If you're unable to set yourself apart on the
Internet with technology, design, or prices ... what's left?
WORDS. Only words will set you apart.
But not just any words. They must be words that
are friendly, familiar, and easy-to-read. In "The
Copywriter's Bible," Chris O'Shea, Copywriter, says:
" ... I believe all copy should be written as a conversation
between two human beings rather than an announcement from
manufacturer to customer." Nick Usborne in Net
Words comments, " ... the simpler and more human
you can be, the better."
The way you write speaks volumes about your
company. If your message is stiff and formal, the reader will
most likely identify you as cold and distant and may be hesitant
to do business with you. When your writing tone is pleasant,
sincere, and filled with warmth, you will be perceived as
accessible, congenial, and the reader will feel much more
comfortable about making a purchase.
Many people are still filled with fear and dread
about doing business on the 'Net. They need reassurance from
you that their transactions will be safe, that you can be
trusted, and that their privacy will be protected. All this
must be done through words. Although the text for this
type of message may require a certain amount of 'legalism,'
the more personable you can make the writing, the better response
you'll receive.
Do I need to mention that honesty and truthfulness
must always pervade your messages? People are quick
to pick up on the slightest distortion of the facts. And even
a 'little' over-exaggeration of the claims can trigger an
immediate turn-off. Don't let your desire to become rich and
successful override the importance of your integrity.
There's no argument that the ease of manuevering
through your site, its appeal to the eye, and competitive
pricing play a role in the success of your Internet business.
But never forget, it's WORDS that set you apart from
the pack.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
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