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Effective Copywriting Can Be The Key To Success

Whether you are selling a product or a service, copywriting can mean the difference between success and failure. A visitor to a retail website is usually greeted by a picture of the item being sold, which by itself is seldom sufficient to entice him to buy. He wants the details on the item, such as size, weight, composition, and color options, if any. But what he needs is a reason why he absolutely, positively must have this item. This is where effective copywriting can make or break the sale. And good copywriting is just as important if you are providing a service. Prospective clients need a reason to choose you over your competition. This goes beyond a simple statement of your qualifications and experience. You need your copywriting to create the impression in his mind that you are the best choice.

If you have sufficient traffic on your website but your sales are not reflecting it, take a long look at the copywriting. It needs to do more than describe the product. It also needs to generate a desire in your visitor to own the product. Good copywriting should also convey a tone of urgency, that the customer needs to buy now and from you. If he is left with the impression that he can buy the item for the same price from a lot of different sources whenever he wants, he is not likely to add it to his shopping cart. Try to look at your copywriting from your visitor’s point of view, and ask yourself whether you would be likely to purchase the item if you were seeing it for the first time.

You can find copywriting service online from a number of professional sites. It’s a good idea to ask for samples of their work. Responsible copywriting sites will have no objection to providing you with such examples. Just the opposite is normally true–they are proud to show off their ability. You may also want to find a copywriting service with experience in sites with similar services or products. While it is true that a professional site that specializes in copywriting can handle most any task, copywriters have different strengths and weaknesses, as in the case of someone who produces great copy for tech products but doesn’t do as well with lipsticks.

You can also find copywriting services through the online job bid sites. Each one has hundreds or thousands of people who will often place very competitive bids for copywriting jobs. You register and place your ad that details the scope of the job, then evaluate the bids and select the best one. When using one of these sites, you need to be aware that many of the bidders are located overseas. Their work hours may be your middle of the night, so communication can be slowed down.

Regardless of whether you write all of your own ads or hire a copywriting service, proofread it before you go live with it. Naturally, you are checking for the obvious, like items shown as 6 feet tall when they are actually 6 inches tall, or prices that read $19 instead of $91. But examine the intangibles, too. Is the item’s description enough to make you want to own it? Are the promises or claims made and accurate statement of the truth? And does the copywriting hold the visitor’s interest, or is it so long and disorganized that people may give up without buying?

For a quick course on good copywriting, peruse some of the catalogs and flyers that national retailers mail to you. These companies spend a lot of money on advertising and have professional copywriting departments. Examine the terms they use to describe a product’s great qualities without making a false claim. Notice how phrases such as “Quantities are Limited” or “Offer Expires Soon” lend an urgency to the purchase. Then use the tips you pick up from them to spruce up the copywriting on your own site.

Mary T. Decker Mary T. Decker has been Copywriting for many years. For more insights and information, go to http://www.copywriting2day.info

This entry was written by Mary T. Decker , posted on Monday January 18 2010at 08:01 pm , filed under Search Engine Optimization and tagged , , , , , . Bookmark the permalink . Post a comment below or leave a trackback: Trackback URL.

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