The first paragraph of your article is a brief summary of the content. You've designed an impressive, quick-loading website. Your images are optimized to their smallest sizes, your headline is spot-on, and all navigation bars and buttons are clear and easy to use. But what could possibly go wrong? The moment your visitors start reading, they lose interest and click away. The problem lies in your body copy.
Your website serves as an advertisement. Regardless of its purpose, it's selling something:
Consider the ads you read in newspapers or magazines. You're drawn to those that engage, intrigue, excite, or interest you. The headline is akin to a book's cover - it reels them in. The body copy, however, is what convinces them to stay and buy into what you're selling.
Body copy should be:
Examine the sites run by prominent Internet marketing figures like Marlon Sanders, Cory Rudl, or Ken Evoy to understand how body copy should be crafted.
Do you need to be a world-class copywriter? Absolutely. But it's not as daunting as it sounds. Here's how:
How long should your body copy be? It should be as long as it needs to be. Write everything down following the AIDA formula, focus on benefits, then revise and cut down by 25% - eliminating unnecessary adjectives and adverbs. Whether it's 100 or 1000 words long, it will be the right length.
Is this all about websites? No, it applies to anything you write: letters, press ads, radio/TV commercials, sales presentations - even a best man's speech can benefit from AIDA. Keep writing, keep practicing, and speak from the heart.
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