Whether you’re a salesman who can talk slicker than an Exxon oil spill or simply a really amiable business owner, your website is still the one doing the talking on the Internet. Unless you’ve got a prospect on the phone or in your office, you don’t have the ability to verbalize your business’ message, so your website better have the right things to say.

Ultimately, what you’re trying to do is not necessarily induce action but to prevent procrastination. People procrastinate because they have fears: fear of paying for your service, fear of making a bad decision, or fear of finding a better offer after they’ve enlisted your service. Your job with your copy and content is to make them feel so good and so secure that they can’t do without your offer.

Consumers will find any excuse not to move forward, so make sure your copy provides people with ample reasons not to procrastinate. Your copy empowers people to see that if they procrastinate, they will lose a great deal. A solid method you can apply here is the AIDA formula: Attention, Interest, Desire and Action.

Your copy needs to grab people’s attention, which is very often done with the headline, because it’s the first thing that people read. You should then get them interested in what you have to offer, so they’ll read your copy, which creates the desire to own your product, and then finally gets them to take action and actually purchase your product.

All too many fail to recognize the true power of copywriting. Your copy is your perpetual voice, representing your business around the clock and even the world. The power of the written word can launch your business to incredible levels. Essentially, copy is a salesperson in print.

Related posts:

1. What Should I Say? Writing Brochure Copy Step-by-Step