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Welcome to all of our new subscribers!
In this week's edition of eTips, Michel Fortin, of MichelFortin.com, will
provide you with the seven deadly sins of website copy.
I hope you'll enjoy the publication.
To your success!
 The
Seven Deadly Sins of Website Copy
By
Michel Fortin
Copyright © 2008
Throughout my research, I'm always surprised when I stumble onto websites
that are professionally designed and seem to offer great products and services,
but lack or fail in certain important elements.
Elements that, with just a few short changes, can help multiply the results
almost instantaneously.
Generally, I have found that there are seven common mistakes. I call them
the "Seven Deadly Sins." Is your website committing any one of these?
1) They Fail to Connect
Traffic has been long touted to be the key to online success, but that's
not true. If your site is not pulling sales, inquiries or results, then why
would it need more traffic?
The key is to turn curious browsers into serious buyers. Aside from the quality
of the copy, the number one reason why a website doesn't convert is that
the copy is targeting the wrong audience or fails to connect with them.
First, create a "perfect prospect profile." List all the attributes,
characteristics and qualities of your most profitable and accessible
market.
Don't just stick with things like
demographics and psychographics. Try to get to know them.
Who are they, really? What are their most pressing problems? What keeps them
up at night? How do they talk about their problems? Where do they hang out?
Then, target your market by centering on a major theme, benefit or outcome
so that, when you generate pre-qualified traffic, your hit ratio and your
sales will increase dramatically.
Finally, ensure that your copy connects with them. Intimately. It speaks
their language, talks about their problems, and tells stories they can easily
appreciate and relate to.
Since this is the most common error that marketers and copywriters commit,
and to help you, follow the following formulas.
More
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