Top Copy Guy
This Guy Writes Copy!
WRITING & EDITING SAMPLES
An Excerpt from 'The Complete Copywriter'
5 Tips To Improve Your Web Site Conversion Rates
by Mel McIntyre
Having trouble getting visitors to purchase your product or subscribe to your service? Keep getting traffic but not able to convert it?
If you want to increase the conversion rate on your web site or mini site, take a look at your sales letter. Often site owners spend more time worrying about how the letter looks than what it actually says. If that sounds like you, then here are some tips that can help you give your letter back its power:
Beef Up Your Headline
A good headline is worth its weight in gold. It’s the first thing your customers see and it needs to get their attention. To find out if your headline is doing its job, ask yourself these questions:
Is it big and bold?
Is it a complete message in its own right?
Does it engage the reader and make him want to read on?
If the answer to any of these questions is NO, then you’ve got some work to do. Spend time making your headline as powerful and direct as you can. Otherwise you could be losing customers before you get a chance to introduce them to your product.
Address The Customer
If someone were to walk into your house and ask about your product, you’d have no trouble explaining it to them. You’d probably ask them to sit down and have a friendly discussion about it.
And yet when we write about our products on the web, we forget about the customer. But without him, your business is doomed. So write your sales letter with the customer in mind.
The simplest way to remember this is to remove the words I, We, and Us from your text and replace it with the words You and Your. Naturally if you’re telling the customer a story, you’ll have to tell it in the first person. But make sure you preface it with references to the customer, to get him involved in the letter and give him a reason to read on. For example:
‘If you’ll give me 3 minutes of your time, I’d like to show you how you can create your own ready-to-hang artwork WITH THE TOOLS YOU ALREADY OWN!’
Keep Your Language Simple
When someone arrives at your web page, they need to feel welcome and relaxed. They should read your copy and feel like you’re talking to them on their own terms, in language they can understand.
Even if your site features the latest information on brain surgery or quantum physics, it’s not going to be of much use to anyone if no one sticks around long enough to read it. Try to use a conversational tone, as if you were chatting to a relative or a friend. Where appropriate use contractions and natural forms of speech, just as you would in an everyday conversation.
These tactics help put the customer at ease and reassure him that you’re not talking down to him, that you’re treating him as an equal. One way to test your copy for its suitability is to read it out loud. If you notice any words that stick out or that you stumble over rewrite them until the whole thing flows smoothly.
Make It Easy To Read
When your letter is completed, take a look at it. Don’t read it, just look at how it sits on the page.
Is there plenty of white space?
Are there enough subheads or headlines to guide the reader’s eye?
Are your paragraphs too long?
Do your bullet points go on forever?
You might think these things are the graphic designer’s job. Not true. YOU decide how the letter should look. He can decide which fonts to use or what colors or graphics to include. But you should always be in control of the words.
(continued in The Complete Copywriter course, available soon from WCCL Network)
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Links to Other Completed Projects
Here you’ll find links to courses I’ve written or edited, guides I’ve written to accompany courses, and sales letters I’ve written or edited.
One of the many scripts on this site I wrote or edited.
Click on HOME or ABOUT US links (being updated shortly).
Click on HOME or BIOGRAPHY links.
The sales letter I was asked to edit for the new screenwriting course.
(Please note that some sites have made minor changes to copy since publication.)
Excerpt from a web page recently rewritten for a client
ORIGINAL VERSION
Welcome to David Mirow Estate Agents
The secret of our success we feel is the personal touch. We believe in sitting and listening to our customers needs, then finding a property to suit them. Having lived locally for many years we have a good knowledge of the area and its properties. We pride ourselves in specialising on property in and around the areas of Brendon, Parracombe, and of course Lynton and Lynmouth.
Take a look through the links above . . .
SELLING YOUR PROPERTY
Thinking of selling your current home, why not place your property in an experienced set of hands? Give us a call on 01598 753335. We always require a good selection of quality properties to satisfy our extensive list of buyers on our up-to-date buyers register.
ADAPTED VERSION
Welcome to David Mirow Estate Agents
Get the property YOU want from the local agents with the personal touch!
Relax in comfortable surroundings and chat with David or Pat. With a combined 40 years of local knowledge, we’re always ready to sit and listen to your property needs. Whether you’re after a holiday home, residential or commercial premises in Lynton and Lynmouth, or something in the surrounding areas of Brendon and Parracombe, we can help. Your success is our success, and together we’ll find the property that meets all of your requirements.
Selling Your Property
Thinking of selling your current home? We always need good quality properties to satisfy our ever-growing list of buyers. Why not put your property in an experienced pair of hands that you can trust? Call us today on 01598 753335 and get immediate access to our extensive and up-to-date buyers’ register.
For further information, please click on the links above or to the left
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Excerpt from a new Subliminal CD Series
Remember Your Dreams EVERY NIGHT!
Capture your dreams before they fade away – with help from technology!
· Discover the secrets your dreams are trying to reveal to you.
· Find answers to your questions and solutions to your problems.
· Get inspiration and stimulation from the world of dreams.
Simply sit back and relax as this powerful audio session does all the hard work for you. Within minutes you’ll start to feel the benefits, as the unique technology syncs up with your own brainwaves.
As you listen, thousands of subliminal messages will be sent directly to your subconscious, helping you access inner resources and tap into the wonders of your dreams on command.
· You’ll remember your dreams vividly and in detail.
· You’ll wake up feeling refreshed and rejuvenated.
· You’ll discover amazing and hidden resources being revealed to you every day.
Let Remember Your Dreams EVERY NIGHT! help put in touch with this rich and valuable source of information.
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From a Property Investment Site
Original Version
Property buying can be a very 'hands on' investment. Novice buy-to-let landlords often make fundamental mistakes which can turn property into a financial burden.
You may have seen the scare-stories about buy-to-let being a risky investment, and it’s true that the risks of increasing interest rates and lowering rental yields means 'amateur hour' in property investing is coming to an end. It is vital that you enter the property buying market by getting the right advice on your investment.
Whilst property values can go down as well as up, particularly in the short term, attending [our] course will give you the knowledge and confidence to minimize the risks and avoid the pitfalls.
Edited Version
Property buying is hazardous. To be successful you need to avoid making fundamental mistakes. One wrong move and your investment dream could turn into a financial nightmare.
That’s why you need to get the right advice from the beginning. Increased interest rates and lowering rental yield have already taken many people by surprise. In a risky business like this, it pays to have professional guidance. We’ll help you keep on top of market trends and manage your investment wisely.
Stay ahead of the amateurs and keep your risks to a minimum. Let our Property Investment Course give you the confidence and knowledge to succeed.
