Copywriting
Humans do the Buying
Inevitably, it will be human eyes that see your web page. For example, if my first
six chapters had no good advice, you would not read chapter seven.
I am unaware of any automated buying-bots that surf the web just to buy things.
(There are, however, automated clicking agents that defraud people, and the people
who create them should be shot.)
Copywriting Books
How do you write for human eyes? I recommend investing in a copywriting book.
Some of the books I have read are Net Words by Nick Usborne, The Online
Copywriter’s Handbook by Bob Bly, and Persuasive Online Copywriting by Bryan
Eisenberg. Of the three, I most highly recommend the third; Persuasive Online
Basics of Online Copywriting
• Use varying style. Lose the corporate speak.
• Be yourself.
• Make it a conversation.
• Make your point up front.
• Don’t use jargon.
• Use shorter text, or, as E.B. White would say, “omit needless words.”
• Break up text using headers, sub headers, bulleted lists, and other text
breaking devices.
• Stress benefits before features (unless it is a tech-heavy product).
Great post! I am just starting out in community management/marketing media and trying to learn how to do it well – resources like this article are incredibly helpful. As our company is based in the US, it?s all a bit new to us. The example above is something that I worry about as well, how to show your own genuine enthusiasm and share the fact that your product is useful in that case.