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Baby Steps To Writing Success
*Article Use Guidelines* Use in opt-in publications, or on Web sites, but please include the resource box. Please send me a copy, if possible. Many thanks. ** Summary: Take baby seteps to writing success. One step after another, and you're a...
Do you make this big mistake writing your articles?
Do you make this big mistake writing your articles ? By Chen Zarza In the marketing world if you want to be a prosperous individual, you need to get the skill of copy writing, immerse into this skill is mandatory, this proficiency is vital...
Sharing Your Writing is Scary!
So, you want to be a writer. How healthy is your ego? How about
your self-confidence? Can you handle criticism?
You've joined an on-line writing group and posted your first
write to be critiqued. Was it as hard as you thought it would
be?...
Writing For The Web: More Places To Get Ideas
There are many places all over the place to get article ideas. Part 1 of this series explored some of the locations on the internet. This part goes into some of the places you can find ideas outside of the web. Libraries - Believe it or not,...
Writing Tips For Novice Authors
If you are reading this article then you probably have asked yourself at some point in your life, "Do I have what it takes to become an author?"
I believe that successful authors, those who actually write and finish that novel, or book of...
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An SEO Copywriting Makeover – Turning “Not” Into “Hot” Part 2 of 2
by Karon Thackston © 2003
http://www.copywritingcourse.com
In part one of this article series, I outlined a recent project I undertook for a Web site that sells gas logs. The site had a lot of potential, but in its current state the sales orientation of the index (home) page and the keyword saturation were causing less-than-stellar results for the client. My job was to rewrite the index page (from scratch) in order to boost SE rankings and response.
In part one, I gave the details of how I assessed the current copy, how I created a “to do” list of objectives, and how I reworked the copy in order to increase search engine optimization. Now – in part two – we’ll continue.
The remaining items on my “to do” list included:
1. Make the copy more inviting.
2. Draw visitors into the fireplace experience.
3. Don’t just give features… give benefits, too.
4. Make the sale before sending them to the dealer.
Make the Copy More Inviting and Draw Visitors Into the Fireplace Experience
The current copy actually only consisted of one short paragraph that basically instructed the visitors to imagine their homes with Eiklor gas logs, told them that this site couldn’t give them the true experience of gas logs, and that they should visit their local dealer.
But I wanted to get the site visitors in the “mood” for gas logs. Even though they may not be able to fully experience the atmosphere created by a fireplace-lit room, I wanted them dreaming about it prior to leaving the site. I also wanted them to be sold on Eiklor gas logs *before* they went to their local dealers.
Fireplace dealers normally don’t sell just one brand of gas logs. Before the customers went tromping off to dealers who might try to sell them a set of gas logs with a higher profit margin, or with a special dealer rebate, I wanted to be sure the site visitors would be so impressed they would purposely mention the Eiklor
name.
The original copy is here: http://www.copywritingcourse.com/Eiklor/EiklorFlames.html
The revised version (not formatted) can be viewed here: http://www.copywritingcourse.com/Eiklor/EiklorFlames-Revision.doc
As you’ll see, more emotion, more feeling, more of the personal experience of having a home with a fireplace is revealed in the new version. It connects better than the simple statement of “Imagine these gas logs in your home.”
Don’t Just Give Features… Give Benefits, Too and Make the Sale Before Sending Them to the Dealer
The next section of the copy has a two-fold purpose. One is to bolster the features of these logs with associated benefits so the site visitors better understand what they’re getting. The second is to convince them that – once they visit their local retailers – they need to ask specifically for Eiklor Gas Logs.
The section with the bulleted list serves both purposes. By giving quick statements about both the features and benefits of these logs, I’m giving the visitors the opportunity to scan for what they need. I’m also quickly making points about the quality of these gas logs. Lastly, I’m answering the ever-important question “What’s in it for me?”
The closing paragraph reiterates that Eiklor is considered one of the best and that the site visitors should go to the local dealer and see these logs for themselves.
Overall, the copy was greatly improved in both respects – search engine optimization and sales orientation. Now the page is fully prepared to bring in new visitors and turn a profit from them.
About the Author
Most buying decisions are emotional. Your ad copy should be, too! Let Karon write targeted copy and ezine articles for you. Visit her site at http://www.ktamarketing.com, or learn to write your own copy at http://www.copywritingcourse.com. Don’t forget to subscribe to Karon’s free ezine at http://www.ktamarketing.com/ezine.html.
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