Whether you’re writing SEO copy for your Web site or writing SEM copy for a Google AdWords landing page or just writing a new brochure (or even an eBay listing), there are always some very simple, timeless things you need to do. Here they are in stripped down, bare bones bullets:
* Write strong headlines
* Describe benefits before features
* Use specific subheads
* Write about the reader (not about yourself or your company)
This is simple marketing copywriting 101, but sometimes we need to remind ourselves what the basic techniques are.
Strong headlines contain delicious offers, benefits and intrigue. Benefits sell the dream before the hardware that produces the dream (and the relationship between the two). Specific subheads are key because many readers scan the page and follow subhead stories before diving into specific sections of your body text. Finally, when you use the word “you” and talk directly to and about the reader, you make better connections and sell more effectively. Nobody wants to hear about the genius behind the product. They want to know how it’s going to help them specifically.