Good Copywriting Works
Whether you decide to market your own products and services or promote others using affiliate marketing you need to understand the importance of good copywriting. This not only applies to any sales pages that you create but also to emails that you send to your subscriber list and pre selling reviews for affiliate products. The aim of a good copywriter is to conjure up enough emotion to make a purchase. As the great Internet marketer Alex Jeffreys said “people buy on emotion and justify with logic” so you need to appeal to both of these aspects.
If you want to be a good copywriter (and you should) then you need to plan your approach before writing a single word. There is a marketing concept that is taught in business schools all over the world and it has the acronym AIDA. This stands for Attention, Interest, Desire and Action. So the first thing you need to do is attract the attention of your target market. This is where your headline will make or break your sales page. If your headline is not interesting enough for your visitor then they will go and find something else that is. It is that brutal. Thankfully it is not that difficult to come up with an attention grabbing headline.
Attention Spans Have Lessened
These days most people have the attention span of a gnat! There is just too much choice in front of them and if your headline does not immediately grab their attention then you have wasted your time writing all your other copy. Web copywriting is no different from other forms of copywriting. It needs to follow the AIDA principle just like a newspaper ad or direct mail ad needs to. A report commissioned by the BBC has revealed that people nowadays have a 9 second attention span. 9 seconds! That is equivalent to a goldfish! So when they are presented with your sales page or pre-sell for the affiliate product that you are promoting your copy needs to take this into account.
Consider these two different headlines:
Work From Home And Make Good Money From Your Computer And The Internet In Less Than 3 Months
Discover The Underground Online Money Making Secrets That You Can Easily Do In Your Spare Time That Can Make You Rich Quicker Than You Ever Thought Possible
Now OK I made these up but there are plenty of real examples of this that you can find by searching online. The first thing to say is that they could both be used to promote the same product. That is where the similarity ends. I am assuming that you thought that the second headline is better. If you thought that it was the first one then I would love to know your reasons for making that decision!
OK let’s dissect these headlines and understand why the second one is better than the first. Before I start with this I want to say that the second headline will probably not work for a lot of people as it registers nearly 70 on the BS meter! I wouldn’t actually use a headline as smelly as this in practice! The first headline has the word “work” in it which is to be avoided as much as possible. Am I joking? Well a little bit but you have to understand that a large majority of your visitors don’t want to get involved in anything that means that they actually have to get off their ass and do something! Remember that this is just the headline and we need to draw them in. We can cover the subject of work at a later time in the copy – don’t put them off right at the start. The second problem with this headline is the term “good money”. What does that mean? The thing is that it will mean different things to different people and it struggles to conjure up any kind of excitement or fascination in the reader. The last problem is the phrase “less than 3 months”. Now using our rational minds we all know that this is not a particularly long time but people who are looking for money making opportunities will consider this to be too long to wait.
On to headline number two. This is much better as it has a mysterious feature to it which will pique curiosity with the reader. The words “discover” and “secrets” will do this and to some extent so will the word “underground”. Then there is ‘you can easily do” and “in your spare time” which does not suggest hard work or complexity or time consuming. Finally “make you richer than you ever thought possible” is a lot more enticing then “good money”.
Practice And Test Your Headlines
Now I don’t want you to be a BS merchant. As I said before I would not use this headline in practice but I hope that you can understand the difference between the two headlines. You want to devote as much time as you can to constructing the most compelling headline possible. It really is that important and remember that you only have nine seconds to grab their attention and suck them in to read the rest of your copy. There will be much more on copywriting in the members area.