Internet copywriters must maintain an ever-increasing range of web skills and writing styles. To be compelling in a direct marketing piece is not the same and convincing on a Web page. With direct marketing, it’s all about building emotion. On websites, you must also build trust and authority. Nowhere is this idea more evident that when writing copy for list-building campaigns.
Website managers hire copywriters to voice the ideas that they cannot put into words. They need us as copywriters to clearly describe their product and services and let readers understand what they gain by signing up for a list. There are specific elements in list-building site copy that can be counted on the maximize the number of readers who elect to join a list. The copy must contain compelling content, calls to action and trust-building statements. By centering your work around existing marketing copy and using consistent elements, you will build brand recognition for your client as well.
So how do you make this kind of copy compelling? It’s not as much about selling benefits versus features. It’s about explaining clearly and logically what readers will get in exchange for signing up. While you still need to appeal to the emotional side of your readers, it’s more important than ever that you give them a logical reason to give into those emotions and sign up. This is most effective when you know your audience and speak to their desires. Don’t worry about getting everyone in on it. Those who are not interested will not sign up no matter what you say. You want to encourage those with an interest to act on that interest.
Testimonials are a great tool for encouraging sign ups. Be sure a few small quotes are clearly visible near the sign up, showing what other readers gaining from signing up to your list, feed or newsletter. Always let users choose select the newsletters or feeds they want to receive and never auto select all of your communication avenues. Let the reader decide and you will instantly add credibility.
You should also take time to read the client’s current web copy, ask for copies of prior newsletters and marketing copy and ensure you are writing in a similar voice. Writing in a stuffy tone to teenagers is as ineffective as writing like a teen to a CEO.
A good outline for persuasive copy starts with an attention grabber that appeals to your target audience. The benefits will be clearly explained. You must also point out how the communication avenues you offer are better or different from the competition. Point to testimonials to prove the truth of your statements. You should consider including a statement of credibility, perhaps explaining how long you have been in business or how large your readership is. Build value by identifying bonus benefits and close with a clear call to action. This basic outline, when geared to your target audience, will create effective list-building copy.
