Writing Web Copy That Sells (Part 1)

7/28/2019 Writing Web Copy That Sells (Part 1)

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Writing Webcopy

That Sells

The Simple Blueprint To Writing

Killer Web Copy For Your Website

(Part One)

Bianca-Marieta BudauFreelance Copywriter

www.biancamarieta.com


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The following 4 slides will help you make an idea about

the overall look of your webcopy. You will learn:

The 3 Golden Rules of writing web copy;

How to structure your text on the webpage;

The difference between words and emotions.

Bianca Marieta Budau

Freelance Copywriter

http://www.biancamarieta.com/http://www.biancamarieta.com/


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3 Golden Rules:

1. DONT make your website look like an Ad.

2. Your aim is to CAPTURE email addresses.

3. GUIDE readers attention on their track.





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Sell Emotions, Not Words

Use words which define emotions and which connectwith the reader at an intimate level.

Insert these words at key points in your text, but at the

same time keep your text scannable and easy to read.





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Left Brain vs. Right Brain Left Brain vs. Right Brain

Rational words Emotional Words Rational Words Emotional Words

Accelerate Speed up Intelligent Bright

Allow Let Large BigAnticipate Expect Learn Find out

Attractive Good Looking Manufacture Make

Beneficial Good for Notion Idea

Challenge Dare Observed Seen

Combat Fight Perceive See

Completed Finished Perhaps Maybe

Concerned Worried Peril Danger

Construct Build Pleased Happy

Courageous Brave Preserve Save

Difficult Tough/Hard Prevent Stop

Disclose Reveal/Explain Purchase Buy

Donate Give Receive Get

Elderly Old Reply Answer

Facilitate Ease Select Pick/Choose

BONUS 1


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Learn

how to make your webcopy sell

EVEN IF YOU ARE NOT A PROFESSIONAL

WRITERBianca Marieta Budau




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The following 3 slides will instruct you on what needs tobe done BEFORE you start writing.

Get a pen & paper or open a writing document on your

computer and write down the required information.

Warning! Do NOT start writing your copy before you gothrough these steps!





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Know BEFORE Starting:

Your AUDIENCE

Your OBJECTIVE

Your PRODUCT: What is your product/service? What is it made of?

Who was it created for?

Why was it invented?

Who can use it?

How can you use it?

When can you use it?

What does it look like?

Do you have a special offer for your product/service?





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Identify the PROBLEM:

What is wrong?

Your audience has a problem which you need to identify.

Sometimes they dont know the source of the problem; help themfind it.

Highlight this problem in your web copy. Be clear on what theproblem is.

Why should I care?

Create a pain point for the identified problem.

Tell your audience why the problem still persists.

What can change?

Help your reader IMAGINE how things could be once theproblem is solved.





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Design your USP

Use your answers to the previous questions to createyour USP (Unique Selling Point). Plus, answer the

following: Who you are

Your experience in the field (awards, studies, prizes, etc.)

How you / your product can solve their problem

What you / your product can do for them

Attention!Your USP should point the reader to a uniquesolution for their problem, to something they cannot getsomewhere else.





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Create a Writing Strategy

Your first sentence should have the greatest impact on

your reader (known as the lead sentence).

Use it to get the reader to read the second sentence and

then the third, and so on (the Sugarman technique).

Keep in mind: Your lead sentence is the most

important. It needs to:

Capture readers attention

Raise their interest

Make them curious to find out more





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Inject emotion

The core rule which makes people buy is emotion.

How do you inject emotion into the problem?

Use words such as:frustrate; only a small fraction of; wish;

mad; lack of; paralysed; fear; cruel; rejection

How do you inject emotion into the solution?

Use words such as: imagine; you could be doing [betterthan now]; what if; how would you like to; increased

[benefit] in spite of [circumstances];how would you feel





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Add:Bullet Points

GuaranteesBonuses

Free gifts





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Add psychological

devices

A persuasion device

Hypnotic devices

Involvement devices

Specific words (emotional words, see previous table)





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...& use psychological tools The Reason Why

Reduce unnecessary friction

Use titles which hook the visitor

Use embedded commands:

I wonder how quickly are you going to realize how beneficial thisproduct is for you

Use presuppositions:

as you know, obviously, clearly, everybody knows

Use the cause and effect strategy:

Taking advantage of [this], will cause you to [that]

Write questions that the reader cannot answer withNo:

Are you tired of doing XYZ? Do you want a better life? Etc.





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Read more on If you are reading this text on a third party website, head

over to

http://www.biancamarieta.com/blog

and read the entire set of articles about how to write great

webcopy for your website.



www biancamarieta com

Writing Web Copy That Sells (Part 1)

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