7 Crucial Secrets to Creating Online Copy That Sells

1. Understand how web copy is different from print copy—and how it’s the same. Solid headlines, strong benefits, a killer USP, emotionally-compelling messaging and carefully-crafted offers are crucial keys to copy success…both on- and off-line.

But on the internet, keywords are king. You need to make sure you’re pushing your prospects’ hot buttons quickly and immediately with prominent phrases and keywords that show your prospect they’ve come to exactly the right place. Otherwise, they’ll press the back button on their browser before you’ve had a chance to make a case for your products or services.

So as you’re creating your online sales copy, focus on the specific keywords your prospects are entering into the search engines. Get inside their heads, understand the dialogue they’re having with themselves. Often that means putting up several different landing pages for the same product or service, but optimized around different keywords. It may be tedious at first, when you meet your customer where he or she is, your response rates will skyrocket—and it will be well worth it.

2. Integrate media into your landing pages. Did you know that adding streaming media—such as an audio message or a video—can actually increase your response rates as much as 40%? But crafting the correct message is key. Create messages that complement and reinforce the sales copy. Adopt a light-hearted, casual, intimate tone—as though you’re talking to a trusted friend. Above all else, make sure you express the benefits of your product and service throughout the entire message.

3. Build your opt-in list so you have a steady stream of interested prospects. If your website’s conversion rate is around 1%, you’re doing a great job.

But what about the other 99%?

Some people are ready to buy now. Others are simply gathering information. Make sure that when someone is not quite yet ready to make a purchase, you include a “freebie” offer to entice your prospect to leave their name and email address. Then follow up with them consistently until they’re ready to buy.

4. Master the art of writing in the million-dollar minute—or how to create email blasts and autoresponders that GET RESULTS. Often overlooked because it’s so simple, your autoresponder sequences are among the most critical aspects of your online success. Plan to keep in contact with your prospects regularly—sometimes as much as daily—but at least every week or two.

And don’t make every message a sales pitch, either. Include useful, actionable information. In so doing, you build rapport, strengthen your credibility, and make a case for yourself over time. You’ll be amazed at how your response increases when you do it right.

5. Use content-rich articles to make both your prospects AND Google love you! When you launch a new site, start with 10 information- and keyword-rich articles. Then write between 2-3 per week and post them to your site or blog. As you do, you become a clearinghouse of useful information—and create exactly the kind of site that Google LOVES! (And so will your visitors…because you’ll have precisely the kind of information they’re searching for.)

And here’s another hint. You can use bits and pieces of the articles in your autoresponders, enewsletters, and email broadcasts to save time and maximize exposure.

6. Test and track EVERYTHING. Split-testing and tracking results on the internet is so easy, it’s almost sinful. Be sure to test everything like Pay-Per Click ads, landing page headlines, graphics, media messages, and offers—and track traffic flow, click-through, opt-ins, and of course sales conversion rates.

As you test and track faithfully, you will “genetically engineer” your website and Pay-Per Click advertising and watch those response rates creep upwards.

7. Ask your customers what they want. One of the best secrets I’ve learned for creating sales copy that sells is to ask your customers precisely what they’re looking for.

When they opt-in for your list or make a purchase from your site, ask them questions like these…

• What’s your biggest challenge, question, or problem related to X [problem that your product or service solves]?
• What caused you to come looking for us today?
• What else can we do to “wow” you?

Believe me, your visitors will tell you. And when they do, LISTEN to what they have to say! Constantly tweak and refine your messaging in landing pages, ads, autoresponders, and free content, based on the feedback you receive…and soon you’ll create undying loyalty to your site and services.