A very good client of mine, Mustang Web Designs, needed help with copy for a sales sheet they wanted to produce. When the owner sent me the draft she had written, one thing stood out above the rest. The copy had a few blurbs, but really needed more solid benefits.
The original version stated the following:
Not bad, but with a little tweaking, we made the reader see greater benefits than these. Have a look:
A Stronger Connection Means More Conversions
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Do you see the difference? Look at the first item, “Creating a web site specific to your business.” Most people would assume a web site would be specific to their business. They might not have heard of $39 web design firms that duplicate sites one right after the other. Who knows how many sites would have your exact same design and possibly even the exact same copy, too!
Rather than just telling the reader that they’ll be “solving the challenge of communicating updates and promotions,” we now explain how. The “after” version states, “Automate the process of communicating updates and promotions to your customers.” This lets them know there will be a significant improvement over the old manual process they previously used.
By going just a little further, you’re able to give more information to your prospects that can help them make a buying decision in your favor.
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It’s making web pages that are selling or promoting something compelling to both search engine bots and to people. Rhiannon Design
Welcome! Well, yes. I agree 100% and have been preaching that for years. But this copy was for a sales sheet… something in print. Not for the web.