Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for the web...

- Give or take, my job as a copywriter offline was to sell, sell, sell, sell.

- Online, I think, my job is best described as help, help, help, sell.

How come?

Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation.

The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything?

We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways.

And that's where the 'help' comes in.

Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information.

Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward.

Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want.

Once you have done that, once you have been truly helpful...you will have achieved a number of things.

First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates.

Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily.

And then, and only then....Sell.

Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

---

Google News Updated : Tue, 14 Oct 2008 11:56:09 GMT North Korea to resume nuclear dismantlement - The Associated Press Voice of America North Korea to resume nuclear dismantlement The Associated Press - 2 hours ago SEOUL, South Korea (AP) - North Korea planned to resume dismantling its nuclear program Tuesday for the first time in two months, days after the United States removed the communist regime from a terrorism blacklist as a reward under a disarmament pact. IAEA: N. Korea disabling set for Tuesday CNN International North Korean foreign minister set for nuclear talks in Moscow RIA Novosti Bloomberg - AFP - New York Times - Daily Nexus all 3,718 news articles Publ.Date : Tue, 14 Oct 2008 09:11:42 GMT Berlusconi Shares Investor Pain With $2 Billion Loss (Update2) - Bloomberg Voice of America Berlusconi Shares Investor Pain With $2 Billion Loss (Update2) Bloomberg - 2 hours ago By Andrew Davis and Lorenzo Totaro Oct. 14 (Bloomberg) -- Prime Minister Silvio Berlusconi promises Italians they won't lose ``even a euro'' of their bank accounts in the current credit crisis. Video: Bush Says He Will Help US Banks AssociatedPress Bush To Speak About $250 Billion Banking Rescue Plan Monday Morning AHN BBC News - Voice of America - The Associated Press - Wall Street Journal all 809 news articles Publ.Date : Tue, 14 Oct 2008 09:46:59 GMT Kashkari Leaps From Obscurity to Lead Role in US Bank Rescue - Bloomberg New York Daily News Kashkari Leaps From Obscurity to Lead Role in US Bank Rescue Bloomberg - 3 hours ago By Robert Schmidt and Rebecca Christie Oct. 14 (Bloomberg) -- Minutes before Neel Kashkari's public debut as the chief of the US Treasury's financial rescue plan, he sat in a hotel lobby in Washington, unrecognized by many of the international bankers ... What Treasury is planning CNNMoney.com After Historic Rally, Feds To Buy Bank Ownerships WCBS-TV New York Reuters - Bizjournals.com - San Francisco Chronicle - The Associated Press all 1,670 news articles Publ.Date : Tue, 14 Oct 2008 07:57:34 GMT Cambodia: Thailand withdraws troops from border - The Associated Press Washington Post Cambodia: Thailand withdraws troops from border The Associated Press - 2 hours ago PHNOM PENH, Cambodia (AP) - Thai troops retreated from a disputed border zone Tuesday, a Cambodian general said, averting a possible military clash after Cambodia's prime minister issued an ultimatum to Thailand to withdraw by midday. Thai army to maintain troops in disputed area Xinhua Thailand, Cambodia spar over border troop positions AFP AHN - Scotsman - Bernama all 747 news articles Publ.Date : Tue, 14 Oct 2008 09:51:31 GMT Asian, European Markets Continue Upbeat Rally - Washington Post Washington Post Asian, European Markets Continue Upbeat Rally Washington Post - 1 hour ago By Blaine Harden TOKYO, Oct. 14 -- Feverish buying in Japan on Tuesday replaced last week's market panic, as the benchmark Nikkei stock index soared to its largest-ever percentage gain in a single day, up 14.15 percent -- part of a global rally in ... Video: Asia Markets Mostly Up Monday AssociatedPress World Markets Reflect Growing Hope TIME The Associated Press - guardian.co.uk - Bloomberg - MarketWatch all 1,133 news articles Publ.Date : Tue, 14 Oct 2008 10:11:14 GMT House Race Is Shaken by Report of an Affair - New York Times ABC News House Race Is Shaken by Report of an Affair New York Times - 8 hours ago By IAN URBINA WASHINGTON - The Florida congressman who succeeded Mark Foley after he resigned because of a sex scandal is now embroiled in a sex scandal of his own, and has requested a Congressional ethics investigation to clear his name. A Florida (House) Bombshell Washington Post House to investigate lawmaker for alleged affair, ethics lapse CNN The Associated Press - Local10.com - CBS News all 357 news articles Publ.Date : Tue, 14 Oct 2008 03:20:36 GMT Milk, Sunshine Each Day Keep the Doctor Away - Washington Post ABC News Milk, Sunshine Each Day Keep the Doctor Away Washington Post - 5 hours ago · Kids from newborns to teenagers should take twice as much Vitamin D as previously recommended because it may help prevent serious disease, a leading medical group said yesterday. Video: HealthWatch CBS More tenacious about vitamin D Chicago Tribune Reuters - WBIR-TV - WebMD - eFluxMedia all 656 news articles Publ.Date : Tue, 14 Oct 2008 06:17:28 GMT RSS For Web Pages Increased Web Site Traffic

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Four Simple Steps to Improve Your Sales Copy

You know what it's like, you're reading the sales material... Read More

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over... Read More

How to Write Ad Copy that Sells

When I write copy for my advertising clients, I always... Read More

Getting Paid for Your Articles

If you've been writing web articles to help promote your... Read More

Super Verbs Really Move Your Copy

Run or hustle? Eat or devour? Move or scurry? You... Read More

Dont Be Satisfied With Your First Draft

Sometimes it's a struggle to figure out what's the best... Read More

How To Test The Body Of Your Sales Copy For Weaknesses

Your sales copy is the life source of your business.... Read More

Be That Copywriter Everyone Wants to Work With

So many copywriters think that it's enough to be a... Read More

Fundraising Letters: Where To Find Creative Ideas For Your Appeals

How do you make your fundraising letters creative and fresh... Read More

Professional Copywriting Services - How to Provide Your Own

Just because you're running a small business doesn't mean you... Read More

When Panic Attacks Writers

If you write for a living, you deal with deadlines.... Read More

Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack

If you're hunting for a good freelance copywriter and have... Read More

3 Steps to Great Copy

Nothing irritates me more than being told that there are... Read More

Its Not What You Say But How You Say It

Copy is all about words. Or is it?Copy is about... Read More

Keeping It Real: The Only Copywriting Trick That Works

Much of today's accepted copywriting wisdom comes from old books... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)

Effective headlines make all the difference in whether your prospect... Read More

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for... Read More

How Writing Radio Can Help You Become a Better Writer

Knowing how to write, and write well, is a skill... Read More

Is Your Content Provider Selling You Ripped Content?

Ripped content: well the term itself is self explanatory. Content... Read More

Killer Ad Copy

Not everyone is a writer. Good copy writing is a... Read More

Why Copywriting Is The Secret To Your Online Success

Over the last decade, the number of companies selling their... Read More

Six Reasons You Don?t Need a Technical Writer (and Why They?re Dead Wrong!)

I know, I know. Times are tough. You have to... Read More

More Insider Secrets to Great Copywriting - Judging Your Target Market

This week we're going to reinforce the training that Recruits... Read More