Ability to write a good copy is probably the most profitable skill that you can develop. However, it requires diligence and practice. While you can read tons of literature o how to of the subject, nothing would benefit untill you start writing.

More you write, better you become.

Here are few tips to produce a great web copy.

Headline

Headline is the first puller to your copy. Most copywriters start with headline. It is better to write as many head lines as you can and then select the best.

Renowned copywriter Bob Bly says, “Headline is your most articulate expression of the big selling idea behind your package, and If you can write a strong headline on it, you probably understand that big idea pretty well.”

That shows how important it is to write a good headline for your copy.

Start With The prospect

A person does not want to know how great your product is. He is interested in knowing what great things it can do for him. Therefore, start with the prospect, not the product. Tell him about prospect’s dream,his hopes, dreams, needs, fears, problems, concerns, and desires and how your product can help him.

Write For Target, Not Everyone

If your product is for needs of specific group, there is no point in writing the copy for everybody. You sales letter must address to the special problems faced by that specific group and  how your product is suitable for that.Better you target your copy, more would be conversion.

Hit The Emotion

Because most of the buying is imppulsive and based on emotions, you need to bring that emotion out in conscious mind of the reader. For every problem of life we have an understanding that migh lie dormant in our minds. Therefore sometimes we are not able to understand the impact of the problem in our lives.  As a copywriter your job is to hit that emotion and amplify so that prospect sees it more clearly.

When reader gets into the problem, offer him the solution.

Writing Body

You must write complete body as an ordinary document. Print and get to work now. Highlight the areas you want to move to closer to the front. Mark the sentencecs that you might bullet. Read it over several times and make changes as necessary.

Direct Checkout

I have seen many web copies where I had to click on the order link to know the price. Come on guys! That sounds cheap.

Tell your customer the price upfront. One who does not buy would not buy any way.

I would invite more ideas on this. Please do share your comments

Your sales letter is the main determinant of your conversion. A well written sales letter always outperforms the dull one.

Here are some tips to increase your conversion by making sales letter better.

Make An Offer They Cannot Refuse

As a marketer our aim is to get maximum conversion from sales letter. Other things being equal a better offer would pull more more customers.

Try to make your offer irresistible. If you have multiple approaches to make an offer, make sure that you test them.

After you have a winnner in hand rolling out is an easy task.

Price Smartly

Make your price look insignificant in comparison to what you are offering. Make the price to seem like a bargain.

If you are selling a membership for $29 per month it would turn out be less than $1 per day. That way it does not come across as costly and the offer becomes more affordable in eyes of customer.

Guarantee

A guarantee tells your customer that there is no risk involved. I myself on many occasions have found that I purchased the product becasue it offered 60 days money back guarantee.

TIll now I have returned only one them.

Most of the customers would like to try your product but would be skeptical about the value they receive. A guarantee assures them that they are not taking any risk and if anything goes wrong, they can choose to return the product.

Happy copywriting.

As an internet marketer we are required to display our copywriting skills every now and then. We it in our sales letters, we do it in our blog posts, forum postings.

Because we are always trying to sell, therefore we must write as if we are writing a sales letter.
Good copywriting skills come with time and training.

In nutshell copywriting improvement needs only two things on consistent basis.

1. Reading
2. Writing

Reading tells you how people have written before you. You would come to know what has worked for people who succeeded and what has not for the people who did fail.

Subscribe to good as well as poorly written material.

You would come to understand both sides of writing.

It must be mentioned here that reading does not mean here flipping through the pages or scrolling the content. It goes much more beyond that. you need to study, understand and learn what successful people have done and avoided.

There is no limit on how much you should read. You must read voraciously. Moe you read, more information and skills you acquire.

Nest thing is to write. Until you write you cannot improve. Writing is like practising. Whether you write an email, a blog post or forum topic, you must aim at engaging people.

Every opportunity for writing must be utilized and used to build your skill.

Copywriting is like creating music. you would not be able to create as good as you imagine, especially in the beginning.

But practice and knowledge would make you perfect.

Writing a sales letter is a skill that needs to be mastered by every internet marketer. A sales letter can make or break your business. If your sales letter is good, it can make you all the money you can imagine.

Similarly a poor sales letter may spell business failure for you.

Like every other art sales letter perfection comes from repeated practice and use.

You need to write again and again.

There are many linguistic and technical issues to sales letter writing. After you have written a sales letter, you need to test and approve for your usage.

Before you publish, there are six questions that you must ask when a sales letter is ready.

Is it interesting?

How does your sales letter come across. Does it capture the interest of audience in the first go. If yes, does it maintain the interest throughout.

Does it slackens somewhere?

A good sales letter is just like a good movie.It holds you there until it ends.

No body likes to read a boring stuff. make your sales letter interesting.

Is It Comprehensive?

Does your sales letter include everything you need to tell about your product or does it miss somewhere.

To produce a comprehensive sales letter, you must think from customer’s angle and answer all the queries that could be generated.

It should completely tell your prospect about what your product or service is,what are the features, what are the benefits, what are the requirements of use, who are most benefited, what would be after sales support etc.

Is It Concise?

This appears in contrast to the previous point but is not so. Your sales letter must avoid unnecessary details and repetition. Write whatever is necessary and strike whatever is not.

Is It Stimulating?

Does your sales letter encourage your reader to imagine the scenario?

Does it stimulate his thought actions?

A good copy would stimulate your reader for its benefits. Examples, stories and imaginary situations are great ways to encourage your readers.

Is It Persuasive?

Does your letter repeat your offer again and again without sounding repetitive. Does it persuade the reader to buy?

If it does not, you need to rewrite it.

Is It Convincing?

Lastly, you should not sound untrue. that is the worst thing that can happen to your sales letter.

You must be convinced about your product yourself to produce a convincing sales letter. Secondly you must not make false claims about your product. False and exaggerated claims do not go well with people and makes them skeptical.

A skeptical reader is not a good buyer.

In addition to this, every idea, every sentence, and every detail should be attended with the strictest attention. Every thought in each sentence should be studied for proper emphasis. Weigh and balance every particular and do not overlook even the slightest detail.

Note- This article is inspired from email I received from Paul Meyers.

In his letter Paul talks about two types of sales that can be made.

Roses and aspirin.

A “rose” sale is something that appeals to customers’ opinion of themselves, or that promises to make them feel good by making someone else feel good about them. Its like buying a rose. Either you feel good by buying a rose or someone else would appreciate you when you gift that rose.

Its a feel good thing.

An “aspirin” sale promises to solve a problem that causes them pain. Just like aspirin that removes the pain.

It’s a “feel better” thing.

A “rose sale” is fun, but it’s too easy. There are tons of people who can make you feel good about yourself, who can
appeal to your ego. The money in is sometimes good, but it’s harder to get and it doesn’t inspire loyalty.

On the other hand, an “aspirin sale” means you’ve fixed a problem. You’ve removed pain. When you do pain removal, it creates a much more loyal customer. Someone who trusts you implicitly and wants to deal with you again in the future.

The goal of any sales process should be to offer both rose and aspirin.

You should try to achieve this any every sales letter letter you write or get written for you.

The best way to agree and connect with a person is to repeat his words verbatim. When you say I fully agree with you, you cannot help repeating the words the person used.

It is in human nature to connect by the words. As a marketer and solution provider, you need to understand your customers and their language very well. You want to become aware of what they need.

Customers may look at their problem in a different way than what you are offering. They might use different language to communicate their point of view.

You can highly profit from the knowledge of the language that your customer speak.

How?

If you use the words they often use in their communication to discuss the problem you make a higher level of connection than when you do not use.

When you salesletter contains the words that echo in your customer’s mind, he becomes more attentive and thinks, “This guy knows about my problem”.

What would your customer say when he reads his own words

“Exactly”.

See the level of harmony you can achieve.

It seems like a simple solution. It could be but you need to know what your customer thinks and speaks.

How to do that.

You need to study, follow and research your market. You need to know where your potential market gathers and discusses.

On the web forums, webinars and blogs are places that come into my mind. Offline it can be a seminar meeting or any event pertaining to your niche that would bring a lot of people together.

Many a times, a long copy proves to be more effective than its short version. A short copy is easier for you to write and aims an at dispensing the major facts that your visitor might be interested in before he makes a decision.

However, it is different with long copy. long copy aims at engaging the reader for a long time. Longer the reader stays on your website, better are the chances that he would convert.

But the key is longer stay.

For this the copy needs to be engaging and enticing. You cannot just repeat or stretch the content to make your copy longer.A longer copy needs more content to be written and arranged. Because the long content can lead to a boring reading, you need to make it more presentable and interesting than short one.

Avoid Verbatim Repetition

Often I come across copies which are repeating the same phrases over and over. Hello? Do I seem stupid. I understand a thing if it is written once.

You might need to emphasize few things but that should be done in different format and different language. You can make a separate table along with main page content to emphasize.

Remember! You are going to target visitor of average and above average intelligence. Do not make them feel stupid by your presentation. If you do that, your visitor would click exit button fast.

Keep It Narrow

Keep the column width reasonably narrow. The human eye finds it more difficult to track from the end of one line to the beginning of the next if the column is wide. Its going to be a long copy. You do not want your reader to have a neck sprain (due to frequent left and right movements) to read your content before he reaches the order button.

Chunk Your Copy

Divide your content into multiple readable part. Use plenty of heads, indents, subheads, bullets, bold and underline to make your copy easy to read. Your reader would loose attention if it is difficult to read. Readers would be scanning the pages, make it easier for them.

When a visitor comes to your website, the first question that comes into his or mind is “Have I come to the right place?” or “Will I find what I’m looking for at this page or site?”

It is important that you answer these questions in both your headline, and any sub-headlines you may have. It needs to be able to secure a response from this first time visitor immediately.

In order for this to happen, your writing needs to provide answers so that the visitor knows exactly what they are looking for.
Most of the people on your website would come from other sources. They need to spend time on your site to get familiar with your content and your advise.

It is important that you answer these questions that would arise in your user’s mind for your salesletter to be effective.

1. What am I doing here?
2. How do I do it?
3. What is in it for me?
4. Where do I go from here?

You can write a detailed sales letter to answer all the queries but you need to keep visitor on your website to read your sales letter.

Therefore you must focus all your creative energy on creating a headline that tells visitor that he can stay on your website and look for what he wants.

It is important when writing any copy for the web is that you reassure any visitors that they are in the right place, and that they should continue to read on.

Headlines account for as much as 90% of the effectiveness of your site.Headlines are attention grabbers and make first impression on your visitors. They also trigger the psychological reactions that your visitors need to go through before they convert.

Your headline should be strong and hard hitting. They motivate the readers and take out suspicion and paranoia or to be precise they start working on it.

See, most of readers would leave your page if you do not stun them with a forceful headline. Hitting your customer’s psychological hot buttons motivates him to read more.

Moreover headlines make readers at ease. They do not have to focus hard to find if the things you say or sell interests them.

The headlines have to pull the customer into the copy. See what a headline can do.

• It Attracts attention
• It Communicates a strong benefit
• It appeals to emotion of the reader
• It tells reader what is in for him
• It sets the tone of your copy
• It serevs to chunk your writing, therefore making it easy to scan

How To Approach To Writing A Headline

Identify What To Write

First of all identify benefits of your product or service. Now phrase them in a way that they are laced with emotional triggers and would appeal to emotions of your visitors Remember! People act due to their emotions. Then they justify their decisions by using logic.

Write, Sieve, Select

Now select the most meaningful benefits which you would think most users would look for.For each headline, you must write 7-10 headlines before you pickup one that you are going to use.

Hit The Emotion

Appeal to an emotion. Fear, loss,poverty, attraction, love, security are examples few strong emotions.

Target Desires

Think and focus basic human needs and desires. Family security, financial security, secure futures, health etc are few examples. This would motivate the reader to continue the reading.

Write It Well

The headline must stand on its own. This helps your visitor to understand it, and foresee where the conversation is likely heading.

Remember you cannot convert everybody. Therefore do not worry about what non-targeted visitors. You are not writing for them you are writing for other type.

Use Title case for writing a headline. Do not write in all capitals. Do not use multiple colors and fonts. That looks very unprofessional.

You need to use strong active verbs to create powerful headlines with emotional impact.