I’ve never been a fan of those really long-scrolling sales letters that you see on many websites. Quite frankly, I don’t have the time or patience to sit and stare at my computer monitor for umpteen minutes reading about a product. Continue Reading »

I just have to get something off my chest!

I’m on several email lists, so I’m constantly receiving offers for this and offers for that. Unless it’s something that I’m certain I have absolutely no use for, I’ll often click on the link to read the details.

Many times I never get past the headline before I close the page. Why? Well, look at some of these examples:

Now tell me honestly. Do these headlines motivate you to read the rest of the page? Or do you agree with me that some copywriters are getting a little too creative?

The other thing that gets to me is when headline writers claim they are “breaking a code of silence” or “making other internet marketers mad” for telling me about this (so-called) amazing product.

–Gag–

Hype doesn’t sell anything — except perhaps to the very green, very gullible newbie.

There are ways to write a web page headline that will appeal to your prospective customers, but it’s not by using words that are ‘over the top.’ As one writer said, ” … overstatement creates resistance.”

It’s our natural instinct to discount superlatives. Moreoever, when there’s an overuse of adjectives, it stretches any credibility we may feel about a product or service.

The best way to reach your target audience is by offering them a benefit in your web page headline — something that you know they’re looking for. (If you don’t know what they’re looking for, you need to do more research about your target market!)

Make your web page headline simple and straightforward. Use words that appeal to the self-interest of your prospective customers. Mention a problem they may be experiencing … that YOUR product or service will fix. Or let them know you have helpful information for them, e.g., “Give me 30 days and I’ll show you how to lose 10 pounds without feeling hungry.”

Headlines are an extremely important part of any marketing message, but if you don’t use them correctly, you can turn people off, thereby losing a lot of sales.

If you’re not feeling real secure about the headline you’re using on your website, send me an email (see my Profile) and include your website address. I’ll either give you a thumbs up, or a thumbs down — along with the reason(s) why it needs improvement.

I just came across an amazing tool!It’s called the Customer Focus Calculator and it analyzes the text on your website to determine whether it’s focused on the customer or not.

Here’s what they say on the site where the tool can be found:

As proud as you may be of your company and your product or service, most customers only care about how well you can help them meet their wants and needs. If you want more of them to buy, your focus has to be on your customer. How do you communicate that to them? With the words you use on your site. Are you talking mostly about them and their needs or are you talking mostly about yourself?

It’s also referred to as the “We We Monitor.”)

As a copywriter for several years, this was one of the weaknesses that I encountered more than any other when I reviewed existing website copy — too much focus on the company or individual and not enough on the customer. I even wrote about it here and also here.

Are you brave enough to put your website copy to the test? If so, visit this site now and see where you stand on the “We We Monitor.”

If your results are less than Excellent, it might explain why you’re not getting more of your visitors to buy … and why you need to make a course correction. BTW, it’s FREE to use this tool.