From the category archives:

Writing For The Web

How To Find The USP For Your Sales Copy.

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Because your Unique Selling Point (USP), or Proposal, is the competitive advantage which sets your product apart from the competition, it should be the cornerstone of your sales copy. Perhaps you are familiar with these three famous USP’s… Avis Rent A Car: “We’re number two. We try harder.” FedEx: “When it absolutely, positively has to [...]

Do You Make These 10 Style Gaffs In Your Sales Copy?

Besides excellent copywriting technique, appropriate style is a prerequisite for producing winning sales copy and is what distinguishes it from a sales brochure or an article. These are the ten important style guidelines… Long sentences can be boring and difficult to read and digest. Avoid them. When you read copy out loud to yourself, lengthy [...]

What You Must Know About The Features and Benefits Of A Product

Twist Features Into Benefits With This Simple Copywriters Trick When copywriters say that sales copy must focus on benefits and not features, what do we mean? Well, a feature is all ME ME ME, describing the product. For example, I have a squillion qualifications….but really, who cares? A benefit on the other hand is all [...]

Web Copy – The Most Important Details Are What You Leave Out

Most web copy exists to make profit by generating leads or sales. To capture attention and interest, build desire and induce action, it must be so readable that the benefits and the offer are obvious from an initial scan. To get this effect, copywriters often focus on what to include in their copy, but what [...]

Presenting The BluePrint For Writers Block

Have you ever settled down to write your web sales copy and no words come out? Or, you vomit all the information gathered over days of research onto the page so you end up with a voluminous tome needing weeks of pruning to reveal the lean sales copy. Perhaps amoxil cheap all that you are [...]

MAKE sure YOU get the correct emphasis in YOUR headline

When copywriters produce a long headline they often emphasise certain words by bolding, underlining or capitalising them. But you have to know which words to pick. Web readers generally scan pages and an emphasized word acts as a STOPPER. It literally stops the reader in their tracks. But your STOPPER also has to be the [...]

3 Tips For Emotional Copywriting

If you already have the skeleton outline for your web copy you should have… * Described what is possible when the product is used * Established why the reader’s problem has not been solved before * Established what has changed now * Suggested what action should now be taken by the reader such as opting [...]

10 Style Pitfalls To Avoid In Your Sales Copy

Besides excellent copywriting technique, appropriate style is a prerequisite for producing winning sales copy and is what distinguishes it from a sales brochure or an article. These are the ten important style guidelines… 1. Long sentences can be boring and difficult to read and digest. Avoid them. When you read copy out loud to yourself [...]

Do You Make These 7 Grammar Goof-Ups In Your Copy

At first I was reluctant to publish this sort of article in case it encouraged readers to go hunting for errors. And then I decided it could be a useful learning exercise. So, any mistakes you find are brought to you completely free of charge as a small bonus to help you hone your proof [...]

Clinch Credibility With These 5 Humdrum Moves. Special Bonus – 3 Surefire Ways To Lose It Again

No matter how sassy your words are, if your copy lacks credibility then products will stay on the shelves. And fishy copy can mean a long recovery time for a damaged reputation. Just in case you are expecting apocalyptic revelations please remember, it is the small, frequently overlooked, mundane details which make the difference… 1. [...]

How To Solve Copywriting Intertia With 5 Simple Questions

It was only after I had read a few personal development books that I understood that when stripped down to the basics, the process of thinking is really just about asking yourself questions and then making a decision based on the answer your brain turfs back out. “Always the beautiful answer who asks a more [...]

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