Power
Phrases that Sell
We've talked
in general about writing copy for the Internet. In this issue
I'd like to explore more specific ways to spice up your Web site
copy. First, let me give a brief recap of what we've previously
discussed about Internet copy for those who may have missed last
month's issue:
- Keyword
research is essential
- State clearly
what you do in your opening sentence.
- Don't be
coy with your terminology — call a spade a spade (seems
everyone has a "solution")
- Qualify
your product or company
- Ask for
the order
Why?
That's the question of the day and the question you should always
ask yourself whether writing copy for the Internet or your company
brochure. Why should someone do business with you? The answer
to that question lies in the benefits you are providing the prospect.
Let's explore a few reasons why someone might do business with
your firm...
- To save
money (is your product more economical?)
- To save
time (is there a time savings with your product or service?)
- To improve
quality (will your product add quality to the prospect's final
product?)
- To improve
safety (does your product or service ensure a safer way to do
something or a safer environment?)
- To gain
more business and/or make money (does your product or service
help your prospect prosper in either his personal life or professional
life?)
If you are
in the consumer market, the list goes on...
- To improve
health
- To learn
something
- To have
fun
- To improve
image or self-esteem
Now, the
power phrases
Once you've determined why someone should do business with you,
you need to convey your opportunity to them in words that stir
them to action. However, since you don't want to sound like a
snake oil salesman, you need to use these phrases sparingly. Be
careful not to pepper them into your copy so much that the copy
screams "ADVERTISING! ADVERTISING!" Okay, here they
are...
Your
Internet Marketing Organization 
Issue
5 Volume 11~November, 2003