Web copy that sells (Part 1)

Writing Webcopy That

Sells

The Simple Blueprint To Writing

Killer Web Copy For Your Website

(Part One)

Bianca-Marieta BudauFreelance Copywriter

www.biancamarieta.com

• The following 4 slides will help you make an idea about the overall look of your webcopy. You will learn:• The 3 Golden Rules of writing web copy;• How to structure your text on the webpage;• The difference between words and emotions.

Bianca Marieta BudauFreelance Copywriter


http://www.biancamarieta.com/

3 Golden Rules:

1. DON’T make your website look like an Ad.

2. Your aim is to CAPTURE email addresses.

3. GUIDE readers’ attention on their track.




Write Copy People Read

• Present your content in an easy to read manner;• Use bullet points and numbered lists.• If you use subtitles, avoid word plays.• Emphasize keywords to help readers SEE the important

parts of your copy (use bold or italics BUT avoid underline)

• Use short paragraphs and introduce a single idea per paragraph (4 rows/paragraph).

• Start your copy with the key points first to attract readers’ attention.




Sell Emotions, Not Words

• Use words which define emotions and which connect with the reader at an intimate level.

• Insert these words at key points in your text, but at the same time keep your text scannable and easy to read.




Left Brain vs. Right Brain Left Brain vs. Right Brain

Rational words Emotional Words Rational Words Emotional Words

Accelerate Speed up Intelligent Bright

Allow Let Large Big

Anticipate Expect Learn Find out

Attractive Good Looking Manufacture Make

Beneficial Good for Notion Idea

Challenge Dare Observed Seen

Combat Fight Perceive See

Completed Finished Perhaps Maybe

Concerned Worried Peril Danger

Construct Build Pleased Happy

Courageous Brave Preserve Save

Difficult Tough/Hard Prevent Stop

Disclose Reveal/Explain Purchase Buy

Donate Give Receive Get

Elderly Old Reply Answer

Facilitate Ease Select Pick/Choose

BONUS 1

Learn how to make your webcopy

sell EVEN IF YOU ARE NOT A PROFESSIONAL WRITERBianca Marieta Budau

Freelance Copywriterwww.biancamarieta.com


• The following 3 slides will instruct you on what needs to be done BEFORE you start writing.

• Get a pen & paper or open a writing document on your computer and write down the required information.

• Warning! Do NOT start writing your copy before you go through these steps!




Know BEFORE Starting:

• Your AUDIENCE• Your OBJECTIVE• Your PRODUCT:• What is your product/service? What is it made of?• Who was it created for?• Why was it invented?• Who can use it?• How can you use it?• When can you use it?• What does it look like?• Do you have a special offer for your product/service?




Identify the PROBLEM:

• What is wrong?• Your audience has a problem which you need to identify. Sometimes

they don’t know the source of the problem; help them find it.• Highlight this problem in your web copy. Be clear on what the

problem is.

• Why should I care?• Create a pain point for the identified problem.• Tell your audience why the problem still persists.

• What can change?• Help your reader IMAGINE how things could be once the problem

is solved.




Design your USP

• Use your answers to the previous questions to create your USP (Unique Selling Point). Plus, answer the following:• Who you are• Your experience in the field (awards, studies, prizes, etc.)• How you / your product can solve their problem• What you / your product can do for them

• Attention! Your USP should point the reader to a unique solution for their problem, to something they cannot get somewhere else.




Create a Writing Strategy

• Your first sentence should have the greatest impact on your reader (known as the lead sentence).

• Use it to get the reader to read the second sentence and then the third, and so on (the Sugarman technique).

• Keep in mind: Your lead sentence is the most important. It needs to:• Capture readers’ attention• Raise their interest• Make them curious to find out more




Inject emotion

• The core rule which makes people buy is emotion.• How do you inject emotion into the problem?• Use words such as: frustrate; only a small fraction of; wish;

mad; lack of; paralysed; fear; cruel; rejection

• How do you inject emotion into the solution?• Use words such as: imagine; you could be doing [better

than now]; what if; how would you like to; increased [benefit] in spite of [circumstances];how would you feel




Add:Bullet PointsGuarantees

BonusesFree gifts




Add psychological devices…

• A persuasion device• Hypnotic devices• Involvement devices• Specific words (emotional words, see previous table)




...& use psychological tools• The “Reason Why” • Reduce unnecessary friction• Use titles which hook the visitor• Use embedded commands: • I wonder how quickly are you going to realize how beneficial this

product is for you

• Use presuppositions: • as you know, obviously, clearly, everybody knows

• Use the ‘cause and effect’ strategy: • Taking advantage of [this], will cause you to [that]

• Write questions that the reader cannot answer with No:• Are you tired of doing XYZ? Do you want a better life? Etc.




Read more on…• If you are reading this text on a third party website, head

over to

http://www.biancamarieta.com/blog

…and read the entire set of articles about how to write great webcopy for your website.




Business

Web copy that sells (Part 1)