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Copywriting Is Not One-Size-Fits-All
Written by Karon Thackston
I was in shock. Honestly, I shook my head when I read his email. I meant no disrespect; I just couldnt believe he really felt that way.
Karon, I want you to write the sales letter for my site. How much will it cost me? read his note. After looking at his home page and evaluating his target audience, I didnt feel a sales letter would be the best type of copy for his site. When I sent him my suggestion he replied with something along the lines of, No sales letter? What other kind of copy is there?
Was he a fan of sales letters? No, not especially. Did his question come with a sarcastic tone? No, it was a genuine question. A lot of what he had been exposed to online was sales letters. So much so that he thought this was the *only* type of copy to have on a website. Thats what all the gurus were telling him, so it must be true. Even though he had been to countless sites that did not have sales letters, he never realized the differences.
I pointed him to several sites that had a wide range of copy to show him some of the other styles.
Catalog Copy - (one of my favorite types to write!) http://www.gortonsfreshseafood.com
Long Sales Copy - http://www.copywritingcourse.com
Short Sales Copy - http://www.landmarkcreations.com
Brochure Copy - http://www.toyota.com
Shopping Cart Copy - http://www.amazon.com (works especially well for books)
Of course, these are just a few. What was his response? Now I feel stupid! Of course, there are several types of copy. I dont know why I thought I had to have one particular kind for my site.
From there we worked together to better understand his audience and create copy that would appeal to them.
Copywriting is not one-size-fits-all. Im not saying sales letters dont work. Like every other type of copy, they do, given the right environment and the right product/service. What I am saying is you shouldnt box yourself in by assuming you *have* to have a particular type of copy. Just because one style of writing works well with someone elses site doesnt mean it is right for yours. Just because another person is selling a similar product or service doesnt mean you have the same audience therefore it doesnt mean you should use the same type of copy.
In fact, there may be several different types of copy that work equally well for your site/customer. After all, diversity is part of advertising. Take the time to investigate your product, service, and customer then research copywriting styles. When you do, youll likely discover that you have several options. Test those options in order to find the one that pulls the best response. *Thats* the type of copy that works best for your site.
© 2004 Karon Thackston http://www.copywritingcourse.com
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword.
Additional Articles by Karon Thackston
A Lesson From The Apprentice That Can Make You A Master
Are Keywords Destroying the Flow of Your SEO Copy
Are You Asking the Right Questions in Your Copy
CallsToAction Making Them Fit Makes All the Difference
Copywriting and Your Five Senses
Copywriting Makeover Know Where Your Customers Are In The Buying Process Part 1 of 2
Copywriting Makeover Know Where Your Customers Are In The Buying Process Part 2 of 2
Copywriting Makeover Making An Emotional Connection Part 1 of 2
Copywriting Makeover Making An Emotional Connection Part 2 of 2
Does Your Copy Look Fake To the Search Engines
How To Write Little Tiny AdWords Ads That Bring GiantSized Profits
Optimizing Online Catalog Copy for the Search Engines
Press Releases Can Increase Search Engine Positioning
Progressive Headlines Guide Customers To Buy
Segmenting Your Target Audience Through Your Copywriting
Super Adjectives Boost the Power of Your Copy
The Mystery of the Magical Keyword Density Formula
Limited Time Only Shh Its A Secret
Lower Cost Increase Conversion of Your AdWords Ads
What SEO Copywriting Is and Isnt
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