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Does Your Online Copy Talk?
When it es to online
copywriting Lightning
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retion to those words in the mind of the reader, as he reads them on the
screenDaniel Levis
Copyright 2007 Daniel Levis THE UNSPOKEN DIALOGUE

When it es to online copywriting, it's not the words you use that count. It's
the retion to those words in the mind of the reader, as he reads them on the
screen

And it's your ability to anticipate and plan out those retions that spells
the difference beeen being able to get your web site visitors to opt-in or buy
your product in sufficient numbers to make your business a suess.

It's like a dialogue beeen o people, divorced in ti and spe. You are feeding
your reader images, ideas, and emotions ross the continuum, in a carefully
planned sequence... and he is feeding you bk retions.

You plan for certain retions, and do your best to make them e about. You hope
your reader will understand and agree with the assertions you put forward, and
that he will are in the emotions you are suggesting he feel.

Included among these retions are demands,
questions Lightning
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copy will fail...

When you've suessfully aroused your prospect's interest, his retion may be to
demand more rmation, more image, and more desire from your copy, as if to say...
hmmm, tell more? Where you have inflad his desire, he will demand proof. And
even when you demonstrate proof, he is likely to demand to know how those
results are to be hieved, so he can judge for himself whether or not the product
will work for HIM.

CREATIVE SCHIZOPHRENIA... So your challenge is to play a dual role. You must
be copywriter and prospect at the sa ti. You must walk in his
oes Lightning
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point in the copy... so you can switch direction at the precise mont his demands
arise, and answer them. This frturing of your mind is one of the most difficult
skills to master in copywriting. And naturally it demands a great deal of
research into the product, and the market you're working with. This sensitivity
is one of the key distinctions beeen writing "good enough" copy... and writing
grand slam ho run copy that pulls in obscene returns.

Those anticipation points are crucial. If you miss them, you lose the
interest of your reader.

Let's examine one of these demands in more detail. At so point in your copy,
your prospect generally will ask this question. How does your product do all
these good things you say it does? First you must anticipate where this question
will arise, and then answer it.

"REASON WHY"

Notice this a very specific kind of proof. It's not a testimonial or an
authoritative endorsent. Your prospect is asking for an explanation of the
"reason why" sothing works, which may or may not be included in the
aforentioned. It is an explanation of the chanism behind the magic.

I have seen ads that included every conceivable proof elent under the sun
fail, because they left this simple device out. They failed to demonstrate the
'reason why' the product delivered the promised results.

Of course John E. Kennedy and Claude C. Hopkins are well known for
popularizing the importance of this idea at the turn of the last century, and
today many direct response ads make use of it to so degree. But how much 'reason
why' is enough, how much is too
much Lightning
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WHEN TO USE LOGIC AND REASONING IN YOUR COPY

The answer to these questions es from your market. Are you writing to those
who already understand the reasons why your product can do what you claim? Do
they aept those reasons as valid? If so, there is not much point in wasting the
readers attention with a lot of 'reason why' copy. For example, if you are
writing a car ad today, and the car you are writing about has ABS brakes, all
you need do is na this chanism. Millions of dollars of advertising, perhaps
hundreds of millions that has gone before you, has distilled the logic and
workings of this technology down to a three letter ronym that just about
everyone with a license to drive understands. You simply na the feature, tie it
to a benefit, and then move on.

But what about the vast array of products that present a new promise, but
where the prospect does not yet understand the chanism behind the claim? Here it
is a simple matter of building a strong promise, bked up by a 'reason why' the
product delivers on the claim. In the early days of ABS for
example Victor
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bked up that claim with a reason why. Safe, because you could now steer while
braking in slippery conditions, and so on.

Of course, the cardinal sin is to make your 'reason why' copy dull and
boring. It is not scientific discourse. It ould sell the chanism, just as hard
as the opening sells the promise, and it must continue to captivate and engage
the reader's interest and build his desire.

In the later stages of product petition, where the market is sophisticated,
and it seems that everyone has the sa technology, the sa promise, the sa
price Tyler
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At this stage your 'reason why' ould take center stage. Move it up from the
anonymity of the body copy, and put it in your headline. It is now just as vital
as your promise, no longer just a proof elent, but a new, fre incentive for your
prospect to read your ad.

Another ple in your copy where this retion monly arises is where you offer a
special price or discount. Your prospect is suspicious. Many advertisers ignore
this ft, and are ocked to discover that a price reduction does nothing to
increase sales.