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Today's Feature Article
Write Website Copy That Sells:
Try a Little Flesh with Your Flash
Your website looks great: solid words, easy navigation, graphics
just so, and maybe even a bit of flash with some multimedia.
But customers are not buying.
You wonder if itís the writing. How can that be? You remembered
the two key mantras for website content - write for the search
engines and write for the medium. You used appropriate
keywords to help search engines find you and traffic is up.
Surely, customers enjoy reading your content because you laid it
out with the internet in mind using short sentences, brief
paragraphs, and bullets to list your key points. Customers might
be reading, but they still are not buying.
Chances are your site copy has been optimized for technology not people.
Even on the internet, selling is still about connecting to
people. 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? You can use words to
raise your credibility in at least 25 different ways.
Here are two of them:
- write the way customers speak and
- replace your pitch with a theme.
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 article that
fundamentally increased my sagging sales? Not likely. Weak
copywriters, not people, use too many modifiers. Amazing,
fundamentally, and sagging weaken trust. Howís your site
Give it the finger test.
You might not want fingerprints on your screen, so I suggest
printing a copy of your homepage content. Now, put your baby
finger on the first modifier you can find. Put your ring finger
on the next adjective or adverb. Repeat until you run out of
modifiers or fingers. If your page is a handful, youíve got too
many modifiers and your copy is hype heavy, not trustworthy. In
addition to giving readers copy that matches how they speak, it
helps to give them time to get to know you. Customers need time
before they trust.
They will get used to your site in tiny steps, so hold off
selling; buy some time. 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.
Letís say your site is selling dental floss.
Instead of listing the benefits of DentaThread, you could tie
the presentation together under the central idea. Some people
have nothing to smile about. The opening section could point
out how the discomfort of gingivitis wipes the grin off a
personís face. Another segment would show how ugly cavities make
someone too self- conscious to smile. Yet another piece would
reveal how the high cost of root canal causes an individual to
frown. In this way, three versions of one idea help the site
grow on the visitor: one idea, three versions. Does your
homepage have a theme? How many chances does your site give
visitors to get comfortable with you?
In this article, I tried to use the language of my readers and
hang it on a central idea, trust. Did it work? Did it help? If
yes, I guess I proved my point. If no, I have 23 more ideas to
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Today's Motivational Reading
Spin Your Wheels To SUCCESS!
Have you ever gotten caught on a slippery road and felt the
wheels under you spinning and going nowhere?
Well, you don't really need to be in a car to know what I'm
talking about because this scene has been played out
metaphorically many times as well.
It's the feeling of not getting to your destination and it's an
unpleasant result... Spinning your wheels is being out of
control and getting nowhere while trying to get somewhere.
And when you apply this to reaching success it's not only
frustrating, but it can also crush your spirit to move on and upward.
But let me tell you a secret of success that is in every
revolution of a spinning wheel. This is something that is
difficult to see while you are trying to navigate toward success.
It's like a thick fog or night blindness and it wants to throw
you off course so you lose your way. It's a false/positive state
of mind that wants to lead you down the wrong road to failure
where you may easily think it's time to give up. After all it's
quite easy to stop the engine and park it...
BUT... wait a minute... What if all the while your wheels were
turning you were moving toward success little by little and didn'
t realize it? What if you were moving in revolutions that didn't
feel like you were moving at all but you really were?...
And what if you didn't stop your wheels from spinning BUT kept
them going in that same very direction you set out on?... Well
this is the road to success, my friend, and YOU are on it...
At first being on the road to success may feel like you are
going nowhere... This is where the weak give up and move to
something else many times repeating the scenario over and over
never getting anywhere.
They just think they are spinning their wheels and give up way
too early. But if you have a goal you want to accomplish...
something you really feel strong and dedicated about - don't
yield to the false/positive feelings of failure.
Why? Because the feelings of failure WILL come greet you... That
you can be sure of. But pay no mind to failure because it's not
a reality unless you accept it. Many times it's only the fear of
failure - so just ignore it.
These feelings are just part of the journey leading to your
success. However, if you keep on driving toward your goal
without taking your eyes off of the road, but stay put even when
things look, feel and taste like a losing battle... Your reward
for riding through the storm is SUCCESS.
And yes it's been there the whole time... but this destination
does not come easy to those that give up.
When it looks like nothing is happening... look again, give it
time and even more time... Then when you have stayed the course
your journey requires... that's when success is right around the
Therefore, one of the real secrets of success is when it doesn't
seem like success... it can still very much be you are on a
successful journey leading right to it.
So don't cut yourself off and just spin your wheels... Spin Your
Wheels To SUCCESS!
Michael Nicholas publishes his weekly newsletter, Success
Triggers, featuring tips for online marketers worldwide. If you
want to trigger your online success, come join Michael and
receive FREE gifts that can help boost your online marketing
starting today. ===>
Today's Subscriber Article
Making Money on the Internet
Almost everyone wants to make money on the internet. But almost
no one is. At least decent money. Why? I have an idea about this.
I think one of the biggest reasons people don't make money on
the Internet is because they are focussing on making money on
Am I confusing you because I'm sounding like I forgot to take my
latest dose of medication? Sorry, but, no, I haven't forgotten.
What I'm embracing is that people put the money first and
everything else last.
They put the ability to earn money first and the vehicle that
will get them to that earning secondary.
Now, for the lucky few, this may and does work. But is it
sustainable? In some cases, still - yes. But for most - no.
Why? The massive and rapid changes in the web catch up to most
who take the shortcut to web riches.
Think of all those web pages you can now find by doing a search
on the Search Engines using virtually any topic. Take your pick.
And what comes up in all the Search Engines? Yes, even Google results?
Essentially, websites that put the money first and actual usable
And what do you do when you come across one of these pages that
has Google Adsense ads, and virtually nothing but Google Adsense
ads plastered all over the place? Let me guess...after trying to
find actual usable content, instead of ADS, you finally give up.
At least that's what I do.
And it's gotten to the point since these websites are
proliferating at a seemingly exponential rate that one can
easily discern what is one of these sites within a few seconds
of the webpage loading on the computer screen.
And that's too bad for the user, you and me, and the Internet as
Why has it come to this?
Well, why do we search for information - whether its useable
information for entertainment or actual shopping needs - and
only, or mostly, come across pages such from these billboard-
like useless sites?
Because the person behind that website is looking at the money
first. And the user second.
I don't know about you but I don't like being second.
Think about all the websites you have bookmarked as one of your '
favorites' along the left side of your computer screen. Why have
you done that?
Let me guess, is it because the website you flagged had usable
information that you thought worthy of keeping one-click away
from using again? If you agreed, that's why the popular sites
just keep getting more popular.
They offer the ubiquitous 'content'. In other words, '
information' that people are seeking.
So if you're one of the unlucky many who are still struggling to
make ends meet on the Internet, then perhaps you might want to
consider taking the back road into town. The which is lately
virtually wide-open for travel. Think about setting up your site
along that path.
Would someone who comes across your site be interested in what
YOU have to say? I'd wholeheartedly bet they would.
Focus on the content first. The money part will naturally take
care of itself.
Try it. You might like it.
Andre Best is the President of Ultimate Results, Inc.:
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