Whether it's your website, a salesletter or a brochure, when people have a favorable reaction to your business communication, you make money. To achieve a positive response, your want all of your marketing communications to connect with people and persuade the result you want.
The problem is that the written word is not at all like the spoken word. And writing for the Internet is very different than writing a printed salesletter or a brochure or a news article.
Here's the difference: When you read an article or present facts that people need to do a job, this is writing to inform. The goal of informative web copy is to be concise and accurate. Journalism writers follow the guide of who, what, when, where, why and how. This type of writer can be above average and even have a journalism degree, but has learned how to write news and information (not sell copy).
Most writers are comfortable writing information. But for the vast majority of copywriters, persuasive writing is difficult to accomplish. It involves a stepped up level of persuasion over what other types of written communications require.
Typically, unless a writer is an advertising copywriter specialist, most writers don't even know they are not writing sell copy - and most Internet entrepeneurs can't tell the difference until sales lag.
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