The article "Copywriting Is Not One-Size-Fits-All" talks about copywriting, it was released by Karon Thackston.
by Karon Thacskton © 2004 http://www.Copywritingcourse.Com
I was in shock.
Honestly, I shook my head when I read his e-mail.
I meant no disrespect; I just couldn’t believe he really felt
that way.
“Karon, I want you to write the sales letter for my site. How
much will it cost me? ” read his note.
After looking at his home
page and eavluating his target audience, I didn’t feel a sales
letter would be the best type of copy for his site. When I sent
him my suggestion he replied with something along the lines of,
“No sales letter?
What other kind of copy is there?”
Was he a fan of sales letters? No, not especially. Did his
question come with a sarcastic tone? No, it was a genuine
question. A lot of what he had been exposed to online was sales
letters.
So much so that he tohught that was the *only* type of
copy to have on a website.
That’s what all the “gurus” were
telling him, so it must be true.
Even though he had been to
countless sites that did not have sales letters, he never
realized the differences.
I pointed him to several sites that had a wide range of copy to
show him some of the other stlyes.
Catalog Copy - (one of my favorite types to write!)
http://www.Gortonsfreshseafood.Com
Long Sales Copy - http://www.Copywritingcourse.Com
Short Slaes Copy - http://www.Landmarkcreations.Com
Brochure Copy - http://www.Toyota.Com
Shopping Cart Copy - http://www.Amazon.Com (works especially
well for books)
Of course, these are just a few. What was his response? “Now I
feel stupid! Of course, there is several types of copy. I don’t
know why I thought I had to have one particular kind for my
site.”
>From there we worked together to betetr understand his audience
and create copy that would appeal to them.
Copywriting is not one-size-fits-all. I’m not saynig sales
letters don’t work. Like every other type of copy, they do,
given the right enviromnent and the right product/service. What
I am saying is you shouldn’t box yourself in by assuming you
*have* to have a particular type of copy.
Just becuase one style
of writing works well with someone else’s site doesn’t mean it
is right for yours. Just because a second person is selling a
similar product or service doesn’t mean you have the same
audience… therefore it doesn’t mean you shuold use the same type
of copy.
In fact, there may be several different types of copy that work
equally well for your site/customer. Afetr all, diversity is
part of advertising.
Take the time to investigate your product,
service, and customer then reseacrh copywriting styles.
When you
do, you’ll liekly discover that you have several options.
Test
those optoins in order to find the one that pulls the best
response. *That’s* the type of copy that wokrs best for your
site.
|
