Old school copywriting is all “Sell, Sell, Sell!” But online, hype is out and “help” is in, according to website content maven Nick Usborne’s article “Help, Help, Help, Sell”.
When it comes to your website visitors he says, “You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them.”
Gerry McGovern concurs. In a recent newsletter he explains why trying to be creative rather than communicating clearly isn’t the best way to help people who are searching the web for solutions to their problems. To quote:
Think about it. There are lots of people on our website right now whose attention we already have. Will they leave satisfied? There are many more searching for things that we have. They don’t need to be convinced. They are already on a journey to complete a task that we can help them complete. Let’s help them be successful. It’s a massive opportunity.
Charles Cuninghame – Freelance Copywriter
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