effective sales copy

[Lee]

Hi everyone!
Now that I have my site pretty well situated in the directories and SE's (thanks to the help I received on this forum), I want to concentrate on effective sales copy for my site.
What I am looking for is advice as to where to go for good advice/instruction on how to write effective sales copy.
I'm particularly looking to find out if anyone has any experience or advice about Ken Evoy/Joe Robson authors of "Make Your Site Sell".There is so much garbage out there, and I don't want to get caught up in it by going into this blind.
Can anyone give me some sound advice and point me in the right direction?

Thanks
Lee
RSVPetc.com

[ihelpyou]

hey Lee, I have read some of Ken Evoy and Joe, but I have to tell ya that you are a member of a forum with a couple of the best copywriters I know in WebWiz and MazY.

Not only does your copy have to sell, but it has to do well with the search engines as the content is the MOST important thing in regards to them.

Jill and MazY I am sure will have more tips for you.

[Advisor]

Lee, have you read my Rank Write partner, Heather Lloyd-Martin's articles on writing for the Web at our site? You can find them at http://www.rankwrite.com/articles.htm

I haven't studied Ken Evoys stuff, but I do believe he does know how to write to sell. I think maybe he goes for the "hard sell" however and that is not always the way to go for every product. Heather's writing is more for the every day kind of Web site.

Good luck!

Jill

[Lee]

I know the two factors are intertwined which is why I turned to this forum for help. Like I said before, I know that there is so much garbage and bad advice out there, I didn't want to get taken for a ride. I knew I'd get useful advice from the good people here. Your forum is providing people like me with a wonderful service.:cheers:


Lee
http://www.RSVP-etc.com

[MazY]

Hi, Lee

Thanks for the praise, Doug..

You are absolutely right, Lee. There is a hell of a lot of garbage out there. If you listened to every single marketing expert out there when it came to writing, then you would have, in my opinion, the most dire site imaginable. Most do little more than encourage you to ram a product or service down the throats of your visitors. Here's my tips:

Lend Me Your Brain
Despite what others may tell you, your readers like to be credited with intellect. They don't much care for the "You must have this product!" They will often see that as you insulting their intelligence and you taking their decision process away from them.

Start your copy in one of two ways - addressing the person or asking a question that encourages them to read on to find the answer. For example, if I was selling toothbrushes, I might use:

Is your current toothbrush doing you more harm than good? Experts suggest that a toothbrush should be replaced every......


Stop Your Reader from Skipping
Keep the lines short and sweet. There is a golden rule amongst publishers about keeping each of your lines to 65 characters. I have to say that you will drive yourself insane trying to keep to that rule but do try to keep close to it.

The bigger the line, the more your reader will skip. They may just skip the very bit that you want them to read!

Hey Shortie!
Keep your paraghraphs short as I have in this reply. Nice easy manageable chunks are more readily digested by readers.

Write A Headline To Attract
Your headlines should be seen like your periods. They will, when done correctly, arrest the eye and make the reader pause to read if it answers what the headline addresses.

Talk to Me!
Don't make the mistake that I still make today. Even Jill had to point out to me the other day that I had some instances of it on my site.

Remember that you are addressing the person and speaking from yourself. Do not use "their" when "your" would be most appropriate. Address your reader as much as possible. Make it personal as though you would when speaking to them.

How Can I Contact You?
You may laugh but the number of people that make a great sell in their copy but then fail to leave a method of contact is amazing. Always make sure that contacting you is easy.

Remind Me - Why Am I Here?
Remind the user why they are at your page, just before contact information. They want your product. Why? Example:

Remember, when you purchase our wonder toothbrush, you are buying into seven years of oral hygience experience. Click here to purchase your Wonder Toothbrush....

If my above text worked then you will have read every word. Why? Because the paragraphs were short, the headings were surreal and made you think "eh?" and I addressed "you" throughout.

Good luck. I'm sure Jill will have many more good pointers.

P.S. Forgot to mention - a valuable tip that I learned lately. Don't waffle on about yourself in your sales copy. Put that onto a differnet page. They are not interested in you. They are interested in your product, how it will help them, how much it will cost them and why they should buy from you. That's it. Give them that then get out.

LOL. Every time I try to put this post down, I think of another tip! Maybe I'll be better off writing an article!

Another tip: When you use the words "buy" and "purchase" the reader instantly thinks of money. Try using the word "invest" where possible. The word "invest" automatically tells the brain that there is something in return and does not automatically conjure the word "money" up!

Example: "When you invest into our WonderBrush Toothbrush...."

[ihelpyou]

Thanks for that Lee. It is quite the pleasure to have members like you who make up these forums!

Another thing about Ken and Joe. Though they may be good copywriters, I really do not believe they know how to write for the search engines as well. There is a certain knack for it of which MOST writers truly have no clue.

Jill's newsletter will give you lots of detail about this. Maybe MazY will pop in here as well.

[ihelpyou]

oops. I see the MazMeister already gave you some great tips!

[Lee]

Thanks Mazy and Jill and you too Doug! Jill, I subscribe to your newsletter and I've read all the great advice on your website. I must say, your newsletter is one of the most helpful newsletters that I receive...you do a great job.

Mazy, those tips were great! Now I just have to figure out how to use them on my home page! I'm not sure I understand how use multiple headlines like your example shows. I understand how multiple headlines could be used when giving a list of tips, but do I take the information on my page and break it down into a list of benifits with headlines for each? That would sure curb my bad habit of writing run-on sentences wouldn't it!!!

Lee
http://www.RSVP-etc.com

[MazY]

Lee

Try taking a look through my site. Especially these two pages...

Page One (http://www.vbmedia.co.uk)

Page Two (http://www.vbmedia.co.uk/copywriting.htm)

Though time is at a bit of a premium at the moment, do let me know when you've done your home page and I'll take a look for you.

[MazY]

I just quickly looked at your page and so don't take the following as concrete advice. Just a guide to your headings only from looking at it for less than a minute.

Hassle Free Wedding Planning
After the euphoria wears off and the reality settles in, you discover how much preparation is involved in planning your wedding.

It's so easy to get caught up in the "glamorous" plans....the dress..... the flowers.... the music, that you minimize the basic details that are necessary to turn your dream into a reality.
One of the first and most basic details on your wedding checklist is your guest list.

A Real RSVP Service
Many other aspects of your wedding planning are based on your guest list. It's not only important WHO you are going to invite to your wedding, it's important to know HOW MANY of your guests are going to attend.

Saving Your Expenses
Sadly many brides find out too late that there are many people today who have no idea what the RSVP on the bottom of your invitation means. Many a former bride can tell you about the guests who show up with unexpected dates, children, extra family members, or who don't bother to show up at all. This leads not only to embarrassment on your big day, but also to a great amount of unnecessary expense.

Savvy brides realize how important it is to have an accurate count of their wedding invitations. Unfortunately, keeping track of RSVP responses is a very time consuming, tedious, job and brides today no longer have the extra time available that they once had.


A Modern Service for the Modern Bride
Wedding Invitations Management (RSVP Services) is a relatively new field within the wedding planning industry, but rsvp services are quickly becoming one of the most requested wedding services for today's modern bride.

Brides quickly find that they not only can eliminate the time consuming details involved with managing their guest list, they can also save an unbelievable amount of unnecessary expense.....and what bride doesn't like that!

Another Heading Here
Let us show you why Miss Ohio USA 2000 and Miss Ohio America 1999, Cheya Watkins, and hundreds of other brides across the country have chosen RSVP etc to manage their wedding invitations!



I would certainly edit the line "After the euphoria wears off and the reality settles in" It starts your whole text off with a negative feeling: "euphoria wearing off, reality settling in"

How about....

"Your wedding is going to be the biggest and most memorable day of your life. We can help your wedding plans go as smoothly as your walk up the altar."

Remember, they are already going to be relatively excited about the pending wedding. Use that feeling of excitement in your text.

Hope that helps...

[Web Witch]

MazY, you're amazing....

WW

[Lee]

Thanks Mazy, I think I've got the idea now! Now that I've seen this done, it make a lot of sense. I have a pretty clear idea about how to proceed...thanks again.

Lee
Http://www.RSVPetc.com

[MazY]

No problem. I've just edited the starting line by the way. Appeal to all their senses and excitement. :D

Bon Chance!

[ihelpyou]

hey Lee, I made your signature file. You do not have to post it anymore. Try a post again to see.

[Lee]

Web Witch, I agree with you....he's amazing! I can't believe the help available in this forum!!

Thanks Doug, let's see if it works.

[JuniorHarris]

Great reply Maz!~ :up: