| |
| |
|
Copywriting Information |
|
|
|
Copywriting Makeover: Making An Emotional Connection - Part 1 of 2
One statistic shows that over 80% of all buying decisions are emotional. That means your copywriting should be, too. This is something I firmly believe in and have preached for most of my copywriting career. However, all too often, I find people skipping the vital step of making an emotional connection with their customers. That can be a tragic, and costly, mistake. Thats why I was excited when I had the opportunity to rewrite the homepage copy for a vacation cruise service. While the copy they used previously gave all the details and got them a good number of bookings, it just didnt have what it takes to make me start daydreaming about my next cruise. It didnt but it was about to! The Problems The previous copy on the Cruise Vacation Center home page faced a couple of challenges. (You can view the original copy at this link: http://www.copywritingcourse.com/CruiseVacationCenter-Original.pdf.) The copy was very company-oriented instead of customer-oriented. It talked about who Cruise Vacation Center (CVC) is, why the visitor should buy from them, and some wonderful benefits CVC offers its clients including excellent bargain rates and extra discounts. However, all the verbiage was geared toward the company. The customer was left out. The home page copy also lacked emotion. It was very matter-of-fact. In addition to making visitors aware of the wonderful prices and deals CVC offered, I wanted to create a vision for the site visitors. I wanted to give them what they needed in order to float off into a daydream about fabulous ports-of-call; warm, gentle breezes; and thrilling adventures. While I was painting a picture of the vacation of a lifetime, I also had to be sure to include a vital fact. CVCs business plan was set up to be most affordable for the customer when s/he booked online. Without sounding rude, I had to do everything in my power to get the site visitor to book their cruise vacation while at the site. This was an extremely important issue and a point that needed to be woven throughout the copy. Lastly, the page had to uphold Cruise Vacation Centers excellent search engine rankings. They were ranked at the top of several major engines, and the rewritten copy couldnt jeopardize their positioning. The Solutions The first step was, without question, to woo the site visitors with delightful fantasies about their next vacation. My goal was to conjure up all sorts of visions in the minds of Cruise Vacation Centers visitors. I wanted the visitors to be dreaming of exotic places with lots of fun things to do, interesting sights to see, and 24/7 access to gourmet meals that rival any five-star restaurant. I wanted their blood pressure to drop 10 points just from reading about the onboard staff of hundreds who would pamper them with VIP treatment. After reading this copy, I wanted them ready to leave on vacation today! However, I also had to persuade them to book online rather than calling CVCs office. During the rewrite, I had to carefully plan the use of their primary keyphrase, cruise vacation, so as not to disrupt their most reliable source of business the search engines. After all, there is a delicate balance between pleasing the search engines and appealing to site visitors. If I leaned too much toward the search engine side of the equation, the conversion ratio of the home page would suffer. In other words, Cruise Vacation Center would get lots of visitors, but few of them would book cruises. If I leaned too much toward the customer side of the equation, CVCs rankings would plummet, and they would need to find a new way to drive qualified traffic to their site. As is normally the case with SEO copywriting, balance was going to be vital. In the conclusion to this two-part series, youll see how I handled the rewrite and what the end results of all the work were. Curious to see the new copy? Youll find it on CVCs site: You can see the new copy on CVCs site at http://www.cruisevacationcenter.com. Karon Thackston © 2004 About The Author Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to also check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword. IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX: Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors with The Step-by-Step Copywriting Course. Be sure to check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy), too!
MORE RESOURCES:
Copywriting - Google News |
|
|
|
RELATED ARTICLES
How To Find Freelance Copywriting Jobs Your goal is to land a few nice, secure freelance copywriting jobs, but how do you get them? The most important factor in finding these jobs is that you pursue the job you are looking for with all of your ducks in a row, so to speak. Here are a few things you need to do in order to get the freelance copywriting jobs that you have been looking for. Are Long Copy Salesletters Scams? A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so. Yale University Researchers Reveal The 12 Most Powerful Words In The Human Language... In this article, I am going to reveal a dozen words, which could change your life. Why? Because Yale University researches have identified the 12 most powerful words in the human language? proven to attract attention and stir emotion within their readers. Magic Words That Sell and What Words to Avoid We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are:Now Announcing Introducing Revolutionary Offer Quick Easy Compare HurryTry to incorporate these powerful words into your brochures, web content, and however else you communicate with customers. Ten Eye Popping, Jaw Dropping Ad Copy Secrets In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site. Five Sections of Your Copy Guaranteed To Get Read Only about 20% of your copy is going to get read. The rest will simply be scanned. Copywriting Tricks: Nailing the Voice Professional copywriters are well-familiar with what's commonly referred to as "the voice." What is this exactly, and why do you need to master it in your writing?If writing is icecream, then "the voice" is the flavor in your scoop. Finding Your Clients Business Problem Leads to Better Copy WHAT'S THEIR PROBLEM?How do you begin a dialogue with a prospect, be it in person, on your website or in print?You talk about your client's business problem.What IS your client's business problem?Answering this question is the hardest part of marketing. Traffics Nice... But Whos Driving? In the competitive marketplace of the new millennium, the demand for specialized products or services will increase. If your site sells everything or to everyone, chances are that your audience will not perceive a value in shopping from you any greater than from anyone else. How To Become Qualified As A Proofreader The field of proofreading is not as easy to get into as you might think. In fact, there are many proof reading qualifications that you must possess in order to qualify. SEO Copywriting: 7 Tips So you finally built a website for your home-based business. How exciting is that!? Now you just have to let people know you're out there. The Formulas Freelance Copywriters Employ When Creating Web Content What is it exactly that copywriters DO when they produce new text for a site makeover? You often see the advertisements; a designer is looking for a freelance web writer who is going to create content around a number of keywords. There's not a lot more information about the process. How to Write a Sizzling Sales Letter, Part 1 When you sit down to write a sales letter to your prospects, it can be difficult to know just where to start. Regardless of the purpose of your letter, it has to accomplish several things: capture the attention of the reader speak to the reader's individual needs give good reasons why your prospect can trust you communicate your offer succinctly and clearly encourage your prospect to act now And furthermore, it has to have sizzle. How To Be Creative Network marketing is an art as much as it is an applied science. To take a blank sheet of paper or canvas and draw or paint an interesting picture, you've got to have an imagination and creativity. How To Test The Body Of Your Sales Copy For Weaknesses Your sales copy is the life source of your business. If your sales copy isn't pulling in a decent conservation rate, then your business is suffering. Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly When it comes to search engine optimization, copywriting plays a big role. You want to have excellent copy that appeals to both your visitors and the engines in order to create pages that will rank highly. Copywriting: Drafting Rules for Professionals As a professional contractor who wears many hats, you owe it to yourself and your clients to be as organized as possible. In a previous article, I discussed the importance of delivering an organized draft that your co-creators can easily work from. How To Take Your Freelance Writing Chances Your initial freelance writing assignments are the best way to present yourself to your client for repeated work. If you provide for them a good product, at a good price, they are likely to come back time and time again. Segmenting Your Target Audience Through Your Copywriting Ask any copywriter what the first commandment of copywriting is and they'll quickly tell you "Know Thy Target Audience." In order to write effectively you have to know this one group of people and know them well. Promote Your Business and Get Paid for Doing It! How can you gain credibility and exposure for you and your business, reach a motivated audience, develop a far-flung network, hone your presentation skills -- and get paid to do it?Many writers, artists, speakers and entrepreneurs have found an answer: they teach classes in adult education programs.Adult education is big business.
|
| home | site map |
| © 2006 |
