Writing Webcopy That Sells
The Simple Blueprint To Writing Killer Web Copy For Your Website (Part One)
Bianca-Marieta Budau
Freelance Copywriter
www.biancamarieta.com
The following 4 slides will help you make an idea about the overall look of your webcopy. You will learn:
The 3 Golden Rules of writing web copy; How to structure your text on the webpage; The difference between words and emotions.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
3 Golden Rules:
1. DONT make your website look like an Ad. 2. Your aim is to CAPTURE email addresses. 3. GUIDE readers attention on their track.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Write Copy People Read
Present your content in an easy to read manner; Use bullet points and numbered lists. If you use subtitles, avoid word plays. Emphasize keywords to help readers SEE the important parts of your copy (use bold or italics BUT avoid underline) Use short paragraphs and introduce a single idea per paragraph (4 rows/paragraph). Start your copy with the key points first to attract readers attention.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Sell Emotions, Not Words
Use words which define emotions and which connect with the reader at an intimate level. Insert these words at key points in your text, but at the same time keep your text scannable and easy to read.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Left Brain vs. Right Brain
BONUS 1
Large Learn
Left Brain vs. Right Brain
Rational words
Accelerate Allow Anticipate
Emotional Words
Speed up Let Expect
Rational Words
Intelligent
Emotional Words
Bright Big Find out
Attractive
Beneficial Challenge Combat
Good Looking
Good for Dare Fight
Manufacture
Notion Observed Perceive
Make
Idea Seen See
Completed
Concerned Construct Courageous
Finished
Worried Build Brave
Perhaps
Peril Pleased Preserve
Maybe
Danger Happy Save
Difficult
Disclose Donate Elderly
Tough/Hard
Reveal/Explain Give Old
Prevent
Purchase Receive Reply
Stop
Buy Get Answer
Facilitate
Ease
Select
Pick/Choose
Learn how to make your webcopy sell EVEN IF YOU ARE NOT A PROFESSIONAL WRITER
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
The following 3 slides will instruct you on what needs to be done BEFORE you start writing. Get a pen & paper or open a writing document on your computer and write down the required information. Warning! Do NOT start writing your copy before you go through these steps!
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Know BEFORE Starting:
Your AUDIENCE Your OBJECTIVE Your PRODUCT:
What is your product/service? What is it made of? Who was it created for? Why was it invented? Who can use it? How can you use it? When can you use it? What does it look like? Do you have a special offer for your product/service?
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Identify the PROBLEM:
What is wrong?
Your audience has a problem which you need to identify. Sometimes they dont know the source of the problem; help them find it. Highlight this problem in your web copy. Be clear on what the problem is.
Why should I care?
Create a pain point for the identified problem. Tell your audience why the problem still persists.
What can change?
Help your reader IMAGINE how things could be once the problem is solved.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Design your USP
Use your answers to the previous questions to create your USP (Unique Selling Point). Plus, answer the following:
Who you are Your experience in the field (awards, studies, prizes, etc.) How you / your product can solve their problem What you / your product can do for them
Attention! Your USP should point the reader to a unique solution for their problem, to something they cannot get somewhere else.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Create a Writing Strategy
Your first sentence should have the greatest impact on your reader (known as the lead sentence). Use it to get the reader to read the second sentence and then the third, and so on (the Sugarman technique). Keep in mind: Your lead sentence is the most important. It needs to:
Capture readers attention Raise their interest Make them curious to find out more
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Inject emotion
The core rule which makes people buy is emotion. How do you inject emotion into the problem?
Use words such as: frustrate; only a small fraction of; wish; mad; lack of; paralysed; fear; cruel; rejection
How do you inject emotion into the solution?
Use words such as: imagine; you could be doing [better than now]; what if; how would you like to; increased [benefit] in spite of [circumstances];how would you feel
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Add: Bullet Points Guarantees Bonuses Free gifts
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Add psychological devices
A persuasion device Hypnotic devices Involvement devices Specific words (emotional words, see previous table)
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
...& use psychological tools
The Reason Why Reduce unnecessary friction Use titles which hook the visitor Use embedded commands:
I wonder how quickly are you going to realize how beneficial this product is for you
Use presuppositions:
as you know, obviously, clearly, everybody knows
Use the cause and effect strategy:
Taking advantage of [this], will cause you to [that]
Write questions that the reader cannot answer with No:
Are you tired of doing XYZ? Do you want a better life? Etc.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
Read more on
If you are reading this text on a third party website, head over to http://www.biancamarieta.com/blog
and read the entire set of articles about how to write great webcopy for your website.
Bianca Marieta Budau Freelance Copywriter www.biancamarieta.com
