Week 3 EOC - Chapter 5 - Writing Web Copy That Sells

"People think of price and value on a scale. On one side is value and on the other is price. Load up the value side of the scale.

You want the side holding "the value" to be down so far that the price is really no issue. The way you build that up is comparing what I call apples to oranges or return on investment." (Success Secrets of the Online Marketing Superstars, Mitch Meyerson, pg50)

An important aspect of writing web copy that sells is to make what you have to offer look valuable. Not just your product, but everything that you stand for. You have to forging an emotional connection with prospective and established customers alike by defining who you are and what you sell. You have to know your target market and be able to cater to your target market's specific needs.

Web copy requires a distinct and consistent voice that expresses the value of the relationship you are seeking, accompanied by assurance. What value is there in everyone knowing who you are if they do not know what you stand for and what you can do for them? The more reasons you give people to choose your brand, the less price becomes a factor in their purchasing decision. Then ""the value" side of the scale will be down so far that the price is really no issue."

By clearly stating how a prospective customer’s world will be made easier, more lucrative, healthier, happier and so on, by having a relationship with you will continually reinforce your message not just on your website, but also in print materials, advertising, trade show presentations, press releases and so on. One should never forget that words, like design, are the foundation of communication. They help us express, understand and learn. They are invaluable to influencing your visitors’ decision-making process and loyalty. (Smashing Magazine, How To Improve Your Branding With Your Content)