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Your Web Copy is Too Skimpy to Work!

By: Keller Flynn

Keller Flynn offers the full spectrum of tools, ideas and action steps needed to create and run a successful affiliate program. Reach him at or 801-328-9006. Get his Extra Money Newsletter at to learn more about how you can profit from the affiliate boom.

Almost every day I hear from somebody with a web site that isn't selling well. "Can you please take a look and let me know what we're doing wrong?" they ask. Sometimes their product isn't very good. Other times their price is wrong. But more often than
not, the problem is with their web site copy.

People have really gotten the hang of creating fine graphics. Many sites have killer logos, delicious product photos, and clever drawings. But where is the copy?

Most sites that aren't doing their job have a complete lack of good, clear, easy-to-understand copy. While the Internet has lots of eye-catching graphics, it's still media that delivers its messages through writing and reading.

Use these tips to make your web copy effective and your web site sell:

  1. Start with a headline that talks about the visitor. Your headline should include something in the customer's life. That is the only way to get their attention. Once your headline gets attention, it's a snap to get people to read deeper into your copy.
    "YOU Can Save $1000's With This Simple Improvement"

    "Stop Hurting! Affordable Supplement Reduces Discomfort"

    "When Will You Have Enough Money To Live Right?"
    These headlines talk directly to a pressing concern the target reader has. If you need to save money before you can earn a profit, or your back is killing you, or you're tired of scrimping by every month... these headlines would get your attention and make you read.

  2. Use one easy-to-read paragraph at the top of your page to simply explain what you do and who you do it for. I'm blown away by the number of sites that make you guess what they do. You have to read through three links before you find out, and even then you aren't sure.

    Nobody but your mother is going to have the patience to hunt for what you can do. Most people click away within 3 seconds if they can't figure out what you can do for them.

  3. After a few short introductory paragraphs, list your product or service's features in bulleted style. Connect each feature with the benefit it gives the customer.

    For example, if I were to list the features of this article they might look something like this:

    • Quick to read--Improve your site's selling power in just 5 minutes.

    • Headline secrets--Find out how YOU can grab readers and make them read your offers.

    • Intro paragraph--Learn the easy way to start your web page so people don't click away.

    Most of us are a bit slow to explain the benefits of our product's features. We figure anybody would automatically know that a "Rolo filter 2002" will improve gas mileage. But that's assuming too much. Most visitors don't know how your product can help them. You have to show them how it helps AND make sure they understand it's meant for someone like themselves.

  4. Use words to paint two pictures. Your first word picture should be of how bad the reader's life is. Describe the problem he has, then show how things will get muchworse if he doesn't fix them.

    Next paint a word picture of your customer's life after they use your product or service to SOLVE their problem. Describe how much easier, more productive, less stressful, and satisfying their life will be with your product.

    People may not remember all your features, but they will never forget the picture your words painted in their minds.

© Copyright 2001, Keller Flyn.

Other Articles by Keller Flynn

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