Writing marketing copy for your website is different from writing a highly targeted sales letter, or from chatting about your subject matter on your blog. Marketing copy lets people know why they’d want to buy something from you, without trying to push it on them. The following secrets of successful copywriting will help you to improve the marketing copy you write.
Secret #1: Don’t be grammatically correct
Did you ever hear the comment attributed to Churchill in reply to a complaint that he ended sentences with prepositions? He said that arbitrary rule of grammar was “nonsense up with which I will not put”. The goal of good copywriting is to communicate emotion and ideas, not please your composition teacher with your mastery of English sentence structure. Use sentence fragments. End sentences with prepositions. Do whatever it takes to convey your emotion and ideas most effectively.
Secret #2: Use generally accepted words
A website selling “pants” in the United States would be offering something different from a website selling “pants” in England. In some locations “purse” refers to a woman’s handbag, while in some locations it refers to the container for holding money inside the handbag. Especially with Internet marketing, it is important to know which words are generally accepted throughout the English speaking world, and which have specific local meanings.
Secret #3: Appeal to broad audiences
Study the work of widely successful authors who sell far more copies of their books than average for their genre, such as Stephen King (horror), Isaac Asimov (science fiction), Nora Roberts (romance), or Ken Follett (historical fiction). The reason these stories sell so many more copies than other stories in those genres is that these authors have figured out a way to make their writing accessible to people outside of the narrow genre in which they write. You need to do the same thing for your copy, so that the broadest segment of the market will resonate to the story you tell about your product.
Secret #4: Don’t exploit bad news
Avoid taking advantage of any news-making tragedy or calamity to boost your website’s visibility or sales. That doesn’t mean you should avoid discussing events in the news. There are many valid ways to introduce recent events in your blog, which can then point to your marketing copy. That is much less offensive than appearing to capitalise on other people’s pain and suffering for your own profit. In the long run, it will also be a far more effective marketing strategy.
Secret #5: Talk to an individual
Phrase all of your marketing copy in the second person (“you”) to make it more immediate and better connect to your readers. Write as if you are speaking to one person. Speak conversationally, but without resorting to cliché or hyperbole.
The Internet Marketing Academy