Yesterday I attended an event called Your Business Mojo with Arvee Robinson, Joe Nunziata and Kelly Flint. It was a worthwhile free event that I recommend you check out if you’re going to be in Southern California or New York during one of the other dates it will be held. […]
Tag Archives: communicating your message
7 Ways to Show Authority in Your Writing If one of the purposes of your writing, whether for article directories or your blog, is to showcase your expertise, you need to convey authority on your topic. Yes, this may seem like a no-brainer, but you might be surprised at how […]
I just started reading Michael Port’s Book Yourself Solid this weekend. Now, I purchased the book back in May and its been sitting on my bookshelf ever since. What struck me, however was something he wrote in the beginning of the book: “To be booked solid requires that you have […]
Did you know that editing is just as important in writing compelling copy as the writing? However, some entrepreneurs either skip this critical step or don’t do a thorough job. I’m not talking about proofreading here. You should do that too, but before you do that you need to go […]
Believe it or not, your website isn’t about you. It’s about your target market and the benefits they gain from working with you.
So your copy needs to be focused on your target market and what they want … not on you and what you want.
I know, I know. It can be tricky sometimes to do this, but it is essential to the success of your website and your business.
You see, one of the six questions your website needs to answer, if it is going to convert visitors to subscribers or buyers, is “What’s in it for me?”
People are always on the look out for personal benefit … whether consciously or not. So why not give it to them in plain English?
What benefits do your services offer your clients? What do they get out of working with you? If you can convey that hiring you or buying your services will benefit the visitor in one of the core desires below, you will be able to convert at a higher rate.
All humans seek to satisfy certain core desires and they are:
As I’ve mentioned in a previous post this month, the fifth deadly mistake of home page design is poor use of copy and copy optimization techniques. And the biggest mistake I see entrepreneurs and small business owners doing in this area is not focusing on the benefits.
Of course, this is in part due to the fact that it can be easy to confuse the difference between a feature and a benefit. So, I’ll share with you a simple guideline to help you know and understand the difference.
A feature is what your product or service has.
- It is red.
- It is divided into five modules.
- It comes with downloadable mp3 files.
A benefit is the results your customer will get out of using that feature.
- They won’t loose it because the red color makes it easy to see.
- They’ll be able to avoid overwhelm and digest the information because it is broken up into five modules.
- They can conveniently listen to the audios in their car, while walking … any where they can take their iPod because the files are in mp3 format.
What’s so cool about benefits is that one feature can offer many benefits. So, when you’re listing the benefits of your features, don’t stop at one. Ask yourself, what is the benefit of that benefit?
For example, your feature might be downloadable mp3 files. What are the benefits of providing your product in this way? Here’s what I came up with in a short brainstorming session:
The fifth deadly mistake of home page design is poor use of copy and copy optimization techniques. A big component of this is using strong, compelling headlines. Remember, when someone lands on your home page, one of the first things they’ll read is your main headline. If you’re using that […]
One of the five deadly mistakes of home page design is poor use of copy and copy optimization techniques. When your home page says the right things in the right way, it will attract and convert more members of your target market. There are areas of home page copy that you need to think about and work on until it is optimized for your ideal clients. Here are some starter guidelines for each one:
Your headlines are going to be the first text a visitor to your website will read. It needs to be strong and compelling:
- It can mention the most desired benefit of working with you.
- It can arouse curiosity about what you’ll say next.
- It can be authoritative, commanding the visitor to take a specific action.
You can find plenty of advice on headlines online. I recommend these resources:
- 10 Sure-Fire Headline Formulas That Work and Warning: Use These 5 Surefire Headline Formulas at Your Own Risk”, both from CopyBlogger.com
- 10 headline formulas that work like magic, from Copywriting.com
- 5 Sure-Fire Social Media Headline Formulas That Work, from Pronet Advertising
- 10 Winning Headline Formulas …, by Daniel Levis
One of the six questions your home page, landing page, squeeze page or sales page must answer is “Do you understand my needs?”
Basically, they want to know that you understand them … if you can illustrate that you do, then they’ll opt in to your list, buy your products and hire your services. But if you can’t show them that you understand their needs, they’ll click away and find someone who does. So, how does a web page answer this question?
Through it’s words:
Do you speak your target market’s language? Do you use the same words, phrases and idioms that they do. For example … does a doctor have customers? No. They use the word “patients.” Does a coach have customers? No. They use the word “clients.” Each group of individuals develops their own “group language” … so be sure you’re using the right words to speak to that group.
Through it’s imagery:
If you were a woman business owner, which image would tell you that a website was meant for you? A professionally dressed man at a computer, a casually dressed teen at a computer? Or a nicely dressed woman at a computer? All three people are at a computer, suggesting that the website might be about computers or the Internet or online business. But the person at the computer also suggests the target market.