Keys to Success in Online Copywriting

There are many web pages that are well written and creating lasting impression. On the other hand, there are also those which not do sell themselves effectively owing to numerous reasons. To survive in the vast internet landscape where there are millions of web pages dealing in different countless products and services, your web page has got to stand out above others in your industry.

What then makes a web page effective? Below is a list of keys to success in online copywriting, which is by no means exhaustive.

(1) Copy must garner attention

The web page must capture attention of the readers. Without readers or prospects reading what you have expressed in the content of your web page, it is as good as saying that your web page is a complete failure. All efforts spent on the creation of the web page will be miserably wasted. Good solutions to such problems include using visuals which have a higher rate of attracting readers, and the creation of interest by making your content specific. Putting up free offers is another solution. "OFFER STARTS TODAY... YOU WILL GET 35% OFF ALL LADIES APPAREL"- bold caps effectively drives home the point for those who want to save money on purchases. That said, it is vital to put forward a compelling subject line to drive home the main intention of your web page.

(2) Copy should be for the customer

The search for information to meet their own needs directs the prospects to your website, hoping to find what they want. Your web page should be completely tailored to suit their needs. Prospects want their immediate needs to be satisfied, and it is therefore only right that you present your solution to their needs with undivided attention. They should be addressed as "you" . A good key to success in online copywriting requires you to spend some time to understand the customers well. This will enable you to feel for them. You will appreciate your target audience more, and subsequently you will be able to write a copy that will speak to their needs effectively.

(3) Copy should emphasize the benefits

With the target audience in mind, your web copy should emphasize both the features as well as benefits of your product or service. The reason for this is that emphasizing features alone may not be able to capture the attention of an audience that goes for benefits, and if too much emphasis is placed on benefits alone, the target audience may actually be looking more on features. Stressing both features and benefits for your product or service will score well in terms of capturing audience interest. For instance, Diskeeper 2007 has great capacity in terms of automation with new invisitasking and automatic file system performance enhancement. Its benefits such as guaranteeing automatic defragmentation invisibly in the background, eliminating file and freeing space fragmentation on-the-fly etc, are also made well known to prospects.

(4) Copy must proudly showcase your product or service

Competitors are aplenty. An important key to success in online copywriting is to competitively differentiate your product or service from others through your web page. The effects will be large. Customers will come to acknowledge that your product or service is much more better than the nearest competitor, in terms of service, expertise and other intangibles. The uniqueness of your product or service has to be strongly emphasized in your copy. Diskeeper 2007 stresses on its special technique of InvisiTasking. BitDefender emphasizes its uniqueness in performing automatic repair and in updating should there be a file damage owing to computer problems.

(5) Copy must produce relevant proof

Too much talk about features and benefits may not convince the customers completely. Substantiating these statements with testimonials from satisfied customers and showing relevant proof will certainly dispel their remaining doubts. Another good help would be to showcase the track record for the product or service offered. Providing good success stories will also support your stand. For instance, Ms Jennifer Thoden (www.DraperySewingSupplies.com) gave a glowing testimonial on how she turned her decorating frustrations into $15,000 a month online business with the help from "Insider Secrets" Course, run by Derek Gehl and Internet Marketing Center.

(6) Copy should confirm your credibility

Getting your customers to know you and your company should be given some thought, as customers will surely want to know who are you and how good and reliable is your company in terms of service, installation and delivery. These are areas where you have to provide sound credentials to win over the customers and make them feel comfortable transacting with you and your company. Make known any award won by you or your company in your industry. Emphasize the number of years of business or the number of subscribers that you have attained so far. For the case of professional services, make known in your copy major conferences and speaking engagements attended by the expert, and even all books written by this expert.

(7) Copy must build the value of your product or service

A product with outstanding features and benefits will always be in the driver's seat, but it will even command more demand if it can prove to be of more value to the customers than its price. The important point here is that your copy should stress the difference between the cost of ownership and the cost of purchase. Customers will not be happy if they have to fork out additional money for repair, maintenance and support, on top of the hefty initial buying price they have to pay.They will naturally opt for a product that is cheaper than yours, if yours do not provide good value for money. A vital key to success in online copywriting is to explain clearly in your copy that comparisons should be made on equal fronts, that is, apple to apple and not apple to orange basis. Payments can also be spread out instead of requesting for a single lump sum payment.

(8) Copy should activate the call to action

Your copy must cause the prospects to take action immediately. It should clearly state the specific actions that prospects have to take in order to capitalize on your offers. Bring them to your home page or request them to sign in to your guest page. This is the right time for you to make them change their perceptions, buying plans, brand preferences and buying actions. It is decision time for them. They have to do it now, for instance: "Go to www.fitnessforyou.com/ebook NOW - to download the free copy of my ebook as promised".

(9) Copy must include valid reasons for prospects to act

Get hold of the prospect by providing freebies such as free gift, free upgrade, free shipping and handling, free newsletter or perhaps a special time-limited discount. Time is precious. You must catch hold of your prospects here so that they will not click away. Get them to fill in the opt-in form immediately. Provide all valid reasons why they should buy the product or service from you now. You should leave them no time for second thoughts. Statistics show that act-now incentive offers often bring in good results in terms of closing the sales.

Web pages must be properly drafted to create the greatest impact on prospects to bring in the sales and income. It is therefore important to find out how to do it properly. This can only be done by using proven keys to success in online copywriting.