The latest Lorrie Morgan-Ferrero’s Copywriting TNT newsletter issue has been released. The featured article is titled “7 Deadly Mistakes to Avoid with Promotional Web Copy”. [eZine Article Reprint]


The latest Lorrie Morgan-Ferrero’s Copywriting TNT newsletter issue has been released.

7 Deadly Mistakes to Avoid with Promotional Web Copy

Words on the web are a different animal than words in print. Studies show a full 79% of Internet users SCAN the page rather than read word for word. Here are 7 web copy mistakes you need to avoid.

Mistake #1:

OPENING WITH FLASH

Open with a bang, but not with Flash. Graphic artists LOVE Flash animation. Internet cruisers hate it. They can’t wait to find the “Skip Intro” link. That’s because Flash stands in between them and the information they’re hunting for.

Mistake #2:

NO COMPELLING HEADLINES OR SUBHEADS

In print, eyes go to the picture first. Not so online. Research shows the first thing web users see is a headline. Then eyes drift down the page looking for easy-to-pick-up words, like a quick summary! Once they’re hooked, they can go back and really read your copy.

Mistake #3:

OPENING WITH “WELCOME TO MY HOME PAGE”

You’re wasting valuable real estate if this is your first phrase. It may be the first and last thing a site visitor reads. Don’t forget why web users visit you in the first place. It’s all about THEM. Not you.

Mistake #4:

NOT BUILDING COPY AROUND KEYWORDS AND PHRASES

Keywords and phrases are what Internet surfers type in to a search engine, like Google. The search engine comes back with a list of related sites. Surfers tend to click over to sites at the top of the list. So figure out what words your target market would type in to find you. Those are your keywords. Now build them into your copy.

Mistake #5

NOT ENOUGH WHITE SPACE

You can guide the eye where you want it to go. Don’t clutter up the page with too many confusing options. Use strategic white space to pull your reader through your copy from start to finish.

Mistake #6

BORING THE READER AWAY

Your message has a heck of a lot of competition. People don’t have to read your copy unless they want to. Let me let you in on a little secret – the purpose of copy is to get you to read the first sentence. Then that sentence should get you to read the NEXT sentence. And so on.

Mistake #7

UNDERESTIMATING THE IMPORTANCE OF COPY

Copy describes what you do and persuades the reader to take some action. But what really makes copy invaluable is its ability to build a lasting relationship with your reader. Whether you’re there or not. 24/7. Once you have that bond, you don’t have to bother convincing them how great your product is. They’re READY to sign up!
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      Lorrie Morgan Ferrero

Bi-weekly Lorrie Morgan Ferrero distributes a highly acclaimed newsletter called “Copywriting TNT – Tips N Tactics” and have written a book for copywriters and entrepreneurs alike called, “Red Hot Copy to Woo Your Target Market”. Watch for her copywriting teleclasses – announced in her ezine.

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