There is an ongoing debate about web copy. Some say that it should be similar to direct mail copy. Others state that is should be written in a more editorial, news offering style. However, both styles work. Both styles generate thousands of dollars of money for the website owners. Why is this?
The reason is quite simple really.
The reason that both styles work, and work well, is because the copywriter has learned one overwhelmingly important aspect to writing web copy, and any copy for that matter. KNOW YOUR AUDIENCE! This is THE most important aspect to writing effective web copy that there is. You must know your prospect or audience. And that's the ticket to writing seriously great web copy. Web copy that effectively pulls in large amounts of cash.
This is vitally important and cannot be overlooked. You can do everything else right, but if you don't know your audience, your copy will fail miserably. You have to take the time to get to know your audience as well as you know your best friend. You have to know what it is that makes your audience tick. You have to know what keeps them up at night.
In getting to know your audience, you must learn what some of their deepest desires are. If you don't? You're wasting your time and money. This holds true for direct mail copy as well as web copy. This is what makes those long, direct mail style websites sell the product or service that is being promoted. It's also what makes those editorial, news offering websites so effective.
This is SO IMPORTANT that it cannot be overstated. It cannot be overlooked. You must know your audience. Only then can you, or the copywriter that you have hired, write effectively. Knowing your audience will also dictate which style of writing web copy will be the most effective.
So the next time you hire a copywriter to write your web copy, supply them with as much information as you can get your hands on about your audience. And if you are writing the web copy yourself, make sure that you take the necessary time to learn as much as you can about your audience. If you do this, you will be greatly rewarded by increased sales, increased leads, or increased sign ups.
Copyright 2005 Gary Glasscock
Gary Glasscock is a freelance copywriter specializing in writing effective web copy and direct mail copy. He has studied under many of the current "great" copywriters as well as studying many of the all-time great copywriters. As a result, he has developed a style that is cumulative of all these influences. Gary's website is located at http://www.gc-copywriting.com