The indispensable qualities of professional copywriter




The indispensable qualities of professional copywriter

Whatever industry you operate in and whatever web site you have, it indispensable that the content on your web site is written easy-to read, appealing and attractive style.

Your potential customers will visit your web site and judge both you and your company by the information presented on your web site.

It might be enough to have appealing content in offline advertisement, but it is not enough just to have attracting content to be successful in online environment.

However, how can one make sure that your web site will stand out from the numerous other identical ones on the internet and it will attract the attention not only of your visitors but the search engines as well?

In order to get high rankings the text of your web site should be well optimized as well. Undoubtedly, this is where the skills of experienced and skilled copywriter count.

It is widely known that the copywriter should be creative, ingenious and must possess excellent writing skills.

But apart from these well-known facts, what qualities and experience should professional copywriter possess?

First he should know how to perform keywords search and keywords analysis.

In my experience there are some specialists in the company, who can perform this task for copywriter; however it is imperative to find out whether the copywriter can perform this task before hiring him.

Second, he should have good knowledge of modern marketing tools.

He must understand current online advertisement strategy and the techniques that allow receiving high rankings on your web site.

He also should know how to develop highly efficient marketing programs that will advertise the site and gain promotion of it online.

For instance such techniques as press release and article writing that help to promote you as real professional should be known to your copywriter.

Third, the text written by him should induce customers to take some actions.

One should remember that it is crucial to have action-driven text on your web site to get high results.

Fourth, the copywriter should be customer-oriented and understand how the potential customers write, talk and act in order to write as convincing as possible. is one of the leading copywriting companies, that provides its customers with appealing, attracting and ingenious copywriting SEO and web content.

It also provides its customers with efficient press release services. The writers of create press release that helps to get exposure for your company.

Web site copywriter in the 21st century

The process of keyword search is well-known. However large the company may be and whatever industry it operates in, there are usually some people at the company who can perform this task.

However, once the keyword search has been performed one should start working these keywords phrases into the text of your web-site. The person who performs this task is a web site copywriter.

Apart from being creative and have an aptitude for producing appealing, memorable and attracting content the professional web site copywriter should be able to write the text in easy-to-read, convincing and action-driven style.

He should also be able to perform thorough web site analysis and understand how the web site maintained by you should be changed or adjusted in order to get higher conversion rates.

But even if he has these qualities it may not be enough. It today’s highly competitive and ever-changing online world it is indispensable for him to understand current marketing trend, what customers want to purchase as well as what expectations they have. Apart from this he must also analyze marketing and advertising strategy of the main competitors of the company and propose effective adjustments in the content of the web site to countervail them.

If you are hiring experienced web site copywriter it is advisable to look through his portfolio in order to get an insight into his experience.

Experienced web site copywriter who has already provided some copywriting service should indicate what type of copywriting he has been working on and what results he has achieved.

Moreover he must also understand modern marketing techniques such as writing press releases and writing article.

The web site copywriter should always keep himself abreast of the latest changes in marketing in order to produce high-quality content.

If the web site copywriter you intend to hire matches the above mentioned criteria, than he will be able to bring good results for your company.

The most sacred secrets of copywriting services

Successful copywriting is one of the most important elements of your advertising. It attracts attention of your potential customers and makes your message memorable and it might induce your clients to take some actions. Many research in psychology show that words may affect our vision, they may either change our depressed mood or uplift our spirit. Words can convince other people to hold a particular point of view or adopt certain way of live or belief. Words, in short, are ones of the most powerful tools in the communication process. You and your customer are communicators. The task of every copywriting text is to grab the attention of the visitors on your web site and encourage him to explore your site further. The ultimate aim of your web site content is to induce your customer to purchase your products and services.

How to get these results? The answer is by writing the copywriting copy. Either by yourself or by some copywriting services. Each copywriting copy should comprise several indispensable elements: it should posses intriguing headline, well-written, coherent and logically structured text as well as encouraging final paragraphs. Moreover the most effective copywriting copy must communicate directly with your customer, do not try to communicate with the group of people; use the word “you “in your copywriting text. “Our clients will value our products” sounds weaker than “You will want to value our products”. One should not forget that one must start writing and designing the copywriting only after the marketing research has been conducted. Effectiveness of your copywriting copy depends on how well you have evaluated your market, the advertisements techniques of your major competitors and the demands of your potential customers.

Do not forget that you must target only those persons who are really interested in the products and services that you provide. The persons who are interested in ski resorts visit other web sites that individuals who evince their interest in the manufacturing of the cars. It is easy to follow this rule in real life; however it is not so easy in virtual, online environment. In order to get your site to the right people at te right time one should conduct keyword research before starting the writing of the content of your web site. These are just several useful tips that might help you in the writing of your content. It might sound simple and it might be easy, yet it is advisable to hire some professionals who have knowledge and experience in the writing of the web sites. Remember that if this task is performed incorrectly, it might harm your business and entail negative consequences for it for many months to come.

Website Copywriter Tips: Homepage Copy – The Transition Zone

<b>Have you read Paco Underhill’s fascinating book, <i>Why We Buy</i>, about the psychology of retail store shopping? One of his major tenets about brick and mortar shopping holds the key to effective homepage copy – something he calls the “transition zone.” If your homepage copy creates a sales zone not a transition zone, you could be losing sales.</b>

<b>The Transition Zone Explained</b>

Think about the last time you visited a brick and mortar store… Maybe it’s raining or snowing outside. Maybe you just left the dry cleaner before arriving at the electronics store. As you first enter the store you constantly make adjustments to changes in lighting, temperature, sounds, and visual stimulation. You need to get your bearings. Underhill calls this part of the store the “transition zone,” a place for adjusting from outside to inside, not selling. Selling attempts in this early stage are lost.

When does your homepage copy start selling? Unless your answer is never, it is too soon.

<b>The Trade Show Lesson</b>

I remember that the worst trade show booth to have was just inside the front door of the trade center. Instead of making sales I was giving directions, demoted from VP Sales to greeter, gopher. You would think that being first was an advantage. This position might be true in search engine ranking but not in trade shows booths. The fact is many people don’t even notice the first booth until they have completed their adjustment process. By that time they are well past the first booth and buying from booth number 4.

Most website visitors behave like trade show guests. Is your web site copy trying to close business in booth one or giving the visitor time to adjust to the new digs? Why not put your actual sales copy in booth two or three or four? Better still distribute the message across all three.After all, that’s where the customers are headed anyway once they have transitioned to your site.

<b>Cushion Don’t Convince</b>

So if selling is inappropriate what can you do to make your homepage copy sell without selling? Effective homepage copy cushions the hard landing strangers feel when they first arrive at your site. A soft landing is a receptive landing. Why not use your homepage copy to give visitors what they need:
<b>Acknowledge Your Visitors</b>

Let’s go back to your recent store visit… You’re barely inside the door and the overly friendly sales clerk asks, “Can I help you find what you are looking for?” Most times this clumsy sales attempt is made too early in your transition to the store from your previous location. For most people shopping is an experience not a mission. Instead of being sold during their time of transition, most customers simply want to be acknowledged – greeted, recognized.
<li>How does your website copy acknowledge visitors to your site? </li>
<li>Does your homepage copy confirm that your visitors are in the right place?</li>
<li>Does your copy welcome them?</li>
<li>Does your web copy make demands of these shaky travellers too soon?</li>
<li>How does your homepage copy help them adjust to the change in environment?</li>
<b>Build Anticipation</b>

You’re standing ten feet inside the store. And there it is, way over there – the outline of that gorgeous HD TV you’ve been after. As you walk towards this target your heart races a little as you anticipate getting up close and personal with your quarry. The closer you get, the more you notice the details of your treasure.

By putting products a little off in the distance smart retailers build anticipation. You know what it’s like. Details come into focus over time. Expectation increases.
<li>Where could you put your best offerings to heighten anticipation without killing transition?</li>
<li>How can you replace assertiveness with anticipation?</li>
<li>Wouldn’t it be a good idea to introduce your value proposition in your homepage copy, without demanding customer action right away?</li>
<li>Where could you place the copy that supports this value proposition?</li>
<li>Shouldn’t your remaining pages build expectancy and familiarity at the same time?</li>
<li>How about making your web site copy one integrated “time release capsule”?</li>
<b>Deepen Acclimatization</b>

Whenever copy goes against the customer’s natural order, it becomes a threat, losing credibility and any chance of influence. It doesn’t make sense to challenge the site visitor’s natural need for transition. Why not embrace this idea? Remember the old ABC’s of selling? Instead of “always be closing,” why not use the transition zone strategy “always be comforting.”

Think of ways your homepage copy can help your customers acclimatize to your site.
<li>Do you repeat your key ideas to build familiarity?</li>
<li>Is the look and feel of your copy consistent?</li>
<li>Does your copy give a snapshot of what’s possible on your site?</li>
<li>Is your navigation system explained?</li>
<li>Has your homepage copy briefly highlighted your content?</li>
<li>How can your visitors gain quick control of their journey?</li>
That’s acclimatization. Now you’re ready to sell. YES! <b>Effective homepage copy smoothes the transition from stranger to guest using acknowledgement, anticipation, and acclimatization.</b> Done well and it’s sales zone time for the customer. Done poorly and it’s cortisone time for you.

The NEW Secrets to Copywriting That Sells

Anyone who has worked with me over the past 25 years knows that my mantra has always been “benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.

Benefits are still a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before.

There are 6 main reasons why. I call them The New Secrets to Copywriting That Sells.

1. The “Yahoogle” effect

Thanks to mega search engines like Yahoo and Google, tons of information on just about any topic, product or service is literally at your fingertips … for free.

Here’s what that means to your marketing:

* Internet search engine rankings for your business/product/service are vital. Most people search on the internet for things they are interested in.

* People won’t pay for information they can get online for free. You can’t succeed selling generic basic plain vanilla information any more.

* You can’t get away with outrageous claims. Everything you say can be checked out in an instant.

* Many people comparison shop on the internet before making any purchase.


* Use search engine optimization (SEO) to get your website ranked high.

* Most businesses will have to use Pay-Per-Click advertising for their best keywords and phrases.

* Copywriting must uncover and feature the unique advantages and superiority of whatever is being sold.

* Your offering must be extremely differentiated from the competition – or else you’ll end up having to compete on low prices alone.

* You must make it clear – very quickly – that you are providing something they can’t find elsewhere online for free.

2. Advertising Overload Filter

In today’s hectic, media-frenzied world, people are bombarded by hundreds or even thousands of advertising messages every single day. Therefore, to maintain their sanity, most people have become more immune to advertising.

They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.

So, to succeed today – marketing must cut through the “advertising filter” and get attention and interest from target prospects.


* Don’t send out “advertising.” Instead – send out valuable helpful information. Make it something that will obviously benefit your prospect just by reading it. Weave your sales pitch into this helpful information.

* Make your marketing look and sound valuable.

* Use specific numbers.

* Make a great offer. You can “buy” a new customer this way and profit from their Lifetime Value (LV).

* Consider a free offer to get prospects/customers into your marketing funnel.

* Be outrageous, crazy, unique – if appropriate.

* Be personal, corny, homey – if appropriate.


You may be the most honest person in the world. Your company may be the most honest in the world. But all your potential customer knows is there are a lot of dishonest people out there.

Internet scams, ID theft, companies going bankrupt, and credit card fraud are all in the headlines almost daily. And many people simply disregard claims that sound “too good to be true” today more than ever.

To succeed today, you need to add heavy credibility to your marketing. This will reduce the risk or fear people may have about doing business with you.


* Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.

* Offer a free sample or free trial.

* Offer a risk-free, money-back guarantee.

* Sign your name to the ad or sales letter.

* Use a photo of the person writing, product photo, business photo, employees photo.

* Use customer testimonials extensively.

* Use case studies.

* Use lots of specifics.

* List your physical address, phone, fax, email and business hours.

* Have an “expert” be your spokesperson.

* Acknowledge any doubts or “sneaking suspicions” your prospect may already have, and give them valuable, factual information to support your product/service.

* Don’t make claims that could sound “too good to be true” – even if they are true.

4. The Entertain-Game Society

Today, entertainment is everything. Even hard news websites are full of flash, video, audio, surveys, contests, games, etc.

So, use this new environment in your marketing as an advantage. Look for ways to entertain and get prospects involved with your marketing promotions.


* This can include new uses of traditional “action” devices like stickers, rub-offs and inserts.

* Personal stories/testimonials in your promotion are entertaining and engage people on a personal level.

* Surveys with results

* Self-tests with answers

* Trivia

* Celebrity spokesperson

* Games

* Streaming audio and video

* Humor – if appropriate

5. The Right Now Factor

The days of “please allow 6-8 weeks for shipping” are dead and gone … just like any company who still thinks anything close to that kind of policy is ok.

More than anything else, the internet has conditioned consumers to expect everything instantly. Instant ordering … instant payment … instant confirmation … and, in many cases, instant downloading of product.

Solution: If you are going to grab the attention of today’s consumers, you must let them know you can satisfy their needs IMMEDIATELY. Play up how fast they will get their product, premium or first issue.

6. The Bonding Factor

We all want a hero, a guru, someone we can relate to, and someone we feel has our best interests at heart, right?

Today’s consumer is very jaded, skeptical and frustrated with the lack of love and bonding in his life, whether consciously or subconsciously.

Today, you need to be seen as a guide and friend first, and a helpful confidant second. If you even smell like just a greedy salesperson, you will lose your advantage.

Solution: Be likeable, friendly, personal, passionate, unique and different. Be authentic – a person and company that your prospect can genuinely bond with.