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I have noticed a disturbing trend lately. Many small business websites are using their techies to write sales copy. Writing, like music requires some talent, and some folks are just tone deaf. I should know, I'm an amateur guitarist whose inherent musical talent lies somewhere between Mozart and Roseanne Barr, singing the National Anthem.
Recently, I joined a certain linked website in order to promote my writing. Having no big business experience, I was lonelier there, than a hermit with body odor. So, I joined a certain E Marketing Club.
Postings on this club's website consist of a lot of gobbledygook jargon, and big words, combined with shameless hustling that would put Fast Eddie Felson to shame. In the member profiles are pretentious titles for people who sit at computer monitors. On the club's bulletin board was a woeful tale. It went something like this: ” I just launched my campaign for an oldies cruise, in the midst of all this Wall St. turmoil, the timing couldn't be worse, blah, blah, boo, who, what am I going to do?”
I decided to cruise over to this oldies cruise website. At the top of the page above the lead headline was a message like this, “Due to all the turmoil on Wall St. and the economy, we are extending our refund period, blah, blah, blah. ” There's nothing like reminding people that their retirement nest egg is in the toilet when you're trying to sell them a cruise. Further down the homepage were warnings that, travel insurance was extra. There were warnings that, “if you don't book through such and such travel agency you won't be admitted to the concerts. This is for cheapskates, who would book the cruise cheaper elsewhere, and then crash the concerts.
I then fired off an email that went something like this. “Don't worry about Wall St. It will recover eventually, and I don't believe it will effect the demand for this Doo Wop Oldies Cruise, too much, etc. Now the bad news: The copy sucks. Who wrote it, Donald Trump's barber? Take out the stuff about Wall St. etc. etc.”
There returned an angry and outraged email, that went something like this, “I have gotten compliments on the copy and the website. And we have gotten so many thousand hits etc. etc. The bit about Wall St. was our kindly attempt to be relevant to our customers during this dire national tragedy. Sir, you are a blood sucking scum and furthermore, I needed emotional reassurance not your piss and vinegar, etc. etc.”
I had detected the pride of authorship. Further analysis told me that this individual was a professor of E Marketing with specialties in such areas of geekdom, with a gaggle of initials after his last name.
How could a marketing professor be so clueless about salesmanship and copy writing? This bozo couldn't sell me an umbrella, if I was caught during a downpour wearing my best suit.
So here's what's going on: Geeks with pocket protectors have taken over the asylum. Because Search Optimization has become so critical in getting web traffic, many companies have left the web copy writing chores to the techies. Some folks are putting ads on Craigslist for copy writers that are answered by folks in India, who will work for very low wages. The problem is that when you speak English as a second language you write terrible copy.
Copy writing is an art that's a little different than general writing. Good copy requires a good headline. Headline's are like the Dating Game Show. You need a good opening line. You always lead with your most attractive offer. Since, the bible first advertised the Garden Of Eden, travel copy usually extols the virtues of an idyllic place, an exotic beach, relaxation, etc.
If money is changing hands, than your website requires copy writing. Copy writing is salesmanship, and the art of persuasion. If you were buying a car, an inappropriate or insensitive remark, by the salesman could kill the sale. If you were shopping for an SUV the salesman wouldn't remind you about the high price of gas. So it's the same for copy writing.
Seth Godin, has written that great websites are an excellent information resource. Once a good headline attracts the buyer, you can provide all the information that she needs to make a purchasing decision. Extra information, should be at the bottom of your web page, or at a linked page. In the example of the cruise website, they could provide a link titled, What's Not Included In The Offer? However, if your potential customer is not enticed by a good headline and copy, they will never get to your extra information. They will be gone. Similarly, many web sites discuss the technical features of a product without first enticing the customer with the benefits of using the product.
So, what is the judge of effective copy? It's what percentage of visitors are purchasing or making further inquiries, not web hits.
Bozo the professor has misapplied the idea of being a great information resource and used it to undermine his sale pitch. People still travel, go on cruises, and buy products, during a recession, although demand slackens. And, it's a great time for the consumer to look for travel bargains.
The companies that do a great job selling their products and services will come through this recession stronger. Don't be penny wise and dollar foolish. Pay a writer to write your copy. Once you have great sales copy, you can put it on your website, into a brochure, sales letter, logo, etc. It's like a utility man on a baseball team. During a recession it's more important than ever to use good copy to attract more business.
What do I think about an oldies cruise? It's a great business idea. Music is a great way to bond with people and make new friends. However, watching three old guys with trusses on, trying to harmonize to the Duke Of Earl, will never be on my to do list.
About me Patty Langdon has been composing articles, online and in the real world, for more than 6 years. This writer normally writes on wellness and conditioning, relationship, weight loss and fat reduction associated troubles. Read her newest posts at her website. She is also a Lawyer, certified massage therapist, consultant and author. Pay attention to her pressure decreasing periodical course on video that can be found at Mail Order Bride Scams or on lots of common sites on the world wide web.
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