Marketing Por Internet

Archivo de la categoría ‘Web Copy’

Hi

This is a guest article written by Rachel Goodall.

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It’s been a while.

Sometimes the flow just stops and when it does it’s best not to fret. Relax and it’ll come back.

Business, or should that be busy-ness is usually the culprit, either that or exciting new things to learn and do.

Copywriting is all about the right state of mind. Not just your customer’s – YOURS!

Yes, your own state of mind plays a major role in copywriting.

Excited enthusiam is the emotion you need to be able to slip into at will.

Can you do that?

It’s one of the tricks to master, once you’ve studied and practised the nuts and bolts of good copywriting.

I’m going to begin a music collection and label it according to the emotion is brings about.

Plus an array of aromas.

Along with a headful of memories.

The older you are, the more life experience you have to tap into for achieving certain mind sets, ready to write.

You have a whole bank of ready-made experiences to use at will. What an opportunity!

Right now my neighbour seems to have a house full of toddlers. Strong, loud, urgent emotions pouring from their little bodies through the wall into my hearing range.

Easy to tap into these sounds ready to bring up the right emotion to begin copywriting. Particularly useful if you’re selling childcare services.

Or those birds singing their hearts out to be heard over the traffic.

Sweet and pure as a peaceful contrast to young raw human sounds.

You can use anything you like to begin the creative process.

You want to sell an oven cleaner? Just glance over at your filthy glass oven door and listen to the thoughts and feelings that come up inside your own mind.

Shame? Laziness? Anxiety about judgement? Frustration over lack of time? Annoyance at having to use precious life time for mundane tasks? Self-rightiousness? Snobbery? Does it make you feel slovenly? How about regret (about not wiping it down after every use, just like you vowed to when you first bought it?)

Those are the negatives.

How about the positives?

Anticipation of a spring clean? Sense of satisfaction about a decision made to clean it? No more acrid smell every time you bake? Triumphant about overcoming your natural tendency to leave unpleasant tasks until tomorrow?

Never forget that you have a lifetime of ready-made feelings and emotions to tap into at will in your copywriting.

Stay alert. Remain connected. Use your senses.

Rachel Goodall

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Clear Passionate Copywriting

www.rachelgoodall.com

skype rachel.goodall

rachel@rachelgoodall.com

This article was first published at http://www.rachelgoodall.com

Topics: Copywriting, Emotions

In my previous post about Maria Veloso’s book “Web Copy That Sells” I showed, the 5 easy questions web copy blueprint she has developed, where you get the structure of your copy.

One thing you MUST be aware of is that people buy on emotions and justify with logic. As she explains, it doesn’t matters how wonderful your vocabulary is, how excellent your grammar is, if your words lack emotion you won’t sell a thing.

Injecting Emotion into the Problem.

Think about the problem and try to depict what emotions are showing up.

Shame?  Laziness?  Anxiety about judgement? Frustration over lack of time?  Annoyance at having to use precious life time for mundane tasks?  Self-rightiousness?  Snobbery?

Then try to write down in phrases or questions. Some example Veloso gives are:

Don’t you just get hopping mad every time you give a kick-ass sales presentation and your prospect still won’t buy anything from you?

Does your ego get clobbered whenever your prospect says no?

Injecting Emotion into What’s Possible

Now you should think about the sensation of relieve that appears after the problem has been solved.

Use suggestive phrases or questions that talk about the possibilities.

Imagine what your life would be like if all your debts were paid and you had a triple-A credit?

Try to write down an emotional scenario where you paint a vivid picture of what it would be like for your reader to experience your product or service. It will connect the reader with your product or service on an emotional level.

More about this subject in the next post

Friendly regards

Estani Chapel

One of my favorite Internet marketing books is “Web Copy That Sells” written by Maria Veloso. In her book she shows us a step-by-step web copywriting process. She has distilled five easy steps consisting in questions you must ask.

The answers to these questions are factual; also you will not be creative in this part of the copywriting process. The creative part will come later. In this way you will be better prepare to write your web copy by yourself or just hire a copywriter you can show exactly what you want to do. Wonderful, isn’t it?

Here are the five easy steps to your web copy. Answer them and your will be on track to build your own sell letter.

Question 1 – What is the problem?

Having identified your target audience you should indentify their biggest problem. Try to find out what is the pain they want to get rid of.

Be like a doctor. Diagnose the problem. Many people don’t even know they have a problem. Make them aware of it.

Question 2 – Why hasn’t the problem been solved?

Continue to play your role as a doctor. Now you should further identify the history of the problem or pain. What remedies and solutions have been attempted and failed?

How is that they haven’t solved their problem and why they are stuck with it?

Question 3 – What is possible now?

Paint a picture of the way things will be when your prospects problems have been solved.

Question 4 – What is new with your solution? What is different with your solution that will eliminate your prospect’s problem?

Present just the substance, wait with any details.

Question 5 – What should you do now?

If you answered the first four questions, and established your objective, you know the answer to this question.

State clearly what you want your prospect to do. This is the call to action.

There you have the structure of your web copy. Now all you have to do is to decorate it. I’ll come with some tips about that later.

 

Have a nice day

Estani Chapel

 

Source: “Web Copy That Sells”. Maria Veloso