The 12 Step Internet Copywriting Formula

If you are setting up a Website, then the primary goal is to bring in the customers and the money. You will get neither if your copy doesn’t do what it needs to in accomplishing that goal. Graphics are great, and good eye-catchers, but the copy has to give the information the right way to get the sale.

To be successful, here are three important points your Website must include:

1. Everything written must be valuable information concerning the product or service. Don’t waste time talking about anything else. All written content must focus entirely on the product or service and should include everything the customer needs to know while making the decision process.

Escape Copywriting Deadend

What will you do if your copywriting formula won't work, like AIDA—which stands for Attention, Interest, Desire, Action—you can’t for your life come up with the right stuff. It’s driving you crazy and so what you need at this point is something of a kick-in-the-butt method of finding your copy. John Forde, another well-known prolific copywriter, has worked out a system of questions to ask yourself that will get at least a decent piece of copy onto the page. Then you can build from there. So, if you find yourself stuck without anything to say, try the following questions and use the answers to build your copy.

Online Sales Copy Writing Formula

Writing online sales copy requires essential elements that must always be included in order to have a successful response. Author and Marketing Consultant, Loren Beckart, Vice President at ClickTracs, wrote an online article about a nine-part formula she always uses in her work.

The Nine-Part Formula:

Headline: 

The headline consists of three elements: the pre-headline, the main headline, and the posthead. The pre-headline is where the targeted reader is hooked and can’t wait to read further to find out what’s next; the main headline provides the big selling point or benefit which engages the reader’s emotional interest; and the post-head clarifies the first two parts.

A Low-Tech Way to Boost Response

Here are several nice ideas about how to boost response the low-tech way.

• Add pictures, photos, clipart, and other graphics to the sales letter, particularly close to the headline.
• As headlines are critical to grabbing the reader and having them want to read more, you have to get the reader’s attention in the best way possible. If the headline doesn't do the job, then no one is buying.
• Add a few photos or graphics within the body of work. Some readers really need to see the pictures of the product at work, or of you performing the service you are selling

Clear, Compelling, and Credible Copywriting

• Clear - easy to understand—define exactly what you are selling
• Compelling - riveting, cannot put it down, story-telling at its best—makes you want to find out more or buy the product—“This is exactly what I’ve been looking for to solve my problem!”
• Credible - believable, no dropped threads or loose ends, answers all questions, eliminates doubt and concern about spending money.

Clarity is obvious. If you are selling a vacation resort, then that is what you are writing about in the first few lines. But what you also need to indicate about the resort is WHY this resort is so wonderful. Maybe it has a special charm that invites newlyweds to come spend their honeymoons there. In other words, find out all the wonderful benefits about going to this resort, and focus on them in the first few lines.