Customer Focused Promotional Writing
and Web Page Development
Copy
Editing is the Least Costly Option for having a web site that
gets results.
Is
your web
site not selling even after getting lots of visits?
"You
Need to Make
your Web Pages
More Appealing to Your Customer's Desires."
People
don't come to your web site by accident. There is
always some need or attempt to find a solution to a problem that compels
some one to visit a web site. Your web site needs to
connect your customer's reasons to what your
business provides.
More
often than not, your web site just needs to be modified rather
than completely re-written to make it an effective selling
device. This will save you a thousand or more dollars over
having your web site written all over again by a professional
copywriter.
Dear Online Marketer,
You've made great efforts in explaining your
product's benefits on your web site. You've made sure you did not
leave any questions unanswered. You believe your product is an
excellent value and you've backed it up with a guarantee of satisfaction.
And yet for the number of visitors to your
site, you've hardly sold anything at all.
Most marketing authorities advise you to hire a
professional copywriter.
It is true that no outsider could know more
about your product or service than you. You're the expert in your field
and believe nobody could know better what benefits your offer can bring to
those in your market. And yet it is often said that the biggest
mistake an online marketer could make is to write your own page
text to hopefully persuade visitors to buy.
There are reasons for this. Enough
reasons for many marketing firms to employ professional copywriters and
gladly pay the few thousand dollars they charge to write their promotional
script for each product launch.
Because of the high fees copywriters charge
many novice business operators attempt to do it themselves.
Such high fees put hiring these professionals
out of reach of individual business operators. Many small business
operators try to get by writing their own copy and even develop their own
web sites with the various software and web page templates
available.
The most important reason successful
marketers hire professional copywriters is they know best how to connect
with customers. They have an
understanding of what works and what might not.
Your customer, not your product, should take center
stage.
Ideally, the subject matter of your sales
copy should be the customer, not the product. Sure you'll explain
your product - you'll describe a typical customer enjoying the benefits of
your product. More often than not, you'll not mention your product
early on. You'll start with the idea behind the reason visitors come
to your site.
Look at this page for example. People
like yourself would visit this page because their web pages are not
selling as much as they should, given the visitor traffic they
receive. Notice how the headline gives hint of where the solution
lies.
Are you making these mistakes in your web site text?
Here are some of the most common mistakes you
could be making by writing your
own copy. These include but are not limited to:
Writing too much about your company or product and
not addressing your customer's needs and concerns.
Trying too "early on" in your written
presentation to "sell" your product or service.
Not giving sufficient attention to your typical
customer's problems for which your offer provides the solution.
Focusing more on features rather than benefits.
Leaving too many questions unanswered.
Not adequately proving your product's claims of
benefits.
Not clearly explaining your offer or your guarantee.
Most web
designers don’t have the first clue about how to convert
traffic!
Just
think about it…
Over 99% of
all web sites today are designed by programmers or graphic artists — NOT
marketers. Most of these guys have never earned a dime
selling anything online except their overpriced (and under performing)
web design services.
Eric Graham, "The Conversion
Doctor"
Three Rules of Selling
These rules apply to selling in
general. Be it face to face as a salesman visiting a potential
customer in person or in written sales literature. Printed
matter or for the Internet.
People don't like to be sold.
People buy for emotional rather than rational
reasons.
Once you appeal to their emotions, you need to
make the purchasing decision logically appealing.
What a difference a sale
makes!
If
you're using pay per click advertising to sell a $49 product
and each visit from your AdWords listing costs on average
39¢. If you are currently getting one sale per
hundred visitors (do the math), your profits are
$9.00.
If optimizing your web copy results in
just one more sale per 100 visits, your profits will be
(again do the math) $58.00. Better than a six fold
increase!
Combining selling with writing is
something that takes a lot of effort to develop. Professional
copywriters have studied numerous examples of
successful and not so successful sales literature. This is the
reason many of the major players in direct marketing are willing to
pay good money for a copywriter with a proven ability to write sales
script.
However, if you insist on writing your
own web site text content, by all means do so. You know your
product better than anyone else could. And even if you do
decide you need the services of a professional, it will definitely
be a lot less costly.
Most Business Owner "self written" web
pages just need to be edited, modified, or tweaked into really good
"kick butt" copy.
A lot of web sites, particularly
those of individual or home-based businesses, already have a good
structural framework in place. They generally have appropriate
graphic elements, usually a header graphic and illustrations. They
may even have testimonials and quotes from reliable sources. The
fact that they may not connect well with customers is something that can
be easily remedied. It takes a lot less effort to edit and
optimize a web site than to build it from scratch.
To give you an example, to have a
copywriter write copy for a landing page could set you back $1,000 or
more. An copywriter with an exemplary track record could charge
$3,000 for an eight-page (MS Word) equivalent length landing page. This
often does not include web page development, which means you need to
seek another service provider. Longer lead time as well as
higher costs.
Since the framework is already set up
and the product information is already on the site, it is clear to see
that you can have a copywriter turn your existing web site into one that
performs as well as a professionally developed web site for a fraction
of the cost. Exactly how much? Web sites are evaluated on an
individual basis. Some sites may require more work than others.
Never
put things like these on your web pages.
Most readers find them annoying if not
downright irritating. What are they? Click
here for answer.
Your First Step
Request a Free Critique of your Web Site
Use the form below to request a free
critique of your web site or landing page. This is a basic
evaluation of your web site's strengths and weaknesses in regards to how
well it appeals to your customer's needs, desires and sense of value.
Remember: a Confused Mind Always Says No.
I will certainly comment on whether
your web pages could leave a potential customer with unanswered questions. I look carefully for anything missing or unclear that might cause the prospect to hesitate. I'll make suggestions on how you can improve your offer, or better explain your guarantee and bonuses, if applicable.
I shall then provide you an outline
what needs to be done to optimize conversion rate of your web site,
together with an estimate of the fee for service.
You will also receive this free report
How
to Choose the Right Web Site Format
Become more familiar with the different
kinds of e-commerce web sites and know how to choose which is best
for your particular business with this 13 page report.
From "Company Web
Sites" which provide information about a company, and the
so-called "Micro Sites" consisting of a landing page
and an order form that sell a single product. There are
also catalog sites to sell multiple products
like vitamins or music CDs. You'll better understand the
exact purpose for building a Web site.
If you so wish, I'll even assist you
with developing optimal ppc campaigns for your web site. I'll look at
your AdWords listings and suggest how you can make them better.
I'll even do my best to see that your site appeals to search engines as
well.
Just remember...
Search engine optimization is
just one way
to drive visitor traffic to your site.
Conversion rate optimization is
the only way to generate the most response
from the traffic to your site during any online promotional launch.
Make sure your web pages are conversion rate
optimized.
Fill the form below and click the "Submit Request"
button for a free critique of your web site.
To your success,
Francis M. Ardi
P.S. Use the form below if you have a web site
already posted on the internet. If not, you can use the email
address below and forward any document (Word, plain text, html or pdf)
you'd like to be critiqued as an attached file. If you have more
than one document, please bundle all documents in a zip file.
Request your free web site critique,
estimate, and special report.
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strictest confidence.
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inquiring about or are interested in.
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and/or comments below.
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Francis Ardi
12406
Oro Valley Trl
Austin, Texas 78729 U.S.A.
Telephone:
1+ 832-656-3721
Fax: 1+ 512-697-8295
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