As someone with a programming background I have a fondness for code, however as an objectivist I’m able to put myself in the shoes of the customer. To them the text on the screen is the company, not the code, CMS, and other IT infrastructure that supports your site. The sales copy is essentially the voice of your organization’s online salesperson. What words they say and how information is put out matters. How they see the product matters, are they moved to conversion from your product or service web page or do they leave searching for someone to tell them the information they need to make the buying decision (often your competition).
As someone who has worked for a small eCommerce operation for 13 years and gets a chance to chat with customers it’s normally questions about the products that are the ones that are holding them back from purchasing. It’s the lack of details that leaves them lingering looking for more information and raises doubt as to whether or not this is the right purchase to make.
By following the old adage “the more you tell, the more you sell” I provide customers with the details they are looking for to answer their questions. This helps reduce the number of emails and phone calls and leads to automating the sales process. It also helps you sell when your staff has gone home for the night. Code is cool, but having a 24×7 automated selling machine is even better. Good sales copy can help you achieve this.
Examples of Tim’s Copywriting
More copywriting examples are available on request.