Your headline is going to be The Most Important part of your clients web page. However, it doesn’t have to be overly complicated. Remember, we’re focusing on the “Pre-Sell” environment.

One thing I love about writing webcopy vs. direct response is it’s simplicity. In short, you’re basically saying “Hi firstname, I’m yourname and here’s how I can help you.”

And you’re clients healine is going to pretty much say that same thing.

For instance, I was looking at a site that had been designed for a builder. The company builds high class homes. However, I didn’t realize that until I was several pages into the site.

The index page (front page of the website) was all flash. There was some content saying how they were the best at this and the best at that but it never said they were builders of high end homes.

Now, as a marketer this really didn’t make much sense to me. But as a copywriter this was a disaster. But I’m sure to an advertising agency that specializes in selling advertising it was a dream job.

Oh, back to the headline…

Besides not having the appropriate content they had the wort type of headlines. I’ll call them the “It’s all about me” headline.

Again, it was;

We do this…

We Do that…

We offer…

What a mess. So why the rant? I want you to realize and understand that in any type of marketing, you do – you really are not that important.

it’s your customer/client/reader that needs the attention. Not you.

So let’s get into writing headlines for websites. You know that successful headlines must do these 4 things;

1. Get your prospects attention

2. Relate to a specific audience

3. Deliver a complete message

4. Draw the reader into the copy

How To Get Your Prospects Attention

Neat trick huh? Actually it’s not a trick at all. That headline “How To Get Your Prospects Attention” does exactly what it’s supposed to:

It gets your attention

It relates to you – the reader who wants to know “how to”

It delivers a complete message

And since you’re reading this, it obviously draw the reader into the copy. :0)

Ready? let’s go have some fun….

What I’m going to do is search out a website that has these characteristics:

1. Low Ranking in SE’s
2. Poor Copy
3. Poor design (although our main focus will be on 1 and 2).

And then, I’m going to do two things during this process so pay attention.

The first thing I’m going to do is find a potential client. Then I’m goint to incorporate both my SEO and Copywriting knowledge to lay out my marketing plan for this project. So you’ll learn more then you bargained for here. Kool?

Keyword Search Is: Plumber Jackson Ohio

Site Found: Grizzly Plumbing

Domain: http://www.grizzlyplumbing.com/ (Can you say FREE PUBLICITY?) Link will open in New Window.

Issues Are:

1. Low page rank (page 6 in google search)

2. No USP

3. Poor Use Of Headline
Grizzly Plumbing
The Company That Tames Your Plumbing System So You Don’t Have To.

4. Poor Deck Copy (more on this later)

When you need service, you want an experienced and reputable company that you can trust. To take care of your home just like we take care of ours.

5. Poor/No SEO
Only had title tag – Grizzly Plumbing – Welcome

So, we’ve got a really good list here to work with. And we’ll be focusing on the headline itself for this post.

How can we change:

“Grizzly Plumbing
The Company That Tames Your Plumbing System So You Don’t Have To.”

…to meet the needs of the reader?

Remember, your headlines should cover these four areas;

1. Get your prospects attention

2. Relate to a specific audience

3. Deliver a complete message

4. Draw the reader into the copy

Plus, we want it to be SE friendly. Here we go… Ready?

BAM! Just like that!

The Truth About Plumbing – Jackson Ohio

Simple enough huh? Let me explain why I did it this way.

I first covered all four areas of what headlines should do. But I also was able to use the “-”  to keep it SEO friendly because unlike you and me, Google does not recognize symbols. Yes, that’s right, even Google has a way to help you write better copy.

If I was to work with Grizzly plumbing as a client I could also incorporate this into the SEO, PPC ads, and SE pages to make Grizzly Plumbing stand out above all the rest.

Just a quick note here and I’ll rap this session up….

Deck Copy – Your deck copy is the copy that stands out above the fold. For a website, the fold is what’s seen within the confines of the screen. For this particular instance, I’d probably use a simple news style deck like this:

RE: Plumbing – Jackson Ohio

And then lead into the story with something like:

Customers have questions and can feel comfortable knowing that…. And so on.

Well that’s it for now.

In part 4 we’ll talk a little more about;

Headline – we’ll finish up and I’ll be uploading a free headline Template Guide you can use for your own clients.
Sub-headlines – We’ll see why a sub-headline can really make your clients customer want to say “yes” when the offer is made.
Deck Copy – How to come up with ideas for deck copy that doesn’t scream – “Go Away”

Stay tuned…

by: Fred Acker

The Big Idea – Copywriting For The Web part 2

The “Big Idea” is a pretty obvious part of any copywriting. But do you know what it could mean to a B and M business owner? You will soon. Keep reading…

If you have trained your clients correctly, they’ve already done their homework and have their USP (Unique Selling Proposition) in place. If not, you’ve got some work to do. But that’s another article. We’re here to talk about Compelling Copy for your clients. So let’s dig in.

The Big Idea and your clients USP are going to play a critical part of their overall marketing plan. Why? Because I said so. But also, this is what’s going to stand out most in your clients customers mind.

Answer these questions FAST as you can;

Who “Deliver in 30 minutes or its free”?

Who is just going to “Do It”?

Who is the “Most Respected Copywriter for the web”? (Answer this one wrong and you fail miserably).

Is your brain working overtime? No absolutely not.

Answers:

Who “Deliver in 30 minutes or its free”? Pizza Hut

Who is just going to “Do It”? Nike

Who is the “Most Repected Copywriter for the web”? To be announced (but you knew that didn’t you?)

When your client has their USP in order it’s going to make your copy so much easier to write. Here, I’ll give you an example.

Let’s say you wanted to start your own business. You want to stay local. You want to help others in the community. So the obvious would be to become an Internet Marketing Consultant or A Marketing Consultant.

Not a bad idea. Good money. Local. Helping others. Sounds just right.

So where do you go to learn? WarriorForum.com? Yeeeeah… ok, maybe. Great information. But there a better place for what we want to achieve. Let’s head over to LocalBizBuiders.com The Community For The Offline Niche.

WOW! LocalBizBuiders.com “The Community For The Offline Niche” that’s some pretty powerful stuff don’t you think? Sort of says everything in just a few words. And I bet you don’t forget it either.

Alright, I’m making light of the subject here, But look closely…

Keith (I’m assuming it was Keith) made it real easy for us to remember where to go when we needed something.

And that’s what you need to do for you client. Because when a visitor searching for something online doesn’t see this – your client may not get what they are expecting. And that should scare the life right out of you.

You get the idea. Now let’s implement that Big Idea into your copy. Some how, some way, this has got to be place on each and every page of their site. If it’s offline marketing it’s got to get on everything else.

The best way to do this is in a slogan or image right at the top of the page. This is where your copy is going to begin. At least the external copy anyway. SEO might be a different story. But our concern now is to get that visitor to grab onto something, and fast.

****Warning Warning Warning****

Your Big Idea/USP is not your headline. We’ll discuss that when you come back for part 3

by: Fred Acker

Part I
I have yet to meet a brick and mortar business owner who understands copywriting for the web. If you’re missing out on this highly lucrative service you’re leaving HUGE blocks of cash on the table. But there’s a catch…

And that catch could mean the difference between you owning a VW Bug or a Rolls Royce.

Let’s forget what you were taught for a moment and think ahead. Google is low balling sites with no useful content. Twitter is banning duplicate tweets. Facebook is changing the rules all the time. What’s happening? Why are all these big boys so focused on “content”.

The answer is simple; It’s what people want.

Ok, you and me, we’re more inclined to tap into that long sales letter that is just begging out wallets to break free from our grasp. But the majority (those non Internet Marketing Consultants) want information.

And you’re going to give it too them. For a fee of course.

Now let’s take a look at what copywriting for the web really is.

1. It’s got get ranked high in the search engines

2. It’s gotta be interesting enough to get people to read it

3. it’s got to be compelling enough to get people to say yes

Sounds simple right? Well, for some it is. You and me were born to write compelling copy. It’s in our blood. But ask a B and M business owner to write copy that pre-sell their readers to leave their information or pick up the phone and call and you’ve got a tough nut to crack.

Can you say “KaChing”?

Ok, so maybe you don’t know how to write compelling copy. But I bet you’re going to learn after reading this right? Yes? Say yes!

Because if you don’t you’re going to be left in the dust. The web is changing. And as much as we like the direct approach to marketing the big dogs are saying no way – can’t do that.

Stay tuned to this blog for part 2 of this series