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copywriting :: Internet Marketing :: Copywriting
Copywriting Makeover: Making An Emotional Connection - Part 1 of 2
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those-in-the-know have to say about seo and traffic? The information in
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One statistic shows that over 80% of all buying decisions are
emotional. That means your copywriting should be, too. This is
something I firmly believe in and have preached for most of my
copywriting career. However, all too often, I find people skipping the
vital step of making an emotional connection with their customers. That
can be a tragic, and costly, mistake.
Thats why I was excited when I had the opportunity to rewrite the
homepage copy for a vacation cruise service. While the copy they used
previously gave all the details and got them a good number of bookings,
it just didnt have what it takes to make me start daydreaming about my
next cruise. It didnt but it was about to!
The Problems
The previous copy on the Cruise Vacation Center home page faced a
couple of challenges. (You can view the original copy at this link: http://www.copywritingcourse.com/CruiseVacationCenter-Original.pdf.)
The copy was very company-oriented instead of customer-oriented. It
talked about who Cruise Vacation Center (CVC) is, why the visitor
should buy from them, and some wonderful benefits CVC offers its
clients including excellent bargain rates and extra discounts. However,
all the verbiage was geared toward the company. The customer was left
out.
The home page copy also lacked emotion. It was very matter-of-fact.
In addition to making visitors aware of the wonderful prices and deals
CVC offered, I wanted to create a vision for the site visitors. I
wanted to give them what they needed in order to float off into a
daydream about fabulous ports-of-call; warm, gentle breezes; and
thrilling adventures.
While I was painting a picture of the vacation of a lifetime, I
also had to be sure to include a vital fact. CVCs business plan was set
up to be most affordable for the customer when s/he booked online.
Without sounding rude, I had to do everything in my power to get the
site visitor to book their cruise vacation while at the site. This was
an extremely important issue and a point that needed to be woven
throughout the copy.
Lastly, the page had to uphold Cruise Vacation Centers excellent
search engine rankings. They were ranked at the top of several major
engines, and the rewritten copy couldnt jeopardize their positioning.
The Solutions
The first step was, without question, to woo the site visitors with
delightful fantasies about their next vacation. My goal was to conjure
up all sorts of visions in the minds of Cruise Vacation Centers
visitors. I wanted the visitors to be dreaming of exotic places with
lots of fun things to do, interesting sights to see, and 24/7 access to
gourmet meals that rival any five-star restaurant. I wanted their blood
pressure to drop 10 points just from reading about the onboard staff of
hundreds who would pamper them with VIP treatment. After reading this
copy, I wanted them ready to leave on vacation today! However, I also
had to persuade them to book online rather than calling CVCs office.
During the rewrite, I had to carefully plan the use of their
primary keyphrase, cruise vacation, so as not to disrupt their most
reliable source of business the search engines. After all, there is a
delicate balance between pleasing the search engines and appealing to
site visitors.
If I leaned too much toward the search engine side of the equation,
the conversion ratio of the home page would suffer. In other words,
Cruise Vacation Center would get lots of visitors, but few of them
would book cruises.
If I leaned too much toward the customer side of the
equation, CVCs rankings would plummet, and they would need to find a
new way to drive qualified traffic to their site. As is normally the case with seo copywriting, balance was going to be vital.
In the conclusion to this two-part series, youll see how I handled
the rewrite and what the end results of all the work were. Curious to
see the new copy? Youll find it on CVCs site: You can see the new copy
on CVCs site at http://www.cruisevacationcenter.com.
by Karon Thackston © 2004
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 also check out Karons latest e-report How To Increase
Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword.
IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX:
Copy not getting results? Learn to write seo
copy that impresses the engines and your visitors with The Step-by-Step
Copywriting Course. Be sure to check out Karons latest e-report How To
Increase Keyword Saturation (Without Destroying the Flow of Your Copy),
too!
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