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10 Simple Ways to Punch Up Your Copy, Redirect
Your Website Traffic and Dramatically Increase Sales
by Dina
Giolitto
You did what the copywriting masters said
to do; you wrote some fantastic, emotionally-targeted copy
for every single page of your website. Your best friend blogged
about it and your mom cried when she read it. So what's the
problem?
The Problem:
Your copy is perfectly strategized to hit your target market
hard... and yet your web stats tell a different story. Ezine
signups are few and far between. Your monthly promotions get
a casual glance, but no one ever seems to take the bait. You
wrote great content... yet folks click away after reading
the homepage. What's a web business owner to do?
The Solution:
Punch up your web copy and "direct" your web traffic using
a combination of call-to actions and strategic linking. Here
are ten easy tactics that should do the trick for you.
1. Include a call-to-action
on EVERY page of your website. Ultimately, what would
you like your customers to do? Call for a consultation? Place
their product order now? Then give the order (nicely, of course!)
at the bottom of every single page of your site.
2. Add a call to action
after every major point you make. Suppose you've added
a section of copy explaining the benefits of choosing your
company over the competitor's. A good copywriter knows that
final "statement" should be punctuated with a directive. "Call
now." "Sign up here." "Click here to learn more."
3. Create a sense
of urgency. Ensure that your customers take immediate
action; put a time limit on your special promotions. Which
do you think will get a faster response: "This offer stands
until the end of time," or "Hurry, this offer will
only last until the end of the month"?
4. Rewrite for the
"you" perspective. Scan your current web copy, noticing
how many times you said "I" or "we." Then go back and fortify
every line with a "you." Remember, the customer always wants
to know what's in it for them. I mean always!
5. Add the Intangible
Benefit. Suppose you're discussing the safety features
on a new model of car. Sure, your reader wants to know how
the technology works, but what will really snag them is words
like SAFETY... YOUR FAMILY... PEACE OF MIND... SECURITY. These
words inevitably go to work on the psyche, so DO include intangible
benefits-- especially in your headlines.
6. "Where's the Beef?"
The "beef" is the substance in your copy. We just discussed
intangibles, but if you never cover the practical reasons
behind the emotional promise of your product, your credibility
will suffer and so will your sales. "This new diet plan will
help you look and feel sexier." How? "Clinical tests prove
that it effectively speeds up metabolism and boosts fat burning
capabilities safely and effectively, helping you LOSE MORE
WEIGHT."
7. Direct traffic
via your ezine. You'll be shocked at how many more
clicks you can get out of a few strategically-placed links
in your ezine. Mention your latest offer in your ezine and
add links that folks can take directly there. Want your blog
to get read? Think links from your newsletter. Web visitors
are a lot like cattle-- they must be herded via links!
8. Direct traffic
via your blog. Did you create a sales page pushing
an e-book that no one seems to be clicking on? Don't forget
your untapped target audience living in the blogosphere. Create
a short blog post advertising your product and include a photo
and direct link to the sales page. Trust me, web surfers don't
just land there - you've got to show them the way.
9. Link to your sales
page via an article. A good internet marketer always
communicates in articles. Include new, original articles each
time you send out your ezine. Select certain trigger words
that will help sell your product and link them to your product
sales page. Try it; it really works!
10. Point the resource
box of your articles to an ezine sign-up page. Ezines
are a great way to let people "warm up" to what you can offer
them. So each time you write and publish an article in your
ezine (or even your website or blog), include a call-to-action
that encourages readers to sign up for your ezine. Sure, it
may takes some time to convince folks to buy from you... but
slow converts are a lot better than no converts, and an ezine
is the first step in your long-term plan to increase sales.
It takes ten times more work to secure a
new customer than it does to convert an existing customer.
Are your web materials doing the job they were meant to do?
If not - it may be time to "plump up the copy" and start directing
traffic --and SALES-- your way.
Copyright 2006 Dina Giolitto, Wordfeeder.com
Copywriting and Marketing. All rights reserved.
Email Dina@Wordfeeder.com for a copywriting
quote today.
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