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Want a sticky website that sells? Forget content!
An interesting debate is currently raging among copywriters,
web designers and content developers about the differences, if any, between
writing copy for the web versus writing content.
According to prolific copywriter Nick Usborne of ClickZ.com fame, a recent
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 web designers, webmasters and content writers develop text for websites
in a way to educate visitors. They also write it with the notion that
"content is king," "content increases search engine rankings,"
"content makes a website sticky" and so on. That's all fine
and good.
But I believe content fails when it strives only at informing the reader,
and thus lacks important elements that take her "by the hand"
and compels her to do something -- anything, including the simple act
of reading.
In other words, while some websites may compel our attention, others
fail to propel our actions, too. And their owners often end up screaming,
"Why is my website not producing any sales," "why am I
getting a lot of traffic but such a poor response" or "why are
people leaving so quickly (or after they got what they came for)?"
Well, if content is king, copy is the castle.
The Internet is not a traditional medium -- at least not 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, watching a show on TV or listening to a program on the radio.
And with the Internet, people have a powerful weapon that they don't
have with other types of media, 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 words and expressions that compel the reader
to do something, even if it's just to continue reading.
According to web dictionary Atomica.com, "copy" is defined
as "the words to be printed or spoken in an advertisement."
("Advertisement" is defined as "a notice or announcement
designed to attract public patronage." It's calling for some kind
of action. 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,
scripts and hypertexts, the Internet transforms the passive reader into
an active, responsive participant. (Or make that "response-able.")
And she must therefore be treated as such -- as a participant, not a reader.
Look at it this way: a book is limited by its front and back covers.
When the book is done, it's done. The web, however, is not. If your content
does not strive at getting the reader to do something, whether it's to
buy, subscribe, join, download, call, email, fill out a form, 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 a reader to keep reading,
it's still selling an idea. It's still calling for action. And it's
still copy.
If your web page is only meant to inform people like some kind of book,
then it's content. (And like closing a book once it's read, the only action
left is to exit the website or close the browser.) But if it contains
links or more content, then it's copy. And you need to write content with
that mindset.
Ultimately, incorporate within your content a direct response formula
that compels your readers to do something. Don't leave them hanging. Take
them by the hand. Integrate a call for some kind of action, in other words.
Ask your reader to "buy now," "join today," "get
this," "download that, or ...
... Better yet, simply "click here."
About the author
Michel Fortin is a direct response copywriter and consultant dedicated
to turning sales messages into powerful magnets. Get a free copy of
his book, "The 10 Commandments of Power Positioning," when
you subscribe to his free monthly ezine, "The Profit Pill."
See http://SuccessDoctor.com/
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