Copywriting - Boost Your Conversion Rate In Three Steps

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy from their readers' perspective.

Although unintentional, they're so involved with their business or product that they tend to forget their prospects. They tend to explain things in ways that only they understand. They tend to forget the number one axiom in copywriting:

Different words mean different things to different people.

Let me share with you at least three simple steps you can take now to increase the readability of your copy, the excitement level of your offer and the responsiveness of your readers.

1) Lace Your Copy With Headers

On the Internet, people don't read. They scan. Unlike a book that's purchased for the purpose of being read from cover to cover, people seldom read entire web pages from top to bottom.

How often do you read entire newspapers, for example? More than likely, you scan them quickly and stop at any headline that captures your attention, piques your curiosity and pulls you into the article. On the Internet, that behavior is even more prevalent.

Moreover, reading web or sales copy, especially long copy salesletters, is a wearying task and hard on the eyes. So, don't write to be read. Instead, write to be scanned. Keep paragraphs brief, and incorporate headers throughout your copy in order to direct your readers' eyes.

Make your lines short, either within small tables of no more than 600 pixels wide or 70 characters in length. And refrain from writing your paragraphs deeper than four to five lines, too. If you have to, cut them up into smaller ones. Above all, add a header at every two to five paragraphs.

Make your headers prominent by using different sizes, colors or fonts. And avoid overused, stale and hackneyed expressions, such as the common "Welcome to [Whatever]." Lace your copy with powerful yet brief headers that are inviting, invoking and informative.

When your readers scan your copy, your headers must be strong enough to stop them in their tracks and to make them feel that the following text cannot be ignored. In fact, write your headers with the assumption that the preceding text was not read at all.

Here's an example. Let's say you promote business opportunities or show people how to find them. Instead of, "Home-Based Business Success," use, "Uncover Profitable Opportunities Hidden In Your Home!" Rather than, "Affordable Diamond Business Opportunities," say "Mine Your Own Business ... At Rock Bottom Prices, Too!"

2) Blend Your Copy With Bullets

Directing the eye is an important element of copywriting. In order to direct your readers' actions, you must first direct their attention. While an effective headline will capture it, captivating their attention is a whole different issue.

Maintain your readers' attention with bullets. Bulleted lists are effective because they are captivating, intriguing and pleasing to the eye. They can help to reinforce the offer, give readers a visual break and are clustered for greater impact. This is particularly true with long copy offers.

In fact, an effective way to use bullets is when they follow the words "you get" and "reasons why," such as "with this [product] you get" and "here are the reasons why [you must buy now]." They give the reader the ability to know, instantly, what they get out of reading further or responding.

Here's an example. Let's say you sell an exercising machine that helps to strengthen the abdominals. You can say, "With your new Abdominoflex Machine, here's what you get," and then you follow it with a bulleted list of the various benefits a customer receives from your machine, such as ...

A system that provides an easier yet intense workout that will burn off unwanted calories more rapidly and enjoyably;

A scientifically designed exercise regimen laser-targeting specific areas for a faster, firmer and shapelier figure;

A compact, lightweight and space-saving machine that can be stored right under your bed and pulled out only when needed;

... And so on. Also, you can use bullets to list the various consequences of going ahead (or not) with your offer. For instance, you can use them to reinforce scarcity-enhancing elements (such as deadlines) and emphasize the negative consequences of not enjoying the benefits of your offer.

3) Paint Your Copy With Pictures

Another strategy is to use words and phrases that help to paint vivid pictures in the mind. When people can visualize the process of doing what you want them to do, including the enjoyment of the benefits of your offer, you drive their actions almost instinctually.

The brain, according to "Psycho-Cybernetics" by Dr. Maxwell Maltz, is a goal-seeking mechanism. If I told you not to think of a white flower, you would still think of one because I directed your mind by giving it a goal. But if I told you to think of a pink one, you would then not think of a white one.

In order to direct your readers' actions, you must also direct their minds. Use mental imagery and picture words that invite, entice and incite. Guide the mind and you guide the action.

We think in relative terms. And we are predominantly visual, too. Our brains have a tendency to translate messages into their visual equivalents in order to appreciate what they are being told. In plain English, the mind thinks in pictures, and not in words or numbers.

For example, if I told you to think of a garbage can, you're not going to think of "G," "A," "R," etc. You'll visualize a garbage can. The more I describe it to you as well as the more senses I engage in my description, the more realistic it becomes in your mind, including its color, smell and texture.

During a televised newscast, a reporter, flying over the scene of a forest fire in her station's helicopter, was asked, "How big is the fire?" In a voice partially drowned by the whizzing sounds of helicopter blades, she said, "It's over 140 acres of land, which is about 200 football fields back to back."

Similarly, compel your readers not only with vivid picture words and mental imagery but also with stories, examples, analogies and metaphors that they can intimately understand and appreciate. Help your readers to paint the kinds of pictures you want them to paint.

The more vivid the words paint, the easier it will be for the mind to decode the message you are conveying into something your readers can understand, appreciate, relate to and, above all, act upon.In Conclusion, Remember This ...

I agree that copywriting may not be an easy task for many. But one of the most important steps you can take is this: look at your website through your readers' eyes. Imagine coming across your site for the first time. What would you read? Where would your eyes go? What would your mind think?

More importantly, what would you do?

If you hesitate at any point, realize that hesitation on your part is confusion on the part of your readers. And confusion often leads to procrastination. If your readers are confused, they will do nothing.

About the Author

Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.

Created & Maintained by Empower! CMS Web Sites

Host2Sell Web Hosting | Emarketing Workshops | Site SEO Review | FREE Newsletter

| 1 | 2 | 3 | 4 | 5 | 6 | 7 |

Ten Eye Popping, Jaw Dropping Ad Copy Secrets

In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site. If your ad copy does not sell, your advertising and traffic are wasted. Here are a few tips for your reference.

1. Use positive words, not negative words. Positive words arose positive thinking and let visitors have good mood to read your offers, and give you their credit card number.

2. Publish a list of famous and respected customers who have bought from you on your a copy. People will think that if these people bought from you, they should also trust your business and purchase your products. Make sure to get their permission first.

3. Show befo...(related: Copywriting)

Bullshit Avoid The Use Of The Word Bullshit
It is important in this new paradigm of political correctness to tone down the language a bit. In this present period if you use such words like Bullshit, even when you are describing something that definitely is complete and total BS; it makes you look just as bad as what ever you are describing. Personally I could care less because something that is BS needs to be called what it is; after all why let the people who tout such malarkey get away with it.In the old west we use to call it like it was; we called an ace, an ace and a spade, a spade. That is what it was, so that is what you called it....(related: Copywriting)

Are You Losing Customers Because Of Typos?
Overlooking simple steps such as proofreading and grammar can affect the credibility of your website. How are you protecting yourself?A potential customer on the internet has a disadvantage over a customer walking into a brick and mortar store. Whereas the physical store has the credibility of location, physical presence (you can find them if there's a problem) as well as community reputation, a customer on the internet can only rely on your words to determine if they can trust you or your se...(related: Copywriting)

Writing Copy For Voiceovers
As with any of the performing arts, an effective voiceover begins with a well-crafted script. You don't have to have many years of writing experience to create copy that is both effective and a pleasure for the voice actor to perform. Here are some ideas to consider before you put your pen to paper or fingers to keyboard.Commericals: Radio and TVDetermine the purpose of the ad, e.g. drive traffic to a store, produce direct response inquiries, annou...(related: Copywriting)

Writing Tips For Your Website
Now that your website is up and running, it's time to add content. Fresh content will make your site interesting and keep people (and search engine crawlers) coming back. In order to achieve optimal web success, your site must be informative, relevant and written the way that people read the web. Here's a few tips to get you started.Get to the point--FAST. Just ask internet usability consultant Jakob Nielsen. People don't read the web, they scan. It's not like print, where you can meander your way to the point. Onlin...(related: Copywriting)

Headlines That Pull, Persuade And Propel!
When writing direct response copy, there are a few things that can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter or ad into an action-generating mechanism is the headline.A headline is meant to do two vital things.First, it needs to grab your reader's attention. Realize that people surfing the web are click-happy. They tend to scan web pages quickly, even many of them simultaneously. Your site is but a blur. So, your headline must be prominent and effective enough to stop them.Second, your headline needs pull the reader into the copy and compel her into reading further. To do that, it must cater to a specific emotion or ...(related: Copywriting)

Hooks, Lines & Sinkers
Hands up if the title to this article made you think that you'd strayed into a fishing feature?Perhaps you didn't quite go that far, but hopefully you were puzzled or curious enough to wonder what on earth those thr...(related: Copywriting)

How To Become Qualified As A Proofreader
The field of proofreading is not as easy to get into as you might think. In fact, there are many proof reading qualifications that you must possess in order to qualify. While these qualifications change from company to company, the over all concepts are the same throughout. Unless you can prove your worth and be able to do the job, you will not have the proof reading qualifications that are necessary. To get these, you must dedicate yourself to the ...(related: Copywriting)

Is Your Web Copy Plain Talk?
It's true, we were all taught in school to express ourselves differently on paper, than the way we speak. To follow rules of grammar, and inject an artificial air of formality.Forgetting about this training when you write web copy is one of the best thing you can pos...(related: Copywriting)

Copywriting Faqs
One of the biggest challenges a copywriter faces is to make future clients feel confident in his or her ability. You know you can deliver, but your clients don't know that... yet! In my own experiences as a freelancer, I've noticed that the most hesitant potential clients often ask the same questions. Following are answers to help allay their fears.Copywriting FAQ's:1. How do I know your writing style is the right one for my company?I understand where this question comes from, because I ask it myself when I need to solicit the help of another writer. A good copywriter would never inject her own personality or opinion into the work she does for other people. Rather, she adopts the appropriate tone for their particular industry.When it comes to writing, I consider myself something of a chameleon. If you tak...(related: Copywriting)

Five Sections Of Your Copy Guaranteed To Get Read
Only about 20% of your copy is going to get read. The rest will simply be scanned. I'm sure you've heard the statistic before. It's ...(related: Copywriting)

Four Simple Steps To Improve Your Sales Copy
You know what it's like, you're reading the sales material about a product you're considering buying, but, as you read, all these questions seem to pop into your mind, but there's no-one there to answer them, so you shelve your plans to purchase.If it happens to you, you can guarantee it also happens to your customers when they read your sales copy. So, what's the answer?You don't have to practise mind-reading, just good-old fas...(related: Copywriting)