Web Copy that Sells: The Revolutionary Formula for Creating Killer Copy Every Time

Citation

McMellon, C.A. (2006), "Web Copy that Sells: The Revolutionary Formula for Creating Killer Copy Every Time", Journal of Consumer Marketing, Vol. 23 No. 6, pp. 367-368. https://doi.org/10.1108/07363760610701913

Maria Veloso's Web Copy that Sells is an easy‐to‐read, how‐to book on writing web copy, but it is not without faults. The reader will find lots of helpful information and hints on how to write effective web copy but also lots of overpromise. For example, with the knowledge in this book, “… you will be able to parley that specialized knowledge into a six‐figure income … ” Or, the book claims to provide “… the foolproof secret to success … ” (p. 7) We all know nothing is foolproof. Thus, the reader should proceed cautiously.

Chapter 1, “Getting started,” begins with the basics such as defining the differences between copyright and copywriter or web copy and web content. Author Veloso's basic approach is that your writing strategy is most important. Her strategy is based on three basic rules: “Don't make your web site look like an ad”; “Stop readers dead in their tracks”; and “Capture e‐mail addresses” (pp. 11‐18).

For rule one, the author believes people are online for information. Thus, online advertising should look like editorial material using testimonials, case studies, or endorsements. This holds true if your target is seeking specific information. If not, they may not pay attention to this style. Many Internet users are online for entertainment not information, which then argues for a subservient chicken approach (see www.subservientchicken.com for an illustration).

Rule two, “Stop readers dead in their tracks,” is easy to write, but extremely hard to execute. It is the secret to all great attention‐grabbing aspects of advertising no matter where it appears. Rule three, “Capture e‐mail addresses,” is good advice, but with growing consumer concerns for privacy and spam, many visitors to a site will not comply. Author Veloso wisely suggests offering something of value to the customer in return for their e‐mail address.

Also discussed are the “Web copy dos and don'ts,” which are basically copy writing techniques like being conversational and using easy to understand colloquialisms. Veloso makes a good point that online users scan copy; they don't always read every word. Thus, using bullet points, highlighting key words, and inserting boxes are good strategies.

Chapter 2, “A simple blueprint for writing killer web copy,” starts with a discussion about knowing your objectives, target, and product or service. This is basic Marketing 101 stuff. To begin writing, the author tells us, ask five questions:

1. 1.

   What is the problem?

2. 2.

   Why hasn't the problem been solved?

3. 3.

   What is possible?

4. 4.

   What is different now?

5. 5.

   What should you do now?

These steps are a practical way to begin and will give you “… the blueprint for building your web copy” (p. 39). A practical example of how this blueprint works is included using a real‐life situation and examples of her recommended writing style. She also gives hints on how to inject emotion into the copy. For example, “Do you feel paralyzed by the fear of rejection every time you have to ask that “cruel” prospect for a sale?” (p. 47). Next, come credibility‐building suggestions are offered regarding adding bonuses and guarantees to your copy. An added bonus to this chapter is a section on replacing rational words with emotional words, which includes a full page of right‐ and left‐brain words. Every writer should read this page.

Chapter 3, “From prospects to purchasers: the psychological motivators,” offers techniques “… that transforms readers into buyers.” Once more the reader must cut through the hyperbole to find the nuggets of information that might help you write effective web copy. Here is an example:

These are tactics that fly beneath the radar of your readers' perception, producing an almost hypnotic effect that actually makes them want to buy what you are selling – often without knowing why. These devices are extremely powerful, and if used inappropriately, can be dangerous (p. 63).

These are good techniques, but “hypnotic” and “dangerous?” Give me a break. Beyond the exaggeration, author Veloso explains each technique with examples. These include the tried‐and‐true “reason why,” and “cliffhanger” approaches, the Zeigarnik effect, which suggests that individuals remember uncompleted tasks better than completed ones, Neurolinguistic programming (NLP) – embedding commands that the consumer will do, presuppositions – asking questions where the answer promotes the sale of your product or service, linguistic binds—sentences that add to your credibility, and reframing by changing the context to alter perceptions.

Chapter 4, “Crafting your copy,” introduces the reader to the principles of good web copy writing using the AIDA model (i.e. attention, interest, desire, and action). Such topics as the importance of benefits over features, the unique selling point (USP), writing offers the reader cannot refuse, and testimonials to build credibility are discussed. One of the more interesting sections deals with how to introduce price into the copy without scaring off your prospect by using the “minor‐purchase” or “daily cost” techniques. Also discussed with examples are how to write a money‐back guarantee, call to action, and closing are. Another good, step‐by‐step section is “How to construct a riveting headline.” The three‐page dictionary of “eye‐catching” words is worth reading. This chapter closes with the “Dos and don'ts of web copywriting” and a checklist to make sure your web copy covers all the important points.

Chapter 5, “E‐mail marketing: the internet's killer application,” focuses on e‐mail as a traffic generator for your web page. Author Veloso believes strongly that e‐mail is the key motivator for potential customers to visit your web page. She states, “Relationship marketing is at the very heart of all e‐commerce. You simply can't build a relationship solely through your web site, no matter how many interactive bells and whistles it has” (p.140). What follows is a discussion offering solid marketing advice on the lifetime value of a customer, explaining how to calculate their value and how to build a revenue stream from them. Next is how to write effective e‐mails from the frame of mind of the customer who receives the e‐mail, how to avoid spam blockers, and the elements of e‐mail that work the best.

Chapter 6, “Online marketing communications: it's what you do after people visit your website that counts,” tells the reader what to do when a potential customer clicks on your web page. The focus is on creating opt‐in offers that work using good, real‐life examples along with discussing key elements. In addition, she discusses the writing of free reports and articles, newsletters and e‐zines, online advertisements, signature files, and banner copy.

Chapter 7, “Last but not least: tying it all together,” wraps up this book. The chapter's main point is to keep at it. Track your work, fix it if it is not working, and above all, do not stop. Veloso summarizes this with four steps: “Understand exactly what you want your web copy to accomplish”; “Take action to fulfill your objective”; “Observe what's working and what isn't working”; and “Keep adjusting your actions” (p. 198).

In summary, web marketers and copywriters should read this book, but with an eye towards the hyperbole. On the positive side the book is full of practical, how‐to, and sometimes insightful advice on writing web copy. It is an easy, quick read. Another positive aspect is that the author spends a lot of time on specific words. Some examples are a three‐page dictionary of positive words and a table of words to use in the subject line of an e‐mail. On the negative side, the excessive hyperbole smacks of hucksterism or snake‐oil salesmanship. The author believes that you can sell anything, if the copy is written effectively. Sections on how to avoid spam just add to this perception. This reviewer doubts that you can sell anything, especially when it does not satisfy a consumer's need. Nevertheless, there are many lessons to be learned from this book. All who are interested in making their communications more effective should read it.