Wednesday, August 02, 2006
[web site marketing tips] Strategy vs. Message vs. Copy
One reason a lot of copy seems lifeless: The writer focused on words, before creating a strategy and a message. The Strategy Strategy means identifying your target market and your position relative to the competition - something you learned in Marketing 101. Example: You want to create a program on getting out of debt. You decide to target single women aged 38-50, earning at least $100K a year, working in urban areas. Most belong to professional organizations so you can find them. You have access because you belong to two organizations yourself and the membership chairman gave you a list. You're unique because you have developed a proven 9-step system that doesn't require giving up credit cards (unrealistic for ths market), sends a guilt-free message and includes room in the budget for spas, vacations and shopping splurges. You're credible as a delivery source because of your credentials and industry connections. The Message Message means identifying what you want to communicate about your service to this target market. Example: For your get-out-of-debt program, you want to communicate "You can have a life without debt -- and without beating yourself up about debt -- and it's closer than you think." Okay, not very inspiring -but we just have an example. The Copy Here's where we put persuasive language around your message. A headline might be, "Are you ready to say good-by to your debt -- with love and without regrets?" or "Who else wants to develop a whole new relationship with their money?" We'd then follow sales letter format for your services. And we'd create a website that works 24/7 as a powerhouse profit center. |
# posted by Cathy Goodwin @ 2:03 PM 
