Web Coach Tip: You Too, Can Avoid This Deadly Mistake When
Writing Your Own Web Copy
by Donna Payne
Published on this site: August 31st, 2005 - See
more articles from this month
I recently completed a kick-butt piece of compelling sales
copy for a business coach, who tried to 'stay awake during
the operation' and change what I had written.
The section in question was the sub-head title: "Attention:
Success Minded Entrepreneurs and Small Business owners"
She changed it to:
Attention: Management or technical consultants, CPA'S, Attorney's,
Financial Planners, Nurse Entrepreneurs, Corporate Trainers,
Veterinarians, Executive Coaches , Employment Specialist and
other Independent Professionals and Small Business Service
Professionals.
Aaargh!
What'a mouthful! I quickly wrote and explained that:
- Adding in the other professionals makes it read like
your doing a "roll call".
- Your prospect needs to feel like your talking only to
him, not a broad list of people or the "shot-gun effect".
- It's no longer scan-able and hard for the eye to follow.
- It clutters up the concept and makes it feel awkward.
- Doesn't do a thing for your keywords or ranking.
- Makes you look like a "generalist" not a specialist.
Like you're too eager and want to help everybody. People
want to enlist help from a specialist
However: I would strongly suggest doing this: . Having specific
SAR (situation, action, result) testimonials from each of
those professions. We can place 5-6 testimonials together
above your introduction that are from these various individuals.CPA,
Veterinarian, Attorney, etc. demonstrating "I fit into
this category of solo-pro's, look at these specific results.I'm
sure she can help me too"
AND if the reader doesn't feel they fit then that's ok too.
Your copy needs to be clear enough so that people can self
qualify and not bother contacting you. I'm sure there's been
an occasion where you've really wanted to let a client go
and wish you'd never taken them on in the first place. This
gives you stronger boundaries and an "out" if you
need it.
For example: I only work with Solo-Professionals,
Coaches & Therapists. I'm able to take on other clients
if I want to, but it eliminates the "Oh, you're a web
designer, can you help me with my website?" from the
snake handler down the street. (ok, so that's an extreme example!
But I get requests like that all the time, LOL!) I only want
to work with successful professionals who are Coachable and
Motivated. I think you do too, right?
Now it's your turn.
How does Your copy read? Do you have a shot gun aimed at
every visitor, or laser-focused to your target niche?
Donna Payne is the Chief Web Goddess of The Web Coach.net
and is known as the gal to call when you're feeling overwhelmed
by the internet. To spend some more time with Donna and to
experience Web technology, Development and Marketing in the
most SIMPLIFED way possible go to http://thewebcoach.net
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