The Importance Of Web Copy In Internet Marketing
A sales copy is a part of traditional marketing and advertising activities and is sent out to prospective buyers with the aim to inform them of a product, how it will benefit them and to provide related information in a way that induces them to buy the product. Similarly a web copy is what is used for selling something through the Internet. However, despite the similarity of purpose, a tradition sales copy sent by direct mail and a web copy are quite different.
Traditional marketing and advertising and web marketing and advertising are very different from each other. Some people find Internet marketing concepts to be rather unusual. Others refuse to accept that web marketing is any different from traditional marketing. Even as web marketing continues to apply techniques used in traditional marketing instead of established techniques in copywriting, it works successfully for advertising and marketing on the web.
One of the main differences between a traditional sales copy and a web copy is that the former is considered more effective, when it is short and targeted.
It is used for captivating the attention of the audience. If interested the prospective buyer either places an order over the phone or goes to a store for making a purchase. A web copy on the other hand encompasses the whole process of advertising and sales. Being part of e-commerce solutions, which are fully automated, the web copy does much more than the traditional sales copy, in as much as it works like a full fledged sales person by introducing the visitor to products and services being offered, explaining and highlighting product features and benefits, handling objections, requesting the visitor to act and finally closing the sale.
While preparing your sales copy, you need to be sensitive to the ways of expression, unique to the Internet. This will help you to create an effective web copy that users will find interesting. Foremost among them is the style of writing. Netizens find themselves more comfortable with information that is presented in a relaxed and informal way, unlike that contained in direct mail sales material, which contain exaggerations and hyperbole.
The writing style of the web copy needs to be engaging and friendly with a soft sell approach. The web copy should contain detailed information that extends a personal touch creating a relaxed feeling while reading and not like something being thrust at the reader for buying. Internet users do not prefer such message types. Therefore, while reading your web copy, the readers should feel as if someone is talking to them and providing them with information they were looking for and which they did not have earlier. Even when the purpose is to secure a sale, the tone should not be ‘salesly’.
You need to keep the reader interested in your web copy. You must provide pertinent and up to date information, right from the beginning aiming at conveying your message directly and clearly. Once your message gets through, the reader will be able to take immediate action by going to your sales cart/order form page. Remember, if you are not able to hold your visitor’s interest, he may just click out of your site and the entire effect of your web copy will be wiped out.
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Peter Brittain is a director of an Australian internet marketing company – Slinky, and is an expert in SEO.
