Scribd
Upload
826 views

Writing Web Copy That Sells (Part 1)

Do you know how to write webcopy that sells? Does your website attract enough leads for your business? Perhaps the problem is not in the design but in the way you talk to your audience. This presentation shares the best techniques for writing webcopy that sells. Head over to http://www.biancamarieta.com/blog to read the entire article.

Uploaded by

Bianca Marieta
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPSX, PDF, TXT or read online on Scribd
826 views

Writing Web Copy That Sells (Part 1)

Do you know how to write webcopy that sells? Does your website attract enough leads for your business? Perhaps the problem is not in the design but in the way you talk to your audience. This presentation shares the best techniques for writing webcopy that sells. Head over to http://www.biancamarieta.com/blog to read the entire article.

Uploaded by

Bianca Marieta
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPSX, PDF, TXT or read online on Scribd
You are on page 1/ 17

Writing Webcopy That Sells

The Simple Blueprint To Writing Killer Web Copy For Your Website (Part One)
Bianca-Marieta Budau
Freelance 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 Budau Freelance Copywriter www.biancamarieta.com

3 Golden Rules:
1. DONT make your website look like an Ad. 2. Your aim is to CAPTURE email addresses. 3. GUIDE readers attention on their track.

Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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.

Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

Left Brain vs. Right Brain

BONUS 1
Large Learn

Left Brain vs. Right Brain

Rational words
Accelerate Allow Anticipate

Emotional Words
Speed up Let Expect

Rational Words
Intelligent

Emotional Words
Bright Big Find out

Attractive
Beneficial Challenge Combat

Good Looking
Good for Dare Fight

Manufacture
Notion Observed Perceive

Make
Idea Seen See

Completed
Concerned Construct Courageous

Finished
Worried Build Brave

Perhaps
Peril Pleased Preserve

Maybe
Danger Happy Save

Difficult
Disclose Donate Elderly

Tough/Hard
Reveal/Explain Give Old

Prevent
Purchase Receive Reply

Stop
Buy Get Answer

Facilitate

Ease

Select

Pick/Choose

Learn how to make your webcopy sell EVEN IF YOU ARE NOT A PROFESSIONAL WRITER
Bianca Marieta Budau Freelance Copywriter www.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!

Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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?
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

Identify the PROBLEM:


What is wrong?
Your audience has a problem which you need to identify. Sometimes they dont 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.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

Add: Bullet Points Guarantees Bonuses Free gifts


Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

Add psychological devices


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

Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

...& 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.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

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.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com

You might also like