Chances are your web copy has been optimized for technology not people.
Even on the internet, selling is still about connecting to people. Selling on the internet means writing web copy for people not technology. So how do you press the flesh across broadband? Start where brick and mortar relationships do ? trust. Why not become the trusted provider in your marketspace? Your web copy can use words to raise your credibility in at least 25 different ways.
Here are two ways to craft web copy for people not technology:
Write the way people speak. People instinctively trust strangers who speak like them.
If you find this article useful, how would you tell someone? Are you really going to say, ?I read an unusually amazing web copy article that fundamentally increased my sagging sales?? Not likely.
Weak web copy, not everyday people, uses too many modifiers. ?Amazing,? ?fundamentally,? and ?sagging? weaken trust. How?s your site for modifiers?
Give your web copy the finger test.
You might not want fingerprints on your screen, so I suggest printing a copy of your homepage content.
Write Web Copy for People not Technology Step 2:
Replace your pitch with a theme. Customers need time before they trust.
They will get used to your site in tiny steps, so hold off selling; buy some time with thematic web copy. Have a theme for your site, introducing your offer only after your customer feels comfortable. Themes are a subtle form of repetition because they continually reinforce a single concept. Repeated exposure to an idea usually makes it familiar and safe. Remember the first time you used instant messaging or the family car - not so scary now.
Let?s say your site sells dental floss.
Here?s how your web copy might handle it. Instead of listing the benefits of DentaThread, you could tie the presentation together under the central idea ?Some people have nothing to smile about.?
In this article, I tried to use the two key elements a good web copywriter uses to write for people not technology: