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Copywriting is the art and science of writing words to promote a product, a business, a person or an idea; and carefully selecting, editing, weaving and constructing those words in a way that they’ll persuade the reader into taking a specific and measurable action.

This “action” can be subscribing to a newsletter, calling the phone number on screen, clicking a link, sending an e-mail to their friends, etc. Any of those actions will be used, in turn, to advance the sale further.

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• ‘Web content’ is an umbrella term. It is any content created for the we. Web content seeks to inform, communicate and entertain.

• ‘Web copywriting’ is a specialized form of writing which primarily seeks to communicate a sales message.

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Copywriting is used to boost the effectiveness of :• Banner ads and graphics• Off-line marketing• PPC ads and classifieds• Sales letters and direct response marketing• E-mail marketing• Social marketing and blogging • Audio and video

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• Understand your target audience• Know the product/service you are selling• Be aware of your brand’s USP• Low on the fluff and focus on relevance

For web copywriting………..

Keep the copy succinct. Remember that web users are busy, no-nonsense people who will rarely have time and patience to go through a wordy copy.

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• Direct Statement Headline

-The best chocolate cake you ever ate (Ladies Home Journal)

• Question Headline

-Who else wants to know how to drive massive traffic to their website?

• ‘How to’ headline

-How to promote your website for maximum response• Command headline

-This is your window of opportunity. Open it.

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• Implicit Benefit Headline

-5 sure-fire ways to sell your products on e-Bay• The Deep Discount Headline

-Get 12DVDs for just $5• The ‘Reasons Why’ Headline

-Here are 7 Hard Hitting Reasons to Visit Our Website This Week

• The short, punchy headline

- ‘’What if…”

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• Gain the attention of the reader

-E.g.: “What do Japanese managers have that American managers lack?”

• Focus on the customer.

Don’t underestimate your customers. They will not be impressed by bells and whistles. They want to know what is in for them if they were to spend time reading your copy.

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• Stress benefits

-E.g. : save money, save time, look better, feel better.

-Say you are selling a .tech product. Instead of just saying that it “offers increased capacity” stress which feature(s) allows such an increase.

• Differentiate yourself from the competition

-E.g. : Cereal X stays crisp in milk.

-E.g. : 1000 chips in every bag of chocolate chip cookies.• Establish credibility

-Testimonials, case histories build credibility and add value to your offering.

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• Close with a call to action

-Compelling your prospect to take the necessary action is the ultimate aim. End your copy with a call to action. (E.g. : Contact us now at…, trial our product by filling this form, book a ticket now by calling this number.)

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• The best copywriting is the one that gets the prospect involved. To achieve that involvement, you need to write in a conversational style – the more friendly and approachable, the better it will be. Your copy should have the word “you” at least twice as much as the words “I”, “us” or “we”.

 • Using contractions like “don’t” instead of “do not” or

“you’ll” instead of “you will”, can make your copy feel warmer… like one person talks to another. It feels that way because that’s how people talk.

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• A colloquialism is an informal way of saying things, whether it’s a word or a phrase that people use while talking. Using colloquialisms, you’ll draw your reader closer to you, and you’ll sound more familiar and personal. However, be careful… only use colloquialisms that are anyone can understand – else you risk distracting your readers. Here’s a few of them:

 • Say “cash” or “dough”, instead of money.• Say “bummed”, instead of “depressed”.• Say “Blown away”, instead of “very impressed”.

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