Internet Marketing (IM) is a growing specialization. If you possess writing skills and want to make money online, you could use those writing skills to become a copywriter for Internet marketing. To become an IM copywriter, you need to understand the timeless differences between traditional and IM copywriting.
Traditional Copywriting vs. IM Copywriting
Traditional copywriting is in direct connection with the print media. Most of the popular direct response copywriters you will come across belong to the league of traditional copywriting industry. Some of the greatest advertising minds in history belong to this field. Even if there is a huge possibility of learning a lot from traditional copywriting, its main drawback is that its a two dimensional medium.
In contrast, the IM copywriting field is multi-dimensional because words are not the only method to approach marketing. With the written words, you can add videos, images, interactive software and much more that makes the written words more effective and impact oriented. Furthermore, with new technologies coming on the market at regular intervals, the opportunities for an IM copywriter is immense, which is somewhat limited with print media copywriting.
IM Copywriting Guidelines
IM or non-IM copywriting is not about jotting down a 2000 word long sales letter. Every word written there should be meaningful, that is, call the readers to take action. Read the primary / basic IM copywriting guidelines below:
- Copywriting should deliver value. You are not paid hundreds of dollars to sell junk products at inflated prices and neither you are indebted towards anyone to sell junk products. The secret success of any successful marketing copywriter is their ‘belief’ in the product/service. No matter what the remuneration is, if you do not believe in the product, the copywriting will fail surely.
- When the sale of a product/service depends on copywriting, you must ensure that the perceived value of the product is equal or higher than the actual price of the product; otherwise, none of the potential buyers will become real buyers. For instance, in the mind of a buyer, the product price of the supposed product could be $39; however, the seller is asking $99. Will you buy it if you had been the buyer? NO, I am sure!
- Copywriting is a semi-story because there you are using words to make the context interesting to the reader and also ensuring that the reader is convinced enough to ‘take action’ on the basis of the written text. If you can do this, you are a gem of a copywriter.
- Should you persuade or manipulate? You will find copywriters divided on this topic – some marketers and copywriters believe it is right to manipulate the buyers with false information just to increase sales but ethically, it is wrong. Your copywriting should not manipulate the buyer with unethical means and selfish intentions. It should rather persuade the buyer with accurate information and honest feedback system so that the buyer knows they are buying a value-based product.
The trick to writing a killer piece of sales copy involves answering four essential questions:
1) Who you are?
2) What you have?
3) Why does someone need it?
4) How to get it?
Every sales letter you write should answer these four questions.
Should IM Copywriters use Greed?
You will agree that greed is a powerful motivator. Have you ever seen the way marketers are able to maximize their list building efforts by offering a product or two for free? – that’s greed working here; the greed to gain something without paying or paying a ridiculously low amount.
Many successful Internet marketers believe that greed, when delivered ethically, ups the conversion rate. Some say that this is an emotional hook which many con artists use but for many marketers, it has given them roaring success. In an industry where even 1% marketing conversion rate is considered good, there are several IM experts who get more than 10% success rate from this tactic…and they believe that using this method is good. The buyers purchase the goods ethically and after knowing all there is to know.
Whether you want to use the same tactic as an IM copywriter is entirely your choice altogether.
Five IM Copywriting Tips
1) Try not to use passive voice in writing. A sentence like “Dean taught me writing” is much better to understand than “Writing was taught to be by Dean.” Active voice works better in direct response copywriting.
2) Draw inspiration from popular writers like Stephen King and Seth Godin because their writing teaches you to talk to a wider audience…and as a writer, you definitely need that inspiration.
3) Word counts should not dictate IM copywriting. It is a myth that longer sales letter leads to better conversions; in fact, with shorter attention spans these days, no one wishes to read a mile long sales letter! Instead, the context and text should be relevant. Tell whatever the audience wishes to know and cut the hype!
4) Think thrice before using big words because a large percentage of the audience is comprised of layman. You are not dealing with hard-core professionals to use big and heavy words. It is better to use simple and easy to understand vocabulary so that the audiences can comprehend it in a better way.
5) Use native vernacular language. Vernacular language refers to the ‘native’ diction of any geographical place. For instance, the use of the word ‘pocketbook’ is the vernacular word in the US, which means purse, but in non-US countries, ‘pocketbook’ means a diary. This difference in meaning could create misunderstandings and a communication gap. Hence, it is prudent to use language native to that country.
To wrap up our discussion, copywriting for IM is a lucrative profession. Success does not come easy in this profession but when you learn the tricks of the trade, it becomes easier. Copywriting is all about selling products and services through your written words…make it relevant and convince the readers to ‘take action’…that is all you ever have to do!