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

Filed under: Copywriting

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