Internet Copy and Content: 5 Ways to Seduce Anyone Who Visits Your Website

Writen by Cory Fossum

Let me be direct here. There is simply nothing more important to your web
site than powerful, seductive copy the sells your products and services. Without it,
it's like operating a retail store without salespeople. Or even worse, hiring
incompetent salespeople.

Your store might look nice. And a few people might walk through the door. But
they'll leave long before they buy anything. The mall is full of quick alternatives. And
so is the Internet.

So what steps can you take to make your web site copy more seductive? There are a
ton. But let's start with 5 of the big ones right now.

Apply these to your web copy and and you'll start seeing better results right away.

1. Keep it conversational.

Visitors will stay on your site much longer if they feel like you're talking right to
them. They are looking for a connection; some sort of proof that there is a living,
breathing person behind all that copy.

So keep your tone light and conversational, even if you are talking about complex
business solutions. Keep your paragraphs short. And your sentences shorter. You
want your visitors to feel like you are speaking to them one-on-one.

Remember, effective copy is just salesmanship in print. A boring, stiff, and overly
technical salesperson will lose your attention in an instant. But friendly, informed,
and conversational salespeople know how to keep you engaged through the entire
selling process -- and beyond.

2. Take them by the hand.

Your copy needs to act as a tour guide to every visitor who shows up on your site.
Don't wait for them to guess what to do next. Because chances are they won't.
Instead, hold them by the hand and tell them exactly what actions you want them to
to take.

Do you want them to place an order? Are you expecting them to opt-in to a
newsletter or other retention program? Do you want them to go to a different page
for more information? Make sure they know how and where to do all of this. And
then, point blank, ask them to do it.

3. Get to the point.

With only a few seconds to capture your readers' interest, you need to get to your
point right away. So don't dilly-dally around with long introductory paragraphs. Save
those for later.

Instead, explain what your product or service is and how it will benefit your readers
from the get-go. Use an eye-catching headline and lead paragraph that grabs your
reader by the collar and doesn't let go. Once you have their attention, you can spend
as much time as you want selling to them.

4. Use bullets.

• They're easy to read.

• They break apart long blocks of text.

• They highlight important information.

• They're perfect for displaying lists.

• They help to keep things simple.

5. Minimize the hyperbole.

Just like you shouldn't have to explain a funny joke, you shouldn't have to rely on hyperbole to sell your product. That's because people tend to view hyperbole and
exaggeration as a warning sign—in a used-car dealer sort of way—and you run the
risk of minimizing your credibility.

Yes, you need to be excited about your product. And yes, that needs to come across
in your copy. But you can convey all the excitement and enthusiasm you need
without frequently resorting to overstatement.

How?

Just refer to the first tip and write in a friendly and engaging style that makes your
readers trust you and your business.

(c) 2006 by Cory Fossum. All rights reserved.

Cory Fossum is an award-winning copywriter and marketing consultant. His
specialty is direct marketing, including direct mail packages, promotional email blasts,
collateral, brochures, and customer retention newsletters and messaging. To receive
more FREE marketing thoughts, tips, and strategies like the ones you just read, visit
http://www.fossumcreative.com and sign up for his monthly newsletter, Cory Fossum's
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