all together in one place, with each element linked to the next.

I often moan about online writers just dashing off a first draft and then uploading it to their site. With direct response writing, that just doesn't happen. Every paragraph, every subhead, every sentence and every word has its role and purpose. It's about detail, about sequence, about pace and flow. And when you do it right, that 'construction' becomes invisible and you just read a great piece of sales writing.

This course takes you through everything, step by step. There are no blank spots, no elements of a successful direct mail piece or direct response ad that are left unexplored or unexplained.

2. And more than just letters
Successful direct mail packages are made up of more than just a letter.
You have the envelope, the order form, the lift note or buck slip and often a brochure. All these elements need writing and designing. They all need to work together, supporting each other. All play a part in delivering the promise, presenting the benefits and overcoming doubt. You need to work with all these pieces to make an offer, provide a premium, deliver a guarantee, and drive a response.

All this is covered in the course.

3. You will learn by example
The course itself includes numerous examples of great copywriting. Whole sections are built around letters and ads that have worked extremely well. I think this is a great way to teach. If you want to be a great copywriter, for more detail visit www.killer-sales-letters.com you need to immerse yourself in the best of what others have written. Enjoy the writing, then deconstruct it to see why it works so well.

In addition, the course box includes a 320-page book that is filled with the best of the best. It is called, "Hall of Fame. Great Selling Ideas from 50 Super-Successful Direct mail Letters and Direct Response Ads". Like direct response writing itself, this course is based on facts and results. This course isn't about opinions and personal whims - it's about what has been proven to work. That's how direct response is. That's how this course is built.

4. You will complete exercises and assignments
This isn't a 'book' about copywriting. There are numerous exercises you are asked to complete and there are assignments you will be asked to write and submit. That may sound a little scary, for more detail visit www.web-sales-letter-supreme.com but it's the only way to learn. You can't learn to be a copywriter by leaning back and just reading about it. You have to lean forward and actually do it. Time and time again.

5. You will learn how to sell yourself and build a business
Can you really build a six-figure income as a copywriter? Sure you can. I did, and some years those six figures are pretty big. And I'm not one of those huge names where you think, "Sure, HE did it, but I bet I couldn't."


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www.the-gurus-apprentice.com
www.sales-letter-secret.com



Source: http://www.articletrader.com ]]>