Copywriters rules!

What is the number one key to close a sale online? Most likely the copy. Without a person in front of you giving away extra information in body talk, follow up questions, facial expressions and so on, all the customer can go on is the written word. The greatest power to close that sale or get that conversion is in the hand of the copywriter.

When you write copy for your web site, review every word you use and think about why you chose exactly that word. Was it because of old habit or was it because you think that it triggers the correct feeling. Check out other sites, which words do they use. Notice what your own response is when you read particular words. Do you really want to ”register for a newsletter” or would you rather ”get free inspiration”?

Measure your pages and try different copy. Use tools such as Google Website Optimizer to measure conversion in split tests. Test, measure, test, measure, test, measure. Rember that changing a single word in a link or in a button may very well increase your conversion up to 20 – 40%.

It doesn’t matter if you work with online sales, applications or intranets - take good care of your copy because good copy will greatly enhance your chances for success.

Given the importance of the written word, and how often you come across badly written PowerPoint slides, sales staff should be sent to copywriting courses more often.

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