Formula for Mathematically Measuring the Selling Quotient of Web Copy

Transcription

1 Formula for Mathematically Measuring the Selling Quotient of Web Copy Rate the following components of your website, giving yourself a possible score of 100 points. First Screen Does the first screen give the web visitor a compelling reason in 5 seconds or less why he or she should stay and read on? (0 7) Note: Did you make sure that the logo, company name, header, graphics, and other nonselling features did not take up a sizable chunk of the first screen? Headline Does the headline stop readers dead in their tracks? (0 7) Does the headline read like an interesting editorial instead of an ad? (0 7) Does the headline incorporate a compelling promise or point to a benefit that s important to the target audience? (0 2) Does the headline call out to the target audience? (0 1)

2 130. Web Copy That Sells Does the headline cause the reader to read the subheadline and/or the first paragraph of the web copy? (0 3) Is this the best possible headline for the objective? (0 2) Is this the best possible headline for the target audience? (0 2) Is this the best possible headline for the product or service? (0 2) Does the headline do one or more of the following: (0 1). Appeal to the emotions?. Use specifics?. Arouse curiosity?. Make an announcement?. Ask a question?. Begin with the words how to? First Paragraph or Opening Statement Does the first paragraph cause the reader to read the second paragraph? (0 3) Does the opening paragraph ask a compelling question that breaks preoccupation, grabs attention, and points to the result or benefit of the product or service? (0 2) Style and Formatting Is the web copy written in a conversational style? Does it use contractions, colloquialisms, and easy-to-read language instead of corporatespeak? (0 1)

3 Crafting Your Copy, 131 Is it scannable? Does it do the following? (0 5). Use bulleted lists to summarize content?. Highlight (i.e., bold, italicize, underline) selected keywords to help scanners move through the web copy?. Have meaningful subheads (versus amusing or clever ones)?. Present one idea per paragraph?. Use the inverted-pyramid style of writing (i.e., key points and conclusions presented first, followed by less important matters and background material)?. Break paragraphs into two to four sentences?. Incorporate interesting stories or case studies, significant facts, quotes, or statistics set off in boxes? Body Copy Is the body copy written in editorial (versus advertising) style? (0 3) Does the body copy lead readers down the intended sales path? (0 3) Was emotion injected into the body copy? Is the body copy built on proven emotional drivers such as anger, exclusivity, fear, greed, guilt, and curiosity? (0 3) Do all the parts of the body copy compel the reader to read from start to finish? Did you employ the questions What s in it for me? and Who cares? and So what?

4 132. Web Copy That Sells after writing each sentence and remove all sentences or phrases that don t satisfy those questions? (0 2) Does the body copy employ the linear path with minimal distractions and minimal clickable links that don t support the sales process? (0 5) Does it use psychological devices that motivate prospects to buy? Have rational words been replaced with emotional words wherever possible? (0 3) Does the body copy answer the question, Will this product really work for me if I use it? with an unequivocal Yes! Were all possible sales objections addressed? (0 2) Is the writer of the website s information identified early in the body copy? Are reasons given for why the readers should believe the writer? (0 2) Does the web copy convince readers that no other product or service can compare to the one that s being sold on the website? (0 2) Offer, Testimonials, Bullets, Price, Guarantee, Bonuses, and Close Is the offer crafted in an irresistible manner? Does it establish a unique selling proposition and is that USP featured prominently on the web page? (0 3) Does the web copy employ the use of testimonials? Are the testimonials strategically placed in areas where they reinforce the selling arguments? (0 3) Does the web copy employ mouthwatering bullets? Do the bullets first state the benefit that readers will receive,

5 Crafting Your Copy, 133 followed up with either (1) a brief scenario of how their life will change when they get that benefit or (2) an injection of emotion, drama, or intrigue that elevates the desirability of that benefit? (0 3) Are free bonuses or gifts offered as an incentive to buy? (0 2) Does the close summarize the offer, employ a persuasive call to action, and inject a sense of urgency by giving compelling reasons to act now? Is the close written in a style that assumes the sale? (0 3) Does the web copy convince the reader that the product or service is worth the price? (0 2) Does the product or service being offered have a guarantee that removes the risk from the purchase? (0 3) Other Elements Is there a mechanism to capture the web visitors contact information? Does the opt-in offer feature an irresistible and easy way to compel the target audience to give up their contact information? (0 7) Does the web design layout and graphics support the web copy? (0 1) Does the order form include the following essential components? (0 3). Check box. Summary of offer, bonuses, and guarantee. Price. Assurance of secure ordering

6 134. Web Copy That Sells. How the product or service will be delivered and when. Testimonial as reinforcement of purchase TOTAL SCORE Note: To avoid having to manually add up your worksheet score, you can go to formula.htm. That webpage enables you to simply plug in your scores, and the CGI script automatically calculates the total for you. (The CGI script is courtesy of Paul Galloway, www. PaulGalloway.com.) Thomas Carruthers once said, A teacher is one who makes himself progressively unnecessary. This formula is one of the devices I ve used to make myself progressively unneces- sary to my web copywriting students and clients. It allows you to dissect your own web copy (or your prospective clients web copy), evaluate its selling ability, and make the necessary improvements all in one fell swoop.