For the last year, I've been researching, studying, and learning new credible ways on how to write successful sales copy for the Web.
Today, I'm discussing a technique being carried over from print direct response sales letters to the Web. (Hint: Very few people are using this technique on the Web!)
It's called "editorial-style web copy."
I've attached the first page of a fairly good example of "editorial-style web copy" which includes a tool you need to learn in order to sell to today's smarter buyer.
At the end of this post, in the P.S. I include the URL for the whole letter – so you can learn even more about this style.
When you open today's attachment, look for my arrows. If you print it out, you can look at both this information and the example at the same time.
Since we're in the Experience Age and no longer in the Information Age, when you use this device inside an "editorial-style" sales letter, you're guaranteed to not only increase sales but SEO ranking as well.
The arrows point to an "involvement device."
In "Web Copy That Sells" (2005), p. 81-88, author Maria Veloso, gives a few additional examples on how to use involvement devices.
Just don't notice the involvement device but also look at where it's placed.
Notice its placement carefully -- it's placed so it begins on the first screen and makes the visitor scroll to continue his/her involvement with the device. Cool, huh?
I don't believe this particular involvement device is a Grade A because it's only one-way – all you can do is check off the items, nothing more. Grade A involved has two-way involvement of some type.
Hmm, maybe that's what I'll show you in the next critique.
Let me list your takeaways from this . . .
1. You learned of a new way to format a sales letters for the Web.
2. You expanded your knowledge about using involvement devices to increase sales.
3. You had an example of how positioning the involvement device can get visitors to scroll, keep them interested, and keep them reading.
4. How an old technique can be adapted to be used on the web -- Editorial-style copy.
5. Sometimes spending the more time on the right way to write makes a big difference in your sales results. Give visitors the right information to make an informed decision.
To learn more about writing this type of web copy, I suggest printing the 17 pages and evaluate its components closely. It's a great piece for your swipe file if you keep one.
Some copy trainers call this style "soft copy." I disagree. I don't believe it falls into being categorized as hard copy either. I do know editorial-style copy is working better today on the Web. The key and I hinted on this earlier, is that very few sites are using this to their advantage.
Till next critique,
Catherine
