Tag: copywriting

Your entire website may revolve around e-commerce or you may have a section of your website devoted to selling products or packaged services. Writing about products within websites can be harder than it looks, can't it? Here are some tips and ideas for you. Always see it from the busy customer's perspective. Who are they? What are they looking for? Why should they buy your product? Think of each product description as an advertisement in its own right. On this basis, you need a headline, some bodycopy, the price and a call to action. Headline The headline is the single most important item of copy. If the website visitor does not understand the headline, they will not read further. Product description headlines should clearly convey what the product is and what it does. If there is room, include a benefit as well. Many e-commerce product headlines only provide the product name. The problem being that this may not tell the busy website visitor what the product does or why they should...

Here is a glossary of copywriting terms, which includes writing tips and ideas. See also our Glossary of marketing terms and Glossary of SEO terms. Researched and written by marketing consultant, trainer and author Nigel Temple. A/B split testing: Writing two versions of an advertisement, headline, web page etc in order to ascertain which is the most effective. In my experience, discovering a better headline makes all the difference to response rates. Above the fold: The top part of a web page that is visible without scrolling down. Advertisement: Classic print ads contain a headline, body copy and a call to action. Advertorial: Paid for advertising space which looks (at first glance), like editorial i.e. written by a journalist. Advertorials should be marked clearly with the word ‘Advertisement’. AIDCA: (Sometimes known as AIDA). A marketing system commonly used in direct response copywriting: A = Attention (the headline). I = Interest (the product / service). D = Desire (an offer). C = Conviction...

The AIDCA copywriting model will help you to get better response: 1. Headline or opening line gets Attention 2. Product or service description generates Interest 3. The offer / proposition produces Desire 4. Guarantee / reassurance gives Conviction 5. Call to action Action generates sales AIDCA can be used throughout the promotional mix. You can use AIDCA in direct mail letters, email marketing and web pages. It is a helpful, easy to remember copywriting model. Pay particular attention to the headline, as this is the gateway to the rest of the piece. Write a few headline variants and choose the best one. Describe your product or service using benefits, not just features. Include a clear offer or proposition. Provide a guarantee and / or proof that your product or service does what you say it will do. Finally, remember to include a CTA (Call To Action)....

Use the word ‘You’ as much as possible; don’t use the words ‘I’, 'Our' or ‘We’ so often. A good test is to go through your copy and count the number of times that you have used these words. Use ‘You’ four times as often as you use ‘I’, 'Our' or ‘We’ When people read your copy, it will come across as more personal and engaging....