I seem to have a theme here about coming down hard on all the fancy "jee-wiz" technology someone can incorporate on a web site. Now don't get me wrong, I use and believe that technology is necessary for your web site, but that shouldn't be the only thing that makes your site "great". People come to a web site for information and unfortunately when you have flashing ads, fancy Flash intros, and scrolling ads etc. you don't give them this information.
The best way to give them this information is through copy on the site. This copy is typically delivered through text on the page, but could also be delivered through a video or audio file on your site as well. Your copy needs to get the visitors attention right away and pull them into the body copy. As the person reads you need to build interest in your business, service, or product. In addition, you need to convert this interest in desire to have what you are selling. Finally, all the desire in the world is no good without action. Get the person to take action!
This principle is called AIDA which stands for Attention, Interest, Desire, and Action. This is one of the many models that copywriters and advertisers have used in developing marketing pieces for years. There are many other models, but they are just others ways of saying the same thing.
Now the question probably arises is how do you accomplish this task? Write about the benefits of your service or product not the features. What is the difference, well my smart ass answer is higher sales. Features are the facts about your product or service such as it has a 80 GB hard drive and 3.2 Ghz chip etc. Benefits by contrast is what someone will get out of doing business with you. For example, a computer that is faster allows you to access files faster, complete work more quickly and hence makes you more efficient and more profitable.
If you don't remember anything else I wrote here remember this...
People buy benefits not features!
If the copywriting on your web site or in your marketing materials follows AIDA and is benefit based writing and not just features you will find your web site more productive and not just an alter to the gods of fancy but useless technology. Copy is truly King, those that know this sell more and those that don't give jobs to the rest of us by keeping useless web sites on the web and mailing out tons of worthless marketing materials. Hmm, come to think of it, maybe you should just continue doing all the web sites and marketing the old way so I will always have a job!
Michael Temple
