"Make
Your Words Sell" by Ken Evoy and Joe Robson
Well,
I thought I was pretty good at sitting down at the keyboard and pounding
out content that would entertain and sell.
Then I read “Make Your
Words Sell” (“MYWS”)
by Ken Evoy and Joe Robson. I
then realized that I have been a “babe in the woods” publisher on the
Internet.
The
book teaches that all
writers must start their writing project knowing what they want their
reader to do at the end of the project.
The first thing before you put a
pen to paper,
establish your most wanted response (MWR)
that you want from your reader. Then
create and write to get that MWR. Keep
focused and write only to accomplish that goal.
The
MWR may be a click of the
mouse on the Buy button. It
may be the click on the Subscribe Now button for your ezine.
Bottom line – the MWR is
the action that you want your reader to take.
Sell Benefits versus Features
Like
so many writers, I tend to focus on features
in my writing. Not on the
most important thing that an Internet reader wants.
And what, pray tell, is that?
Benefits, that’s what!
Readers are looking to
solve a problem. They
are looking for benefits that
will solve a problem.
Write to Sell Benefits!
SWAT Method
There
is a great trick taught in
this book that is so obvious, so
simple, that solves the feature versus benefit issue.
When you want to list a feature ask yourself “So
what?” about the feature. Answer
that question and if the answer leaves room for another “So What?”, answer that question.
Keep doing this until you cannot ask the “So What?” question again. (“So
What?” = SWAT).
When
you reach the point where you can not SWAT it again, you will have the
true benefit that you need to use in your copy.
Sidebar:
I
hope you think that this is as brilliantly simple and effective as I do.
Unique Selling Proposition (USP)
Another
major point that the book stresses is to
establish your unique selling
proposition (USP). Your
site must be unique. You must establish this very quickly with your
reader. If you do not, your
reader will click right on past you since
you are just another site floating along on the sea of the Internet.
Establishing
your USP is sometimes a difficult task.
The book helps you drill
down to the basics and establish your USP.
You cannot sell your site well without knowing your USP.
Write for a
Scanner
No,
not for a computer input scanner. For
a reader who scans your copy instead of reading it.
The
book has two chapters, Copywriting
101 and 102. These cover
the basics of writing on the Net. This is an absolute must for anyone who writes for Net publication.
Writing for the Net is very different than writing for printed
text – and why is that?
The answer is your reader is not
reading, but is scanning your wonderful copy that you have slaved to create.
(That frustrates me when I worked so hard to create this
brilliant work). Be that as
it may, that is a fact of the Net. Write
to appeal to the scanning reader.
Sidebar: You will notice a
difference in the style of this newsletter.
I
am applying some of what I learned in MYWS.
(Why pay $29.95 if I do
not use the information that I learned from the book?)
Headings
You can write for the scanner with
well placed headings that tell the outline of the content.
In fact, the author says that the headlines
should tell the basic story if the reader does no read anything in
between.
Use BOLD
in sentences
Bold in sentences attracts the eye
to the key words
and thoughts in a paragraph. The
scanner will usually pick these up.
White Space and Paragraph Length
Vary paragraph length
and leave plenty of white space.
A full page of black text stops a reader cold from scanning any
further. A little
variability of paragraph length looks interesting.
Cut to the Chase
This is the best book I have read
about writing copy
for informing or selling on the
Internet. And it only costs $29.95. It
is easy to order, and it will pay for itself many times over in future
sales that you will realize by using the techniques that it teaches.
You know that Linda and I are very
careful about the recommendations that we make, but there is no
hesitation whatsoever on this one.
Learn
the art of e-Persuasion.
To get your copy and immediately
(after you have read the book) start to use these techniques, click on
the following link.
Buy MYWS now and improve your
writing for the Net many times over
Your
purchase is backed by Ken Evoy’s iron clad guarantee. If
it is not what you expected and does not improve your copywriting
skills, request your money back from SBI and you will get it.
When
you land on the MYWS sales page, you will see the usual sales
information.
(Remember that the sales page was created by the same people who
wrote the book). Study
the copywriting techniques as you scan down the page.
See what you can learn as you move toward the link to buy the
book.
A major reason for people failing
on the Net is procrastination.
Don
’t
be a victim of this terrible disease.
