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10 Tips for Better Writing
As a proofreader of business writing, I see many of the same errors made again and again. Errors in your writing (be they in advertising copy, correspondence, or a web site) are more serious, I believe, than most people realize. Why? Well, the...
10 Tips For Writing A Winning Resume
Your resume (or curriculum vitae), combined with the cover letter, are the master keys to opening the prospective employer's mind and door so that you can proceed to the next step in the process - the big interview! RESUME WRITING TIPS AND...
An SEO Copywriting Makeover Turning Not Into Hot Part 1 of 2
by Karon Thackston 2003 http://www.copywritingcourse.com I recently took on a project for a Web site that sells gas logs that I thought would make an interesting case study. As many people ask me what goes through my mind when I write search...
Freelance Writing on the Internet
So, youve decided to take up a career in freelance writing. Youve hooked up the computer, installed the printer, and learnt the nitty-gritty of your word processor. Youve maybe even been published a couple of times. Youre all set to conquer the...
Top 7 Essential "Hot-Selling Points" To Implement Before Writing Chapter One
Every part of your book can be a sales tool. When you include the below tips, you will have a roadmap to follow to keep your writing organized and compelling, and you'll sell more books than you ever dreamed of!
1. Write for your one...
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Copywriting Is Not One-Size-Fits-All
by Karon Thackston 2004
http://www.copywritingcourse.com
I was in shock. Honestly, I shook my head when I read his email. I meant no disrespect; I just couldnt believe he really felt that way.
Karon, I want you to write the sales letter for my site. How much will it cost me? read his note. After looking at his home page and evaluating his target audience, I didnt feel a sales letter would be the best type of copy for his site. When I sent him my suggestion he replied with something along the lines of, No sales letter? What other kind of copy is there?
Was he a fan of sales letters? No, not especially. Did his question come with a sarcastic tone? No, it was a genuine question. A lot of what he had been exposed to online was sales letters. So much so that he thought this was the *only* type of copy to have on a website. Thats what all the gurus were telling him, so it must be true. Even though he had been to countless sites that did not have sales letters, he never realized the differences.
I pointed him to several sites that had a wide range of copy to show him some of the other styles.
Catalog Copy - (one of my favorite types to write!) http://www.gortonsfreshseafood.com
Long Sales Copy - http://www.copywritingcourse.com
Short Sales Copy - http://www.landmarkcreations.com
Brochure Copy - http://www.toyota.com
Shopping Cart Copy - http://www.amazon.com (works especially well for books)
Of course, these are just a few. What was his response? Now I feel stupid! Of course,
there are several types of copy. I dont know why I thought I had to have one particular kind for my site.
From there we worked together to better understand his audience and create copy that would appeal to them.
Copywriting is not one-size-fits-all. Im not saying sales letters dont work. Like every other type of copy, they do, given the right environment and the right product/service. What I am saying is you shouldnt box yourself in by assuming you *have* to have a particular type of copy. Just because one style of writing works well with someone elses site doesnt mean it is right for yours. Just because another person is selling a similar product or service doesnt mean you have the same audience therefore it doesnt mean you should use the same type of copy.
In fact, there may be several different types of copy that work equally well for your site/customer. After all, diversity is part of advertising. Take the time to investigate your product, service, and customer then research copywriting styles. When you do, youll likely discover that you have several options. Test those options in order to find the one that pulls the best response. *Thats* the type of copy that works best for your site.
About the Author
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword.
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| www.nanowrimo.org |
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