Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for the web...

- Give or take, my job as a copywriter offline was to sell, sell, sell, sell.

- Online, I think, my job is best described as help, help, help, sell.

How come?

Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation.

The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything?

We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways.

And that's where the 'help' comes in.

Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information.

Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward.

Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want.

Once you have done that, once you have been truly helpful...you will have achieved a number of things.

First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates.

Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily.

And then, and only then....Sell.

Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

---

8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)

Effective headlines make all the difference in whether your prospect... Read More

Should You Use Testimonials When You Create A Web Site?

You've probably seen web sites with testimonials - they can... Read More

How Cliffhanger Paragraphs Capture Readers

About 50 years ago, movie serials kept theater crowds coming... Read More

Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)

I know, I know. Times are tough. You have to... Read More

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over... Read More

The Number One Copywriting Technique That Makes Your Prospects Read Every Word You Write

How does this sound?Today, I'm going to show you how... Read More

Ghostwriting: Your Questions Answered

Many people feel they have a story to tell or... Read More

Tech-writers: A Necessary Evil

New to tech-writing, or thinking about starting? The key to... Read More

Beyond Once Upon a Time: Fairy Tales arent the Only Thing Needing Catchy Openings

Once a upon a recent time in a galaxy not... Read More

How Your $2-an-Article Ghostwriter is Like a Cheap Pair of Pants

Web marketers: have you figured out that article marketing is... Read More

Keeping It Real: The Only Copywriting Trick That Works

Much of today's accepted copywriting wisdom comes from old books... Read More

Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

You can turn your $200 fee to write a press... Read More

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for... Read More

Dissolving Buyer Scepticisim ... A Lesson In Copywriting

When making a purchasing decision, people have their "rip off... Read More

Ad Copy - Your 12 Point Inspection!

You're ready to launch that new product or promotion, &... Read More

Copywriting for Astrology, Numerology, Tarot, and the Mystic Audience

These days, you don't have to traverse the dark forest... Read More

Online Promotion Beats Traditional Ten-One

While traditional marketing can work for the book author or... Read More

5 Critical Mistakes Most Freelance Copywriters Make

Think you have what it takes to be a freelance... Read More

The Write Way To Grow Your Business

Hone your writing skills to project a more professional business... Read More

Tomorrow?s Clichés Today

I went to Google and entered a couple of different... Read More

Writing Benefit-Driven Web Copy ? 4 Steps to More Sales

You've identified the benefits you offer your customers, but how... Read More

What Is Persuasive Copywriting And How Can It Help Your Business?

Persuasive copywriting is what draws the attention of prospective customers.... Read More

Writing Tips for Your Website

Now that your website is up and running, it's time... Read More

Bullshit Avoid the use of the word Bullshit

It is important in this new paradigm of political correctness... Read More

Getting Paid for Your Articles

If you've been writing web articles to help promote your... Read More

Professional Copywriting Services - How to Provide Your Own

Just because you're running a small business doesn't mean you... Read More

How To Be Creative

Network marketing is an art as much as it is... Read More

How To Find Freelance Copywriting Jobs

Your goal is to land a few nice, secure freelance... Read More

Copywriting 101: Exclamation Point, Friend or Foe?

My name is Ann and I'm a grammar geek. There,... Read More

Dont Forget The Copywriting

Copywriting And Content CreationOne of the most important, but often... Read More

3 Tips For Writing Better Headlines

The single most important element of your website's copy is... Read More

Accelerate Your Freelance Copywriting Master Business Plan!

Ever wish for your own copywriting business?Ever wish you could... Read More

How You Can Find Freelance Copy Editing Jobs

Even for those with the skills needed, finding copy editing... Read More