Copy That Sells – So You Don't Have To

When you're marketing over the Internet you can't depend on your honest eyes and firm handshake – that's why solid copy is key to your success.

You might not be used to the word, but “copy” is another name for the content on your website, as well as the articles, videos, and social networking posts you put on the Internet to drive traffic to your website.

Why do we call it “copy?” Because copywriting uses a far different skill set than what you would use for everyday writing.

You're not doing copywriting when you're writing emails. You're not doing it when you're writing on your personal blog. And you've never done it in school unless you went to a technical school or majored in marketing in college.

Copywriting has a purpose all its own. Copywriting is writing that sells.

The Basics of Good Copywriting

 There's not room in one article to tell you everything you need to know to write strong copy. I've got more good resources for that here on The Force Report so you can look deeper. But I can give you some of the basics:

•  The copy you put on your website has to be free of grammatical errors. And while no one is perfect, you need to do the best you can to make sure your copy doesn't have any glaring typos.

 Remember – the copy you put out on the Internet represents you. You don't want errors that will make you look stupid any more than you'd want to go to a job interview with a huge coffee stain right on the front of your suit.

•  Strong copy uses short sentences and paragraphs, and is very direct. 
• The best copy makes prospects feel welcomed, respected, and willing and eager to buy.
• When you put videos on your website – and you should – be sure that those videos are scripted and that you take the time to at least do a few read-throughs before getting in front of the camera.

Copywriting isn't just about what the words say. It's about how they're presented both on camera and on a page.

• Internet copywriting also uses the principles of Search Engine Optimization (SEO), tags, and keywords to make it easier for search engines – and searchers – to find your business.

You'll notice I didn't get into a lot of specifics about what your copy should say. That's because copywriting encompasses a specific set of skills and it takes a long time to learn to do it well. Which brings me to my next point.

If you aren't a professional copywriter you should strongly consider hiring a professional copywriter to write your content for you.

Copywriting – Don't Do This At Home

Why would I encourage you to hire a professional to write your copy? After all, you're getting into Internet marketing in part because of the low start-up costs, right?

And besides, don't all the experts – including me – tell you how important it is for you to be yourself on your website?

Yes, those things are true. But do you invite company over to your house before you've taken some time to tidy up a bit?

Then why would you want less than professionally-written copy for your website?

When people visit your site they want to see the best of you and what you have to offer. Give them anything less, and your competitors are only a few mouse clicks away.

Besides, you can hire a contract copywriter for far less than you'd spend on an employee.

So take the time to learn more about copywriting. Hire a professional to help you and to teach you. You'll be happy you made the investment.