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Copywriting For Universities Article
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An Overview of Web Copywriting
from: Deb St. George - MarketingSalesCopy.comThe internet is definitely today’s tool for reaching prospective customers and clients. More than ever, people are turning to the web to display their content. For that reason, it’s important to establish a rapport with the reader immediately through web copywriting. To achieve this goal, you must communicate clearly and in a positive manner. To make it easier, let’s discuss some basic web copywriting ideas and how you can apply them to your webpage.
Be positive. Make sure your headlines convey your message in a positive way. Avoid words like, don’t, not, isn’t, etc. This also goes for your copy as much as possible. For instance, instead of “To achieve this goal, you must communicate clearly,” I could have said, “Don’t muddle your web copywriting, and above all, don’t use negatives.”
Address objections. For example, if you are marketing a high-priced item, you can assume people are going to object to the cost. Instead of apologizing through an explanation, maybe try a comparison—“This product will pay for itself…” or “One sale from this list of leads will make the price worth it.” Do this before you tell them how much the item is.
Write interesting copy. Vary your sentence lengths, keep simple but consistent vocabulary, avoid clichés, and most of all avoid industry-specific jargon and acronyms that can alienate a reader. Even if a reader might understand the words and acronyms, use them sparingly—the all-capital letters and unusual words stop the eye and make it difficult for the reader to process information.
Consider your audience. This is one of the cardinal rules of web copywriting (and all copywriting)—know who you’re writing to. For example, if you’re writing copy for an advertisement that’s going in a program at a medical assisting convention, you would want to use the kind of language that they are likely to speak.
Tell your reader what you want them to do. Are you trying to get them to make a phone call? Do you want them to fill out a form? Are they supposed to respond to a questionnaire? Then tell them. And if they need to do it right then, use the word, “now.”
These are just a few of the techniques you can use to enhance your web copywriting. Always keep in mind that you are trying to generate interest, overcome objections, and get them to take an action—without you present to convince them. You have one shot. Use it.
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