Word Pictures and The Power Of Words
Copywriting or word craft for a website, web service or product is crucial to marketing. Words are fuel that drives the engine of sales. The right words make sales soar – wrong words are like water in the fuel – the sales engine sputters and performance can be disappointing or worse disastrous. So what are the fundamentals of making words work for you instead of against you? Here are a few of the things we look at when we prepare copy.
We make it our business as copywriters to know your business and your target audience.
You can sell ice water to Eskimos as the old saying goes but it’s easier to sell them mittens. Knowing the target audience will tell you what you need to know about why they are at your website. That is the key to meeting their needs. If you’re a fish market selling fish it doesn’t make sense to sell them fishing poles and a map to the lake. Your business is important to you and to your customers, clients, donors or members. Knowing your target audience tells you a lot about their needs and provides you with a roadmap to their engagement. Eye-opening insights to your audience means stunning sales, contributions, and member participation.
Our copywriting focus is on product benefits. It would literally take an entire page to tell you how fire is ignited and how it works. But quite honestly, nobody has ever sold a lighter but explaining the physics or chemical process to create fire. Selling fire is simple – those in the market for fire want to know that this device will create it, keep them warm, cook their meals, provide light in the darkness. We are expert in letting your customers, clients, donors, or members now why they need your service or product. The process is important to you, the result is important to them. We’ll paint a word picture magically creates their understanding of what you do and why they need it. After all – isn’t that why they’re here?
We’ll give you another trade secret – we engage your visitors with conversational tone. Have you ever had a call from a telemarketer that sounded like a computer on the other end. No matter what you said they knew only one thing – the script. If your website, email, service, or product description sounds like computer generated “hype” you’ve found the greatest tool in the world to get them off your site quickly. Nobody wants a monologue when they come to a website – they want a conversation. And certain words and structures make it feel like a conversation and that makes them feel good – like you are there speaking with not at them. And while it is easy to say – there is a certain magic to making it happen. Let us bring the magic to your website, email, lading page or blog. It’s what we do … and we can do it for you.
Sadly, many writers miss the mark because they don’t know the power of emotional trigger words and pictures. Your prospects buy based on emotions and not logic, you want your product page copy to be emotionally compelling. To some that may sound calloused but we’re devoted to making words work for you not against you. In short, that means we are about reminding them why the cinnamon you are selling is exactly what they need. We don’t sell tree bark – we sell the memory of the warm fuzzies of hot oatmeal that their mom served them on a baked apple sprinkled with brown sugar and wonderful cinnamon when they were a child on a winter’s day. That hot oatmeal kept them warm on the first snow-day of school as mom took them sledding in the park after that beautiful overnight snowfall. That’s selling the result using trigger words and pictures that engage your visitors.
By making your copy easy to scan we allow your readers to engage with your copy in an instant. We know form countless studies that your prospect has a short attention span and will read about 16% of the copy he or she sees even on the best web marketing pieces.
So you’ll want your product page copy to have
- Bullet points
- Subheads that stand out
- Easy to grab paragraphs
- Interesting trigger words that draw their attention.
We will be sure to optimize your copy. Like it or not, we live in a day of search engines and SEO. Our copy as compelling as it may be is only compelling to those who actually see it – which is why everything do as copywriters always has an eye toward SEO capture. SEO is what draws search engines to your site. If your potential visitors use a word in a search bar to find your products or services, we want to make use of those words or phrases for you. Words are power. You will notice in this short bit of information that we have chosen words and phrases that one might use in a search if they were looking for a copywriter. Words or phrases like copywrite, marketing, sales, copy, website, web marketing, product and the like. We’re using SEO marketing for search engines as we are marketing our services to you. Because it is all about results and results start with capturing market visits and a part of that of that is SEO – driving traffic to your site.
These are just a few of the gems we bring to make your website stand out, get noticed by search engines, bringing visitors to your virtual real estate, and convert them with the power of words. Our expertise is making your pages come alive with sensational word pictures with the power to turn casual visitors into engaged partners.