I’m just completing a quick project for two dear friends of mine and one of the things we have discussed is copy.
They are in favour of long copy on their home page, copy that sets out everything about them and then some. Home pages to me are the pages that show some of what you have to offer, and hook the visitor in. The long copy of their competition isn’t converting, it’s rather icky.
Seth Godin has an analogy and I’ll paraphrase it around icky copy. It’s a bit like chatting to a person in the pub and inviting them home. If you ask enough times someone will say yes, you may get a few smacks in the mouth and a dirty reputation but the few that are as desperate as you will say yes. They don’t stop around for a long term relationship, they are a quick fix only. For you and for them.
Desperate customers are rarely anyone’s ideal customer. You can make a business out servicing just desperate customers as they will have to pay a premium for the quick fix service. Places like Kwik-Fit do well but most people prefer their regular garage. Kwik-Fit gets them out of a hole.
My experience of these people is they rarely become long term customers, I say rarely as I have one that did become a long term customer. One out of several thousand a year. Kwik-Fit probably keeps a few too.
That is a horrible conversion ratio, so it’s important that you talk to the right people, right from the start.
Writing your own copy is hard. The way we are taught to write in school can mean we write in a stilting and formal manner. My writing coach has had some trouble in getting that out of me, but then I talk slow, thoughtful and formal until I know you really well
If you can’t afford a copywriter then you have no choice but to improve your own writing or give up.
Start by knowing who you are talking to.
Who is the ideal reader for this piece? Flash out the person, name them, give them a family if they have one, a car, a dog; know everything about that wonderful person who becomes your customer. Then write for them, as if you are writing a letter to them.
You can even start it Dear Fuzzy Peach if you like, you can remove that after
There are lots and lots of writing blogs out there that will help you and a few products.
How to Write Better has a free 7 day eCourse, and the MAMBA guide to writing. At £16 it’s a deal, it’s a steal… and the formula to help you write directly to your customer. As a digital book you can grab a copy anytime you like.
And have you met Amy Harrison? She also sells ebooks about writing and solves very specific problems like sales copy. She’s also holding a webinar soon click here to view more details
Then there is writing coaching, have a chat with Ali she’s fab and she’s over here – Writing Coach.
So Fuzzy Peach, there we have it. Know who you are writing for, who you are talking to and the big clue is it’s not me (the writer) if I am trying to sell something.
What do you think? Will it make a difference to your home page?
PS the ebook is simmering nicely and will be on sale Monday.