Web copywriting is the art of persuasion on the Internet. Typically the goal in persuasion is to encourage a purchase. The more the purchase decision is based on emotional triggers and connections, the more likely the purchase will be made. Justification for the purchase, on the other hand, can be emotional or logical – doesn’t matter. The typical emotional motivators are promise of gain and avoidance of pain. Master these concepts and you can write your own paycheck.
There are 4 essential elements of good web copywriting
In order to introduce your pitch, you need to follow some basic rules and answer the following questions. Without these answered, in order, you will simply confuse your prospect and watch them as they click off to your competitor’s site.
- Who are you?
- What do you have?
- Why does your prospect need it?
- How can your prospect get it?
Sounds pretty straight forward, right? Well, unfortunately, this is just a cold list and, of course, nobody will buy emotionally from this. The next concept is paramount and will make or break your web copywriting endeavor.
Web Copywriting Takes Your Prospect Through An Experience
As a web copywriter, you need to walk your prospect through an emotional experience where they quickly convince themselves that what you have is what they want and need, that you are the leader that they want to work with, and that they need to take action now. To do this,
- Establish the problem: Get the prospect to feel their pain. Remind them.
- Provide the solution: Describe features and benefits that are specifically tailored to the aforementioned problem. People don’t buy things for what they are, they buy things for what they do.
- Offer credentials: Satisfy your prospects emotions – instill trust and confidence – in that they will be working with and buying from the best (you!). In fact, show them how they’re getting a deal. Add the element of fear that they may actually lose out if they don’t act now. Finally, don’t forget the testimonials.
- Offer guarantees: Build in fear that they might get ripped off elsewhere. If you lower their guard with you, the prospect will feel that they have nothing to lose in working with you.
- Tell them to take action now: A prospect that sits on the fence is as good as useless. Kick your prospect off the fence through takeaways, disqualifiers, deadlines, or scarcity, where appropriate.
No product sells itself. With web copywriting, it’s imperative that you work your prospect’s emotions through emotional triggers – guilt, logic, fear, and desire. Write like you’re speaking to a single prospect and use language that isn’t stuffy but isn’t too slang either. Speak to your market! If you’re selling a rap artist you’d likely use different language as compared to selling a financial product.
Most importantly, forget perfectionism and have fun with web copywriting.
I know this was only a brief glimpse into a topic that take gurus years to perfect. However, follow these concepts and you’re well on the way to explode your business.
One last point, though these concepts are specific to web copywriting, with minor modifications, this will work offline just the same!
Best to you!
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PS: For a slightly different perspective on copywriting – including some copywriting tips – check this out!