Tuesday, October 16, 2012

Copywriting for the Web - Telling a Story

One of the things that stops web marketers icebox in their tracks is learning forceful copywriting. We have all empitic sales pages that warble and we have all pragmatic sales pages that stink and we repeatedly fear we will fall sometime closer toward the later. There are, however, some simple things to grasp in capacity when copywriting for the web. I will go over one of them here - Telling a Story.

One of the best ways to engage your preacher is to speak to their emotions and the easiest way to do that is to tell a story. There are different levels of story - telling you can use in your copywriting. One is the story of someone ( preferably you, but it doesn ' t have to be ) who had the pain the reader is suffering. When you tell that story, your reader will feel like they have been understood and will look forward to a solution.

The other side of story - telling is the notion of the whole page being a story. It isn ' t quite like a short story with characters and a plot, but it does have a beginning, middle and end and should flow from one to the other logically so the reader is compelled to read on.

The beginning is, of course, the problem. Your story, or the story of someone, real or fictional, who suffered, presents that problem in an emotional way.

In the middle of a story, something changes. In the middle of your sales page, you make your introduction of the solution - your product or service. This moves the reader to want to know more, to " see how it all ends up. "

From the middle to the end, the story develops as you detail the product, its features and its benefits, the issues, dismissing possible objections your reader may have. Which leads, of course to the end.

The end is the " call to action ". This is a place where many people miss an opportunity in their copy writing. Once you have laid out all the details, you must actually ask for the sale. Tell the reader exactly what they must do next. " Click on the ' buy now ' button, enter your payment information and you will immediately be taken to the solution! "

We want to know how the story ends. Don ' t leave your ending out of your story.

( Thinking of it this way, the closing and P. S. areas are sort of like epilogues to the story. )

We all love stories, and when you think of your sales page as a story, the reader will pick up on that and will want to read more.