Writing copy for your web site or for marketing materials is different from writing an article for your blog or newsletter. Yet I see so many professionals (highly educated Ph.D.s, competent consultants and experiences coaches) missing the boat.
If you study marketing and copywriting online (believe me, there is a ton of information available out there, some free and some for exhorbitant fees!) you can learn how to write a compelling letter to your readers that will inspire them to click through, buy, or sign up.
Then I see some professionals that must have bought the XYZ Marketing Guru sales course, and their copy looks exactly like all the other online marketers out there!
You do not have to copy the sales letter/landing page of everybody else. In fact, if you do, you will not compel anybody to buy anything, because of the ‘hype’ factor. You must be as real, authentic, and trust-worthy as you truly are in person. Not easy to do in print.
We can all learn about this. I’ve invited an expert, Fred Gleeck, to share some of the basics about writing online copy. He’s got some useful ebooks he’s making available to you for free over at www.FredGleeck.com/ebooks.
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Writing Copy
©Fred Gleeck 2005
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Writing copy for your websites and other offline marketing
is key to your success as an information marketer.
I’m putting together an ebook on exactly how to do this.
Rather than make you wait to see the book, I’d like to
give you the outline to get you thinking about the process.
Some people would tell you not to do this because
someone might copy your work and attempt to create
their own book/ebook on the same topic. Remember,
you can’t copyright an idea, only your specific presentation
of that idea. So forget it.
Don’t worry about people copying your ideas!
Concentrate on doing your own work and don’t worry
about what anyone else is doing. Also, the people who
do something similar to what you’re doing may turn out
to be ideal JV partners. These days, some of your
competitors may turn out to be your best partners.
Here’s the outline:
1. Prehead
2. Headline
3. Posthead
4. Opening Line/Paragraph
5. Build Rapport
6. Demonstrate Credibility
7. Develop Bullet Points
8. Testimonials
9. Offer
10. Pricing Discussion
11. Guarantee
12. Bonuses
13. Reason to Act Now
14. PS
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Stay tuned for more…
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