Turning Copy Into CASH: In The Beginning There Was…
…. the Word.
With the explosion of audio and video online, the “word” or copy has been taking a back seat of late. If you’re selling and marketing online beware forgetting about the power of text.
Consider the following:
1) Words Sell. If you put up a picture or video of a nice car driving down a road, in a beautiful area, with a happy fun couple inside, do you know what it’s about? Is it about the car, saving the environment, insuranace or a travel ad? Images whether still or video, help add emotion and energy, but don’t always obviously explain what is being promoted or an offer.
2) Words Define. There can be HUGE difference when using similar words, or synonyms, based on either definition or context. Think about it. Using the word “happy” vs. “gay” can be significant, yes? (“Not that there’s anything wrong with that.” - Jerry Seinfeld)
3) Words Help. The use of words help define your brand, your commitments and your customers’ experiences. As you rely more on self-service online, for things like directions or frequently asked questions, it is critical to be clear and direct with your text.
4) Words Influence. Words allow you to make offers. Without a specific promotion, benefit or call to action, your marketing is impotent and frankly, a waste of money and media.
5) Words Guide. Search engines began and remain based on text. If you’re posting video or audio, you still need to use specific keywords or tags, so when your pages are searched by the search engine company’s spiders, they comprehend and score your sites higher in their rankings. Remember the importance of your keywords, descriptions - even the alternate tags and filenames for your pictures and graphics.
In my Customer Catcher coaching sessions, with small businesses, internet marketers and sales and marketing professionals. I propose that you can quickly improve your profits by a minimum of 10% JUST by utilizing a thesaurus. Most copy writing is BORING from using too common a vocabulary or too complex.
Another cool tool, that’s online, to stimulate your copy and creativity is available at VisualThesaurus.com. It’s visual, ‘popcorn’ interface is fun and very functional.
When you’re excited about selling online and influencing visitors to buy, you might already be concerned about the pulling power of your ‘copy.’ However, remember the Power of the Word throughout your business, from recruting and training, to customer support and your Privacy Policy.
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