"What's Wrong With My Web Copy?"
© 2001 by Kevin Nunley
http://DrNunley.com
Most web sites don't sell anything. And there is a good
reason why. Their copy doesn't work.
Now that just about every site has whiz-bang graphics,
we're starting to understand that the WORDS on the page
are what do the selling.
Here are the top four things I find when people ask us
to figure out what is wrong with their copy:
1. The copy doesn't give the reader a good reason to
keep
reading. Most people will only browse your opening page
for
about 20 seconds before moving on. Within the first few
paragraphs you have to give them a good idea of what your
site has to offer them.
I like to include a big bold headline at the top of the
page, followed by a short paragraph in bold, and several
more short paragraphs that quickly explain the offer.
2. The copy goes on and on, making you read and read
to figure out what the offer is. How many times have you
been forced to click through several pages just to find
out what the price is? While this may suck some people
into your offer, it frustrates a great many more.
3. The copy spends too much time dryly giving features.
It should spend more time telling readers what they will
FEEL after they buy. Describe the feeling of being smarter,
sexier, healthier, richer, or having more free time.
4. The copy is too complicated. Most of us got better
grades in school if we wrote in long sentences with lots
of commas and big words. Just the opposite works in marketing.
Use everyday words anyone can understand. Keep sentences
short. Put your most important ideas in bold.
____________________________
ABOUT THE AUTHOR
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