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Want_A_Sticky_Website_That_Sells_Forget_Content
| Want A Sticky Website That Sells? Forget Content!
An interesting debate is raging among copywriters, web designers
and content providers about the key differences, if any, between
writing copy for the web versus writing content.
According to prolific copywriter Nick Usborne, a survey
conducted among the readers of his email newsletter "Excess
Voice," which is available at nickusborne.com, offers some
interesting results. They seem to be split almost three ways:
one-third consists of copywriters, another content writers and
the final third both.
This is an important debate, I believe, since all online copy is
content but not all content is copy. And that's a real problem.
Most designers, webmasters and writers develop content for their
websites in a way to educate their visitors. They also write it
with the notion that "content is king," "content raises search
engine rankings," "content makes a website sticky" and so on.
That's all fine and good. But in my estimation, web content
fails when it strives only at informing the reader, and lacks
important elements that take the reader "by the hand" and
compels them to do something -- anything, including the simple
act of reading.
In other words, while some may compel our attention, many sites
fail to propel our actions, too. And their owners often scream,
"Why is my site not producing any sales," "why is it so heavily
trafficked but getting such a poor response" or "why are people
leaving so quickly (or after they got what they came for)?"
Well, if content was king, copy should be the castle.
The Internet is not a traditional medium in the broadcast sense.
It is intimate, dynamic and interactive. People are more
involved when reading the content of a website than reading a
conventional print publication or watching a TV commercial. With
the Internet, people also have a powerful weapon, and they
usually never think twice about using it when the need confronts
them: their mouse.
So, the idea is this: forget about writing content, at least in
the traditional sense. Think copy. Think content that compels
the reader to do something, even if it's just to continue
reading.
According to Atomica.com, "copy" is defined as "the words to be
printed or spoken in an advertisement." (And "advertisement" is
defined as "a notice or announcement designed to attract public
patronage." It's selling something, in other words.)
But the word "content," on the other hand, is defined as "the
subject matter of a written work, such as a book or magazine."
And keep in mind that there's no mention of the Internet, here.
Nevertheless, this is why I submit that, with its multitude of
links and hypertexts, the web transforms the passive reader into
an active, responsive participant. (Make that "response-able.")
A book or magazine is limited by its front and back covers. The
web, however, is not. If your content does not strive at getting
the reader to do something, whether it's to buy, join,
subscribe, call, email, fill out a form, download, click or
whatever, then you need to seriously rethink your content and
the words you use.
Here's my explanation of the difference between content and copy.
Content informs. Copy invites. Even if content invites readers
to keep reading, it's still selling an idea. It's still calling
for some kind of action. And it's still copy, in my opinion.
If your web page is only meant to inform people, like some kind
of book, it's content. (And like the closing of a book once it's
read, the only action left is to close the browser window.) But
if it contains links to other parts of your website, then it's
copy. And you need to write your content with that mindset.
Ultimately, write your content by incorporating a direct
response formula that compels and propels your readers to act.
Don't leave them hanging. Take them by the hand. In your
content, integrate a call for some kind of action, in other
words. Ask your reader to "buy now," "join today," "get this" or
"download that ..."
... Or better yet, at least ask them to simply "click here."
About the author:
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. Subscribe to his FREE
monthly email newsletter by visiting http://SuccessDoctor.com/.
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