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Vol. 1 issue #141 Mar 04, 2005



How to Write Carrot-Wielding Copy!
2005 by Michel Fortin


A reason behind websites that fail is the lack of an effective direct
response sales message that's comprised of three things: it must be 1)
captivating, 2) riveting and 3) engaging.

How can you incorporate those three elements? First, write to be
scanned. On the Internet, people are fast-paced, click-happy and
easily bored. Break your copy into small paragraphs and lace your copy
with many headers with one at every two to three paragraphs.

But once you captured your readers' attention, the next step is to
keep them reading the copy. Your job is to not only generate interest
but also maintain it. The latter is a much harder task.

The debate about long versus short copy is an old one. While long copy
is statistically proven to outperform short copy, many of my clients
still say that long copy will never be read on the web, and that
things online are short and fast. I fervently protest.

Sure, things are short and fast online. But there is a difference
between grabbing people's attention and holding on to it. Keeping
readers riveted, hanging on to every word with an intense desire to
discover what's next, is the goal of any direct response copy.

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Melissa's General Info
Melissa Ryder (user id: lissa7ryder) is offline. Last login: 3/4/2005 3:27:40 PM 16 Friends
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Mrs. Melissa Ryder
Gender Female
Age 29
Location Williamsport, PA, United States
Interests poetry, music, my kids and husband, hiking, camping, reading, doing crafts, fishing, watching movies, gardening, fitness, meeting new people, cooking/baking, animals and more!!
Company Stayin Home and Lovin It
URL View Stayin Home and Lovin It's web site
Industry Work from home/Stay at home mom/Wellness Products/Business building/Advertising/Networking

(It sounds the same as reading a story, right? Well, it is.)

Prospects who are genuinely interested in the product you offer always
want more information about it, not less. If they are not qualified,
no matter how long or short the copy is they will just never buy. They
won't read 15 words, much less 1,500 words.

In my experience, short copy can often result in: 1) a lower response
rate due to the lack of information; 2) a barrage of questions from
confused or undecided prospects; 3) or a higher level of returns since
the product failed to meet expectations.

If long copy yields poor results, it has to do with the copy and not
the length. It's too boring. It didn't elevate the reader's level of
interest, and it failed to keep her reading.

Of course, writing long copy that engages, entices and entertains the
reader is very difficult. (That's why people hire copywriters like
me.) But when it is good, then the reader hangs onto every word and
becomes increasingly excited the further she reads it.

Copywriters are storytellers. If your copy tells a compelling story,
people will read it. All of it. To illustrate, one day you notice a
book at your local bookstore. The cover, title and cover copy pull you
into the book. The opening chapter is delectable.


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So, you decide to buy the book.

The book is inviting, and the story compels you to read every single
page, no matter how big the book is. In fact, the book is so good that
you either wish it was bigger or, once finished, are prepared to read
it over once more. You just can't put it down.

But as you read it further, you become confused and slowly begin to
lose interest. The plot no longer invites you to keep reading. You
drift away and find it harder to continue. Ultimately, you stop, close
the book and then shelve it. Copy is no different.

With a riveting story, the reader becomes intimately involved in the
plot. They see themselves in the shoes of the characters. To do this,
you need what I call "UPWORDS," which is an acronym for: "Universal
picture words or relatable, descriptive sentences."

"Universal picture words" means mental imagery that help to paint
vivid pictures in the mind. Lace your copy with words that engage as
many of the senses as possible, and cause prospects to easily
visualize already enjoying the benefits of your offer.

"Universal" means to appeal to your audience as a whole. Readers must
not only read your copy but also understand, internalize and
appreciate it. Remember: different words mean different things to
different people. So, use words that can help your message to be
interpreted in the same way by the bulk of your readers.


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For example, in an effort to explain the importance of initial
consultations to their patients, surgeons use analogies, such as:
"Like a dentist, I can't give consult you over the phone without any
x-rays of your teeth and knowing how many cavities you have."

Similarly, use analogies, metaphors and examples, including case
scenarios. In short, use a language to which prospects can relate and
with which they can visualize what you're trying to describe.

Finally, tell your readers what to do. Be active, not passive. Use
action words and active verbs that paint vivid pictures in the mind,
too. The more vivid the picture is, the more compelling your request
will be. Don't be afraid to pull out your Thesaurus!

For example, you're a financial consultant. Rather than, "Poor fiscal
management leads to financial woes," say, "stop mediocre money
management from sucking cash straight out of your wallet!"

People can visualize the action of "sucking" better than they can
"leading." Here's another example. Instead of, "Let me consult you on
how to maintain your balance sheet," say, "borrow my eyes to help you
keep a steady finger on your financial pulse."

Michel Fortin is a copywriter, author and consultant dedicated to
turning businesses into powerful magnets. His specialty are long copy,
email and web sales letters. Get a FREE copy of his ebook and
subscribe to his FREE monthly email newsletter, "The Profit Pill," by
visiting http://SuccessDoctor.com/ right now!



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