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FIVE EASY WAYS TO IMPROVE ONLINE COPY
Presented by Mel HensonScreen Pages – 7th July 2011
Traditional copywriting
YOUR PRODUCT
YOUR CUSTOMERS
COPY
Salesmanship in words
Why is online different?
• Decision making process • Skimming v reading• Space restrictions• New things eg: – Link copy– Category overviews
• Search engine optimisation
NO 1 WRITE FOR ONE PERSON
The ‘crowd’• You all...• Our customers...• For those of you....
The individual• You • Your
Use the word ‘You’ more than ‘Us’(Our business) will be celebrating its 10th anniversary in September 2007. When
we launched our business, mail order was still evolving, the internet was merely talked about, on-line shopping had hardly begun and Google had not even been thought of.
10 years ago, we set ourselves the objective of creating quality jewellery that was stylish and incorporated classically timeless designs. We wanted to offer products that women could afford to buy for themselves.
We also set ourselves the goal of providing a level of service that went beyond our customers’ expectations.
I hope we have succeeded! These are still our aspirations today.In 1997 our collection amounted to perhaps 30 or 40 at the most. Today we
regularly have nearer 400, and we are creating new ones every week.
A huge thank you to all our customers who have supported us over the last ten years. You have been very loyal, and we are enormously flattered by your continuing trust and support as well as by the many compliments we receive
304 words
0%
20%
40%
60%
80%
100%
You
We
No 2 WRITE ACTIVELY – NOT PASSIVELY
Passive• This spray cleans....• This radio is so clear• This stain remover is easy to
use
Active• End the chore of....• Discover the clarity of...• Remove stains with ease
Assume they’re going to buy
Passive...• If you buy....
• You could be enjoying....
• Should you decide to...
Active....
• When you buy....
• Enjoy the....
• Now you can look forward to...
Active sentence-starters
• Keep your....• Organise your...• Reveal your....• End that....• Prevent ...• Stay ahead...• Freshen up....• Restore your...• Say goodbye to...
Demco Europe Limited – helping library and education professionals to provide the best service to their customers and students in the UK, across Europe, and internationally.
By offering specialist supplies, furniture and innovative design for libraries, study spaces, and learning resource centres, the Demco Europe family of established brands aim to inspire learning within our communities.
Inspire learning in your community.
When you need innovative design, furniture and resources for your library, trust Demco Europe Ltd - one of the world’s leading specialist suppliers to universities, colleges, schools and learning centres.
Present tense is active – future is passiveWill....
• Kids will love the fruity taste....
• These silk-lined gloves will keep your hands warm...
No will...
• Kids love the fruity taste....
• Your hands are always warm thanks to a pure silk lining..
No 3 USE MAGIC WORDS
NEW
Easy
Fast
Guar- anteed
Happy
Safe
HURRY
NOW
Quick
Use sparingly....
No 5 WRITE FOR HUMANS (not spiders)
Category overviews
SPIDERS• Welcome to the bakeware
section of our website, where there’s a fantastic selection of muffin pans, tart dishes, loaf tins, madeleine moulds and lots more for baking all kinds of cakes and pies.
HUMANS• Buying bakeware is a piece
of cake with our great selection. From muffin pans and tart dishes to loaf tins and madeleine moulds you’ll find all you need for baking cakes, pies and more.
Copy is only one part of SEO
• URL• Title• Site structure• 301 redirects• Breadcrumbs• Navigation• Bullet points• External links• Internal links• Canonicalisation
SEO
Other elements Copy
Isn’t he adorable? Probably a bit more loveable than his famous namesake Hampton Court Palace’s notorious resident, King Henry VIII. He comes with full royal regalia including handsome trimmed Tudor cap and cape. Suitable for little princes and princesses aged three years and above. Measures 28cm.
THE SECRET FORMULA
AIDA - Attention, Interest, Desire, Action
Attention
Interest
Desire
Action
• A Isn’t he adorable?
• I Probably a bit more loveable than his famous namesake Hampton Court Palace’s notorious resident, King Henry VIII.
• D He comes with full royal regalia including handsome trimmed Tudor cap and cape.
• A Suitable for little princes and princesses aged three years and above. Measures 28cm.
5 EASY WAYS TO IMPROVE ONLINE COPY
1. Write for one person2. Active, not passive3. Use magic words –
sparingly4. Be creative with links5. Write for humans, not
spiders
www.wordsthatsell.co.uk
Presented by Mel Henson author of Flicks & ClicksFollow twitter @flicksandclicks
4. TALK BENEFITS NOT FEATURES
Feature• Biker’s glove with a sticky
palm
NEW STICKY PALM GLOVE GIVES BETTER GRIP
Benefit• Better grip, more control,
win more races
THE GLOVE THAT HELPS YOU WIN
Copy is a tiny factor in SEO
The old and the new
Traditional (Print) Copy• Ads• Letters• Catalogue product copy• Coupons & order forms
New (online) Copy• URL’s• Title tags• Link copy• Landing page• Category overview• Google Adwords• Advice copy (eg: Buyers’
Guides)• Checkout