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Ignore The Gurus

"Ignore The 'Gurus' Which Is *Really* Best?"
by © Joe Robson

There's a great number of myths about writing for web pages.

Like "no-one reads long copy."

Like "people won't scroll down long pages"

Like "Soft-sell works better than Hard-sell".

... ad nauseam (that's Latin for 'more theory')

Don't you believe it!

We *will* read long copy - if it's interesting. We *will* scroll long pages - if we need the information. Soft-sell works *and* Hard-sell works - depending on the offer.

In short - copywriting techniques that sell off-line, sell on-line! With suitable adjustments.

The 'experts' who spread those myths should take a long hard look at Ken Evoy's site. Then ask themselves how a website which breaks all those 'rules' has sold thousands upon thousands of his internet marketing book 'Make Your Site Sell'!

Yes I agree it's a brilliant book. I've bought one myself. And like thousands of other people I believe it's the best internet marketing book on the Web. (If you haven't got one yet - get it!) But the best internet marketing book on the Web still has to be sold. Yet Ken's site has:

*Long copy.

*Long scrolling pages.

*Uses fast moving Hard-sell copy.

Just like a good 'old fashioned' print ad or sales letter.

So *why* does his site sell?

~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Because we *will* read long copy IF we think the contents will benefit us. If we are really interested in what the writer has to offer we DEMAND information - bundles of it.

Would you buy a car if all you had seen was a photograph and a few lines of text?

Of course you wouldn't.

You go to the showroom and drink in it's looks, it's color, it's lines. You sit in it, you drive it, you touch it. You ask questions on price, engine size, servicing costs, fuel consumption, after-sales service, guarantee. You see yourself driving it, and imagine the benefits it will bring you. Questions, questions, questions.

Information is what you need. Lots of it!

And if the salesman seems trustworthy - you buy it. So why do so many people think we don't need the *same* amount of information from a website?

Why don't they realize that because we can't see, feel, touch and experience their product or service, the provision of information is even more important.

It takes more *courage* for us to buy from a web page than it does from a store or showroom.

And information - good benefit-filled information - gives us the confidence and courage to put our money down.

A monitor screen is as long as you make it

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Because of the restraints of the monitor screen, far too many companies fall into the trap of skimping on content. This is a fatal mistake. And there are many successful entrepreneurs on the web who agree with me (or should that be the other way round?).

You must give a detailed and blow-by-blow description of the benefits of your product - no matter how much copy it takes.

It's also important to realize that lots of detailed benefits and description gives a HIGHER PERCEIVED VALUE to the product.

Your prospect needs as much detailed information as possible to re-assure her that she is making the right decision. In fact she DEMANDS information - facts, figures and anything else you can give to help her find the courage to spend her money.

And it's courage she needs-not just reassurance.

Your pages need a DETAILED BREAKDOWN OF EVERY BENEFIT AND FEATURE your product has to offer, no matter how far your prospect has to scroll down.

If she is interested in what you have to offer she will stay as long as it takes to get the facts. Wouldn't you?

And if she has absolutely no interest in your offer she won't even read the first paragraph! She'll be long gone!

Who says scrolling is hard work?

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Because they are very detailed, the tutorials on my site need long pages. Judging by the design of many websites I see, most people would split the content into 2 or 3 short pages.

Is it such hard work to scroll down a page? And which is better, scrolling down a long page, or interrupting the concentration of the reader by forcing him to click through to another page?

Any good salesman will do everything possible to hold his prospect's attention. Because any tiny distraction - an incoming phone call, interruption by another prospect - can kill the sale. It gives the prospect time to 'cool off' and make an excuse to wander away. And it's exactly the same on the web!

Every click-thru your reader is forced to make is another opportunity to lose him altogether.

Hard sell in action

~~~~~~~~~~~~~~~~~~~

If you seriously want to learn the art of good copywriting, do yourself a big favor. Visit Ken Evoy's site now and examine it in detail. And see an expert in action!

I promise you will learn a great deal from the way he presents his book - strong headline, sub-headings and lots, lots, and lots of detailed features and benefits.

His use of testimonials and the way he presents them is especially powerful.

Using what I hope you have learned so far from my tutorials, examine his copy in detail. Print it out and write it out by hand!

Yes, write it out word by word and phrase by phrase.

This way you will actually *feel* the way it is structured and presented. You'll get a terrific insight into how really powerful selling copy *should* be written. And you will also discover why his book is such a massive seller!

In short, Copy techniques that work off-line, work on-line!

Visit Ken's site at http://www.nowsell.com/info and pick his copywriting brains.

AOL users click here

_____________
About the Author:

Article by Joe Robson of Copywriting Solutions whose popular new web site at http://www.adcopywriting.com is BULGING with really great Copywriting and Web writing Tutorials. You can Subscribe to his Free Newsletter by sending a blank email to copywritersdigest-subscribe@topica.com