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copywriting :: Internet Marketing :: Copywriting
Copywriting Is Not One-Size-Fits-All
This article explains a few things about
sales letters and seo, and if you're interested, then this is worth
reading, because you can never tell what you don't know. If you
base what you do on inaccurate information, you might be unpleasantly
surprised by the consequences. Make sure you get the whole sales
letters and seo story from informed sources.
I was in shock.
Honestly, I shook my head when I read his email. I meant no disrespect;
I just couldn’t believe he really felt that way.
“Karon, I want you to write the sales letter for my site. How much
will it cost me?” read his note. After looking at his home page and
evaluating his target audience, I didn’t feel a sales letter would be
the best type of copy for his site. When I sent him my suggestion he
replied with something along the lines of, “No sales letter? What other
kind of copy is there?”
Was he a fan of sales letters?
No, not especially. Did his question come with a sarcastic tone? No, it
was a genuine question. A lot of what he had been exposed to online was
sales letters.
So much so that he thought this was the *only* type of copy to have on
a website. That’s what all the “gurus” were telling him, so it must be
true. Even though he had been to countless sites that did not have sales letters, he never realized the differences.
I pointed him to several sites that had a wide range of copy to show him some of the other styles.
Catalog Copy - (one of my favorite types to write!) http://www.gortonsfreshseafood.com
Long Sales Copy - http://www.copywritingcourse.com
Short Sales Copy - http://www.landmarkcreations.com
Brochure Copy - http://www.toyota.com
shopping cart Copy - http://www.amazon.com (works especially well for books)
Of course, these are just a few. What was his response? “Now I feel
stupid! Of course, there are several types of copy. I don’t know why I
thought I had to have one particular kind for my site.”
From there we worked together to better understand his audience and create copy that would appeal to them.
Copywriting is not one-size-fits-all. I’m not saying sales letters
don’t work. Like every other type of copy, they do, given the right
environment and the right product/service. What I am saying is you
shouldn’t box yourself in by assuming you *have* to have a particular
type of copy. Just because one style of writing works well with someone
else’s site doesn’t mean it is right for yours. Just because another
person is selling a similar product or service doesn’t mean you have
the same audience… therefore it doesn’t mean you should use the same
type of copy.
In fact, there may be several different types of copy that work
equally well for your site/customer. After all, diversity is part of
advertising. Take the time to investigate your product, service, and
customer then research copywriting styles. When you do, you’ll likely discover
that you have several options. Test those options in order to find the
one that pulls the best response. *That’s* the type of copy that works
best for your site.
© 2004 Karon Thackston http://www.copywritingcourse.com
About The Author
Copy not getting results? Learn to write seo copy that impresses the engines and your visitors at http://www.copywritingcourse.com.
Be sure to check out Karon’s latest e-report “How To Increase Keyword
Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.
Sometimes it's tough to sort out all the details
related to this subject, but I'm positive you'll have no trouble making
sense of the information presented above.
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