By Kelly Quigley, REALTOR® Magazine
Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time By Maria Veloso (AMACOM, 2005)
Buy this book from Amazon.com
This book, while not specifically targeted at real estate practitioners, offers solid guidelines on how to create riveting headlines for your Web site and write copy in a way that engages your target audience. The author takes general persuasion and motivation techniques that are commonly used by salespeople and applies them to writing for the Web and e-mail. She also offers tips on how to capture e-mail addresses and boost site traffic, which go hand-in-hand. This book would be most useful for those who actually sell products on the Internet, but anyone who has a Web site to build business—and to ultimately make money—will find valuable online marketing advice they can use.
Tips From the Book:
- Make a good first impression. The first screen that online consumers see—not the first “page,” but the part of the page that appears before visitors scroll down or sideways—can make or break your Web site. Use this prime space for a compelling headline that calls out to your target audience and lets them know how your site can benefit them.
- Avoid ‘corporatespeak.’ The author defines “corporatespeak” as business jargon that would not be understood by lay people outside of a particular industry. The way you write Web copy is distinctly different from the way you would write a business letter. Your goal isn’t to win literary awards from your online writing, but to build business. Use a conversational writing style; plain, easy-to-understand words; and contractions when possible.
- Use these words in your Web copy. The author suggests using some eye-catching words that create positive or engaging images in your Web copy. Some of these words include “affordable,” “easy,” “effective,” “forecast, “hot property,” “Right now,” “save,” “timely,” “ultimate,” and “upscale.”