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Does Your Online Copy Talk?

When it es to online copywriting adidas zx flux baratas , it's not the words you use that count. It's the retion to those words in the mind of the reader, as he reads them on the screenDaniel Levis

When it es to online copywriting, it's not the words you use that count. It's the retion to those words in the mind of the reader, as he reads them on the screen

And it's your ability to anticipate and plan out those retions that spells the difference beeen being able to get your web site visitors to opt-in or buy your product in sufficient numbers to make your business a suess.

It's like a dialogue beeen o people, divorced in ti and spe. You are feeding your reader images, ideas, and emotions ross the continuum, in a carefully planned sequence... and he is feeding you bk retions.

You plan for certain retions, and do your best to make them e about. You hope your reader will understand and agree with the assertions you put forward, and that he will are in the emotions you are suggesting he feel.

Included among these retions are demands adidas zx 500 comprar , questions, and anticipations, which must be answered, or your copy will fail...

When you've suessfully aroused your prospect's interest, his retion may be to demand more rmation, more image, and more desire from your copy, as if to say... hmmm, tell more? Where you have inflad his desire, he will demand proof. And even when you demonstrate proof adidas zx 420 baratas , he is likely to demand to know how those results are to be hieved, so he can judge for himself whether or not the product will work for HIM.

CREATIVE SCHIZOPHRENIA... So your challenge is to play a dual role. You must be copywriter and prospect at the sa ti. You must walk in his oes, sense his retions, feel what he feels at eh point in the copy... so you can switch direction at the precise mont his demands arise, and answer them. This frturing of your mind is one of the most difficult skills to master in copywriting. And naturally it demands a great deal of research into the product, and the market you're working with. This sensitivity is one of the key distinctions beeen writing "good enough" copy... and writing grand slam ho run copy that pulls in obscene returns.

Those anticipation points are crucial. If you miss them, you lose the interest of your reader.

Let's examine one of these demands in more detail. At so point in your copy, your prospect generally will ask this question. How does your product do all these good things you say it does? First you must anticipate where this question will arise, and then answer it.

"REASON WHY"

Notice this a very specific kind of proof. It's not a testimonial or an authoritative endorsent. Your prospect is asking for an explanation of the "reason why" sothing works, which may or may not be included in the aforentioned. It is an explanation of the chanism behind the magic.

I have seen ads that included every conceivable proof elent under the sun fail adidas springblade baratas , because they left this simple device out. They failed to demonstrate the 'reason why' the product delivered the promised results.

Of course John E. Kennedy and Claude C. Hopkins are well known for popularizing the importance of this idea at the turn of the last century, and today many direct response ads make use of it to so degree. But how much 'reason why' is enough, how much is too much, and where in the copy does it belong?

WHEN TO USE LOGIC AND REASONING IN YOUR COPY

The answer to these questions es from your market. Are you writing to those who already understand the reasons why your product can do what you claim? Do they aept those reasons as valid? If so, there is not much point in wasting the readers attention with a lot of 'reason why' copy. For example, if you are writing a car ad today, and the car you are writing about has ABS brakes, all you need do is na this chanism. Millions of dollars of advertising, perhaps hundreds of millions that has gone before you, has distilled the logic and workings of this technology down to a three letter ronym that just about everyone with a license to drive understands. You simply na the feature adidas questar boost mujer , tie it to a benefit, and then move on.

But what about the vast array of products that present a new promise, but where the prospect does not yet understand the chanism behind the claim? Here it is a simple matter of building a strong promise, bked up by a 'reason why' the product delivers on the claim. In the early days of ABS for example, the pioneers made the promise of greater safety, and then bked up that claim with a reason why. Safe, because you could now steer while braking in slippery conditions, and so on.

Of course, the cardinal sin is to make your 'reason why' copy dull and boring. It is not scientific discourse. It ould sell the chanism, just as hard as the opening sells the promise adidas stan smith mujer baratas , and it must continue to captivate and engage the reader's interest and build his desire.

In the later stages of product petition, where the market is sophisticated, and it seems that everyone has the sa technology, the sa promise, the sa price, a new strategy is in order.

At this stage your 'reason why' ould take center stage. Move it up from the anonymity of the body copy, and put it in your headline. It is now just as vital as your promise, no longer just a proof elent, but a new, fre incentive for your prospect to read your ad.

Another ple in your copy where this retion monly arises is where you offer a special price or discount. Your prospect is suspicious. Many advertisers ignore this ft adidas superstar 2 españa , and are ocked to discover that a price reduction does nothing to increase sales.

What you must realize is that a price cut, like a promise or a claim or a benefit is only as good as the words you use to describe it, and the strategy you use to present it. Price cuts ould be justified. There mu锘? Dehumidifiers are

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