Join Ian Lurie for an in-depth discussion in this video Selling the page, part of Writing Marketing Copy.
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…Sometimes you just gotta sell the page.…That means giving folks a reason to keep reading.…If you're writing a two-line bit to go on packaging, it's not that important.…But if you're writing a long form copy, you need to show readers…why they should invest the time to hear the rest of your pitch.…Reading a full page of copy may be the…first micro-conversion by a customer, before they buy from you.…If you can get them to read, you're one step closer to a completed sale.…There are a few ways to sell a page.…I'll use our example company, Harrison's Helmets, as Harrison writes…the longer, exploratory copy, for folks who want to learn more.…
One option, is to entice with a fun summary.…You can sell by promising to entertain.…This is a great way to get folks to read.…If the content that follows is entertaining.…That means people will genuinely see a value in it beyond the call to action.…Examples of this might be.…The HH1 is your perfect relationship.…Brains, brawn, and great looks all wrapped up into one.…Or.…See Spot.…
- What is copywriting?
- Writing the first draft
- Writing and testing headlines
- Structuring copy for print vs. online delivery
- Using typography effectively
- Rewriting copy
- Managing a team of copywriters