| |
| |
|
Copywriting Information |
|
|
|
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.copywritingcourse.com/CruiseVacationCenter-Original.pdf.) In the conclusion, youll see how all the rewrite turned out and how exciting the end results have been. The Rewrite It took me a while to get started on this copy. Before I began writing, I wanted to really be in the mood. I played around on the vacation search feature of CVCs site and read all about some of the places I have always wanted to go. I took my time and let my imagination run wild while reading about the ports-of-call, the activities, and the ships amenities. When people shop for vacations, they are typically interested in what theyll get first and they worry about the price second. They want to feel and sense the experience of a vacation while reading about it on a website or in a brochure. It sort of falls into the same category as copywriting for brides. Getting married, for most people anyway, is a limited experience. Its not something you do every day. While a bride may be working on a budget, she still loves to see the $10,000 Donna Karan gowns and imagine herself in one. The same holds true for those planning a vacation. You usually only go on one vacation/holiday a year. Thats why we dream. Its a limited experience. Something we plan for and look forward to for months on end. So, while a vacation planner may not choose to buy the king-sized, master, grand suite, all-inclusive, five-star vacation trip around the world, s/he sure has fun reading about it and imagining it. Why do you think shows like Lifestyles of the Rich and Famous are so popular? Once Id filled my mind with everything wonderful about cruise vacations, I was ready to tackle the copy. Keyphrase inclusion was simple on this page. There was just one keyphrase, cruise vacation. I used both the singular and plural forms throughout the text. My challenge with the SEO aspect of the copywriting was to keep the balance. Normally, when there is just one keyphrase, there is a very high tendency by most people to ram, shove, and squeeze the phrase into every nook and cranny of the copy. I beg you resist that urge! As youll see shortly, SEO copywriting is NOT about forcing keyphrases into every possible slot. And, of course, there was the matter of letting visitors know that they would get a better bargain and save more on their luxury cruise if they booked online. Starting at the top, I changed the headline of: Planning quality discount cruises for you since 1993! to Book Your Exotic Cruise Vacation Online and Get Rock-Bottom Prices to the Hottest Destinations Next, I immediately began to entice the visitor with visions of what s/he could expect - from their vacation and from CVC. Rather than talk about the company directly as the original copy did: Dreaming of a cruise but don't want to pay full price? Cruise Vacation Center is one of the nation's largest cruise agencies. I started the copy with this: Just imagine youre walking along the deck of a grand cruise vessel as it gently keeps rhythm with the waves. The sun is on your shoulders and a soothing breeze wafts through your hair. I continued to build the new copy with phrases like: wander your way through the medieval castles, stunning gardens of the Mediterranean, and oceanfront luau in Hawaii, while intermixing statements including: deep discounts, book securely online, and so on. All the while, I was dropping reminders to book online for the biggest savings and offering explanations about why that would benefit the visitor. The call-to-action was designed to reinforce the idea that the customer *could* get more vacation choices for their money with CVC. You can see the end results for yourself at http://www.cruisevacationcenter.com. The Results Its fun to see how these makeovers turn out. What did my client have to say? The response was astonishing and immediate. Weekend sales tripled! Usually around 10 online books over the weekend. Last weekend had 30! [Also], they re-indexed and the home page moved up [two positions] for cruise vacation. It has a great lead-in on the search page, too. Man I just love my job! Karon Thackston © 2004 About The Author Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to also check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword. IF PUBLISHING ON A WEBSITE, USE THIS RESOURCE BOX: Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors with The Step-by-Step Copywriting Course. Be sure to check out Karons latest e-report How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy), too!
MORE RESOURCES:
Leap to the top with new in-house web copywriting service from ... - Response Source (press release)
Copywriting - Google News |
|
|
|
RELATED ARTICLES
Website Promotion: 10 Secret Motivational Triggers That Make People Buy Unless you know the secret motivational secrets that make people buy, your efforts in website promotion may not be fruitful.Here are some website promotion triggers to help you:1. What a Ghostwriter Can Do for You Do you ever have brilliant ideas for articles, books or a website, but never get around to doing anything about them? Don't feel like the Lone Ranger. Trust and credibility are vital in creating consumer confidence. How You Can Become A Freelance Business Plan Writer As with any business, becoming a freelance business plan writer can be a challenge. The first challenges involve factors such as cash flow, getting clients, and maintaining some sort of order. Four Things Every Web Site Headline Must Do As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site pages make huge demands on the skills of any writer. How To Write Headlines That Grab Your Prospects Attention It doesn't matter if you're writing an article, a newspaper or magazine ad, a web page, or even a Yellow Page ad. If it has a headline, that headline is the most important component of the entire package. Traffics Nice... But Whos Driving? In the competitive marketplace of the new millennium, the demand for specialized products or services will increase. If your site sells everything or to everyone, chances are that your audience will not perceive a value in shopping from you any greater than from anyone else. 3 Reasons why Content is Still King Back in the late nineties, the phrase 'Content is King' was repeated and repeated and repeated by site owners and marketers alike. The belief was that the more content you had, the greater the number of visitors you would attract. Freelance Business Writers - How To Get The Best From Your Writer At times, it can be frustrating to find freelance business writers that are of good quality, dependable, and within your budget. The good news is that there are many people who can perform at the level you need. 19 Secrets to Making Your Ad Copy More Effective The sales letter is the key; the sales letter is the key - echoes through the Internet marketing mountains.Ad copy, sales copy, sales letter, copywriting or whatever you want to call it - the goal is the same for every Internet marketing business. How to Start and Sustain a Career as a Freelance Writer Have you wondered how you can make a career writing books or articles for various publications? Or are you seeking a viable second income opportunity but do not know where to start? Well, freelance writing may be the right career for you and it can open a world of lucrative opportunities for you.You do not need to have special qualifications to be a freelance writer and make money. Freelance Copywriting Advice #1: Take the Scary Jobs From time to time you will be faced with an opportunity that looks downright scary.The temptation is to think, "Hey, that's way outside my level of expertise. Are Long Copy Salesletters Scams? A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so. Writing For Sex Markets Many professional freelancers will go their entire career without ever once writing a story about sex. Oh, they may craft a racy scene or two in the course of writing the next Great American Novel, or they might someday write an article about the latest in sexual research, but that's about as far as many writers will ever take the concept. Be Contagious... Spread The Word! "Melissa" invaded our computers in late 1999, then "I Love You" in 2000. A year later, the "homepage. Can Honest Copywriting Succeed? I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype.Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action. How to Get Instant Attention Most of us have seen a heckler at a baseball game. Sure, he's likely to draw attention, both positive and negative. How To Personalize Your Headlines For Increased Profits! Personalizing your headlines to your target audience can significantly improve your sales response. You can do this by mentioning a person by name, their city, their career field, their job title, or group right in the headline. Accelerate Your Freelance Copywriting Master Business Plan! Ever wish for your own copywriting business?Ever wish you could become one of those internet marketing gurus and live out your dream of being who you really want to be?Well, what's stopping you? Is it time? Money? Fear of the unknown? These are the roadblocks that prevent so many of us from achieving our full potential for greatness.If you're good at something, and I'm sure that you are. Creative Copywriting? There is a difference between creative writing and copywriting. It took me a while to come to terms with this but it's true, there is a difference. The Five Rules Of Influential Web Writing Building a professional reputation requires a campaign founded on your words: the positions you endorse, the motions you advocate, the accuracy of your vision. Writing for the Web can either establish your expert credibility or destroy it.
|
| home | site map |
| Web Site Development - Search Engine Marketing: Dream Team Media |