You Have A Beautiful Body - Don't Hold It Against Me

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You have built a great ...
web site. Your gifsand jpgs are ...
to their tiniest ... initial headline is perfect and all ...
and buttons are clear and ... You have built a great fast-loading web site.
Your gifsand jpgs are optimized to their tiniest proportions.Your initial headline is perfect and all navigationbars and buttons are clear and accessible. So what elsecan go wrong?Your visitors start to read.Within two lines they are bored to tears and clickaway.
Your body copy stinks.Your web site is an advertisement. Whatever itspurpose, a web site is selling something:o Selling youo Selling producto Selling an idea or concepto Selling a dreamTake a look in the paper, or a magazine.
Which ads doyou read? The ones that engage you. The ones thatintrigue you, or excite you, or interest you.The headline is like the book's cover - it draws themin.
The body copy is what makes them stay and buy in towhatever it is you are selling.Body copy must be- Personal- Friendly- Accessible- To the point- Easy to read- Benefit driven- Empathetic- Convincing- PersuasiveTake a look at a few of the sites run by big Internetmarketing names - Marlon Sanders, Cory Rudl, Ken Evoyfor example - and you will see how body copy should bewritten.Do you need to be a world-class copywriter? Well yes.But that isn't so hard. Here's how.o Use short, direct sentences.o Use active, rather than passive verbs.o Never talk about yourself - always put it from thereader's point of view.o Wax lyrical about the benefits, never concentrate onfeatures.o Ensure that you communicate your Unique SellingProposition - the point that sets you apart from yourcompetitors.o Keep to the point.
If you remain focused, so willyour reader. If you wander all over the place and tryto cover too many different topics, you will lose them.o Build up your story.
A good standby is AIDA. Gettheir Attention, build Interest, stimulate Desire, callfor Action.How long should your body copy be? Good question.
Theanswer is that it should be as long as it needs to be.Write it all down, following the AIDA formula, keep tobenefits, then revise what you have written down by 25%- cutting out as many unnecessary adjectives andadverbs as you can. Then, no matter if it is 100 or1000 words long, it will be the right length.Is this all about web sites? No, it applies to anythingyou write: letters, press ads, radio/TV commercials,sales presentations - even a best man's speech canbenefit from AIDA.
Keep writing, keep practicing, andtalk from the heart. Article Tags: Body Copy Source: Free Articles from ArticlesFactory.com .