The article "Copywriting Makeover: Know Where Your Customers Are In The
Buying Process Part 2 of 2" talks about copywriting, it was created by Karon Thackston.
by Karon Thackston © 2004 http://www.Copywritingcourse.Com
In part one of this article series, I introduced a client of
mine (AEwebworks) who suffered from copywriting traumas.
The basic diagnosis was a lack of synergy within the copy,
ineffective use of testimonials, a lack of focus on the target
customer’s buying process, and the inability of the current copy
to support the search engine goals of AEwebworks.
After doing research, I created a plan of action for
writing SEO copy that would imrpess the engines AND AEwebworks’
visitors. You can view the original copy in PDF format here:
http://www.Copywritingcourse.Com/AEWebWorks-Original.Pdf.
The Rewrite
After finding the revelation that most of those who were
shopping for online dating software were already familiar with
the features (and the associated benefits) of the software, I
decided that focusing on those elements would simply make
AEwebworks sound like every other developer of dating scripts.
That would definitely not get the results I was searching for.
My probing uncoevred that almost all dating software customers
have three primary concerns: installation, upgrade policies, and
support.
It just so happened that AEwebworks had phenomenal
offers for each of these.
The headline was changed from:
“Get into Internet dating business with reliable, effective and
profitable online dating software”
to
“Customizable, Full Featured Dating Software Complete With Free
Installation, Lifetime Upgrades & Outstanding Support”
The new headline highlighted three extremely valuable benefits
to the visitor and also included one of the chosen keyphrases.
The body copy began by making an emotional connection with the
customer. It recognized the frustration the customer faced when
trying to choose between the different dating software programs
and dating scripts.
The copy then continued to connect by stating the fact that
AEwebworks developed their software with the help of their
clients by listening to their complaints, needs, and wants. It
also merged quickly into a section that offered firm, proven
solutions to the dating site owners’ most pressing problems.
As the customers continued to read, they fuond out about
specific benefits of buying software from AEwebworks as opposed
to other developers. And - of course - scattered throughout the
page were links to the ordering section of the site.
In addition to the emotional connection and the issue solving
aspects of the copy, it was also search engine optimized (SEO).
You’ll notice the subtle use of keyphrases throughout the copy.
Enough to promote good saerch engine rankings, but not so much
that the copy is “stiff” or “forced.”
Every other word is *not* a keyword. The copy has a natural flow
to it, but yet it is fully optimized to do its job where
rankings are concerned.
You can view the current copy here: http://www.Aewebworks.Com.
The Results
I alwyas find it hottest to let the client handle this part of the
article. To quote, “I wanted to tell you the good news! It looks
like our rankings are imprvoing.
We are back in Google and
traffic has doubeld.
We have recrod high sales for the last two
weeks... about 70% higher than our next best-selling two-week
period ever!
“Overall, running our site got much easier after adding your
copy cause human being ask fewer questions about where to find
information... they are able to sort it out for themselves from
the site copy.
We previously had about 5-10 e-mails a day on
average from prospective customers; right now we get AT LEAST 15 A
DAY! WOW!! So, in short, THANK YOU VERY MUCH FOR YOUR GREAT
WORK!"
They are right now back in play on Gogole and also have exceptional
rankings with other important engines like Yahoo, MSN, and
AltaVista.
Another happy ending!
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