Web Copy That Sells by Maria Veloso isn't all bad, it's just not all great. In fact I followed her copy writing process and developed some pretty excellent copy for a landing page. As an Internet marketing copywriting isn't my forte. However, anyone in marketing needs to know the basics of copywriting. You will occasionally need to write some and minimally you'll need the ability to know when a copywriter puts complete garbage in front of your face. This is especially true on the Internet where most copy is pure crap. People think that because they can use a keyboard they're a copywriter.
My main problem with the book is that it seems as though it was written in a time capsule. Once the author gets past the basics (which were really good) most of her tips were written as if consumers only point, click and buy online. So she doesn't address the need for follow up site visits, comparison shopping, etc. The fact is, people rarely buy on one visit from their first session and there is a lot of complexity that goes into making a sale. By her own admission this book doesn't address web content, just the copy you need to sell. Hello?!, all content in one form or another should exist to support sales if you are running a commercial website. Publishers write good articles so they get subscriptions, support sites write copy so people get help and tell their friends how wonderful your product is, etc. Hence, it kind of has a mid-90s feel to it in the way that she views online consumers.
All that said, I still thinks it's worth owning a copy of this book. I have come to believe that the whole key to Internet marketing isn't technology, cool new portals, ad networks, Flash, killer databases, etc. it's copy! Since most of it sucks, especially as we usher in the consumer generated content (CGC) era, if you pay some attention to your copywriting (and evaluation) skills, you can really have a leg up in marketing your product.
Lessons Learned
- 5 Step Copywriting Blueprint
- What's the problem? Identify the root problem your product solves, what emotional or physical need is not satisfied.
- What hasn't the problem been solved? Why has your potential customer not taken action yet?
- What's possible? Talk about what could happen as the result of your service.
- What's different now? Differentiate your product and explaining how it's not the same as everyone else.
- What should you do? CTA Call to Action, tell them how to buy or at least the next step in the process.
- Fear of loss is greater than the desire for gain what are your prospects afraid of or concerned about and make it personal.
- People don't read online they scan use bullets, concise thoughts, explanatory opening sentences, etc. If you're one of these hyper-detail oriented freaks, don't even worry about writing copy for the web. You will never be able to simplifiy it properly and you'll loath good copy that other people write. And if you're a copywriter working for someone like this you're screwed!
- Cite testimonials, 3rd party research or industry facts early and often to build credibility.